Search is no longer a list of blue links.  It’s an answer that has been put together from many different sources and often given by an AI interface before a user even clicks on a link.

This change is not just at the surface for marketing leaders, product teams, and founders. It changes how people find things, compare them, and make decisions. And, it needs a new approach.

Generative Engine Optimization or GEO as it is popularly being referred to now,  is not just a marketing add-on. It’s something that affects everyone in the company, from SEO to content to products to customer support.

So the real question is: how do you prepare?

While building in this space and spending time researching and testing different approaches, I have come up with a few strategic moves that I think are worth sharing. I hope this helps.

Adopt a Unified Content Strategy

One thing many people miss is how inconsistent AI search can be. For the exact same query, Google’s AI Overview might highlight one set of brands, while ChatGPT points to a completely different set.

If your strategy is built around just one platform, you will leave visibility on the table. And, if you try to maintain separate playbooks for each engine, you will double your workload without doubling your impact.

Instead, a better approach is to think modular and build content blocks that can be adapted across any AI interface which covers three most important dimensions – 

• Functional benefits – What exactly does your product do, and how does it work? Be specific.
• Selection and variety –  Show the full range of use cases, industries, and customer scenarios you serve. AI systems reward breadth because it signals authority across contexts.
• Competitive positioning – Don’t assume differentiation is obvious. Why are you faster, easier, cheaper, or better suited than alternatives – make sure to spell it out loud and clear.

Using this approach will improve your chances for your brand to show up consistently across multiple AI engine without having to separately work for each of them separately.

Understand the Query Landscape

Generative answers don’t appear at random. They are triggered by patterns in how users phrase their questions.

For example, “best HR software” might give you a general answer, but “best HR software to hire remote engineers” is much more likely to bring up specific brand names. If you further add “buy online”,  the AI might suddenly lean toward commercial intent.

Your job is to map these patterns.

Take a look at the types of questions that make Google’s AI Overview light up. Then, see how ChatGPT responds differently to questions that are more exploratory than those that are ready to buy.

Once you know what makes people act, you can use those signals to improve your copy, metadata, and FAQs.

Think of it as the new keyword research but for the conversational era.

Build Mobile-First Educational Content

Most people assume AI Overviews look the same across devices. No, they don’t.

On mobile, these AI platforms give users quick insights that help them understand their choices early on in their journey. This is where short guides, comparison tables, and videos that explain things really shine. They give the AI small pieces of information to summarize and help the user move on.

The intent however changes when you are on a desktop. This is where detailed case studies, in-depth technical specs, and richer content are most important because users are further along in their decision-making.

So don’t treat mobile as just a smaller version of your site. Think of it as a different part of the funnel where learning comes first and convincing comes later.

Measure What Matters

Every day keyword rankings that are based on old methods become less and less useful. AI-driven search doesn’t care about being in position one –  it only cares about whether your brand makes it into the generative synthesis or not.

Therefore, a smarter set of metrics needs to be followed to ensure you are progressing. It includes finding answers to questions like – 

• How often AI assistants mention your brand?
• What is the traffic referrals from ChatGPT, Perplexity, or Google AI Overviews
• Conversion rates from AI-driven discovery
• Are your brand mentions positive, neutral, or framed in a way that drives trust?
• Which competitors are being cited alongside you in AI answers?
• At what stage of the buyer journey are AI-driven mentions happening?

It is no more about chasing random numbers but about building an honest picture of how machines perceive your brand and whether that perception is turning into sales.

There are a few tools that provide this data but most are still not fully accurate. Which means you will need to do some manual work – but rest assured, it will be worth your time and effort.

Invest in Cross-Functional Collaboration

One of the other key point about GEO is that no one single team can own it fully. It lives at the intersection of multiple teams including product, marketing, and support.

• Product teams need to keep documentation, specs, and FAQs structured and updated so AI systems can parse them easily.
• Marketing teams need to tell stories in a way that resonates with humans and machines.
• Support teams sit on a goldmine of real customer questions which can become the seed for understanding query patterns.

And above it all, founders and executives need to create alignment because GEO is not just a tactic – it’s a cultural shift, a new way to look at things. When everyone understands that visibility now depends on how AI sees you, collaboration becomes a growth lever.

We explored this in more depth in What Marketers Need to Know About the LLM Discovery Layer.

Prepare for AI Overview Monetization

Google has already started testing AI Mode with ads. That means the limited real estate for organic citations will shrink even further.

If you are not preparing now, you will be competing for scraps later. The plan should be to start getting your name out there before monetization takes over the space. Once paid slots take over, the few remaining organic positions will go to those who optimized early.

Imagine it as prime real estate – before the market goes crazy, the best spots usually get taken and what remains is just not that good and also comes at a higher cost.

Final Thoughts

GEO is not just another line item in your marketing plan. In the AI-first age, your brand’s discoverability will depend on its structural capability.

People who adapt early won’t only be seen,  they will also shape how AI engines responds to queries in their product category. For a long time, the brands who do this properly will be in charge of the story. And, those who wait too long, will be driven out and have to either buy back attention through ads or let competitors take over.

The choice is simple – adapt now or be left behind.

Frequently Asked Questions

1. Why do I need a unified content strategy for AI search?

Because AI engines like ChatGPT and Google AI Overview can highlight different brands for the same query. Modular content that spells out functional benefits, variety, and differentiation ensures you show up consistently across platforms.

2. How do I figure out which queries trigger AI Overviews?

Study user phrasing. Generic queries like “best HR software” give broad answers, but intent-rich prompts like “best HR software to hire remote engineers” or “buy online” trigger brand citations. Think of it as keyword research for the conversational era.

3. Why does mobile vs desktop matter in GEO?

On mobile, AI Overviews focus on quick educational insights — short guides, tables, and explainer videos work best. On desktop, users are deeper in the funnel, so detailed specs, case studies, and long-form content matter more.

4. What metrics actually show if GEO is working?

Forget old keyword rankings. Instead, track:

• How often AI assistants mention your brand
• Referral traffic from ChatGPT, Perplexity, or AI Overviews
• Conversion rates from AI-driven discovery
• Sentiment of mentions (positive, neutral, negative)
• Which competitors appear alongside you

5. Who should own GEO inside my company?

No single team. Product must keep docs structured, marketing must craft human + machine-friendly stories, and support must feed in real customer questions. Founders need to align all of them, because GEO is a cultural shift, not just a tactic.

6. What happens when Google monetizes AI Overviews?

Ad slots will push organic mentions further down. If you don’t optimize early, you’ll be left fighting for scraps or forced to buy visibility. GEO today is like securing prime real estate before prices explode.