Digital marketers are experiencing a revolution as generative AI engines like ChatGPT, Perplexity, and Google’s Gemini rewrite the rules of search. Visibility is no longer just ranking for keywords, success means a brand is cited by AI answers, where users are making decisions directly.

Quick Takeaways for Marketers

• GEO shifts focus from keyword rankings to semantic, entity-rich, factual content designed for AI citation.

• Mark up key pages with schema, FAQs, and stats to fuel inclusion in AI-generated answers.

• Monitor GEO analytics, then expand where your brand is being picked up for multiplied results.

• Real B2C brands like Expedia, Semrush, and ZUGU are seeing powerful, measurable returns by prioritizing GEO.

Digital marketers embracing GEO now are building lasting influence and brand trust because AI engines are fast becoming the first stop for consumer discovery and buying decisions.

SEO vs. GEO: What Every Marketer Should Know

SEO (Search Engine Optimization) is like building an eye-catching storefront:
You want your site to land at the top of Google’s search listings, attracting people to visit by using the right keywords, great content, and quality links.
Success means more people clicking through to your website.

• You focus on: Keywords, backlinks, site quality, and how your site looks to human users.

• Main goal: Drive organic traffic—get users to click from search results and land on your pages.

• Measurement: Rankings, clicks, time on site, conversions.

GEO (Generative Engine Optimization) is like being the star expert quoted on a live TV news segment:
Instead of trying to just be found, you want your content chosen and featured as the go-to answer when AI platforms (like ChatGPT, Perplexity, or Google’s AI Mode) pull together helpful responses for users—even before they click links.

• You focus on: Structuring content for AI visibility—adding schema markup, concise facts, authoritative data, easy-to-quote answers.

• Main goal: Be cited or directly referenced by AI in response to users’ questions. Win trust and influence in the AI-generated answer, not just on the site.

• Measurement: Frequency of being cited in AI answers, inclusion in summarized results, and the leads or attention gained from those AI-powered citations.

GEO isn’t a replacement for SEO—it’s the next step. Smart marketers now combine both: SEO for classic search rankings, GEO for AI search influence.

Step-by-Step: How Digital Marketers Start With GEO

1. Map Out Semantic Questions

• Go beyond keywords: List all related questions your audience asks. Use tools like Frase or MarketMuse to surface topics AI engines prioritize.

• Example: A SaaS marketer enhances their “ROI case studies” with broader FAQs like “How fast is implementation?” and “What integrations are possible?”

2. Layer in Facts and Authority

• Add proven stats, expert commentary, and customer results. For example, mentioning “Sales grew 73% after TikTok ad campaign” attracts AI engines to cite this data.

• The more factual, sourced, and citation-ready, the stronger the AI citation likelihood.

3. Use Schema Markup Everywhere

• Implement Schema markup to tag FAQs, products, reviews, testimonials, and more. This structured data makes your pages “machine-readable” for AI engines.

• For example, a campaign report with Review/FAQ schema can show up as a rich snippet and be cited in Google’s AI Mode.

4. Track and Optimize AI Visibility

• Use log analysis or GEO platforms (BrightEdge, Contently, Frase) to monitor where your brand is cited in AI answers. Expand the winning formats to more content.

• Example: A digital retailer could increase Perplexity AI citations by optimizing FAQ and stat-rich product highlights.

Real B2C GEO Case Studies

Expedia (Travel & Hospitality):

• Expedia optimized its travel guides and hotel/flight pages with detailed Schema markup and evergreen, well-structured information.

• This drove a 17% growth in organic traffic—largely from AI citations on travel questions in Perplexity and Google’s AI Mode.

• Their “Where to Stay in Paris” guide became a frequently referenced source in generative answers, increasing bookings and brand awareness.

Semrush (Digital Marketing Software):

• Semrush revamped its guides, comparison tables, and reviews with deep factual content and rich entity schema.

• As a result, Semrush is now a top-cited recommendation when users ask AI engines for the “best SEO tools” or online marketing platforms.

• The company sees sustained growth in product trials and sign-ups attributed directly to AI-powered recommendations.

ZUGU (Consumer Electronics):

• ZUGU optimized product pages with comprehensive schema and detailed user reviews.

• Their brand now dominates answers for queries like “best iPad cases” in Perplexity and Google AI Mode, resulting in increased referral traffic and conversion rates from AI-driven citations.

• Digital PR and authority content ensure ZUGU is “impossible for AI to ignore” in consumer electronics searches.

If you have any questions, queries or suggestions, drop me a line at jordana@unscripptedcreative.com ⚡️