Part of GEOly's "GEO / AEO Expert Watch" series — meet Tom Critchlow, a quick map of their public work and where to follow them, with links to the original sources.
Who is Tom Critchlow
A veteran strategy consultant who has advised The New York Times, Google, and Etsy, Tom now works at the intersection of AI and marketing at Alephic and runs the AI Search Leaders community and SEO MBA. His essays connect AI search to the bigger questions of web economics, consulting, and content strategy.
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: SEO strategy, independent consulting, AI-era web strategy.
What GEO / AEO practitioners can learn from Tom Critchlow
- 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: Essay angle: what AI search does to the consulting and content-strategy model.
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.
Want to see how your own brand shows up across ChatGPT, Perplexity and Google's AI answers — and how you stack up against competitors? That is exactly what GEOly's brand GEO audit measures: citations, share of mentions and answer share, tracked over time.
