What is Generative Engine Optimisation, and how is it different from SEO?
Plus: Paid Social platforms pivoting to focus on SMBs, Gen Z trusts influencers more than experts, and EU continues to pursue Big Tech
Hello!
After a geopolitically turbulent start to the year, it’s nice to have had a quieter week and a chance to dig in to one of the bigger themes affecting digital marketers this year - how on earth do we approach Generative AI-based optimisation (or Generative Engine Optimisation, to give it its proper term)?
That doesn’t mean there hasn’t been some big news in the world of digital marketing this week, with my own personal favourite being the move from platforms such as Reddit, Snapchat and Pinterest to encourage more SMBs to advertise with them. With Snapchat in particular this feels like a huge pivot, I remember meeting with ad reps who quoted eye watering minimum spends in days gone by.
Anyway. Let’s find out more about GEO, after which I hope you have a great weekend!
What is GEO?
SEO as we know it is changing, and has been for some time. With search engines integrating AI-generated responses, and generative AI tools such as ChatGPT and Perplexity being used as search engines, ranking strategies need a rethink. Meet GEO (Generative Engine Optimisation).
Traditional SEO was all about optimizing for Google’s ranking factors, but now AI-driven search (like Perplexity AI and ChatGPT’s answer engines) is favouring context, conversational responses, and user intent over keywords and backlinks.
What does this mean? Well, content needs to be structured for AI-generated summaries - think direct answers, credible sources, and a cohesive structure to ensure visibility in AI-driven results.
In my view, a lot of the core tenets are the same - if you’ve been doing SEO well, then you’re probably well equipped to enter the era of GEO. There are challenges to come around measurement and optimisation, but for the time being, focus on making sure your website’s content is well optimised and technically in a good place, and you’ll be on a good footing.
Further Reading
Search Engine Land: What is GEO?
Search Engine Land: How to gain visibility in Generative AI Answers
Big Data Analytics: How big data and AI are shaping SEO ranking factors
What’s been going on in digital marketing this week?
🤖 Paid Social Platforms pivot to SMBs thanks to AI
After years of relying on big ad spend from major brands, Snapchat, Pinterest, and Reddit are doubling down on AI-powered ad tools to attract small and mid-sized businesses. With rising ad costs on Meta and Google, these platforms are positioning themselves as budget-friendly alternatives by offering automated creative generation, targeting, and performance insights - all driven by AI.
🤳 Gen Z trusts influencers more than experts
A new survey reaffirms what many of us have been saying anecdotally for years (and, indeed, Michael Gove famously somewhat said) suspected - Gen Z teens are far more likely to trust TikTok influencers than traditional experts. The reasons? Relatability, and easily consumable content that feels relatable - not to mention, they are just there. This feels like a bit of a shot at those who say influencer marketing is dead.
⚖️ EU pursuing Meta & Apple antitrust cases
Despite the ever-changing geopolitical landscape, the EU is keeping up its antitrust scrutiny on some of the biggest US tech firms. Meta and Apple remain under investigation over their ad dominance and walled ecosystems, which could lead to further regulatory shake-ups affecting ad targeting.
Further Reading
Are you still using Facebook Lives? If so, you’ll now need to know that Facebook only stores these videos for 30 days. I can’t remember an occasion where a Live was relevant more than a month later, but its good to know.
X launched Grok 3 AI this week (its own Gen AI product), and immediately doubled premium pricing plans. X also updated its Violent Content policy to include a new clause called “Moment of Death”, enabling people to have video of a loved one dying removed from the app (grim as apparently this would pass moderation, and doubly grim as you’ll need to include a death certificate as part of the application).
LinkedIn has announced its own Conversion API (CAPI), which will give advertisers more robust attribution data & options.
Bluesky added reply controls and the ability to search for mentions from a specific user this week.
Finally, Ray-Ban’s Meta AR smart glasses have seemingly worked quite well for them, with production capacity being scaled up significantly over the next year.
That’s it! If you found this interesting, I would appreciate it if you shared it with your friends and colleagues.
If you’re feeling particularly generous, I won’t stop you from buying me a coffee. Otherwise, I’ll be back next week. See you then! 🫶