For years, search engine optimization has been a foundational part of digital strategy. Ranking on the first page of Google meant visibility, clicks and real demand generation. But as we’ve heard time and time again, search is evolving. Fast.
Google’s rollout of AI Overviews has changed how users find and engage with content. Now, the top of the results page is often taken up by AI-generated summaries that pull answers from multiple sources. That means fewer clicks, less control and more competition for visibility.
Enter generative engine optimization, or GEO.
What is GEO, anyway?
GEO, short for generative engine optimization, is the process of optimizing your content for AI-powered search results like Google’s AI Overviews or Microsoft’s Copilot answers. Instead of only targeting keyword-based queries, GEO helps your brand content get picked up and cited by large language models.
This shift isn't just about tactics. It’s about how we think and write. B2B marketers now need to create content that performs well in both traditional search and AI-driven experiences
Why this matters for your B2B marketing strategy
Search isn’t going away. But it’s getting more layered and less predictable.
In B2B, buyers do more independent research and expect reliable, relevant content. If your content isn’t showing up in AI-generated answers, you may not be part of their journey at all. Traditional SEO tactics are no longer enough.
To stay visible, B2B tech brands need to rethink how their content is structured, surfaced and cited.
GEO vs SEO: what's the difference?
SEO (search engine optimization)
Focuses on keyword rankings
Relies on backlinks, metadata and site performance
Optimizes for human users and search engine bots
GEO (generative engine optimization)
Focuses on getting cited in AI-generated results
Prioritizes clarity, structure and authority
Optimizes for large language models and machine summaries
The most effective approach blends both. SEO still matters, but GEO ensures your content is discoverable in new and emerging formats.
How to optimize content for GEO
1. Structure your content like an answer
Use headers, bullets and short paragraphs. AI tools pull from content that is easy to scan and understand.
Tip: Add key takeaways or TL;DR summaries at the top of your posts to help AI quickly surface your content as a clear, direct answer.
2. Write with clarity and intent
Avoid vague copy. Be specific. Define terms. Provide direct answers to common questions.
Tip: Incorporate "People Also Ask" questions directly into your content and provide concise answers to align with common search queries and AI's tendency to pull direct answers.
3. Use schema markup
Structured data helps AI understand what your content is and when to surface it–especially important for FAQs and how-to’s.
Tip: Prioritize FAQPage, HowTo and Article schema to help AI identify content purpose and improve citation likelihood.
4. Build authority in your space
Publish original thought leadership, use credible sources and keep your POV clear. AI tends to favor content from experts.
Tip: Include stats, expert quotes and original insights that show credibility since AI prefers authoritative sources with a clear POV.
5. Keep your content fresh
Outdated pages are less likely to be cited. Make content updates part of your regular marketing rhythm.
Tip: Set a quarterly review schedule to update outdated stats, links and examples because stale content gets deprioritized.
6. Think beyond the blog
AI scans video transcripts, PDFs, social posts and more. If it can be read and parsed, it can be cited.
Tip: Transcribe all video and audio content, and ensure PDFs and presentations are text-searchable to expand the range of content AI can parse.
7. Monitor your presence in AI Overviews
Search for your brand or your core topics. Are you showing up? If not, who is? Study the formats being surfaced and adjust accordingly.
Tip: Use AI-powered search engines to identify if your content is being cited and analyze competitor content that is appearing.
Where to go from here
GEO isn’t a replacement for SEO. It’s a response to how search behavior is evolving. SEO is still essential for driving qualified traffic and converting users further down the funnel. GEO, on the other hand, can be a tool to help capture attention in their journey, especially when users are asking broader, informational or exploratory questions. B2B tech brands that want to stay relevant in a changing search landscape need to invest in both.
AI won’t rewrite your content strategy for you. But it should reshape how you approach visibility, authority and discoverability. The goal should always be to meet users where they are, deliver value at every step, and build familiarity so your brand stays top of mind when they are ready to take action.
Want help navigating the shift from SEO to GEO? Let’s talk. We’ll help you assess where you stand today and where your content needs to go next.