As AI adoption accelerates, traditional Google SEO is rapidly losing effectiveness as a driver of brand impact and message mobility. Publishers are reporting click drops as steep as 60% when using basic SEO, prompting a rapid transition to GEO (Generative Engine Optimization). In the ever-changing world of trends and new strategies, it can be difficult to know what to ditch or what to delve into. So what is GEO, and why should it be a priority for you and your team?

GEO VS. SEO Through a Company Lens

SEO (Search Engine Optimization) promotes your ranking on traditional search engines, boosts clicks to your website, and is rankings-based. In contrast, GEO, powered by platforms such as ChatGPT, Gemini, and Copilot, operates differently to produce direct answers and concise summaries in response to specific inquiries. The goal of GEO is to have citations referencing your content and or page. GEO not only helps clients discover your content, but also explains it in fact-based terminology that relies less on keyword regurgitation, much like SEO.

Although both SEO and GEO are crucial to brand promotion, GEO is evolving as a malleable, long-term visibility platform that PR and marketing teams can mold over time to the advantage of your online presence. 

As AI increasingly leads in research synthesis and factual articulation, it is now up to you and your team to reassess, not just how you’re ranked, but how you’re referenced. 

How your marketing team can optimize GEO presence and dominate AI citations

Audit and Adapt Pre-established Content to Fit the GEO Mold 

Analyze what specific information about your brand is currently prevalent online and in AI outputs. Generating content that can be read and digested by AI is crucial when developing summaries geared toward GEO. Consistency is key. Relaying your brand concisely throughout all social media and online platforms ensures no confusion when being translated to AI outputs and promotes your goals clearly. Avoid overly promotional or vague concepts when posting content and stick to the facts and metrics that will skyrocket you to the top.

Prioritize Credibility Over Volume 

AI engines tend to source heavily from well-established and trustworthy sites. As opposed to coverage everywhere, remain focused on the coverage that counts. Keeping your content relevant on reputable publications, industry-leading platforms, and sites with respected expertise ensures AI will consider your data trustworthy and cite your coverage when exploring your digital footprint. 

Track, Test, Adapt, Repeat

Because AI is constantly evolving, it is important to keep up with how your content is shifting and how AI is interacting with it. After realigning your content with AI adaptability as the top priority, teams should monitor where and how their brand appears through those generated responses, then survey the gaps or missed opportunities and mark those as the next line initiatives. It is important to take the time to refine and adapt where improvements can be made in order to optimize presentation and stats as AI models grow and reshape.

As GEO rapidly reshapes discovery and dominates online enterprises, it’s time for you and your team to optimize its domain to your advantage. If you’re unsure where to begin, give us a call. Our team continually monitors and tests SEO and GEO shifts to tailor the right approach for your business. Connect with us today to get started on your GEO strategy that drives results.

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