“Good old SEO basics is the future of search – which might be old school controversial for everybody starting their GEO agencies, but that’s where we’re seeing 2026 go.” – Sara Kavanagh
David Vernon is the co-founder of Search Theory, a UK-based experimental search agency built on real data, education, and a firm belief that search fundamentals still rule. With over a decade in digital marketing across SEO, digital PR, and strategy, David is a respected voice calling out the industry’s tendency to repackage proven tactics under flashy new acronyms. Sara Kavanagh is his co-founder and the technical backbone of Search Theory, bringing deep expertise in technical SEO, content strategy, and digital PR – and an equally sharp take on what actually moves the needle.
Episode Summary
In this episode of Beyond the Search Bar, host Russ Macumber welcomes back David Vernon – now joined by his Search Theory co-founder Sara Kavanagh – for a candid conversation about the state of search in 2026. Together, they challenge the hype around GEO, AEO, and AIOO, arguing that strong SEO fundamentals remain the most powerful force in search – whether you’re targeting Google, ChatGPT, Gemini, or anything in between. The trio also explores the role of digital PR in an LLM-driven world, the real value (or lack thereof) of backlinks, the problem with AI-generated content, and why user intent and behavior remain the most underrated tools in any marketer’s arsenal.
Key Takeaways
- GEO is repackaged SEO: The proliferation of new acronyms is creating market confusion, not better results. Brands that invest in solid SEO fundamentals are the ones appearing in AI Overviews, Gemini, and ChatGPT citations.
- Content quality over content quantity: AI-generated content may spike rankings briefly, but without genuine engagement it tanks – and Google’s ability to watermark AI output means the game isn’t worth playing.
- Human imperfection is a feature, not a bug: The reason AI content feels hollow is that language models are trained on “perfection” – and humans inherently trust the authenticity of imperfect, human-made writing.
- Search behavior has fragmented: The modern buyer journey spans Google, YouTube, TikTok, Reddit, and ChatGPT. Search marketers need to understand where their specific audience spends time – not just chase rankings on every platform.
- Digital PR drives LLM citations: LLMs actively crawl credible media sources. Strategic digital PR – focused on relevant publications, not spray-and-pray link building – gets brands cited where it counts.
- Links are overrated (mostly): For established brands, organic link velocity dwarfs anything a monthly link package delivers. Relevance matters far more than volume.
- Strategy is the most underrated marketing tactic: Understanding user intent and behavior before diving into tactics is rare – and it’s what separates campaigns that move the needle from ones that just look busy.
Timestamped Summary
- 00:00–02:10 – Introductions: Russ welcomes back David Vernon alongside Search Theory co-founder Sara Kavanagh.
- 02:11–05:45 – Hot takes: Why Sara believes GEO/AEO/AIOO isn’t a distinct discipline – and David backs her up with client conversations he’s been having all year.
- 05:46–07:09 – What is Search Theory? David explains the agency’s founding mission: experimental search, real data, and education over sales.
- 07:10–10:32 – Sara’s background: from social content to technical SEO, and how staying on top of every engine (including Bing, now that ChatGPT relies on it) shapes her approach.
- 10:33–14:00 – The AI content debate: why it spikes then tanks, Google’s AI watermarking, and the case for human-written content that’s informed – not replaced – by AI.
- 14:01–17:35 – Why we can always spot AI writing: David’s theory on why models trained on “perfect” content produce work that feels inhuman – and why imperfections build trust.
- 17:36–20:25 – Authenticity in the age of AI: from leaving spelling errors in LinkedIn posts to the original Star Wars vs. CGI-heavy sequels.
- 20:26–23:25 – How content strategy bridges SEO and LLM citations: Sara’s framework of strong internal linking, long-form content, and relevance signals that serve both Google and generative AI.
- 23:26–26:01 – Organic growth is just content marketing: why “Director of Organic Growth” is the job title that finally captures what SEOs have always done.
- 26:02–28:35 – Defining digital PR in 2026: relevance-first outreach, quality over volume, and why a link from a niche food magazine beats a mention in a national business publication.
- 28:36–32:04 – Digital PR and LLMs: how Search Theory’s own launch press releases surfaced immediately in Gemini – and why credible media mentions matter more than backlinks to AI systems.
- 32:05–37:17 – The link building debate: Sara’s controversial take that backlinks are broadly overrated, and David’s nuance around when they do (and don’t) matter.
- 37:18–38:45 – Most underrated marketing tactic of 2026: David’s answer is strategy – specifically, actively maintained, data-fed user intent and behavior research.
- 38:46–39:30 – Close and where to find David and Sara (LinkedIn).
