Remember when ranking on page one of Google felt like winning the internet? Yeah, that was cute. Today, your customers are asking ChatGPT, Gemini, and Perplexity what to buy, who to trust, and what to do next. And here’s the kicker: these assistants often don’t care if you’re #1 on Google.
Welcome to the era of GEO—Generative Engine Optimization.
Let’s get something straight: good SEO still matters. But GEO? That’s a whole different game. Instead of optimizing for one search engine’s algorithm, you’re now writing for AI assistants that cherry-pick content at the paragraph level. You could have the best page on the topic—and still be ignored if your answer isn’t quotable, clear, or widely mentioned.
These systems reward:
- Atomic answers (small, quotable blocks)
- Conversational phrasing (people ask full questions now)
- High-authority mentions (not just backlinks)
- Third-party consensus (you need to show up in “best of” lists, even if they’re not top-ranked)
What to Keep Doing (Hint: Don’t Panic)
The fundamentals haven’t changed:
- Technical SEO still matters
- Clear site architecture wins
- Useful content is table stakes
But layering on GEO strategies ensures you stay visible as AI takes over the browsing journey.
New GEO Levers to Pull Immediately
1. Rank Building (a.k.a. Influencing the Influencers)
AI loves rankings. Not yours—other people’s. If you’re not in the top comparison lists in your niche, you’re missing the spotlight. That means doing ethical PR: pitch media, provide data, and build trust with reviewers. Shape the consensus.
2. Mentions > Links
For LLMs, brand mentions in trusted publications matter more than classic backlink profiles. Invest in Digital PR that secures your name in context—think “as seen in…” moments that stick in the model’s memory.
3. Content That Begs to Be Quoted
Craft content with subheads, short paragraphs, and visual elements (tables, checklists, bold claims) that are easily lifted into AI responses. Add long-tail Q&As. Write the way people ask.
Prepare for AI-Powered Transactions
As AI assistants move from answering questions to closing sales, the stakes rise. That means:
- Ecommerce sites need structured data, strong PDPs, and quote-worthy buying guides.
- Service businesses must reply instantly, showcase micro-case studies, and build regional authority.
SEO vs. GEO: What Really Changes?
It’s not SEO or GEO. It’s SEO plus GEO. Keep the foundation, but build for the future. AI is already changing how people discover, decide, and buy.
And if you want to stay one step ahead of this shift?
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