AI-powered search is reshaping how brands appear and are discovered online. In our recent webinar, Mirza Germovic, SVP of AI Solutions at Edelman, shared strategies for navigating this new landscape. As large language models like ChatGPT and Copilot increasingly replace traditional search results with single authoritative answers, generative engine optimization (GEO) is emerging as a key complement to SEO. The session explored why owned and earned content matter more than ever and how brands can ensure they show up—and show up well—in the age of AI search.

The takeaways: 

• Brands’ organic search traffic is expected to decrease by 50% by 2028 as consumers switch to LLMs
• For context, about 1.5B users are using LLMs for search
• Risks for brands: Generative AI search returns a single response, not pages of links, and incorrect or outdated info can be repeated 
• Optimizing for AI search results is a different game than SEO; visibility can’t be bought on LLMs
• Up to 90% of brand visibility can be driven by earned – third party validation, inclusion on lists, citations, etc. 
• Generative engine optimization (GEO) and SEO key differences include:
  • SEO drives organic traffic via search engine result pages (SERPs) like Google, while GEO influences brand visibility and sentiment n major LLMs 
  • SEO metrics are CTR, traffic volume and keyword ranking, while GEO metrics are visibility/share of voice and sentiment 
  • SEO strategies are keyword optimization, metadata, structured content, backlinking; GEO strategies are structured multimedia content (text, image, video, visualization graphics), third party validation through earned media coverage, authoritative organic content 
• GEO hierarchy: earned media, social content/reviews, rankings and awards, owned
• Optimizing GEO presence starts with understanding where LLMs are crawling for info. For example, you can look up which media outlets have agreements with LLMs online (key information since LLMs can’t access content behind paywalls)
• Content tip: to boost LLM visibility within your owned content, publish answer-oriented content and be sure to be consistent with your wording, like using the same exact product names and keywords
• Tech tip: ensure your website is discoverable by LLMs by adding and properly configuring a robots.txt file