Download our GEO whitepaper: An introduction to AI search
In this report we offer an overview of the AI search landscape, five mindset changes that marketers must make to adapt, and tactical tips for those new to Generative Engine Optimisation.
Contents:
- Introduction: Brands must anticipate change
- The AI search landscape: A quick refresher
- Shift #1: Search marketers become brand managers
- Shift #2: Context and completeness are king
- Shift #3: Create what AI can’t
- Shift #4: The funnel is changing shape
- Shift #5: Double down on technical foundations
- Tactical tips for marketers
- The early mover advantage
Introduction
Q: “How did you lose your search traffic?”
A: “Two ways. Gradually, then suddenly.”
This idea of gradual then sudden change (paraphrased from Hemingway) can be applied to any transformative tech shift. When you’re in the middle of it, it can be difficult to get a reliable read on what is happening. Arguably, this dynamic is playing out right now with AI search.
This idea of gradual then sudden change (paraphrased from Hemingway) can be applied to any transformative tech shift. When you’re in the middle of it, it can be difficult to get a reliable read on what is happening. Arguably, this dynamic is playing out right now with AI search.
The question of how brands should change their approach to online discoverability in the wake of new search experiences and consumer behaviours has caused much chatter in the industry. There’s been fevered discussion about what new strategies are needed and which ones still hold true. The discourse has filled the vacuum left by tech companies and their newest black box algorithms.
There’s even been debate about whether SEO should still be called SEO, given the advent of new terminology such as AEO (answer engine optimisation), AI SEO and GEO (generative engine optimisation, the term favoured in this report).
Taking a step back, we can say the following with confidence:
- AI is recommending brands and products to consumers.
- Consumers are telling AI their problems.
- AI is looking for information across the web.
CTI Digital's team of digital marketing and technology experts specialise in digital strategy, web development, and growth marketing. We help ambitious brands navigate the digital landscape with proven strategies and cutting-edge technical expertise.