Consumers aren’t finding brands the same way they used to. AI-powered overviews like ChatGPT, Perplexity, and Google’s AI Overviews are quietly rewriting the rules of discovery. Instead of scrolling through links, more people are asking complex questions and getting synthesized, direct answers. The result? Your SEO playbook is no longer enough.
The rise of Generative Engine Optimization (GEO)
Traditional SEO ranked static pages. GEO is different; it’s about guiding dynamic, AI-generated responses that pull from dozens of sources on the fly. In this model, every paragraph of your content must stand alone and be genuinely useful. The competition isn’t just for web pages
anymore. It’s for the right ideas, presented clearly, everywhere your customer looks.
What works today may not work tomorrow
AI platforms change their citations fast. More than half of sources referenced by AI can change from one month to the next. Your Google ranking may not even matter as AI can choose to cite a Reddit thread, a Wikipedia entry, or a user review over your polished homepage. The brands succeeding now are those with credible, third-party validation:
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Engaging in authentic conversations on platforms like Reddit
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Keeping Wikipedia and review sites up to date
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Encouraging real users to share their experiences in ways AI can find and trust
How should you adapt?
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Shift from thinking in keywords to thinking in customer problems and natural language.
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Every piece of content should answer a real question, stand alone, and use the words your audience actually uses.
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Audit your brand’s visibility: where are you being cited (or ignored) by AI? Fill the gaps by building authority in community spaces, not just on your own site.
GEO isn’t about gaming algorithms. It’s about being the most helpful, truthful, and relevant source, everywhere your future customer might look.
How are you thinking about your search strategy in light of these changes? Let’s talk.
Source: “AI and Brand Discoverability” IN CLEAR FOCUS Season 20, Episode 4.
