Guest: Gareth Cunningham

The search landscape has fundamentally shifted. 60% of Google searches now result in zero clicks. People are getting answers from AI without ever visiting websites.
If you've noticed declining organic traffic or wondered why your content isn't getting clicks despite good rankings, this episode reveals what's happening and what to do about it.
This compilation brings together five search and PR experts on how AI is changing buyer behavior and what actually works now. Jon Gillham from Originality.ai explains why citations, statistics, and quotes are essential for LLM visibility. Patty Parobek reframes the conversation with a surprising stat: Google grew by four ChatGPTs in 2024. Maurice White details the technical foundation that makes GEO work, while Chris Harihar explains why PR is now both top and bottom of the funnel. Gareth Cunningham ties it together with the reality that GEO only works when solid SEO fundamentals are in place.
The shift isn't about producing more content. It's about strategic placement, quality sourcing, and building topical authority that AI engines trust. From structured data to brand mentions, from Google Business profiles to cited content, this episode provides a roadmap for 2026 and beyond.
Featured Experts:
Jon Gillham - Founder of Originality.ai shares proven strategies for LLM visibility and avoiding AI content detection. Listen to the full episode
Patty Parobek - VP of AI and ML at Mod Op Transformation Breaks down the zero-click phenomenon and what it means for traffic strategies. Listen to the full episode
Maurice White, Senior SEO Strategist at Mod Op, details the technical foundation required before GEO optimization works. Listen to the full episode
Chris Harihar - EVP of PR at Mod Op explores how PR and SEO converge in the AI search era. Listen to the full episode
Gareth Cunningham - Director of Search Experience at Mod Op explains why GEO only works on top of solid SEO fundamentals. Listen to the full episode
This isn't about abandoning SEO. It's about evolving your strategy for how people actually research and buy today.

In the fast-changing world of search, generative AI is rewriting the rules—and your old SEO playbook won’t cut it. 
In this episode of Leader Generation, guest host Patty Parobek teams up with Mod Op’s Gareth Cunningham and Maurice White to decode Generative Engine Optimization (GEO) and the strategies that will keep your brand visible when AI-driven search takes the lead. Using the iconic “Periodic Table of SEO Elements” as their guide, they reveal what’s still relevant, what’s rising in importance and what you can skip in the AI era.
You’ll hear practical tips on how to structure your content so both search engines and AI tools can understand it, build brand authority that goes beyond backlinks and make sure your technical foundations are strong before adding GEO tactics. The conversation focuses on a balanced, long-term approach—starting with the changes that will have the biggest impact, avoiding overwhelm and combining SEO with PR, branding and other marketing efforts.
Whether you’re just starting to explore GEO or looking to refine your strategy, this episode delivers expert guidance on navigating the shift toward a semantic, AI-powered web. GEO isn’t a sprint, but a marathon. Making smart, sustainable moves today can keep your brand visible well into the future. Leader Generation is brought to you by Mod Op. 
About Gareth Cunningham:
Gareth Cunningham stands at the intersection of creativity and analytics in his role as the Director of Search Experience at Mod Op. He leverages his experience in digital marketing to shape the online presence of national and international brands. Gareth consistently delivers strategies that increase organic traffic and improve search rankings for clients. His innovative approaches and dedication to measurable results have cemented his reputation as a dynamic leader in search engine optimization. Gareth can be reached on LinkedIn or at [email protected]. 
About Maurice White:
Maurice White is a seasoned SEO Strategist at Mod Op, with more than a decade of experience in digital strategy, technical SEO, and product management. He focuses on developing search strategies that not only increase a website’s visibility in organic search results but also guide visitors through a thoughtfully–crafted user journey toward conversion. Maurice is actively exploring ways to leverage generative AI technologies to enhance website performance, user engagement and alignment with the evolving digital landscape. Maurice can be reached on LinkedIn or at [email protected]. 
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected]. 
 

Gareth Cunningham joins Tessa Burg on the Leader Generation podcast to challenge the notion that SEO is dead due to AI advancements.
Gareth, a search expert, argues that the integration of AI into SEO is not entirely new. Google already uses AI and machine learning to optimize search results, detect spam and match content with search intent. He views AI as an enhancement to SEO rather than its replacement.
Here are a few topics Gareth and Tessa cover in this episode:
Impact of Generative AI on SEO
Evolution of search strategies
Shifts in SEO practices 
UX/UI integration with SEO
Semantic web and authority
Future directions in search technology
Role of Google in shaping search trends
Don't miss this exchange. It promises forward-thinking ideas about search and optimization that you can apply to your own digital marketing.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Gareth Cunningham:
Gareth stands at the intersection of creativity and analytics in his role as the Director of SEO at Mod Op. He leverages his experience in digital marketing to shape the online presence of national and international brands. Gareth consistently delivers strategies that increase organic traffic and improve search rankings for clients. His innovative approaches and dedication to measurable results have cemented his reputation as a dynamic leader in search engine optimization. Gareth can be reached at [email protected].
 
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].