Generative Engine Optimization (GEO) Emerges as Key Strategy

Artificial intelligence is changing how consumers discover brands online, prompting a shift from traditional search engine optimization (SEO) to generative engine optimization (GEO). The change means ranking high in search results is no longer enough. Brands now need to optimize content to appear in AI-generated responses. A study indicates that clear content structures and authoritative sources can increase the likelihood of AI inclusion by 40 percent. Commerce brands must adapt to GEO to maintain visibility and build trust with consumers. Inclusion in AI-generated answers can significantly boost brand awareness during decision-making. Public relations and earned media will play a vital role in establishing brand credibility within the AI environment. Experts recommend businesses audit their AI visibility, structure content for clarity and readability, and strengthen brand authority through earned media mentions. To prepare, companies should focus on three key areas. First, assess current content to determine how well it performs in AI-driven contexts. Second, restructure existing content to improve clarity and readability for AI algorithms. Finally, prioritize public relations and earned media to build brand authority and increase the likelihood of AI inclusion. This strategic shift ensures brands remain visible and relevant as AI continues to shape online discovery.