For Chief Marketing Officers (CMOs), the emergence of generative AI tools like ChatGPT, Bard, and Gemini marks a seismic shift in digital discovery and brand visibility. Welcome to the era of Generative Engine Optimization—GEO.
What is Generative Engine Optimization (GEO)?
Traditionally, your digital marketing strategy revolved around Search Engine Optimization (SEO): understanding what Google wants, tailoring content, and competing for those precious top spots. Now, however, generative engines—AI agents that answer search queries directly, summarize vendor options, or recommend products—are increasingly becoming the gateway between brands and consumers. GEO is the discipline focused on ensuring your brand becomes the output of these generative systems.
SEO focused on how Google sees your content. GEO is about how AI sees—and creates—your brand narrative.
Why CMOs Must Care About GEO Now
- Zero-click experiences are accelerating: Consumers may never land on your website—instead, they trust AI-generated answers or recommendations.
- Brand voice is reframed: How AI systems synthesize public information can affect your reputation, positioning, and differentiation.
- New competitors (and risks) emerge: If your messaging isn’t “understood” by generative engines, your competitors will inherit your share of voice.
Strategic Actions for GEO Success
1. Optimize Content for AI Consumption
- Align product and brand information with structured, clear, and factual language.
- Use schema markup and open data standards so AI tools can ingest your content cleanly.
- Monitor AI-generated answers about your brand for accuracy—and correct public data when necessary.
2. Invest in “Discoverable Data”
- Feed entities like product catalogs, executive bios, and company facts into sources used to train LLMs—e.g., Wikidata, APIs, press releases, and news coverage.
- Build or update a knowledge graph for your organization that goes beyond traditional web content.
3. Own Your Brand Narrative in AI Ecosystems
- Engage with partners and industry bodies working to define standards for enterprise data sharing with AI models.
- Continuously audit how generative engines describe your products and services.
Metrics for GEO: What Should CMOs Measure?
- Share of AI-generated recommendations: Are you part of the conversation when AI “shortlists” options?
- Brand accuracy score: How consistently do generative engines present your brand information?
- Sentiment and trust in AI output: Does the AI represent your values and messaging correctly?
Key CMO Takeaway: Generative Engine Optimization is not a futuristic play—it’s a strategic imperative for protecting and expanding your digital footprint. The sooner your marketing team adapts, the further ahead you’ll be when AI becomes the primary discovery channel for your audience.
Next Steps
- Assign a cross-functional GEO task force (marketing, data, communications, digital) to audit your current generative engine footprint.
- Experiment with monitoring and influencing generative outcomes using tools and partnerships with AI vendors.
- Incorporate GEO considerations into your 2024 digital roadmap.
The paradigm has shifted—CMOs who embrace GEO will see their brands thrive in the age of AI-driven discovery.
Author: Your Marketing Innovation Team