Generative Engine Optimization isn't the new SEO. Here's what brands need to do instead
Content Marketing is changing. Not just recently, though; it’s been building for years, says Andrew Wheeler, CEO of Skyword, an Enterprise Content Marketing agency. But something is pushing change faster today - ahem, AI! - and because of it, the website is no longer the starting point for buyers.
AI answers are becoming today’s new first impression, and brands risk losing visibility before a potential customer ever reaches the website. What to do? They turn to Generative Engine Optimization (GEO). Some Marketers use the term Answer Engine Optimization (AEO) instead, although GEO generally refers to the broader challenge of building authority across generative AI systems.
The problem is that many are treating AI search like Search Engine Optimization (SEO) when it first came out. But the smart ones are focused on building real authority and credibility, making them the answer customers seek. But it’s not an easy road.
Is GEO...
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