GEO, Fanout, Agents: Mike King’s Take on Where Search Is Really Heading

When: Wednesday 10th December • 5 pm GMT / 12 pm ET / 9 am PT

AI overviews, fanout queries, and agents are changing how people discover brands, products, and content. For a lot of teams, it feels new. For Mike King, it looks like the natural next step.

In this conversation, SearchPilot founder Will Critchlow sits down with Mike, founder and CEO at iPullRank, to talk through what is happening in search right now, how GEO fits in, and why Mike thinks many SEO teams are talking about it in the wrong way.

They cover how his work has shifted from classic SEO toward content ecosystems, how query fanout and concept routing change the game, why GEO has become a boardroom topic, and what tools like Profound tell us about the future of search and media.

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How AI changes the way search systems pull results together

Mike explains why iPullRank now plans for an entire content ecosystem, not only site pages. He talks about omnimedia strategies that cover video, Reddit, shared and earned properties, and how he treats SEO more like reputation management across many surfaces.

What query fanout really is, in practical terms

Learn how Google and LLM systems generate fanout queries, how they map user intent across formats, and why Mike thinks of fanout as a raffle where your goal is to hold more tickets than your competitors.

Why GEO is not "just SEO with a new name"

Hear how leaders and product teams talk about GEO, why calling it “just SEO” loses influence in the room, and how GEO mirrors fields like cold outreach, link building, and digital PR where tactics overlap but the value exchange is different.

How agents and personal context will shape future discovery

Explore what happens when agents pull from decades of personal history, how content planning shifts when context drives results, and what it means if agents read data layers and feeds before rendering their own presentation.

Who Should Attend?

SVP Digital & Ecommerce
VP of Marketing / Global Head of Marketing
Head of SEO
Director of Ecommerce, Director of Digital Marketing
Head of Product
Anyone responsible for ambitious SEO targets who needs a practical, proven framework

Who's Mike King?

Mike King is the founder and CEO of iPullRank, a digital marketing agency that blends market research, content strategy, SEO, generative AI, and engineering to grow large brands through search. His team has driven billions in incremental revenue from organic search for companies such as MGM Resorts, American Express, Etsy, Nordstrom, and Adidas.

Across more than fifteen years in SEO and over twenty five years in computer science, Mike has led strategy for global brands in finance, travel, retail, and technology. He is a regular speaker at events like SXSW, MozCon, SMX, Digital Summit, and Inbound, and has been featured by Forbes, LinkedIn, Business Insider, and other publications. Mike is currently writing "The Science of SEO" for Wiley, a book that explains the computer science that underpins modern search.

Who's Will Critchlow?

Will Critchlow is the CEO and co-founder of SearchPilot, the SEO experimentation platform that helps enterprise websites, specifically large ecommerce, take search out of React Mode and put it into Control Mode.

After 15 years running Distilled, an agency he built into a global search powerhouse, Will founded SearchPilot out in 2020 to give marketing and engineering teams a way to run statistically-rigorous SEO A/B tests across thousands of pages and see uplift in weeks.

Today, the platform powers rapid-fire testing for $100M+ ecommerce, marketplace, and travel brands, preparing them for the next trillion searches. Will’s data-driven approach has helped hundreds of companies turn their biggest, least-understood channel into a controllable performance engine with provable ROI.