The GEO Show

Ann Stanley, Founder & CEO of Anicca Digital, has built nearly 100 GEO audits in the past year, all with Claude Code. Paris Childress talks with Ann about what those audits revealed about big brands, why prompt tracking is a sampling problem, and how marketers can use Claude Code skills and AI agents to build their own tools.
In this episode:
  • The 12-pillar GEO audit. Ann trained Claude Code on her team's manual audit, then fed it real data from Waikay and Ahrefs. About 5% of the brands that got her cold outreach asked for a report.
  • Playwright and a Chrome extension. Most AI platforms block bots, so Claude Code used Playwright where it could and built Ann a custom Chrome extension to capture the rest. She got to between 5 and 10 audits in about two hours.
  • A branding win. The audits put Anicca in front of big brands that would not normally have taken the meeting, but Ann says they worked better for branding than for lead generation.
  • What big brands still miss. Many didn't know how LLMs work, and incumbent SEO agencies were the biggest sales barrier. Ann's lesson: pitch GEO alongside the SEO story.
  • Prompt tracking is probabilistic. Paris explains why one run tells you little, and why we run every prompt 30 times and show a margin of error of about 1.5 points either way.
  • GEO as branding. Ann now treats GEO as more of a branding exercise, yet Anicca is seeing more leads that mention ChatGPT, and they convert well even though the traffic is under 1%.
  • Claude Code for marketers. Why Claude Code is different: it works on your machine, connects to your tools through API keys and runs scripts like Python and Playwright.
  • Skills as instruction kits. Ann's rule is to keep each skill narrow and string skills together. Her weekly chain turns AI news into a blog, a LinkedIn post and a newsletter in just over an hour, versus about four hours by hand.
  • Workflows and commanders. How Anicca's C4 links skills into workflows and agent-style commanders, and how Paris runs this show's publishing workflow with Grok Bot.
  • Will LLMs eat SaaS? Ann on building Armadello, an analytics platform with about 100 pre-built reports, and why insights and action still beat raw dashboards.
Find Ann at anicca.co.uk and try the Armadello demo store at demo-store.armadello.com.
Watch on YouTube: https://www.youtube.com/watch?v=4pA3GE-N3gU
The GEO Show is hosted by Paris Childress, founder of Hop AI and co-founder of GEOforge. getgeoforge.com

What is The GEO Show?

The GEO Show is about generative engine optimization (GEO) and AI search: how B2B brands win AI visibility in ChatGPT, Perplexity, Google AI Overviews and AI Mode. Each episode breaks down what is changing in the way AI assistants and answer engines find, cite, and recommend brands, and what marketers should do about it.

The show is built for B2B SaaS marketers, SEO and content leads, and founders who want their brand to show up when buyers ask AI for answers instead of scrolling a page of blue links. If you own organic growth, demand generation, or brand, you will come away with practical GEO tactics you can test, a clear read on the latest AI search news, and better ways to measure AI visibility when traffic alone no longer tells the whole story.


Episodes mix a few formats:




  • Solo deep dives on GEO strategy, from how large language models choose which sources to cite to how content, earned media, and brand mentions shape AI answers.


  • News breakdowns on the latest moves from OpenAI, Google, Perplexity, and the rest of the AI search landscape, and what each change means for your pipeline.


  • Expert guests, including SEO and GEO practitioners, content and PR leaders, agency operators, and founders building for AI search.


  • The Friday catch-up with regular co-host Simon Young of Question.Marketing, where the two unpack the week's biggest AI search stories and debate what actually works.


Your host is Paris Childress, CEO of Hop AI and co-founder of GEOforge. Paris brings a practitioner's view of GEO and AI visibility, focused on what B2B teams can apply right away, not hype.


Learn more about GEOforge at https://getgeoforge.com.


Subscribe to The GEO Show on Apple Podcasts, Spotify, YouTube, or wherever you listen so you never miss an episode, and share it with a teammate who is figuring out AI search.