Alex Birkett: The New B2B SEO Playbook for ChatGPT, Gemini, and AEO

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

In this episode, we’re joined by Alex Burkett, Co-Founder of Omniscient (a B2B organic growth agency), to break down how AI-driven discovery is changing consumer behavior, measurement, and what “organic visibility” even means in 2026.

 

Key Talking Points

✅ Who Alex Is + What Omniscient Does. Omniscient is an organic growth agency delivering SEO, content marketing, and digital PR to drive revenue and business outcomes for B2B brands. The team is ~34 employees and growing.

✅ AI Search Is Now a Core Customer Touchpoint. Alex highlights a big shift: LLMs are being used at the earliest stages of the buyer journey, especially by business buyers. Brands need to show up before the click even happens.

✅ The Biggest Shift Isn’t Tactical, It’s Behavioral. Marketers obsess over channels and tactics, but the real disruption is how consumers expect answers now. They want a synthesized response, not ten blue links and a manual research workflow.

✅ “GEO/AEO” Advice Often Sounds Like Good SEO. Clear structure, headers, natural language, listicles, bottom-of-funnel content. If you remove the buzzwords, a lot of “AI optimization” advice is still foundational SEO. The difference is the interface + tracking.

✅ The New Measurement Problem: Untrackable, Probabilistic Outputs. You don’t “rank” the same way. You’re mentioned (or not) across repeated prompt runs. Visibility becomes a probability, not a position.

✅ Segmentation Matters: Personas Will Shape Answers. Personalization makes AI outputs vary. Alex suggests using persona-based prompt modeling (e.g., enterprise VP Marketing vs early-stage founder) and looking for where you’re underrepresented.

✅ Off-Site Sources Are Crucial: It’s Not Just Your Website. For branded queries, Alex references that owned properties can be a small share of citations. 

✅ Top-of-Funnel Still Matters Even Without Clicks. Even when AI isn’t directly “recommending a vendor,” brands can influence early-stage narratives. Original research and proprietary data get cited more and travel further.

✅ Underrated Opportunity: YouTube (Especially for B2B). Alex calls out YouTube as massively underutilized in B2B. It’s frequently cited in Google’s AI surfaces and has less saturation than written listicles.

✅ Alex’s 3-Part Framework for AI Visibility.

1. Be the Source (create best-in-class content that becomes the cited answer)
2. Be Included in the Source (get mentioned where the model pulls from)
3. Shape the Narrative (original research + brand marketing + upstream influence)

 

Notable Quotes & Moments

📌 “The biggest shift is on the consumer behavior side, less so on the tactical side.”
📌 “You’re expecting an answer now, not ten links.”
📌 “It’s probabilistic, not a ranking thing.”
📌 “If you take the names away, a lot of GEO advice is just good SEO.”

 

About Alex Burkett

Alex Burkett is the Co-Founder of Omniscient, a B2B organic growth agency helping companies drive revenue through SEO, content marketing, and digital PR. He previously worked in growth and experimentation at companies like HubSpot and Workato, and he’s now focused on how AI search is reshaping discovery, attribution, and brand visibility.

🌍 Omniscient: https://beomniscient.com/
🔗 LinkedIn: https://www.linkedin.com/in/iamalexbirkett/ 

 

🚀 Build Your Brand with Real Links

At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today:
🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call

 

👋 Connect with your hosts:
👉 Chris Panteli on LinkedIn
👉 Nick Biggs on LinkedIn

 

🎧 Listen to more Market Movers episodes:
🌍 https://marketmoverspod.com