Thorn Compton is a Search Engine Optimization Strategist at Amplifyed, an SEO and GEO agency that helps cybersecurity companies win visibility in Google and AI search. A former journalist, he brings an interview-driven mindset to content strategy, using subject matter expertise, buyer intent, and clear roadmaps to connect search performance with qualified leads. Thorn focuses on building authority, trust, and conversion-ready websites that support the full B2B buying journey.

Search today is no longer just about ranking for keywords; it is about becoming the trusted answer buyers find when they are ready to make a decision. For B2B companies, especially in technical industries, content has to do more than attract traffic — it has to build credibility, answer real questions, and support the sales process. So how can businesses create search strategies that generate visibility, authority, and qualified leads?

The answer starts with treating SEO as a business growth strategy, not just a content checklist. Thorn Compton, an SEO and GEO strategist with a journalism background, explains how expert-led content, buyer intent, and strong communication can help companies show up in both Google and AI search. Thorn emphasizes the importance of interviewing subject matter experts, mapping keywords to the buyer journey, and aligning marketing with sales conversations so content attracts the right audience. From backlinks and E-E-A-T to conversion rate optimization and AI-ready answers, stronger search strategies can turn a website into a more effective sales asset.

In this episode of Cyber Funnel, host Chad Franzen of Rise25 talks with Thorn Compton, Search Engine Optimization Strategist at Amplifyed, about why B2B SEO and AI search must work together to drive leads. Thorn shares how to build authority with expert content, why intent matters more than traffic, and how CRO turns clicks into conversions. He also touches on backlinks, content roadmaps, and future-proofing websites for AI search.