How do you stay visible when AI is reshaping how people search? In this episode, Austin Willman sits down with Sean Guy, Growth Director at Reboot, to break down what is actually working for LLM visibility, why digital PR is more critical than ever, and how Reboot developed their proprietary AIPR approach to earn citations in AI-generated answers.
Sean shares how his team proved early on that high-quality digital PR moves the needle in LLM rankings, why around 80 percent of AI answers come from earned rather than owned citations, and how contextual authority building differs from traditional link acquisition. He also digs into how Reboot uses FOI data and geospatial data to land coverage from outlets like the BBC on a weekly basis.
Beyond search, Sean opens up about running a high-performance agency on a four-day work week, how ClickUp transformed their internal operations, and why in-person breakfast roundtable events have become one of their most powerful business development tools.
If you work in SEO, content marketing, or agency growth, this episode is packed with actionable insight on where search is heading and how to stay ahead of it.
Takeaways:
- Around 80 percent of AI answers come from earned citations, not owned content
- Contextual authority targeting specific topics outperforms broad domain authority building
- AIPR wraps brand name and target prompts throughout press releases for LLM visibility
- High-quality FOI data from government bodies produces BBC-level coverage regularly
- Join the dots between traditional Google data and AI search data when reporting results
- The four-day work week delivers full output at full pay in 80 percent of the time
- ClickUp replaced manual Google Sheets reporting and transformed agency operations
- In-person breakfast roundtables are emerging as a top business development channel for agencies