Part of GEOly's "GEO / AEO Expert Watch" series · meet **Nick Shackelford**, a quick map of their public work and where to follow them — with links to the original sources.
Who is Nick Shackelford
Nick Shackelford is a partner at Structured, a performance-marketing agency, and co-founder of the DTC beverage brand BRĒZ. Having run paid media and creative for well over 100 direct-to-consumer brands across Meta, Snap and Pinterest, he is a widely cited voice on creative testing and paid growth for ecommerce.
These experts believe whether content gets cited by AI depends heavily on how widely it is distributed and mentioned by third parties. You do not just write — you get referenced everywhere. Their recurring focus areas include: DTC paid media, Structured, ecommerce growth.
What GEO / AEO practitioners can learn from Nick Shackelford
- **Third-party mentions are fuel**: an LLM’s world model comes from web-scale text, so consistent mentions on Reddit, media and communities reinforce how AI sees you. - **Create once, distribute everywhere**: reshape core ideas for each platform to widen the surface area that gets crawled and cited. - **Narrative consistency**: keep the same facts and positioning across channels so AI is not left unsure of you.
**GEOly angle**: Creative-testing and paid-growth playbooks that shape how DTC products get seen — a lens on the visibility side of ecommerce.
What it means for brands going global
Global-facing brands often invest only in their own site while neglecting being mentioned across overseas communities and media. Publishing around real user questions and earning consistent third-party references is how you get AI to name you in its answers.
Follow Nick Shackelford: homepage & socials
- [X](https://x.com/iamshackelford) - [LinkedIn](https://www.linkedin.com/in/nickshackelford/) - [Company](https://structured.agency)
To meet more experts across GEO, AEO and agentic commerce, visit the [GEOly author hub](/blog/author).
*This profile is an editorial compilation of publicly available information, curated by the GEOly team for industry learning and reference. All links point to the expert's own public pages. Contact us for any correction or removal.*
