Embracing the Future: How Brands Are Navigating Generative SEO (GEO)
After years of refining strategies to optimize for traditional search engines, retailers and brand leaders are now pivoting toward a new frontier: Generative Search Engine Optimization, commonly known as GEO. This emerging approach focuses on tailoring content specifically for AI-powered platforms such as ChatGPT and Google Gemini, which are rapidly transforming how consumers discover products online.
Understanding GEO: The Next Evolution in Search Optimization
Generative SEO involves optimizing digital content to perform well on AI-driven search engines that generate responses based on complex, conversational queries rather than simple keyword matches. Unlike conventional SEO, which relies heavily on keywords embedded in product pages, blogs, and metadata to rank on Google or Bing, GEO requires brands to adapt to AI systems that synthesize and rank information dynamically in response to highly specific user requests.
Recent data highlights the growing influence of generative AI in shopping behaviors. According to a 2025 survey by Omnisend, nearly 60% of U.S. consumers have engaged with generative AI tools during their online shopping journeys. For instance, when a shopper asks an AI assistant for recommendations on lip gloss or casual T-shirts, brands that have optimized for GEO stand a better chance of being featured prominently in the AI’s curated suggestions.
Challenges and Opportunities in the GEO Landscape
Despite its promise, transitioning to GEO is far from straightforward. Industry leaders at Shoptalk Fall Chicago and in recent interviews have expressed uncertainty about how AI platforms determine which brands or products to highlight. Jose Nino, Vice President of Global Digital and Ecommerce at U.S. Polo Assn., shared his experience of searching for running shoes on Google, noting a significant shift in results within a month as AI-generated responses began to dominate. He emphasized the opaque nature of these AI-driven rankings, stating, “You can invest heavily in bids, but the Gemini AI’s response often takes precedence, and it’s unclear what factors influence this outcome or who controls the narrative.”
Nevertheless, GEO represents a vast opportunity for brands willing to experiment and innovate. Erica Randerson, Chief Digital Officer at Edible Brands, warns that ignoring developments in generative SEO could result in missed market share. “Staying informed and proactive in the GEO space is essential to remain competitive,” she advises.
Strategies Brands Are Adopting to Win in GEO
Brands are exploring various tactics to position themselves favorably within AI-generated search results, though many acknowledge the technology is still evolving. Brad Larabell, Director of Performance Marketing at Every Man Jack, describes GEO as “in its infancy compared to traditional SEO.” His team is focused on making website data more accessible to AI by structuring it in a machine-readable format. This enables AI agents-whether internal like Target’s or external-to retrieve accurate, localized, and up-to-date product information. For example, a query such as “gluten-free dinner options for four under $20 available in Atlanta” can yield precise, relevant results thanks to this approach.
Edible Brands prioritizes creating enduring, high-quality content that generative AI models can easily interpret and value. Randerson highlights the importance of ensuring that AI understands the depth and relevance of the content to deliver meaningful recommendations to consumers.
Meanwhile, Credo Beauty’s e-commerce director, Rebecca Armstrong, admits the company is still in the early stages of GEO adoption. She monitors trending customer queries-like “foundation for olive skin tones”-to inform messaging strategies. However, with limited resources, Credo Beauty opts for periodic updates rather than constant tweaks, balancing responsiveness with operational capacity.
Every Man Jack is also experimenting with influencing AI recommendations by fostering authentic, long-tail conversations on platforms such as Reddit. Larabell explains that large language models (LLMs) often prioritize genuine user discussions when generating product suggestions, so encouraging these dialogues can enhance brand visibility in AI-driven search results.
SEO Remains Vital Amidst the GEO Shift
Despite the rise of generative AI, traditional SEO continues to play a crucial role in driving traffic. At Target, for example, a significant portion of visitors still rely on classic one- or two-word keyword searches. Bhosale, a digital strategist at Target, notes that while customers are increasingly using longer, more conversational queries, the foundation of SEO remains strong.
Erica Randerson concurs, emphasizing that “traditional SEO is still deeply embedded in our digital marketing efforts.” Jose Nino echoes this sentiment, revealing that 30-40% of U.S. Polo Assn.’s web traffic is still generated through conventional SEO channels.
As consumer behavior evolves with the integration of AI tools like ChatGPT and Google Gemini, brands are adapting by blending traditional SEO with GEO strategies. This hybrid approach helps maintain visibility across diverse search modalities.
The Road Ahead: Transparency and Adaptation in GEO
While brands are eager to capitalize on GEO, many express a desire for greater clarity from AI platforms regarding ranking criteria and content prioritization. Brad Larabell poses a critical question: “What factors do LLMs consider most important? What information should we provide to maximize our business potential?”
Answering these questions will be key to unlocking the full potential of generative SEO. As AI search engines continue to evolve, brands that invest in understanding and shaping their presence within this new ecosystem will be best positioned to thrive in the digital marketplace.
