"Generative engine optimization (GEO), also known as answer engine optimization (AEO), has become the latest must-have for marketers. On the surface, the logic is compelling. As more people turn to AI tools to research products and services, why wouldn't brands want to be the first recommendation surfaced by ChatGPT, Grok, Perplexity or Gemini? These four models dominate the current landscape."
"But not so fast. There are solid reasons to question whether the current GEO gold rush will deliver the returns it promises. To understand why, it's worth examining both the case for and against GEO becoming a forgotten marketing tactic within the next five years. The case against GEO There are convincing arguments that GEO could go the way of the Pet Rock. Yes, in 1975, many people paid good money for stones marketed as pets."
Marketing often mirrors fashion cycles, with brands copying trends until looks become ubiquitous and outdated. Generative engine optimization (GEO), or answer engine optimization (AEO), has emerged as the latest marketing trend as AI tools become common for research. Brands seek top recommendations from ChatGPT, Grok, Perplexity and Gemini. There are convincing reasons to question GEO's long-term value because marketers may over-engineer web content with TL;DRs, summaries, FAQs and little substantive material, degrading human experience. That ham-fisted optimization mirrors early SEO keyword stuffing and risks penalties from platforms prioritizing quality and authenticity. GEO's hype is compared to fads like the Pet Rock and could become a forgotten tactic within a few years.
Read at MarTech
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