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Generative Engine Optimization (GEO) is the next evolution of SEO (and maybe SEM?) focused on optimizing your brand’s visibility in AI-powered search engines like ChatGPT, Perplexity, Gemini, and Bing. Instead of only ranking in traditional search results, GEO helps your content appear in AI-generated answers where users increasingly get their information.

Why is this important? Because AI search growing quickly becoming the way people discover content. If your brand isn’t optimized for generative engines, you risk being invisible in the very channels that will dominate online visibility in the years ahead.

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AI platforms like ChatGPT, Perplexity, Gemini, and Microsoft Copilot are changing how people search. ChatGPT, for example, became the one of the fastest-growing site to reach a million users in history. Instead of using traditional search engines and scrolling through multiple pages, users now get direct, conversational answers. While Google and Bing are still dominant, some data suggests that over 30% of Google searches now include an AI-generated answer at the top.. and this trend is only expected to accelerate.

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