Note: The following interview is part of the Orange 142 Emerging Channels Council initiative, which we launched to help SMB understand and adopt new and innovative advertising channels. As part of this effort, we’ve asked Orange 142 experts to share their insights on new opportunities, strategies, and challenges in the digital advertising landscape.
This interview is one of many resources created by the Council. Be sure to download the Best Practices Guide for actionable advice tailored to emerging channels.
By Calvin Scharffs
There’s a new acronym in digital marketing circles, and everyone should know it. GEO -- which stands for Generative AI Engine Optimization -- is a direct response to emerging search tools such as Google’s AI Overview, SearchGPT, and Perplexity.ai. Currently, Google AI Overviews appear in 47% of total search volume, and 74% of all problem-solving queries. That trend is likely to grow over the next 12 months, prompting all marketers to ask: How can we get our brands included in AI-generated search results? And how do we navigate a world in which SEO and GEO is transforming the ways users seek and engage with digital content?
To find out, I spoke with Christina Nolan, VP of Delivery Solutions at DDH, who has a passion for all things generative AI.
CS: First, I don’t think I’m alone in asking, what is GEO?
CN: No, you’re not alone. Generative AI Engine Optimization (GEO) is optimizing your digital content to be visible and relevant to the point where AI-driven search engines include it in their search results.
Let’s say a user Googles the question, “What is generative AI?” If you’re a brand that offers generative AI services, you want to be featured in the AI Overview. Getting surfaced isn’t guaranteed just because you may provide a relevant product. You need to ensure your content matches what the AI-search tools look for when they generate their responses.
CS: Why does GEO matter?
CN: You mentioned in your intro that Google AI Overview is beginning to encroach on search results. Right now AI-generated responses appear in 47% of results, and nearly three-quarters of problem-solving queries, which AI is well suited for. As the algorithms learn, they’ll get better at synthesizing more types of queries, and they will increasingly appear in search results. If you’re a brand, you want to be in those results because search is still a dominant way for consumers to discover brands and learn about products.
And, AI-based search tools like Perplexity.ai are growing in popularity. Ask Perplexity.ai a question, such as, “What running shoes should I buy if I have weak knees,” and you’ll get more than just a list of good running shoes. Perplexity’s response will include an easy-to-understand explanation of what to think about, a comparison chart, and specific suggestions for shoes to consider. It will end with direct links to the relevant product page of the retailers offering the best deals for each sneaker at that time.
CS: That sounds like an extremely compelling experience to the consumers.
CN: It is compelling. Users no longer need to perform multiple searches and manually compare options. They can complete the entire customer journey -- from discovery to consideration and purchase -- from a single search.
CS: True, but traditional results appear under the AI Overviews. So SEO is still important, no?
CN: Yes and no. The results under the AI Overview are still the sites selected and surfaced by the AI engine.
Currently, however, less than half of the search results are AI-driven. If you’re a brand that relies on search to drive traffic to your site, you definitely should not abandon your SEO initiatives. Also, SEO and GEO are not mutually exclusive; it’s not one or the other. The key shift marketers need to understand is that generative AI is becoming a crucial third component of search marketing, alongside organic and paid search.
CS: What are some key differences between SEO and GEO priorities?
CN: SEO and GEO serve fundamentally different goals. SEO aims to optimize content so that it ranks well in traditional search results and ultimately drives users to click through to a brand’s website.
The goal of GEO is to structure branded content so that the AI search engines feature it directly in those AI-generated responses. While SEO relies on keywords and meta tags to improve rankings, GEO focuses on clear, contextual information AI can understand and synthesize into answers. This is a fundamental shift in how content reaches users. It’s a transition from link-based discovery to AI-powered information delivery.
Another critical difference is how users engage with search. On the traditional web, you search for a term and are presented with a results list. If you don’t see anything relevant, you do a new search using a different term. It’s a one-way conversation.
Generative AI search is more conversational. You might not know the right keyword for your search, but it doesn’t matter. You can have back-and-forth dialogues with the search engine to clarify what you’re looking for and to go deeper into topics.
CS: Does this mean brands should rethink how they create website content?
CN: Absolutely. Over the past decade, websites have moved towards clean pages with sparse text. But AI search engines prioritize contextually relevant, well-structured content because that’s the input AI engines can understand and use.
Again, these AI search tools aim to rewrite, reformat, and reframe existing content in response to a user query. If a brand fails to optimize its website based on those requirements, it may lose control over how its information is presented or be left out of the AI results.
CS: Got it. So, when brand managers think about creating content for their websites, what should they consider?
CN: There are four things to consider. The first is to ensure they have a clear structure to their content. So, is your content organized in an information hierarchy? Do you have descriptive headers and sections? Does it offer facts and data in easily parsable formats?
Next, think about content as providing direct answers to queries. So, lead with key information, structure content to address specific queries, provide concise, factual statements, and include supporting data or evidence.
The third idea may be new to marketers, and that’s entity-based optimization, which organizes content around key concepts- i.e., entities- and their relationships rather than just keywords. So, for example, if you’re writing about "iPhone 15," you should clearly define its relationship to entities such as "Apple," "smartphones," "iOS," and specific features. This helps AI systems and search engines better understand the context and meaning of your content.
And finally, you need to think about authoritative signals, which means citing credible sources, presenting verified facts and statistics, and demonstrating expertise in a topic. Above all else, resist hype and maintain factual accuracy in your content.
CS: As GEO continues to evolve, what’s one thing marketers should start doing today to stay ahead?
CN: Start by auditing your content to ensure it's structured, contextually rich, and provides clear, direct answers to user queries. Prioritizing entity-based optimization and authoritative signals will improve visibility in AI-generated search results. GEO is still evolving, but adapting now will keep brands ahead of the curve.
CS: Thanks. How can readers learn more?
CN: Check out the Orange 142 Emerging Channels Council resources. We are adding information and best practice guides all the time.
Want to learn how this can work for you? Orange 142 helps SMBs navigate and maximize GEO with strategic guidance and best practices. Let’s connect to explore the right approach for your goals.
About the Orange 142 Emerging Channels Council
The Emerging Channels Council is a thought leadership body within Orange 142, focusing on educating, guiding, and encouraging independent brands and agencies to experiment and excel in underutilized and innovative channels. Through collaboration, data-driven insights, and practical resources, the council will help Orange 142 clients obtain strategic growth through sustainable practices in digital advertising.
To access all of the Emerging Channels Council resources, please visit: https://orange142.com/emerging-channels-hub
