A scholarly paper was published in November on arXiv, a free preprint repository for STEM research. The paper studied how to improve domain visibility within a generative AI search environment. Playing off of “SEO”, the authors coined the phrase Generative Engine Optimization, or GEO.

This was a timely release as Google was supposedly nearing its final stages of the Search Generative Experience (SGE) experiment 1, with many anticipating it would be released to all users in early 2024. This could potentially shake up the paid and organic search landscape more than almost any other development in the past 25 years.

Most of the reactions I found in SEO circles were more about the name, GEO, than the findings and methodologies themselves. Understandably, the name may be a little confusing as it is also a geographical prefix. However, the findings were quite bold (e.g., “…GEO can boost visibility by up to 40% in generative engine responses.”), and I was a bit surprised not to see anyone pressure testing them.

So, I read it. Some of what I found was problematic enough I felt compelled to write about it.

Source: StockSnap

As an NBA fan and marketer, there are two “jump shots” I’m longing to have back. While one’s return is only a question of when, the other can seem lifeless and futile. Whether the recency of Easter weekend has me filled with a resurrection optimism or there’s something more to it, I believe there’s reason for hope. Why? I can think of a few possible solutions to replenish at least some of what was lost.

I don’t claim to be an expert in this area. In fact, let me be clear; I’m not an expert in clickstream. However, if I can envision some realistic solutions, I’m sure others who are more equipped could do the same to an even greater extent.