GEO: Visibility in the Age of AI
Optimizing your online referencing through owned and earned content
From SEO to GEO, how visibility becomes credibility
For twenty years, companies have built their visibility in two separate silos: on the one hand, SEO (Search Engine Optimization), to talk to search engines, and on the other, press relations, to talk to humans.
This separation no longer works.
With the rise of conversational AI (ChatGPT, Gemini, Perplexity, Claude, Mistral, etc.), SEO is becoming GEO (Generative Engine Optimization). Search engines no longer just index pages: they crawl, compare, weigh, and memorize discourse. Imitating—or attempting to imitate—human readers is the central concept behind their development. But unlike humans, they have the resources to work on a web-wide scale.
Add to this the fact that users have widely adopted AI engines for their web searches: Gartner predicts a 25% decline in the volume of traditional search engines by 2026, due to AI chatbots and other virtual agents!
Traditional SEO
Traditional SEO (keywords, structure, linking, speed, backlinks) remains essential for making content readable, but it is becoming insufficient.
Press Relations
Press relations produce the external evidence (earned content) that AI seeks and humans value: quotes, interviews, opinion pieces, reposts, anchoring in current events, and the real language of a sector.
GenAI & LLMs
GenAI engines no longer just prioritize optimized content: they favor reliable, consistent, and regularly proven sources.
GEO, the GenAI engine referencing
Regardless of the editorial debt of brands, it is urgent to rethink their digital strategy in light of this new paradigm.
Contact us to develop the strategy your brand needs.
