Ross Hudgens founded Siege Media, and his Wiley book Generative Engine Optimization: The Definitive Guide to AI SEO is out October 12, 2026. His sharpest finding: brands with versus articles were the most likely to get AI search traffic. Read the full episode recap.
Siege Media started as a content marketing agency almost fifteen years ago, repositioned as an organic growth agency, and now calls itself a full-service GEO agency. It added affiliate partnerships and community management because third-party citations keep showing up in AI answers. Ross calls the change foundational. He and Jeremy get into what moves LLM visibility, and why so much of it looks like conversion work.
"Those with versus articles were the most likely to have AI search traffic." - Ross Hudgens
"Be humble about who you actually are and you'll get those great customers and you won't get the ones you won't, and people who land on that will trust you a little bit more." - Ross Hudgens
"People go get citations that have zero traffic." - Ross Hudgens
Ross is giving away copies of the book at Ahrefs Evolve on launch day.
Unscripted SEO is hosted by Jeremy Rivera. More episodes at Unscripted SEO.
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