How brands and retailers are preparing for GEO, 'the future of SEO'

"The term, which means generative engine optimization, refers to optimizing web content to show up in results from AI-driven search platforms, like ChatGPT or Google Gemini. It's a new way for brands to stand out and reach customers, especially considering thatnearly 60% of U.S. consumers have used a generative AI tool for help with online shopping, per an August 2025 survey from Omnisend."

"He mentioned searching for running shoes on Google Search a month ago, and then a week ago, and getting completely different results from the "AI mode" at the top.With GEO, he said, "You can bid all you want, but the Gemini responses are taking over, and you don't even know exactly what's pushing that response. ... Suddenly, someone is controlling that narrative, and you don't know how they operate it yet. If anyone says they know exactly what's driving it, they're not 100% sure.""

"Brands and retailers have spent decades crafting their SEO playbook, figuring out which keywords to include on product pages, blogs and additional web content to show up in Google or Yahoo. Now, with GEO, platforms like ChatGPT and Perplexity are pulling and ranking information - oftentimes, in response to hyper-specific inquiries, rather than one-word or two-word requests. This could also have financial consequences for brands,"

Generative engine optimization (GEO) focuses on optimizing web content to appear in AI-driven search platforms such as ChatGPT and Google Gemini. Nearly 60% of U.S. consumers have used generative AI for online shopping, increasing the importance of GEO for purchase-related queries. GEO differs from traditional SEO by surfacing and ranking content in response to hyper-specific, conversational prompts rather than short keyword queries. AI-driven responses can change visibility and undermine paid bidding strategies, and the rise of checkout-enabled agents raises potential financial consequences. The current ranking signals and mechanisms behind GEO responses remain uncertain, creating urgency and opportunity for adaptation.

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