Generative Engine Optimization (GEO) Emerges as New Buzzword in Digital Marketing
A new term has emerged in the digital landscape: Generative Engine Optimization, or GEO. Introduced in a research paper last December, it's gaining traction among marketers and researchers, sparking debate about its relevance and future.
GEO was formally introduced in a research paper in December 2023. The author argues that language evolves, and GEO is no different from other tech terms like 'cloud', 'cookies', and 'spam'. It has emerged through efforts by companies optimizing AI generative models and content for AI platforms like Google AI Overviews, ChatGPT, and Perplexity. Early developers include specialized startup teams and AI companies pursuing better model inference performance and production deployment.
Marketers and researchers are already using the term GEO. However, not everyone is convinced. Carolyn Shelby, in an article on Search Engine Journal (SEJ) titled 'Stop Trying To Make GEO Happen', argues that dismissing GEO as a buzzword might be premature. Danny Goodwin, the author of the article and an employee of Semrush Inc., believes that search engines and Large Language Models (LLMs) will follow users if they adopt GEO. Since then, GEO has appeared in conference talks, industry analyses, and practitioner discussions, indicating its growing presence in the academic and marketing industries.
GEO is not going away. It's already in circulation and could be a chance to reframe SEO's reputation and rebrand the field for the next era. As AI platforms continue to influence billions of searches monthly, understanding and embracing GEO might be crucial for marketers and businesses looking to stay ahead in the digital landscape.
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