Welcome to The GEO Show, the briefing on Generative Engine Optimization and AI visibility. Brought to you by GEOforge.
In episode 58, Paris Childress, founder of Hop AI and co-founder of GEOforge, walks through his brightonSEO keynote from October 8, 2026 on information gain: the missing metric in most GEO content strategies.
In this episode:
🍄 AI is a truffle hunter
AI engines are fed on public information. What they reward is original, useful knowledge only your brand has, buried inside your company and never published.
📐 What information gain means
Information gain is how much new, useful information a passage adds beyond what is already covered. Google filed a patent on it in 2018 for human readers; now the recipient is AI crawlers. GEOforge scores it from 0 to 100%, and Paris suggests content under about 20% may not be worth publishing.
📈 GlycanAge case study
52 pages published, 35 cited in AI answers, with a median of 5.9 days to first AI citation. Google AI share of voice rose from 27.8% to 32.3%, and articles scoring 90% or higher on information gain had the highest median citation rate.
✅ Google on AI-generated content
Google's guidance says generative AI content is acceptable but must be fact-checked for hallucinations. Grounding drafts in your own knowledge base, through retrieval-augmented generation, cuts that editorial burden from the first draft.
🎙️ Record everything
Sales calls, customer meetings, support logs, webinars and podcasts are the richest ongoing source of proprietary knowledge. Feed them into the knowledge base and AI can answer prospects the way your best salesperson does.
🧭 Measuring it
Add AI chatbots to the "How did you hear about us?" field, match answers to opportunities in your CRM, and track how much pipeline AI influences as a first touch.
💬 Question: what is one truffle buried inside your company that AI has never seen?