Welcome to Babel’s Back to Brave podcast. In this episode, host Ash Lockett sits down with Alice Widger (the Kate Bush of SEO) to decode the most talked-about acronym in marketing right now: GEO (Generative Engine Optimisation).Together, they cut through the industry hype and break down the findings from Babel's recent Brave AI Audit (The Brave Benchmark). Alice explains why trying to 'hack' LLMs is a dangerous game, why your gated PDFs are hurting your brand and why showing up in AI search ultimately comes down to foundational SEO and generosity of spirit.