Get Ready – GEO Is Here

Just when we were starting to feel like we’d mastered SEO, the digital landscape shifted again. If you’ve spent the last few years optimizing your content to rank high on Google, you’re not alone. But there’s a new acronym in town — and it’s going to change how you structure and optimize your web pages and social content.  

Welcome to the era of GEO: Generative Engine Optimization. 

What Is GEO?

As described by MailChimp:

“GEO is all about aligning your content with how AI-driven search engines generate responses. Unlike traditional search engine optimization, which relies heavily on keyword research and meta tags, GEO methods dive deeper into understanding user intent and behavior. The goal is to create content that fits seamlessly into AI-generated responses, providing comprehensive answers that match what users are looking for.”

In simpler terms: SEO helps you show up in search results. GEO helps you become the answer AI tools choose to surface.

Okay, but what does that look like?

A few years ago, a typical Google search returned a neat list of links. The mission of SEO was to be among the top few. But today, you’ve probably noticed that Google often provides an AI-generated summary at the very top — sometimes eliminating the need for users to click any links at all. If your content isn’t powering that AI response, you're missing visibility.

Google’s AI-generated responses to a search.

And now a growing number of people are skipping Google altogether and heading straight to Chat GPT for answers. In April 2025, ChatGPT reported 4.4 billion visits — in one month.

Here’s an example of its rise as a research tool:

A 2023 Pew Research Center survey found that 13% of teens used ChatGPT for schoolwork.

By January 2025, that number had doubled to 25%, with 54% of surveyed students saying they believe it’s okay to use ChatGPT as a research tool.

We’ve all heard it a million times – AI is going to fundamentally change how we do our work. And as marketers, the reality is that fewer people will need to come to our websites to learn about our products and services – they’ll get answers straight from generative AI tools.  

OpenAI, the creators of ChatGPT, have announced the rollout of new shopping features that allow consumers to access product recommendations and research directly within the tool.

While for now consumers are directed to a company’s website to complete the purchase process, it’s not hard to see a point in the not-so-distant future where consumers will be able to bypass websites altogether and purchase directly in their chat session. 

Here’s an example of Chat GPT’s response which lawn mower to purchase:

What Does GEO Look Like in Practice?

Optimizing for GEO doesn’t mean ditching everything you’ve learned from SEO — but it does mean writing differently, thinking deeper, and planning smarter. Search Engine Land has a comprehensive resource, along with actionable steps, to help you get started.

Just like with SEO, it starts with keyword research and identifying words and phrases that align your content goals with how AI processes information. Also just like with SEO, you’ll want to do a competitive analysis too.

Your content will also look a little bit different than when optimizing for SEO. From Write Sonic:

“SEO uses keywords and backlinks, whereas GEO emphasizes structured data and AI-friendly content formats.”

What does that mean? With GEO-optimized content, you’ll want to include a lot more context and data that generative AI can pull from to craft responses. AI prefers in-depth content, so deep, rich information surrounding your keywords is more likely to win.  

A few other fixes recommended by Search Engine Land:

• Avoid the use of jargon or technical information – straightforward language is the way to go. Break down complex concepts and make information easily digestible.

• Incorporate data. Cite your sources, use statistics, and ensure information is up to date.

• Use visuals and a wide variety of content types such as videos and blog posts.

The most important thing you can do? Ensure your information is clear, organized, comprehensive, and easy to read.

It’s time to evolve.

We’re not abandoning SEO — we’re evolving past it. Generative Engine Optimization is the new table stakes for digital relevance.

Your content’s job is no longer to just get found. It’s to be the source.