Forget About SEO: Embrace the Era of Generative Engine Optimization

This holiday season, instead of using Google, many Americans are likely to turn to large language models for gift ideas, special deals, and sales. According to a recent shopping report from Adobe, retailers could experience traffic increases of up to 520 percent from chatbots and AI search engines this year compared to 2024. OpenAI is already seizing on this opportunity: Last week, the creator of ChatGPT announced a significant partnership with Walmart that enables users to purchase products directly within the chat interface.

As consumers begin to rely more on chatbots for product discovery, retailers must rethink their online marketing strategies. For many years, businesses have tried to manipulate Google’s search results through a practice known as search engine optimization, or SEO. Now, in order to capture the attention of AI bots, an increasing number of brands are adopting “generative engine optimization,” or GEO. This emerging sector is projected to reach nearly $850 million in value this year, based on market research estimates.

In many respects, GEO is not a completely new concept but rather an evolution of SEO. Indeed, many GEO consultants have transitioned from the SEO field. Some of their previous strategies may still be effective, as the fundamental objective remains unchanged: foresee the inquiries people will make and ensure your content is part of the responses. However, there’s also growing evidence that chatbots are presenting different types of information compared to traditional search engines.

Imri Marcus, CEO of the GEO firm Brandlight, estimates that previously, there was roughly a 70 percent overlap between the top Google links and the sources referenced by AI tools. Now, he notes, that overlap has plummeted to below 20 percent.

Search engines typically prefer lengthier content—consider the extensive blog posts that often top cooking site search results. However, Marcus argues that chatbots favor information that is delivered in concise, structured formats, such as bullet points and FAQ sections. “An FAQ can address a hundred different inquiries instead of just one article that describes how wonderful your brand is,” he states. “You effectively offer a hundred different options for AI engines to select from.”

The inquiries posed to chatbots are often very specific, making it beneficial for companies to share highly detailed information. “No one goes to ChatGPT and asks, ‘Is General Motors a good company?’” explains Marcus. Instead, users inquire about specifics, such as whether the Chevy Silverado or the Chevy Blazer has a longer driving range. “Crafting more detailed content will yield much better results because the questions are significantly more specific.”