By Kayla DeKraker
As AI chatbots like ChatGPT become a common way for people to find information, some businesses try to influence what these tools recommend.
Just as companies once focused on appearing at the top of Google search results, they now work to shape how AI chatbots answer questions. This new strategy, known as Generative Engine Optimization, or GEO, focuses on creating online content that increases the chances a business will be mentioned or recommended by AI.
Many are familiar with SEO (Search Engine Optimization), but GEO is different. The information shared is true, but companies pay to make sure they are mentioned.
This strategy is on the rise because AI chatbots can send large numbers of people to websites. People who follow links or recommendations from AI often spend more time on those sites and are more likely to buy something or sign up for a service. As a result, being mentioned by an AI chatbot can be very valuable for businesses.
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“Generative engine optimization focuses on helping you appear on sites like ChatGPT and Gemini, whereas SEO helps you appear on search engines like Google and Bing,” Brooke Webber, Head of Marketing at Ninja Patches, explained. “That means you need to go beyond the usual SEO tactics, such as keyword optimization, backlinks, and technical website adjustments.”
He added, “However, GEO and SEO have quite a number of meeting points, including creating quality content and addressing user intent, as well. So, you can simultaneously implement strategies for both without compromising your website’s performance.”
A Google spokesperson explained more about how the company’s AI bot chooses which data to highlights.
“On search, our AI features rely on our core search ranking systems that have been honed for years against activity like keyword stuffing. In Gemini, our models use filtering and other quality-assurance methods to verify data and model quality to help prevent any large-scale gaming of our systems,” the spokesperson said.
GEO is helping many people find business success.
MSN reported, “In the world of search, the currency is ‘referral traffic.’ That is, which websites or apps are sending people to a particular business. A year ago, 90% of that traffic came from Google, says [Evan] Bailyn [chief executive of First Page Sage]. Starting last summer, something changed. AI chatbot referrals started to rise dramatically. Now, Bailyn says, on average 44% of his clients’ referrals come from AI.”
Some experts worry that GEO could mislead users. If an AI program recommends a company, users might assume it is the best choice, even if it was just mentioned because of GEO marketing. Despite this, it can be hard to fully prevent biased results. Users should double-check AI recommendations with trusted sources, especially when making important decisions.
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