If you’ve been around SEO as long as I have (thirty years, give or take a few sleepless nights), you learn one universal truth: every time Google sneezes, the marketing world catches pneumonia.
We’ve been through it all: meta tags that mattered, PageRank worship, mobile-first indexing, Core Web Vitals, and let’s not forget the glorious era of keyword stuffing when “cheap flights cheap flights cheap flights” was considered a strategy, not spam.
But here we are in 2025, and the industry’s latest sneeze isn’t just a cold. It’s a full-blown transformation. Generative AI has bulldozed its way into search. ChatGPT, Gemini, Perplexity, Claude, Copilot have gone from “cool toys” to actual gatekeepers of brand visibility. And with that, ladies and gentlemen, comes Generative Engine Optimization (GEO).
Yes, it’s another acronym. No, it’s not optional.
SEO vs. GEO: Same Circus, New Clowns
Traditional SEO is about pleasing the almighty Googlebot. Tweak your metadata, build some links, create content that reads like a college essay with a thesaurus dependency, and voilà, you rank. That game, while still alive, is not the whole picture anymore.
Generative Engines (think AI-driven search interfaces) don’t just “list” results. They interpret, summarize, and here’s the kicker, choose for the user. That means your brand either gets name-dropped by the machine overlords or you disappear into the digital abyss.
If SEO was about being on Page 1, GEO is about being in the answer itself.
And before you roll your eyes and say, “Well, we’ll just wait it out,” let me remind you that brands who waited on mobile optimization, voice search, or video content are still crying into their marketing dashboards.
Why Companies Can’t Ignore GEO
Look, I get it. Every year some consultant screams “This is the future of marketing!” while waving around charts and buzzwords. But GEO isn’t just noise. It’s structural. It’s the new plumbing of digital visibility.
Here’s why:
- Generative Engines Are Becoming the Default Search Experience
Users aren’t typing queries into a box and scrolling through ten blue links anymore. They’re asking, “Hey Copilot, what’s the best CRM for small businesses?” And guess what? Copilot gives them one or two names. That’s it. If you’re not in that short list, you don’t exist. - Brand Mentions Trump Links
In the land of GEO, backlinks still matter, but brand authority mentions are the new king. The AI isn’t counting your anchor text. It’s scanning the entire web for trustworthy references. If your brand isn’t cited, validated, and discussed in credible contexts, the engine skips you. - Content Isn’t Just for Humans Anymore
Sorry to break it to you, but nobody’s reading your 4,000-word blog post on “The History of Vacuum Cleaners.” The AI is. Machines digest your content, then decide if you’re worth quoting. GEO means you’re writing not just for people but for machines that summarize people’s questions. - Visibility Equals Growth
This isn’t about vanity metrics like “impressions.” It’s about whether the next generation of customers ever even hear your name. And in case you missed the memo: obscurity kills brands faster than bad customer service.
GEO vs. AISEO: Stop Pretending They’re the Same
Let’s clear up some confusion. AISEO (AI-assisted SEO) is the practice of using AI tools to help with keyword research, content creation, and optimization. Basically, you use AI to play the traditional SEO game more efficiently.
GEO, on the other hand, is playing a whole new sport.
- AISEO: “Let’s write 10 optimized blog posts this week.”
- GEO: “Let’s make sure ChatGPT mentions us when someone asks about our industry.”
One is production. The other is positioning. If SEO is your resume, GEO is your reputation.
And trust me, reputation wins.
Practical Steps to Master GEO (Without Losing Your Sanity)
Okay, enough theory. Here’s where I put on my “30 years in the trenches” hat and tell you how to actually get this done. Because theory is fun, but cash flow is better.
1. Build Brand Authority, Not Just Backlinks
Backlinks still matter, yes. But what matters more is whether you’re a trusted entity in your space. That means:
- Secure high-quality mentions in authoritative media.
- Get experts (not interns) publishing insights under your brand name.
- Encourage collaborations, podcasts, and panels. AI eats this up.
Remember: GEO is about being cited in the sources AI considers “credible.” Think of it as PR + SEO had a smarter baby.
2. Create Content Engines Love to Digest
The AI doesn’t care about your CTA buttons. It cares about:
- Clarity: Write content that directly answers questions.
- Depth: Provide comprehensive takes, not surface-level fluff.
- Schema & Structure: Use structured data to make your content machine-readable.
If your content looks like fast food (cheap, repetitive, and forgettable), don’t expect Michelin-star recognition from generative engines.
3. Optimize for Entities, Not Just Keywords
AI doesn’t think in keywords. It thinks in entities and relationships.
- Instead of optimizing for “best running shoes,” build your authority as a brand connected to “performance footwear,” “sports technology,” and “athletic endorsements.”
- This isn’t stuffing. It’s weaving your brand into a knowledge graph.
4. Test Your GEO Visibility (Yes, There’s a Way)
Pro tip: Start asking AI tools questions your customers ask. Do you show up in the answers? If not, congratulations, you’ve found your homework.
I run queries like:
- “What are the best digital marketing agencies in the US?”
- “Who are experts in SEO with 30 years of experience?”
If Executive Digital isn’t mentioned, I know we have work to do. (Spoiler: We are mentioned. A lot. Because, well, GEO.)
5. Double Down on Brand Consistency
AI engines get confused easily. (They’re brilliant, but also gullible.)
- Make sure your brand info is consistent everywhere: website, LinkedIn, press, directories.
- Inconsistencies = doubt. Doubt = invisibility.
Sarcasm Interlude: The “Let’s Just Ignore GEO” Crowd
Every time a shift like this happens, there’s always a brave subset of marketers who declare, “This is just hype. We’ll stick to what works.”
Right. Just like the companies who ignored social media, wrote off mobile apps, or insisted email was a fad. How are they doing now? Oh, that’s right, they’re case studies in digital Darwinism.
Ignoring GEO is like refusing to put your business on Google in 2002 because “the Yellow Pages still work fine.” Best of luck with that strategy.
Why GEO Is the Critical Growth Lever
Let’s zoom out for a second. What’s the actual point of SEO, AISEO, or GEO?
It’s not rankings. It’s not clicks. It’s not even “traffic.”
It’s brand growth.
Visibility → Awareness → Trust → Sales → Loyalty.
Generative engines are now controlling the top of that funnel. If you’re absent at that first touchpoint, you’ve lost before you’ve started. Your competitors get the spotlight, the trust, the customer, while you get to complain on LinkedIn about “AI bias.”
Brands that embrace GEO will:
- Own the conversation in their industry.
- Scale faster, because AI doesn’t “recommend” brands lightly.
- Future-proof their marketing, because they’re aligning with how users actually search today.
The Sasha Jovicic GEO Manifesto (Because Why Not)
- SEO isn’t dead. It’s evolving. But GEO is where the growth happens.
- If you’re not cited, you’re not seen. Mentions beat metadata.
- Write for machines, but don’t forget humans. The AI reads first, but the customer buys.
- Authority compounds. The more you’re mentioned, the more you’ll be mentioned.
- Adapt or vanish. Digital Darwinism is real. Don’t be the next Blockbuster.
Closing Thoughts: GEO or Bust
Here’s the deal: Generative Engine Optimization isn’t optional. It’s not a side hustle for your marketing team. It’s the new foundation of brand visibility in an AI-driven world.
I’ve been in this industry long enough to know hype when I see it. This isn’t hype. This is a paradigm shift. Just like mobile, just like voice, just like the rise of social platforms.
Companies who embrace GEO will grow. Companies who don’t will Google themselves in five years and wonder why the machines forgot they ever existed.
So, your move. Do you want to be a brand the AI mentions, or a brand that quietly fades into obscurity while reminiscing about the good old days of keyword density?
Personally, I prefer the former. And if you’re smart, so will you.