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(BPT) - Key takeaways:
As recently as three years ago, Search Engine Optimization (SEO) was king: PR and MarCom professionals used keywords, on-page optimization, technical site health and backlinks to gain higher ranking on search results and the holy grail: clicks.
Fast forward to 2026, and everyone's talking about Generative Engine Optimization (GEO). Due to the exponential growth of AI searches, today's consumers are asking longer questions, and AI is responding by summarizing answers instead of providing top clickable links.
A June 2026 study by SparkToro found that 68% of Google searches end without a click. In today's zero-click world, brands need to strive to show up inside summarized AI responses instead.
What is generative engine optimization (GEO)?
Generative Engine Optimization (GEO) works to increase the likelihood that a brand, product or piece of content gets surfaced, summarized or cited in AI-generated answers.
To help AI crawlers find your content and deem it worth citing in its responses, it's vital to emphasize:
What's the difference between SEO and GEO?
SEO focuses on keywords/short phrases to improve indexing, as well as site speed and usability, backlink building and content structure designed to help brands rank in the top 10 of search results pages to gain clicks.
GEO goes beyond keywords and phrases to consider the consumer's complete question, along with its context, intent and nuance.
Today, content optimized for keywords doesn't automatically satisfy an AI prompt, and success is no longer about getting your page to rank. AI visibility depends on how your brand is represented across the web, whether via paid or earned media.
— Stacy Stusynski, Brandpoint
Do you still need to consider both SEO and GEO?
While many people use the terms SEO and GEO interchangeably, they're not the same — though they are closely related. Simply put, GEO isn't replacing SEO, and they're not rivals. They have different goals, not competing ones. SEO and GEO are two layers of the same visibility strategy.
PR and MarCom professionals can still benefit from using both: SEO earns a position on the page, and GEO earns a mention in an AI answer. And in terms of the big picture, GEO and SEO are built on the same foundation of strong technical health and quality content.
Google still dominates where people search, but what happens there is often an AI-generated answer, not just a list of links. That's exactly the surface GEO is built for. Brands that invest in both SEO and GEO will be the ones that keep showing up, wherever people are looking for answers.
How can PR and MarCom professionals know if their GEO strategy is boosting AI visibility?
You're using all the strategies recommended, tailoring your content to make it crawlable and citable, and getting frequently placed on reputable sites and publishers — both paid and earned. But how do you know if it's working?
Enter Brandpoint Optimize360™, which provides a 360-degree view of your brand category, your competitors and your next move. Brandpoint Optimize360™ monitors how AI describes your brand across the most-used large language models (LLMs), shows you where you stand against your competitors and hands you the exact next steps, all in one always-on platform.
Powered by a proprietary persona engine that continuously learns your industry, your brand positioning and your target audiences, Optimize360™ helps PR and MarCom leaders see where they stand in AI, and what actions to take to grow, through:
AI assembles its answers from trusted editorial and third-party sources, which makes earned media and authoritative content the real drivers of whether your brand shows up at all. And according to Brandpoint Intelligence data, brands that coordinated sponsored and earned content saw an average 18% lift in AI visibility within three months.
Don't let confusion around SEO and GEO stop your brand from gaining visibility in today's zero-click landscape. Learn more about how your brand can maximize the moment at Brandpoint.com.
