Goodbye SEO, Hello GEO: How AI Is Changing Brand Discovery
Traditional search engines are losing ground as language models take center stage in how people find information. This shift means brands can no longer rely solely on search engine optimisation (SEO) to stay visible. Instead, mastering generative engine optimisation (GEO) — optimising content for AI-driven responses — is becoming essential.
The Visibility Challenge
AI-powered language models are redefining the discovery process. Consumers now get curated, conversational answers rather than lists of links. If your brand doesn’t appear in these AI-generated responses, it risks fading from view at the critical moment of decision.
Visibility today depends on being contextually relevant and machine-readable, not just ranking high on search engines. Brands that update their content, enhance structured data, and embed themselves in trusted digital ecosystems will gain a competitive advantage. Those who delay may find themselves invisible to both AI and customers.
Who Wins and Who Loses
The impact of AI on brand discovery varies by industry and product type. Emotional or identity-driven purchases, like luxury fashion or high-end cars, face less disruption. On the other hand, products that are interchangeable and price-sensitive, such as utilities, are more vulnerable.
As AI agents increasingly make decisions without human input, brand loyalty gives way to product attributes, features, and verified consumer reviews. Imagine your AI assistant switching your energy provider automatically based on the best rates or booking travel by balancing price and convenience.
Brands that engage with how AI interprets and presents information will have the upper hand. Investing in prompt engineering, AI training, or custom GPTs ensures your products and services appear accurately and favorably in AI-driven discovery.
What Brands Must Do
SEO alone won’t cut it anymore. Brands must rethink their digital presence for GEO, focusing on conversational, context-rich content designed for AI as much as for humans.
- Audit your brand’s presence across trusted sources like CHOICE, Canstar, Reddit, or Whirlpool. If you’re missing, find out why.
- Update structured data. Use schema markup and keep product information such as pricing and availability accurate.
- Encourage positive reviews on platforms relevant to your category like Trustpilot, Google, or TripAdvisor.
- Optimise for natural language. Write content that reflects how people ask questions in AI systems instead of keyword stuffing.
- Format content for quick scanning. Use summaries or TL;DR sections.
- Create decision-making aids. Include comparison tables, FAQs, expert explainers, and product fit guides.
Successful brands will:
- Focus beyond price and features
- Create conversational content that answers real questions
- Prioritise clear, structured product information
- Maintain consistency across official and third-party sources
- Build trust through verified experiences, not just promises
- Provide precise answers to specific, individual queries
In this environment, influencing AI’s perception is as important as shaping consumer perception. Flooding content is no longer a tactic but a necessity, provided it balances volume with quality. Websites increasingly serve AI first, humans second, which creates tension between what AI needs and what users want.
Time to Act
AI now plays a major role in how customers find brands. Start by auditing what AI systems say about your brand. Ask various language models about your product category and check if your brand appears. If not, identify the sources these models rely on and work to be included.
Given the fast changes in AI, working with specialists familiar with GEO can speed progress. Learning and applying these new strategies helps brands not just maintain but grow their market share as AI-driven discovery becomes the norm.
For marketers looking to deepen their understanding and skills in AI-powered optimisation, resources like prompt engineering courses and custom GPT development training can be valuable starting points.
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