FIR Interview: Generative Engine Optimisation with Stephanie Grober

GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise?

In this FIR Interview, Shel Holtz and Neville Hobson talk with Stephanie Grober, Marketing & PR Director at Horowitz Agency in New York, about why GEO matters, the competing narratives surrounding it, and how communicators should prepare for the impact of generative search.

What we discussed

• What GEO actually is – and how it differs from (or builds on) SEO
• The hype versus the reality: is GEO a genuine discipline or simply “snake oil”?
• The importance of authority, credibility, and tier 1 media coverage in shaping generative search results
• Why trade and niche publications are still crucial for visibility
• Practical steps for PR and comms professionals to get ahead, from media training to message consistency
• The evolving role of content marketing, press releases, and multimedia in a GEO-driven environment
• How law firms and professional services balance credibility with regulatory and compliance requirements
• Where GEO may be heading over the next 12 months

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