WHAT TO KNOW ABOUT GEO

GEO, AIO, SEO—the initialism to describe this new marketing era is still up for debate.

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Regardless of whether you and your team call it generative engine optimization, artificial intelligence optimization, or search everywhere optimization, the race to optimize is underway. Tejas Totade, chief technology officer and head of AI at New York City-based communications and creative agency Ruder Finn, says, “It’s a transition from what used to be a click-based economy with SEO, to a citation-based economy.” Nick Fox, senior vice president of knowledge and information at Google, says it’s not that different from traditional search: “The way we put it is: Build for users. Build what you would want to read.”

Over the past year, founders and marketers have been trying to crack the code on how to harness large language models, so that when users ask questions, their company or product is the top answer. Here’s what they've discovered.

LET THE LLMS GUIDE YOU

Go straight to the source and ask LLMs what they think about your company. Prompt the models to list your business's specific strengths and weaknesses versus your competitors’, and to explain why they recommended one company or another, and where they sourced the information. Make changes to your company website based on what the models say is missing or unclear.

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