GEO Is Bigger Than SEO, and Most Companies Aren’t Organized for It

Search strategy used to be straightforward. A customer had a question, typed it into a search engine, and brands competed to rank highest on the results page. But this model is quickly changing. A growing share of discovery now happens inside AI systems that interpret information, synthesize sources and provide an answer before a customer ever reaches a brand’s website. Generative Engine Optimization (GEO) has emerged as one response, but companies risk thinking too narrowly about what that...