Generative Search Optimization

Generative AI is reshaping how customers discover brands and products. For marketing leaders and data/analytics product managers, channel influence now hinges on a fundamentally new dimension: prompt tracking to measure how often and in what contexts brands appear in AI-generated responses. This focus replaces the classic SEO era’s preoccupation with keywords and rank tracking. Why prompt visibility tracking LLMs like ChatGPT, Gemini, and Claude synthesize answers from diverse sources dynamically. Unlike deterministic search engines, their outputs vary based on input prompts, user context, conversation history, and persona. Consequently, traditional metrics like mentions, rankings, or link count fall short of capturing true AI visibility. ...

Hot take: The term “Generative Engine Optimization” (GEO) feels like a phrase invented by a committee who couldn’t agree on what the future actually looks like. The whole thing sounds like someone threw “generative AI” and “search engine optimization” together in a blender just so they could charge their clients more. In the age of AI search, clinging to outdated or unclear terminology like GEO only muddles the waters. It’s trying to ride the coattails of Search Engine Optimization (SEO), but it fumbles the landing with language that just doesn’t track. ...