"GEO is a tactic for a bigger and more important strategy. That strategy is owning your audience. The problem is that this new tactic is generating too much buzz and money for brands to ignore."
"Half of consumers already use AI-powered search engines. The shift is real. And optimizing for it isn't wrong, it's just not enough."
"HubSpot is the cautionary tale nobody in this industry wants to sit with. They built one of the most sophisticated content operations in the business, dominated SEO for years, and then watched their search traffic fall off a cliff when Google changed how it surfaces results."
"McKinsey's own data shows that a brand's owned content comprises only 5 to 10 percent of what AI search actually references. The rest comes from affiliates, user-generated content, publishers, and sources the brand has no control over."
GEO represents a shift in digital strategy, focusing on generative AI and search optimization. Brands must invest in generative engine optimization to capture projected AI-driven revenue. However, this approach risks repeating past mistakes of relying on external platforms. Historical examples, like HubSpot, illustrate the dangers of depending on search engines that can change their algorithms. Currently, only a small percentage of AI search references come from a brand's owned content, emphasizing the need for greater control over digital presence.
Read at Fast Company
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