James Dooley interviews Dan Petravich about AI SEO and what it really takes to win visibility inside ChatGPT, Gemini, Perplexity and other LLM-driven search experiences. Dan Petravich explains why SEO and GEO are not the same, why the industry does not need another acronym, and why “AI SEO” is the cleanest label for what is happening. Dan Petravich breaks down selection rate optimisation, model bias, and how tools like Treewalker.ai expose low confidence points in a model’s understanding of a brand. James Dooley and Dan Petravich also dig into why traditional SEO still matters because AI systems tend to ground from top results, why brands with stronger entity signals get selected more often, and why behaviour signals and sustained demand can prop up rankings even when content quality is weak. The episode finishes with practical ideas for building brand familiarity, mining citations, and adapting to a world where AI agents reduce clicks and rewrite interfaces on demand.