Wil Reynolds, founder and CEO of Seer Interactive, is urging SEOs to redefine what success means in an AI-driven landscape. In his SEO Week talk, “SEO is a performance channel, GEO isn’t. How do you pivot?”, Reynolds argued that many marketers chase the wrong goals — and end up creating work that audiences don’t trust. Marketing is more than just visibility Reynolds began by challenging the belief that simply being visible is the primary aim of marketing. “Marketing was never just to be seen or be visible,” he said. “You had to turn that visibility into something — believing something about your brand… And then they ultimately have to choose you.” He outlined a three-step journey marketers should prioritize: being seen, being believed and being chosen. “It’s how you take your time with people, and turn them from seeing you, into believing something about you,” he explained. “I got the ranking, job finished,” he continued. “Job’s not finished.” Reynolds also cast doubt on shallow success indicators. “I got a lot more followers, but they don’t pay you,” he noted. Low-value marketing is everywhere Reynolds highlighted widespread marketing practices — like automated outreach — as examples of activity that fails to deliver real value. Pointing to spammy SMS blasts, he said, “That’s not marketing.” These observations led him to reassess his own earlier efforts. “I started looking at the stuff that I used to do… was that really marketing?” he asked. “Some of us…