Generative Engine Optimization 101 (Small-Brand Friendly)
Your customer’s journey is being intercepted by artificial intelligence.
And you’re probably doing very little right now to control how AI talks about your brand. (Did you even know that was something you should be worried about?!)
For years, ranking on page one of Google was the ultimate goal. But with the rise of AI Overviews, ChatGPT, and Perplexity, not only do you have to worry about appearing in AI generated results and overviews, but you also have to worry about how you’re showing up.
It’s called Generative Engine Optimization (GEO) and I’m going to show you why you need to start preparing for it, so be sure to read this from top to bottom so you don’t miss it ;)
What Is Generative Engine Optimization (GEO?)
Short answer: it is the future of search visibility.
Textbook answer: Generative Engine Optimization (GEO) is the strategy that ensures your content appears in AI-generated results. Traditional SEO helps you rank in search listings. GEO positions your business as the source AI trusts enough to include in its summary.
So, why should business owners care about GEO?
55% of U.S. respondents now say they use generative AI tools like ChatGPT and Gemini instead of traditional search engines for certain tasks. This includes researching their problems and learning about the solutions your business offers them.
Nearly 60% of consumers say they have used AI to help them shop. Obviously, it’s going to become necessary to ensure your products are showing up!
Despite the growth in AI, 95%+ of Americans still use traditional search engines monthly. So no, SEO isn’t dead. It’s just changing.
Google is doing its best to keep up with the preferences of users. Users like the AI summaries because they don’t have to click through a bunch of sites and research the information themselves. AI synthesizes all the information for them instead.
Now, Google is using AI overviews to compliment traditional searches. You have to make sure your brand is showing up here, too.
Google’s AI Overviews now appear in 13 percent of U.S. desktop searches, nearly double earlier this year.
On mobile, that figure jumps even higher, with WordStream reporting 81 percent of AI Overviews happen on phones.
Search Engine Journal found that AI summaries show up in 74 percent of problem-solving queries.
The big takeaway is that you are not optimized for GEO, your brand is eventually going to be missing out on the conversation altogether!
How To Evaluate Your Brand’s Current GEO Presence
Indulge me in a quick experiment? I promise, it will take less than one minute.
Try it right now: open up another tab, head over to ChatGPT or Gemini (or whatever generative tool you prefer) and try these prompts, then come back to this article:
What is the best place in [enter your location here] to get [enter your service or product here]?
Is [enter your company here] a good company to work with?
What do people have to say about [enter your company here]?
WATCH THIS VIDEO UNTIL THE END TO SEE WHY GEO IS AWESOME
If you tried the experiment, then hopefully you didn’t get completely sucked into the rabbit hole of what you did (or didn’t) find, and you are now back. Here’s what you might have found:
Your content is not being surfaced at all in AI-generated summaries.
Your brand is invisible at the very moment a customer is ready to learn, compare, or buy.
Your competitors may be positioned as the authority instead of you.
The information was incorrect or scant.
This is where Generative Engine Optimization comes in.
GEO is not a buzzword. It is the strategy businesses must adopt to ensure their expertise and solutions are included in the answers that matter most. SEO built the foundation. GEO is how you keep your brand visible in the age of AI.
Benefits of AI Generative Overviews SEO / GEO
The benefits of optimizing for AI Overviews and GEO are clear.
You gain visibility before users scroll. You build authority by being included in AI summaries. You stay competitive in an evolving landscape. And you protect your business against disruption.
GEO vs SEO: Partners in Growth
People often ask what is GEO vs SEO. The truth is, they work best together.
SEO builds your foundation by aligning your site with traditional ranking signals. GEO makes sure AI engines can easily pull your content into their answers. One secures your place in search results. The other secures your place in the response itself.
How to Start Optimizing for GEO
There’s so many factors that go into an excellent GEO strategy. But here are a few that we recommend to brands looking to dip their toes into the waters of GEO for the first time:
Write content that directly answers questions in clear, natural language.
Add FAQs that mirror the way your audience searches.
Use structured formatting, including headers, lists, and schema markup.
Strengthen your authority through backlinks and brand mentions by credible sources.
Blend traditional SEO with GEO by targeting both keywords and conversational, long-tail queries.
Small Businesses in Columbus, OH Can Win the GEO Game
It is LITERALLY the wild west right now as far as GEO is concerned. Brands that move fast have the opportunity to completely wipe their competitors off the map…or at least to compete more seriously in AI search results.
This music studio based in Columbus, OH had to hire additional employees to handle the influx in student registrations that came with this increased traffic.
< — WE DID THAT.
If you’re looking for a forward-thinking digital marketing partner in Columbus, OH who can help you future-proof your marking strategy with GEO best-practices, we want to chat with you. Emerald Creative Content specializes in helping local businesses aggressively grow their online presence. In most cases, we can help achieve results in months rather than years (what most SEO agencies will claim it takes).
Book a free SEO audit (specify you’re interested in GEO, too) and let’s prepare to future-proof your brand together!
FAQs About Generative Engine Optimization
Does generative engine optimization replace SEO?
No. GEO does not replace SEO, it builds on it. SEO ensures your site ranks in traditional search results. GEO ensures your content is included when AI platforms like Google’s AI Overviews and ChatGPT generate answers. You need both to stay visible.
How is GEO different from SEO?
SEO is about optimizing for search engines. GEO is about optimizing for generative engines. SEO improves your rankings in lists of results. GEO improves your chances of being cited in AI-generated summaries. Together, they form a complete visibility strategy.
Can you measure GEO results?
Tracking GEO is still new, but tools like Google Analytics are developing ways to measure when your content appears in AI summaries. For now, you can monitor your traffic, test FAQ-style content, and watch for brand mentions in AI-generated results.
What are the benefits of AI generative overviews SEO?
The biggest benefits are visibility, authority, and future-proofing. You get seen before users scroll, your brand builds credibility by being cited, and you protect your business as AI adoption accelerates.
