Google and emerging generative AI platforms have forced SEO and marketing professionals to think bigger. The days of impacting rankings with quick wins are fading, replaced by a more holistic approach that rewards real consumer-focused strategy and meets audiences where they are searching.
Google and other emerging generative AI platforms have forced SEO and marketing professionals to think bigger. The days of impacting rankings with quick wins are fading, replaced by a more holistic approach that rewards a consumer-focused strategy.
To succeed, marketers need to understand both where their audience searches and how they search. Google still dominates market share, but search habits are shifting. Generative AI platforms are the new sources of information discovery, and the rise of AI-generated answers in search, such as Google’s AI Overviews, has already impacted how users interact with results. This has increased the prevalence of zero-click searches and bred a new source of brand awareness — one where brands often don’t own the narrative.
This shift means brands need to start investing in generative engine optimization (GEO). Ensuring visibility across both traditional search engines and AI-driven platforms will be critical to maintaining brand presence and authority to consumers in this evolving landscape.
What Is Generative Engine Optimization (GEO)?
Generative engine optimization (GEO) is the strategic process of ensuring a brand’s visibility within AI-powered search platforms. This includes proactively shaping brand narratives through owned assets, maintaining factual accuracy, and optimizing content for discoverability within AI-generated results.
Unlike traditional SEO, which focuses on ranking in SERPs, GEO is about influencing how AI models retrieve and present information. It’s an evolution of digital marketing that integrates elements of search, public relations, and reputation management to manage brand perception across AI platforms.
The Impact of GEO on Digital Marketing
AI-powered search is still in its early stages, but it’s already influencing the search landscape. While Google remains the dominant search engine, AI-driven tools are carving out their own user bases. Even within Google, AI Overviews are changing how users consume information, impacting click-through rates and reshaping organic search strategies.
As AI adoption grows, brands need to dedicate resources to GEO. Luckily, many GEO principles align with traditional SEO best practices, including content accuracy, authoritative sourcing, and consistent messaging. While each AI platform has its own nuances, many rely on signals similar to Google’s ranking factors. This means that if your content ranks well in traditional search, it stands a strong chance of influencing AI Overviews in Google and potentially other platforms.
How to Influence AI Results and Brand Narratives with GEO
With AI platforms becoming a key part of the search ecosystem, brands must actively manage their visibility within these systems. AI tools incorporate data in three primary ways:
- Training data: Information used to develop AI models
- Online information: Content pulled from websites and other digital sources
- Hybrid models: A combination of both
To inform AI-generated results, brands need to focus on strategic content distribution across both owned properties and authoritative third-party sources. A structured approach includes:
- Assessing current AI visibility: Analyze how your brand appears in AI search tools like AI Overviews, ChatGPT, and Perplexity.
- Creating audience-driven content: Develop content that aligns with SEO best practices while also serving AI-generated search models.
- Monitoring and adapting: Continuously measure performance, refine messaging, and expand efforts to maintain control over brand narratives.
While optimizing owned content is straightforward, effective GEO also requires broader marketing and public relations efforts. Consistently reinforcing your brand’s messaging across multiple sources increases the likelihood that AI platforms will present accurate, brand-aligned information.
Build Your GEO Strategy Now to Control Your Narrative
AI-driven search will become a way for many users to begin their search journey. While search engines won’t disappear, the ways people find information will continue to evolve. A well-balanced strategy combining traditional SEO and GEO will ensure your brand remains visible and relevant in both today’s search landscape and the AI-driven search experiences of tomorrow.
For more expert articles and industry updates, follow Martech News
ABOUT THE AUTHOR
Kevin Cotch, Senior Strategy Director at Terakeet
Kevin Cotch is a Sr. Strategy of Growth (Owned Media) Director and digital marketer located in Minneapolis, Minnesota where he focuses on digital strategies for Fortune 500 organizations. Kevin has experience leading strategies and initiatives within industries including financial services, quick service restaurants, powersports, healthcare, retail/e-commerce, and other emerging spaces. He holds a deep understanding of digital strategies to help improve both traffic and revenue performance via multiple tactics.