What if the AI answers your buyers trust are already ignoring your brand?
In this episode of Connect To Market, host Casey Cheshire sits down with Simon Wilhelm, Co-Founder of SCAILE Technologies to explore how companies can connect to their market by showing up where buyers are actually looking: inside the answers generated by ChatGPT, Perplexity, and Google AI Overviews. Wilhelm’s core thesis is counterintuitive: to win with AI, you need to “be more human and make mistakes,” creating unique, valuable content that LLMs want to cite rather than churning out generic AI-generated filler.
Wilhelm draws a sharp distinction between AEO (Answer Engine Optimization, focused on appearing in AI-generated summaries and answers) and GEO (Generative Engine Optimization, a broader cross-functional competency that aligns marketing, sales, customer success, and product around a unified value proposition across platforms). He walks through a practical workflow: gather FAQs from sales and support, map buyer intent, pull competitor and community questions into a data lake, generate bottom-of-funnel prompts, test them across multiple LLMs, then publish structured content both on-site and off-site on platforms like Reddit and YouTube. Wilhelm notes that GEO results can appear in as few as 6 to 14 days, warns that mass AI-generated content without real value or EEAT signals can trigger Google spam updates, recommends refreshing existing content before creating new pages, and shares tactical tools including Bing Webmaster Tools for AI query visibility and Google Analytics for tracking AI crawler traffic.
In this episode, we cover:
Why “being more human” is the counterintuitive key to getting cited by LLMs, and how unique, imperfect content outperforms polished AI-generated filler
The critical difference between AEO (appearing in AI answers) and GEO (a company-wide competency aligning teams and platforms around a unified value proposition)
A step-by-step workflow for building a “question lake” from sales calls, support tickets, and community forums to generate content LLMs actually pull from
How to measure AI visibility using Bing Webmaster Tools and Google Analytics AI crawler data, and why refreshing existing content beats mass-publishing new pages
If you’re a B2B marketing leader watching your organic traffic decline as AI answers replace clicks, Wilhelm’s GEO framework is the playbook for making sure your brand is the one getting cited, not your competitor.
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Connect with Simon:
LinkedIn: https://www.linkedin.com/in/simon-leander-wilhelm/
Scaile Technologies: https://www.scaile.tech/
GTM Engineer Community: https://gtmengineer.dev/
TUM Venture Labs: https://www.tum-venture-labs.de/
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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
