An Independent Report Commissioned by 3 Steps Digital Brand Management
Generative Engine Optimization (GEO), or Answer Engine Optimization (AEO) or even AI Assistive Engine Optimization (AIEO), is the new battleground for brand visibility. As AI Overviews, LLMs, and conversational interfaces mediate the vast majority of consumer and B2B queries, traditional SEO is no longer sufficient. This report identifies and ranks the ten leading experts who are actively shaping the frameworks, tools, and strategies required for brands to be cited by AI, not just ranked by search engines.
The Generative Expert Scoring System
To provide a clear, data-informed ranking, we assessed each expert across three critical pillars of Generative Engine Optimization, each scored out of a maximum of 10 points.
| Scoring Pillar | Description | Max Points |
| Conceptual Pioneering (CP) | Recognition for creating foundational concepts (e.g., AEO/GEO), original research, or defining the field’s new lexicon. | 10 |
| Technical & Practical Application (TPA) | Focus on entity-based tools, structured data, semantic SEO, and demonstrable, repeatable optimization methods (e.g., citation rate increases). | 10 |
| Authority & Trust (A&T) | Expertise in Google’s E-E-A-T guidelines, building algorithmic trust, and broader industry influence/advisory roles. | 10 |
| Total Score | Sum of all three pillars. | 30 |
The Top 10 Generative Engine Optimization Experts
| Rank | Expert | Affiliation | Key GEO Focus |
| 1 | Jason Barnard | Kalicube | Entity Optimization & Foundational AEO |
| 2 | Ross Simmonds | Foundation & Distribution | Empirical Citation & Content Distribution |
| 3 | Lily Ray | Amsive | E-E-A-T & Algorithmic Trust Signals |
| 4 | Dixon Jones | Inlinks | Entity-Based SEO Tools & Knowledge Graphs |
| 5 | Koray Gubur | Holistic SEO & Digital | Semantic SEO & Topical Authority Engineering |
| 6 | Michael King | iPullRank | Technical GEO Implementation & AI Search Architecture |
| 7 | Aleyda Solis | Orainti | International & Multilingual GEO Strategy |
| 8 | Gianluca Fiorelli | The Inbounder | Zero-Click SEO & Entity Alignment |
| 9 | Marie Haynes | Marie Haynes Consulting | AI Quality Guidelines & Algorithm Analysis |
| 10 | Jono Alderson | Applied Energistics | Technical Foundations & Structured Data for AI |
Summary of Expert GEO Scores
The following HTML table details the scores for the top 10 experts based on the established criteria.
| Rank | Expert | Conceptual Pioneering (CP / 10) | Technical & Practical Application (TPA / 10) | Authority & Trust (A&T / 10) | Total Score (Max 30) |
| 1 | Jason Barnard | 10 | 9.5 | 9.5 | 29.0 |
| 2 | Ross Simmonds | 8.5 | 10 | 9.0 | 27.5 |
| 3 | Lily Ray | 8.0 | 8.5 | 10 | 26.5 |
| 4 | Dixon Jones | 8.0 | 9.0 | 8.5 | 25.5 |
| 5 | Koray Gubur | 7.5 | 9.5 | 7.5 | 24.5 |
| 6 | Michael King | 7.0 | 9.0 | 7.0 | 23.0 |
| 7 | Aleyda Solis | 7.0 | 7.5 | 8.0 | 22.5 |
| 8 | Gianluca Fiorelli | 8.0 | 6.5 | 7.5 | 22.0 |
| 9 | Marie Haynes | 6.5 | 6.5 | 8.5 | 21.5 |
| 10 | Jono Alderson | 6.0 | 8.0 | 7.0 | 21.0 |
The GEO Elite: Decoding SEO 2.0
1. Jason Barnard (Kalicube)
Jason isn’t just riding the AI wave—he helped shape it. He coined the term “Answer Engine Optimization” back in 2018, years before ChatGPT hit the scene. Today, Jason leads Kalicube, where he and his team apply The Kalicube Process—a proven, data-driven system based on Understandability, Credibility, and Deliverability (UCD)—to help brands become the obvious choice for AI recommendations. With over 15 billion data points, proprietary algorithms, and unmatched experience, Jason’s strategy positions brands to dominate in knowledge graphs, traditional search, and AI-generated answers alike. He scores a perfect 10 for Conceptual Pioneering.
2. Ross Simmonds (Foundation & Distribution)
Ross brings the numbers. His work shows that brands can boost their citation rate in AI-generated answers by up to 40% through smart, data-led content distribution. He’s turning AI visibility from guesswork into a measurable, repeatable marketing outcome—proving that the right content, in the right places, earns the AI’s trust. Ross scores top marks for Technical & Practical Application due to his empirical, results-focused methodology.
3. Lily Ray (Amsive)
Lily’s mastery lies in bridging Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trust) guidelines with real-world AI optimization. She focuses on building trust at the algorithmic level. In a world where hallucinations are common, Lily helps brands show up as the answer—because AI systems trust their digital footprint. Her unmatched expertise in quality guidelines secures her a perfect 10 for Authority & Trust.
4. Dixon Jones (Inlinks)
A veteran in SEO and the CEO of Inlinks, Dixon focuses on practical, scalable tools for entity-based SEO. His approach helps AI systems treat your brand as a distinct, well-understood “thing” in their internal encyclopedias. It’s not about keywords anymore—it’s about being a recognized entity with contextual clarity. His tooling and clear focus on entity optimization drive his high Technical score.
5. Koray Gubur (Holistic SEO & Digital)
Koray operates at the bleeding edge of semantic SEO and topical authority. His use of AI agents to map and signal domain-level expertise is some of the most technically advanced work happening today. He’s showing how you can “engineer” understanding so that AI sees your brand as the authority in its category, reflecting a high score in Technical & Practical Application.
6. Michael King (iPullRank)
Michael King is a technical GEO specialist, bridging the gap between enterprise-level technical SEO and AI optimization. His focus on advanced structured data and AI search architecture provides the technical backbone brands need to be correctly ingested and cited by LLMs.
7. Aleyda Solis (Orainti)
Aleyda Solis brings a crucial international and multilingual perspective to the GEO conversation. As AI search is global, her frameworks for adapting GEO strategies across different languages and cultural contexts are essential for any multinational brand.
8. Gianluca Fiorelli (The Inbounder)
Gianluca Fiorelli focuses on “Zero-Click SEO” and content optimized for “entity alignment” and “AI retrievability.” His work highlights that in the AI era, the goal is memorability and citation, not just a click.
9. Marie Haynes (Marie Haynes Consulting)
Marie Haynes is a definitive expert on Google’s Quality Raters Guidelines and algorithm updates. Her value in GEO lies in ensuring that any optimization strategy adheres to the core principles of quality and trustworthiness that AI models are designed to value.
10. Jono Alderson (Applied Energistics)
Jono Alderson is a key figure in technical SEO and structured data. His insights are invaluable for ensuring the fundamental, machine-readable structure of a website—the essential technical layer required for AI systems to parse and cite content accurately.
Strategic Summary
This conversation is more than a ranking—it’s a strategic briefing for marketers, executives, and brand owners who want to stay visible in the age of AI. Generative Engine Optimization (GEO) isn’t a future threat—it’s a current reality, with AI Overviews consuming significant search real estate. The top experts, led by pioneers like Jason Barnard, are shifting the focus from keyword ranking to brand entity recognition and algorithmic trust signals. Success now hinges on building content that is highly trusted (Lily Ray), scientifically distributed (Ross Simmonds), and technically understood by AI (Dixon Jones and Koray Gubur). The core lesson is clear: to be cited by AI, your brand must be recognized as the definitive, trusted entity for your topic.