Callum Gracie, founder of Otto Media and GIAI, is an expert in SEO & AI. On this podcast he shares an inspiring journey from professional musician to SEO & AI expert. Before COVID-19, Callum worked as a trumpet player and manager for The Bake Boys Band in Australia, booking over 500 events annually and managing approximately 100 creative professionals. When the pandemic hit, Callum lost everything due to severe Australian lockdowns that restricted events to 30-40 people. This crisis forced a career pivot into DJing (which was more pandemic-resistant as a one-person show) and eventually into digital marketing, where Callum now leads a team that has grown from 2 to 12 people in just 12 months.

Summary of the Podcast

The Evolution of SEO in the AI Age

Callum emphasised that traditional SEO tactics are becoming less effective as AI transforms how people search for information. Key points about this evolution:

• People can now get answers directly from AI tools without visiting websites
• Technical SEO remains important as a foundation but is no longer enough
• Content marketing and authentic storytelling are becoming crucial differentiators
• Digital PR is increasingly valuable - getting mentions from authoritative sources helps establish credibility with AI systems
• Business owners should focus on the EEAT guidelines (Experience, Expertise, Authority, and Trust)
• Optimize for Bing, not just Google, as ChatGPT uses Bing's search API to find relevant information

Leveraging AI for Business Growth

Callum shared several practical applications of AI for business:

• Used ChatGPT to analyze and improve sales funnels for clients
• Created AI-generated promotional imagery (including a branded vehicle with local landmarks) for a client website
• Developed AI workflows with a data scientist partner to analyze complex datasets
• Used AI to identify target journalists and publications for digital PR efforts
• Created project-specific AI agents that understand brand voice and specific business needs

Client Selection Philosophy

Callum emphasised the importance of working with the right clients:

• "Find your ideal client...figure out who you like"
• Turns away more potential clients than accepted
• Seeks partnership relationships with deep trust and common goals
• Values clients who are excited about the work and aligned with the company's approach
• Focuses on being "relentlessly honest" with both clients and oneself

Action Items

• [ ] Implement EEAT guidelines on websites to establish credibility (Experience, Expertise, Authority, Trust)
• [ ] Consider optimising for Bing search in addition to Google
• [ ] Focus on getting reputable publications and websites to mention and link to your business
• [ ] Incorporate authentic storytelling and personal elements into marketing content
• [ ] Explore how AI can automate repetitive customer communications (like annual service reminders)

Future of Marketing

Graham described the current moment as a "gold rush" for AI implementation in marketing. Callum agreed but suggested Australian businesses are generally a few years behind the US and UK in adoption. The most successful approach combines authentic content marketing with strategic digital PR, focusing on building relationships with journalists and creating shareable stories that demonstrate expertise and build authority.

 The Next 100 Days Podcast Co-Hosts

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com