How can my brand reach information-seekers outside of traditional search engines?

Brands can reach information-seekers through platforms like Reddit, AI-powered shopping assistants, Demand Generation campaigns, social media search, and retail search platforms. These channels influence both consumer discovery and the sources AI models use to generate answers.

Generative Engine Optimization drives value, not just vanity

Q: What is generative engine optimization (GEO)?

Generative engine optimization (GEO) is the practice of optimizing your brand to be visible and cited within generative AI search engines. It prioritizes clear, authoritative, and easily digestible content that directly answers user questions, aligning with AI models that emphasize speed and efficiency over traditional keyword rankings.

Q: Why are my click-through rates dropping?

Click-through rates are declining as AI Overviews deliver answers directly within search results, leading to more zero-click searches. While fewer users visit websites, search marketing still plays a critical role in building brand authority, trust, and consideration when content is sourced by AI-generated answers.

Q: How do I optimize my content for GEO?

To optimize for GEO, answer frequently asked questions in natural language, implement structured data like schema markup, leverage high-quality first-party data, keep content updated, and maintain strong technical hygiene including site speed, mobile responsiveness, and web vitals.

Michael Robbins
Dec 17, 2024
4 min read

Updated: Jan 16

What brands need to know about generative engine optimization (GEO) to drive sales rather than traffic

Artificial Intelligence (AI) has wedged its way into our daily lives, revolutionizing how we work. From Gmail's suggested replies to HubSpot's AI Assistant, AI has simplified tasks such as responding to emails and planning our schedules. However, its impact on business marketing is more profound and is poised to reshape the digital landscape.

What's next for AI-powered search marketing?

Google keeps pace

While generative AI chatbots like ChatGPT and Perplexity challenge Google's long-held search dominance, Google is keeping pace with a flurry of new developments like AI Overviews in search results, Multimodal AI, Gemini 3, Meridian, and PMAX, just to name a few.

In fact, Exverus Associate Director of Paid Search Michael Robbins predicted to ADWEEK in 2025:

"Google Gemini will even the field with ChatGPT in 2026. ChatGPT struggles to keep pace on quality and profitability because it doesn’t have the advertising infrastructure Google does."

As a media buying agency, we're keeping a sharp eye Google and other AI platforms piloting ad offerings for our clients.

Agentic commerce

AI chatbots like ChatGPT and Perplexity and retailers like Amazon and Walmart began rolling out AI shopping assistants in 2025, helping online shoppers discover brands, recommend products, and compare prices.

Brands, in turn, have begun plugging their product info and marketing activations directly into AI App SDKs to meet and convert consumers right where they search. We expect agentic discovery and shopping to quickly develop and transform e-commerce marketing in 2026 and beyond.

woman holding cardigan up to ring light camera — Click to learn how your brand can get recommended to shoppers by AI chatbots & shopping assistants.

Optimizing for conversion value, not just visibility or clicks

Google processes 16.4 billion searches daily versus ChatGPT's 800 million queries—a volume gap that seems insurmountable.

But here's what the market share charts don't show: AI search visitors demonstrate 4.4x higher conversion rates than traditional organic search visitors, according to a June 2025 SEMRush study.

Since we can't buy AI search ads yet, brands must treat AI Overview citations as their competitive moat, shifting focus from traditional rankings and traffic to authority and brand visibility.

FAQs about GEO

What is generative engine optimization (GEO)?

According to SEO.com, generative engine optimization (GEO) is the practice of optimizing your brand to be more visible in generative AI search engines.

To appear in generative engines, you need to create good content, answer questions directly, and build your brand visibility.

The emerging generative models of search engines prioritize speed and efficiency, resembling chatbots more than the conventional keyword-driven search model. To align with these changes, content must be easily digestible and provide direct answers to users' queries.

Why are my click-through rates dropping?

AI Overviews (AIOs) are fundamentally altering search result layouts.

Recent research confirms a significant shift in search behavior: both organic and paid CTRs have reached historic lows, especially for queries featuring AIOs.

AIOs contribute to "zero-click" searches, where users get answers directly in the search results, reducing website visits.

While CTRs drop, search marketing remains critical for brand authority, trust, and engagement. Your content can still drive awareness and consideration for your business; it just needs to evolve away from optimizing for clicks and toward optimizing for sourcing in AI-generated answers.

Plus, your brand website is already writing your ad copy: PMAX, Advantage+, and TikTok Smart Creative all scrape brand sites to generate ad copy.

PMAX optimizes across Google's entire ecosystem, not just traditional search placements. Our clients see optimal results when deploying multiple campaigns with robust creative assets and comprehensive audience data.

How do I optimize my content for GEO?

Answer frequently asked questions (FAQs). Instead of writing around keywords, answer questions your audience is likely to ask about the topic in natural language (no fluffy corporate speak!)

Structured data. Schema markup makes a website 6x more likely to appear in rich snippets and reduces the cost per acquisition (CPA) by an average of 23%!

First-party data fuel. High-performing first-party data strategies begin with observed on-site behavior. Sites with strong event tracking see 2.8x higher conversion rates!

Keep it up to date. Google scans your site every 24–48 hours to optimize ads. Outdated content means outdated targeting.

Technical hygiene is non-negotiable. Web vitals, schema markup, load speed, mobile responsiveness—these now determine media performance.
Test different ad formats to maintain visibility. While AI Overviews don’t allow direct ad placement, Google says other formats like PMAX and Shopping Ads can still be included in AIOs if they're aligned with the searcher's intent. Additionally, Google's Demand Gen campaigns deliver immersive, discovery-focused ads designed for upper-funnel objectives.
Include case studies or examples. The word "examples" in a page title or header is a strong signifier to LLMs - and humans love them, too!
Repurpose earned media coverage for your owned channels. Quotes or interviews in reputable publications, brand mentions, and positive reviews all contribute greatly to your AI Search ranking. (Thank your PR team!)

While some tactics are universally beneficial, it's crucial to tailor them to the specific needs of each business. For instance, a clothing company might prioritize "Gen Z fashion tips" over technical jargon, while health snack food brands may focus on authoritative content and statistics instead of excessive keyword use.

How do I measure AI visibility?

Rather than click-throughs or site visits, AI visibility as a metric incorporates many different signals pointing to your company's authority level, expertise, and trustworthiness.

Here are some of the emerging metrics of GEO success, as reported by WARC:

While AI tools offer powerful awareness-building capabilities, success in using them still hinges on human direction and high-quality data inputs.

Fortunately, we're all stocked up on both.

For further reference:

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