A new kind of marketing contemplates how to get the attention of LLMs.
Most business leaders haven't noticed yet, but the way that people find information online has fundamentally changed. A recent Bain & Company study found that 80% of consumers now rely on AI summaries for at least 40% of their searches, reducing traditional website clicks by up to 25%.
Google is leading this shift. Its "AI Overviews" feature already serves more than one billion users, providing complete answers before anyone clicks a link. Other players are also gaining ground fast. ChatGPT, Microsoft Copilot, and Perplexity are creating a new category of "answer engines" that bypass traditional search results entirely. If your business isn’t appearing in these AI-generated answers, potential customers may never discover you—even if you rank well in traditional search results.Search Engine Optimization has been the cornerstone of digital visibility for decades. Now, Generative Engine Optimization is emerging as its essential companion. Traditional SEO focused on targeting specific keywords, so that Google could find your pages. The new GEO approach is about writing content that answers real questions thoroughly. This way, AI systems can quote your expertise. With SEO, we added meta-tags that humans never notice. GEO, in terms of metadata, requires adding clear labels that tell AI exactly what each page is about. SEO success meant counting clicks from search results. GEO success means tracking how often an AI tool mentions your page or links back to your content.Traffic is already shifting. Companies without an AI visibility strategy are seeing double-digit traffic decreases from search engines, as users get their answers directly from AI.For most businesses, especially small and mid-sized companies, appearing in AI answers represents valuable free exposure and brand recognition. A new service ecosystem is emerging. Digital agencies are now offering "AI Readiness" audits and GEO services to help businesses adapt.Answer the obvious questions first. Look at what customers actually ask in emails, social media, and review sites. Create dedicated pages that answer these questions directly and thoroughly. A local dentist created a simple page titled "How Much Does a Crown Cost?" with transparent pricing and factors that affect cost—now it's regularly quoted by AI when local users ask about dental work pricing. Use plain headings and short paragraphs. AI tools scan content differently than humans. Use clear headings, concise paragraphs, and simple language. This helps AI systems to understand your content, and quote it accurately. Add behind-the-scenes labels once. Implement basic structured data to label your content. This tells AI exactly what type of information you're providing: for instance, FAQ pages, how-to guides, product information, and business details like hours and location. Let reputable AI bots in. Update your website's robots.txt file to explicitly allow access to legitimate AI crawlers like OpenAI's GPTBot and Google's AI systems, while still blocking problematic scrapers. Earn mentions on trustworthy sites. AI systems prioritize information from trusted sources. You can use guest posts on industry publications, podcast appearances with transcripts, and mentions in reputable news outlets to enhance your authority. Keep pages fresh. AI tools strongly prefer recent, updated information. Regularly refresh your core content with current data, dates, and statistics. Track "mention share," not just clicks. New tools are emerging to track how often your brand and content appear in AI responses. Free browser extensions can show ChatGPT citations, while specialized dashboards track mentions across multiple AI platforms.For most businesses, the impact of ignoring GEO won't be immediate—it will be a gradual decline in visibility and relevance. As more consumers shift to AI-assisted search, companies that aren't quoted or referenced by these systems will experience decreasing traffic from search engines. They'll see reduced brand awareness among new customers. Meanwhile, competitors will gain mindshare by answering questions you could have answered. The companies moving quickly now are establishing themselves as the default information sources that AI will continue to cite for years to come.The search landscape is evolving from "find information" to "get answers." Generative Engine Optimization simply means ensuring your business is part of those answers. By focusing on clear, helpful content with proper technical structure, you can maintain visibility regardless of how people search—whether they're typing in a search box, asking a voice assistant, or chatting with an AI. For most businesses, the principles aren't actually new: create valuable content that genuinely helps your audience. What's changing is how that content gets discovered and consumed. Companies that adapt quickly will maintain their connection to customers, while those that ignore this shift are at risk of becoming increasingly difficult to find. https://www.bain.com/about/media-center/press-releases/20252/consumer-reliance-on-ai-search-results-signals-new-era-of-marketing--bain--company-about-80-of-search-users-rely-on-ai-summaries-at-least-40-of-the-time-on-traditional-search-engines-about-60-of-searches-now-end-without-the-user-progressing-to-a/https://www.theguardian.com/gnm-press-office/2025/feb/14/guardian-media-group-announces-strategic-partnership-with-openai https://www.reuters.com/legal/litigation/judge-explains-order-new-york-times-openai-copyright-case-2025-04-04/
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