"We approach generative engine optimization the same way we approach search, by earning relevance, not gaming the system. That means producing clear, authoritative content rooted in real operating experience, structuring it so machines and humans can understand it, and ensuring our leaders—not just our brand—are credible sources."
"Our team regularly tests prompts and branded keyword queries to see where and how our brand appears in AI search (GEO). We're adjusting our content strategy based on what we learn. The key shift is that PR/comms can't drive this alone."
Marketers face challenges in adapting to generative engine optimization (GEO) alongside traditional SEO. GEO emphasizes earning relevance through authoritative content and collaboration among PR, content marketing, and SEO teams. Strategies include optimizing press releases and owned content, testing prompts for AI search visibility, and prioritizing partnerships with AI platforms. The goal is to ensure brands are credible sources in AI-driven discovery, necessitating a shift in how marketing teams operate to align with evolving search engine practices.
Read at Inc
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