As AI-driven conversation engines like ChatGPT, Claude, and Gemini redefine how users discover and engage with information, traditional SEO is no longer enough. The new era of Generative Engine Optimization (GEO) is here — and it’s reshaping the rules of visibility, trust, and digital growth.
Unlike traditional SEO, which focuses on ranking high in search engines, GEO is about optimizing content for AI discovery systems — large language models (LLMs) that read, understand, and generate information in response to user queries. In this new landscape, your brand’s visibility depends not only on keywords but also on how well your content aligns with AI-driven interpretation.
To explore how brands can prepare for this shift, members of the Forbes Communications Council shared their expert insights on creating GEO-ready content that enhances visibility, authority, and credibility online.
1. Keep Answers Direct, Modular, And Easy To Parse
Generative engines reward clarity, not keyword stuffing. According to Evan Reiss of Foxit, brands should leverage content gap analysis to identify intent-rich topics and transform assets into atomized FAQs. Bite-sized clarity ensures your brand’s answers are picked up by LLMs more effectively. Success requires a cross-functional team combining SEO, content, and performance marketing expertise.
2. Optimize With A Dedicated GEO Site Map
A GEO-optimized site map can help AI crawlers find and understand your content better. Chad Sands of CloudLex suggests using tools like Yoast SEO to build out an LLM-friendly “llm.txt” file and including it in your robots.txt for easier indexing by AI systems like ChatGPT.
3. Cultivate Content And Community
Kelsey Flittner emphasizes that GEO success depends on cultivating authentic content and community conversations. This involves collaborating with thought leaders and customers in a Q&A-style format and encouraging cross-departmental alignment beyond marketing alone.
4. Embrace Iteration And Learning
“Jump on the train before it leaves the station,” says Diana Scholz of Bayer AG. GEO is still evolving, and brands must adopt a flexible, iterative mindset— learning and adapting as AI technologies mature.
5. Write For Systems That Explain And Recommend
“GEO isn’t about chasing rankings,” explains Rich Bornstein of Bornstein Media. Instead, brands should focus on trust and credibility. AI systems prioritize sources that explain, recommend, and educate. Becoming a trusted authority ensures your brand gets quoted and referenced by AI engines.
6. Take A Cross-Functional Approach
With Gen Z discovering brands through AI engines and social media, GEO requires cross-functional collaboration. Scott Morris of Sprout Social stresses that brands must appear wherever audiences are searching — from search engines to conversational interfaces.
7. Combine SEO, Marketing, And Analytics
Namita Tiwari of Persistent highlights that successful GEO strategies depend on coordination between SEO specialists, product marketers, and analytics teams. Together, they ensure structured data, accurate messaging, and measurable performance in AI responses.
8. Prioritize Brand And Reputation Governance
“GEO isn’t just SEO 2.0,” says Toby Wong. Once AI systems train on your brand, their perception can define your digital reputation for years. Building a strong, positive brand narrative now is essential for long-term visibility and credibility.
9. Ensure Trusted Source Mentions
Jennifer Jackson of Actian reminds brands that GEO still depends on being referenced by reliable sources. Strengthening PR, partnerships, and digital presence ensures your brand feeds into the same data models that power LLMs.
10. Collaborate With Content Creators
GEO rewards recency, consistency, and authority. Sheryl Seitz of C4 Ventures encourages collaboration between content creators, marketing teams, and executives to build initiatives that maintain a steady flow of credible content.
11. Invest In Long-Form, Rich Content
Finally, Melanie Draheim from Fox Communities Credit Union notes that long-form, context-rich content wins in the GEO era. Generative AI values depth and clarity over brevity and visuals. Brands succeeding with GEO are using A/B-tested prompts and rich informational pieces that AI models can easily interpret and quote.
Generative Engine Optimization isn’t replacing SEO — it’s expanding it. Brands that adapt early by combining structured SEO strategies with AI-ready content will lead in discoverability, reputation, and trust.
At SEO Guru NYC, we understand that the future of search is rapidly evolving — and staying ahead means embracing innovations like Generative Engine Optimization (GEO). As a leading New York SEO agency, we help businesses adapt their digital strategies for both traditional search engines and AI-powered discovery systems. Our experts specialize in crafting high-quality, data-driven content that resonates with people and ranks with algorithms. Ready to future-proof your digital visibility? Partner with us and take your online presence to the next level.
