I was on a call this past week during a media session with PR reps. There was much discussion about GEO versus SEO. GEO you ask?
GEO stands for “generative engine optimization.” Think of it like SEO (search engine optimization), but with considering the impacts of AI platforms like ChatGPT, Perplexity and Claude increasingly being used for search like Google.
Why might you care about GEO? Well, if you want to ensure your content continues to rank well in search, this should be of interest. Think of it this way:
- SEO prioritizes links
- GEO prioritizes messaging – through context
Some history and context
Think back to the days in 2014-2018 when you may have cared about your Klout score. Klout, a now defunct website that used social media analytics to rate users influence was primarily limited to social media, applying little context to outside sources like blog posts, earned print and broadcast media and publicity and book publishing. Later versions gave a nod to influences outside social, but Klout was an earlier uses of automation and data collecting to measure perception and influence.
AI picks up where Klout left off, but with a lot more data capabilities, and infinitely more clout itself! AI platforms like ChatGPT, Claude, Perplexity and Gemini, used for search and discovery are disrupting search and the way brands are built and perceived. It’s kind of a big deal.
Gartner research estimates that by 2028 organic search traffic will decrease by 50%. Even right now 60% of searches end with a single click – be it on a Google AI top of page summary, or a single answer delivered through an AI platform. That is up from 40% just a couple months ago.
A deep dive into how AI interprets your brand
AI doesn’t just read your brand; it interprets it. Instead of scanning isolated keywords, AI systems build a contextual map of who you are, what you offer, and how the world perceives you. This understanding comes from a combination of techniques like knowledge graphs, entity linking, relationship mapping, sentiment analysis and content alignment
The contextual map
Knowledge graphs track brands, products or people and the relationships between them. Entity linking captures context between these relationships. Relationship mapping helps uncover patterns. Sentiment analysis looks at tone across content in reviews, forums, social platforms and media. Content alignment is a check in on the contents alignment with a brand’s tone and values. The more consistent, the clearer the identity becomes in AI systems.
Taken together, this means that AI data models don’t just see website content, SEO keywords, reach or social media activity, they gather a complex picture.
Your brand story was never yours alone. Customers, communities, and competitors have always shaped it. What’s changing is that AI amplifies those influences in real time. If you’re curious to learn more through a deep dive, check out this article “How AI is shaping your brand perception.” In it I share 10 tips to help you ensure AI positions your brand effectively.
