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You might have heard about GEO — an emerging counterpart to search engine optimization (SEO) that’s gaining momentum in B2B marketing. SEO has been a tried-and-true strategy for boosting brand visibility online, but, in the AI era, Generative Engine Optimization (GEO) is quickly becoming a critical element of brand visibility campaigns as well. For decades, Google has served as the primary gateway to the internet. With over 90% market share, it’s the first stop for anyone looking to solve a problem, learn about a topic, or research a company or product.However, the advent of generative AI has started to shift the landscape. To stay competitive, brands must now optimize their websites not only for search engines but also for AI platforms like ChatGPT, Perplexity, and Gemini (owned by Google). That’s where GEO enters the picture — ensuring your brand’s voice is heard and your content is effectively leveraged in this evolving digital ecosystem.In this article you will learn:What is Generative Engine Optimization (GEO)?Why is GEO Important in 2025 and Beyond?How do Generative Engines Work?What’s the Difference Between Generative Engine Optimization and SEO?6 Key Ingredients of a Successful GEO StrategyWorking with Walker Sands to Expand Your Generative Engine FootprintWhat is Generative Engine Optimization (GEO)?Generative Engine Optimization (GEO) is the practice of optimizing content and website structure for AI-driven generative models to ensure that your brand’s message is accurately represented and effectively distributed.Unlike traditional SEO, which primarily focuses on authoritative backlink building and optimizing website pages and content for keyword relevance for search engines like Google, GEO is about ensuring that AI systems also understand the broader context of the content, its relation to the brand, and more layers of detail. With GEO, brand citations from relevant sources can substantially boost contextualism. GEO can involve training AI models on brand-specific data and iterating content based on AI-generated insights. It also entails optimizing foundational technical website elements that allow AI engines to discover, read, and include a brand’s content in generative AI responses. Additionally, GEO must include performance monitoring to ensure that content output remains aligned with your brand’s strategic goals.As generative AI tools become more prominent in content creation and distribution, GEO is becoming essential for maintaining visibility and competitiveness in the digital space.Why is GEO Important in 2025 and Beyond?Generative engines like ChatGPT are rapidly growing in usage, fundamentally changing how people search for information and engage with content.In 2024, ChatGPT alone surpassed Bing in visitor volume, receiving more than 10 million queries per day. And ChatGPT is just one of several platforms — others like Perplexity, Gemini, and CoPilot are also evolving, driving changes in the behavior of B2B buyers.This shift means brands need to adapt to changing search behaviors. SEO is a continually evolving process, and content creators have to adjust their strategies all the time. Recently with AI, search engines are making a major shift from traditional SEO to GEO. But what exactly does this mean for your content marketing strategy? Today, we’ll teach you everything you need to know about Generative Engine Optimization (GEO).Definition of GEO (Generative Engine Optimization)Generative Engine Optimization (GEO/Generative SEO) is about optimizing content to rank in search engines that use generative AI.Recently, traditional search engines like Google have incorporated AI technology to improve search results for users. Instead of seeing a list of links, users see a snapshot at the top of the page addressing their search query. You can read more about this in our blog about the Google Search Generative Experience.Instead of seeing a list of search results, users will see a summary of search results at the top of the SERP.With the release of this technology, writers have to adjust their strategies to appear within that snapshot. From there, the concept of Generative Engine Optimization (GEO) emerges as the new strategy to do just that. We now have to create content that ranks in AI-powered search, not just in a traditional search engine results page.Is GEO Replacing SEO?GEO builds on top of search engine optimization (SEO) strategies, rather than replacing them completely. You don’t have to throw away everything you know about writing for search engines. Rather, the traditional strategies must evolve in the wake of AI powered search engines.For now, traditional searches are still here. Generative AI in search results is largely still in an “experimental” phase. However, in the future we will likely see a blend of traditional SERPs and AI search. Essentially, you will see an AI snapshot followed by the typical list of links you see now.Plus, this research paper about GEO acknowledges that content doesn’t need to change entirely. The paper outlines some methods for generative AI search engine optimization (which we’ll get to later). It has this to say:“ With the exception of methods 3, 4, and 5, the remaining methods do not necessitate the addition of new content to the website. Instead, these methods primarily focus on enhancing the presentation of the existing content in a way that increases its persuasiveness or makes it more appealing to the generative engine.” If you have been doing SEO the right way, by making high-quality content, you don’t have to stress about this change.Search engines also rely on existing content to feed their new generative models. Current SEO helps these AI crawlers read and understand your text. So, SEO and GEO both need to work together.Related: Learn how to optimize for Google Perspectives.Differences Between Traditional SEO and GEOEven though GEO builds on traditional SEO, there are some key differences.Traditional SEO focuses on on-page optimization to improve rankings on traditional SERPs that show a list of links. It does this by:prioritizing content creation based on keyword research to match user queriestargeting specific keyword densities, building backlinks, and

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Not long ago, I was searching the Internet and came across the term “Generative Engine Optimization.” It got me thinking: Is that even possible?Then I realized how the advent of generative AI has transformed almost everything. Today, we are more inclined to optimize businesses for greater visibility, and that too with AI assistance. Fast-forward to today, we are now seeing AI implemented in almost everything. Whether it be Google SGE (Search Generative Experience), BingChat, or ChatGPT, Google’s AI search engine has become the cornerstone.So with so much happening in the artificial intelligence era, we often wonder if the concept is actually true, especially when it comes to optimizing search engines.Does it have any practical implementations in the field? This led me to explore and scour the Internet, and hence, I found Generative Search Engine Optimization (GEO).It’s a new discipline but covers the basics of our classic Search Engine Optimization (SEO). GEO aims to increase site visibility by optimizing and displaying contextually sound content. By incorporating generative AI in content creation, we enhance this approach, producing engaging, tailored content that aligns seamlessly with user intent.But before diving deep into their meanings and functionality, let’s differentiate between them.What is Search Engine Optimization (SEO)?SEO is a well-known search marketing strategy that merely focuses on optimizing websites by adding keywords to rank higher traditionally in SERPs. It usually involves searching for targeted keywords, producing top-quality content, building backlinks, and performing a series of other tactics. SEO focuses on understanding how crawlers and indexers work. We are all aware of how Google works with algorithms. Every time a website goes live, Google sends web crawlers to explore the site content and see if it meets SEO guidelines. If it does, Google crawlers index the site for ranking.What is Generative Engine Optimization (GEO)?GEO is a much newer concept. It is the same as Answer Engine Optimization (AEO).It has recently emerged, leading to the rise of AI-driven search engines, which are also known as generative engines. Unlike Google, GEO does not list websites; it creates comprehensive answers by taking information from multiple sources across the Internet.According to. for Generative Engines. 2 Formulation Methodology 2.1 Formulation of Generative Engines Despite the deployment of a myriad of generative engines to millions of users already, there is

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Generative AI is altering how audiences find and interact with information, and GEO ensures brands remain relevant in this evolving landscape.Rather than replacing SEO, GEO complements it, allowing brands to achieve greater visibility across traditional search engines and AI platforms. We are currently seeing a growing intersection between organic search and generative AI, and several traditional SEO best practices do overlap with GEO to improve brand visibility.Optimizing for generative models also has the potential to drive higher conversion rates. Early data suggests that AI-optimized content can perform better, and at Walker Sands, we leverage insights to further refine GEO strategies.The bottom line? As generative engines continue to expand and evolve, GEO will be key for brands looking to maintain a competitive edge.How do Generative Engines Work?Generative engines like ChatGPT are Large Language Models (LLMs) with extensive neural networks that leverage a combination of pre-existing training data and continually updated information to generate responses to user prompts.These LLMs are initially trained on extensive datasets, enabling them to understand language patterns, context, and a wide range of topics. To remain current, generative engines also tap into ongoing interactions, user feedback, new data inputs, and search engine results, allowing them to adapt to recent events, emerging trends, and fresh information. For B2B brands, LLM adaptability is crucial for GEO because it allows generative engines to produce content that reflects the latest messaging, brand mentions, and shifts in industry dynamics.By building a strong technical infrastructure, optimizing owned content for generative engines, and obtaining citations from AI-friendly outlets, brands can ensure their message is accurately and consistently represented in AI-generated outputs, enabling you to remain visible to your audience, maintain brand coherence, and capitalize on new trends in real-time.What’s the Difference Between Generative Engine Optimization and SEO?Generative Engine Optimization (GEO) and Search Engine Optimization (SEO) are both crucial strategies for enhancing a B2B brand’s visibility in the digital space, but they serve different purposes and focus on different aspects of content discovery.Here’s a snapshot of Google search results, where we leveraged SEO best practices to improve visibility for a query:Here’s a snapshot response from Perplexity, using the same search query:While SEO aims to optimize content for search engines like Google and Bing, GEO focuses on optimizing content for AI-driven generative models, such as ChatGPT and similar engines. Understanding both the similarities and differences helps brands leverage these tools effectively to stay competitive.GEO and SEO SimilaritiesIndexing: Search engines index content that is publicly available on the internet. LLMs build neural networks from information gathered from the internet, books, and other sources. AI systems and Search engines both leverage instructions provided by website owners to the bots that are looking for content or deciding if a brand’s And leveraging public relations efforts such as bylines, placements, influencer mentions, and press releases to enhance credibility and authority.Technical SEO/GEO: A sound technical website foundation is key to ensuring content accessibility. This includes optimizing page tags, improving page speed, and addressing crawl or indexing issues to make sure the right content is discoverable, usable, and includable in generative results.Measurement: Generative AI is currently not as measurable as mature channels like paid search, but tracking and measuring key aspects of Generative AI performance is still important. Your Analytics program can be configured to track Generative AI traffic and conversion performance from platforms such as ChatGPT, Perplexity, and others. Here is a snapshot of how measuring traffic from generative engines (via custom reporting) can look in Google Analytics 4:SEO rank-tracking tools are also beginning to include Google AI Overview display and citations:Lastly, you should add Generative AI as a lead source in your CRM to track performance on opportunities and help measure your ROI.Working with Walker Sands to Expand Your Generative Engine FootprintGenerative engine optimization (GEO) is rapidly becoming table stakes for B2B brands concerned about maintaining visibility in an AI-driven world. By optimizing content for generative models, you can ensure your brand remains relevant, accurate, and compelling across AI platforms.GEO complements SEO, Content, and Public Relations, offering a comprehensive approach to digital visibility that is vital for success in 2025 and beyond.Walker Sands has the expertise to help your brand thrive in the era of generative AI. Right out of the gate, we can assess your brand’s visibility across AI systems and provide a tailored roadmap for improving your GEO strategy. We can help you measure Generative AI performance on lead generation and pipeline to determine ROI.If you’re ready to expand your reach and ensure your brand is visible and accurately represented in AI-generated content, contact us today to learn more about our services and how we can support your growth.This is the second installment of our four-part blog series on AI in B2B marketing, check out the first piece on 10 Must-Attend AI Events for B2B Marketers in 2025 and stay tuned for more! Ready to learn more about GEO and how it could enhance your marketing efforts? Reach out to our team today!

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And index the vast biomedical literature and patient data . Researchers can then pose complex queries, like “What are the potential side effects of drug X in patients with genotype Y?” The RAG engine would synthesize relevant information from various sources, providing researchers with insights they might miss in a manual search. For clinicians, the engine could help generate suggested personalized treatment plans based on a patient’s unique characteristics and medical history, supported by evidence from relevant research.3. Legal: Enhanced Due Diligence and Contract Review:Problem: Legal professionals spend significant time reviewing documents during due diligence processes, contract negotiations, and litigation. Finding relevant clauses, identifying potential risks, and ensuring compliance with regulations is time-intensive and requires deep expertise.RAG Engine Solution: A RAG engine can ingest and index legal documents, case law, and regulatory information. Legal professionals can query the system to find specific clauses within contracts, identify potential legal risks, and research relevant precedents. The engine can highlight inconsistencies, potential liabilities, and relevant case law, significantly speeding up the review process and improving accuracy. This leads to faster deal closures, reduced legal risks, and more efficient use of legal expertise.Getting started with Vertex AI RAG EngineGoogle provides ample resources to help you get started, including:Getting Started Notebook:Documentation: Comprehensive documentation guides you through the setup and usage of RAG Engine.Integrations: Examples with Vertex AI Vector Search, Vertex AI Feature Store, Pinecone, and WeaviateEvaluation Framework: Learn how to evaluate and perform hyperparameter tuning for retrieval with RAG Engine:Build grounded generative AIVertex AI’s RAG Engine and suite of grounding solutions empower developers to build more reliable, factual, and insightful generative AI applications. By leveraging these tools, you can unlock the full potential of LLMs and overcome the challenges of hallucinations and limited knowledge, paving the way for wider enterprise adoption of generative AI. Choose the solution that best fits your needs and start building the next generation of intelligent applications.Source link

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Work With Us Reputation ControlOur unique, brand-focused approach to reputation management strategy establishes a positive, sustainable search profile no matter what you’re up against.Our experts use patented technology to map out your entire search landscape and develop a custom-built strategy to resolve issues, and fortify your reputational footprint against future threats.See how we deliver long-term success and real ROI. More about our solutions Influencing the story AI platforms are telling Beyond search Manage your reputation in search and generative AI. Popular AI tools Impact AI Overviews, Gemini, ChatGPT, and more. Set the record straight Balance out the unfair, unflattering narratives Managing your reputation across platformsOur multimodal approach establishes, strengthens, and protects your reputation in search engine results and in emerging AI platforms through generative engine optimization (GEO).Generative AI like Google’s AI Overviews, Gemini, and ChatGPT garner billions of visits and each AI tool is a rival storyteller.Despite the fast growth of generative AI platforms and AI search, we’ve already achieved strong controllability in AI platforms to correct inaccuracies and secure your story and reputation. Who we helpFortune 1000 companies, high-profile public figures, CEOs, and billion-dollar B2B category leaders choose our online reputation management (ORM) services. Our ResultsOur team delivers unprecedented brand reputation results and we have a proven track record with case studies and metrics to back up that claim. Client Testimonial ReputationManagement.com gets 11 points out of 10 from me. Their approach is so logical and they quite simply get results. CMO , Fortune 500 Company Why Terakeet? Brand image and a company’s business reputation are priceless assets that deserve the best ORM expertise available.Choose a reputation management services partner whose proactive strategies achieve a positive and controllable online presence. Terakeet can help dictate public perception, address online reviews and review sites, influence social media, and impact what generative AI platforms are saying about you. Learn More About Terakeet Online Reputation Management Resources Explore our blog to learn why your online reputation is important, how to protect it, and how to choose the right ORM firm to partner with.