The biggest GEO mistake brands can make

As generative engine optimization (GEO) gains attention across retail and e-commerce organizations, many brands are approaching it like SEO: a visibility challenge that can be assigned to an agency, measured against competitors, and optimized over time. However, this may prove to be the wrong framework. GEO’s strategic value isn’t limited to how often a brand appears in AI-generated recommendations, especially compared to competitors. Its value lies in what those recommendations reveal about how consumers think, how they describe their needs, what alternatives they’re considering, and how t...