Episode Details

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Are you still optimizing your agency's content for Google while your clients are getting their answers from AI? Are you charging for the execution that AI is about to make obsolete, while giving away the strategy that commands real fees?

Today's featured guest works with agencies navigating the shift from traditional search to generative engine optimization. He'll talk about what the Anthropic research actually says about how much of the work agencies do today can be automated, how AI reads content differently than Google does, and the practical steps any agency can take right now to show up in AI-generated answers before competitors figure it out.

Tom Lee is an AI search and SEO specialist and co-founder of Visto, a platform that helps agencies build the visibility and optimization layer for the AI search era. Tom and his team advise agencies on generative engine optimization, or GEO, and how to position their clients to show up in AI-generated answers across platforms like ChatGPT, Claude, Perplexity, and Google's AI Overviews.

His background includes working inside large enterprise companies including Apple and Walmart, where he managed SEO at scale. He now works directly with SEO and GEO agencies helping them build the strategic frameworks and content systems that translate traditional search authority into AI visibility.

In this episode, we'll discuss:

• Is your value proposition still execution?

• Why GEO does not replace SEO

• Repackaging existing content will get you nowhere

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E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Tom referenced an Anthropic study published earlier this year that mapped out the theoretical automation potential across industries. For software development, AI can already handle around 35% of code generation, with a theoretical ceiling of 9