By Jonathan Baker Generative engine optimization (GEO) is alive, thriving, and revolutionizing online search. What follows are findings that aren’t intended to scare anyone, but to make them aware of how fast and dramatic the shift to GEO is escalating. Just ask anyone in journalism. But first, an overview of GEO… The Future of Search is GEO This past September, EGC explained the growing power of GEO in contrast to the once standard search engine optimization (SEO). Comparing these two methods of search, SEO (once) helped a brand or business get noticed—while GEO (today) makes the same brand or business get chosen above their competitors. The change is happening and will continue. Consider, for example, how GEO is impacting online journalism. I. Conclusions from Reuters A recent article in Search Engine Journal summarized predictions from the Reuters Institute for the Study of Journalism, which gathered data from 280 senior media leaders from 51 countries and territories. Among the more serious concerns is a more than 40 percent projected decline in search engine traffic during the next several years as GEO continues to gain momentum. How are publishers meeting this monumental challenge? II. Changing the Mix of Journalistic Projects Service journalism and evergreen content will be scaled back among publishers, who believe that AI chatbots will eventually oversee this media. Money once allocated to these formats will be put into original reporting, human interest stories, and contextual analysis. And let’s not forget there is more to journalism than the written word… III. Video and Opportunities in Off-Platform Distribution Promoting journalism via video is another avenue publishers will pursue. The Reuters report named YouTube the leading off-channel platform, followed by TikTok and Instagram. Keeping AI in mind, publishers will learn how to navigate distribution platforms that include ChatGPT (OpenAI), Gemini (Google), and Perplexity. Additionally, the popularity of audio and video podcasts are strongly considered worthy of investing in. The are two remaining factors publishers are looking at… IV. Subscriptions and Licensing Amid all the adjustments publishers will make to protect their journalistic enterprises, subscriptions, memberships, and all types of paid content remain their primary interest. Licensing and platform payments also have strong potential for earning revenue. Unsurprisingly, with AI companies offering large deals in platform funding, interest has doubled within the last few years. Takeaway Publishers and journalism professionals deserve credit for their ability to pivot in the face of the changes brought on by GEO. But journalism is not the only field to be impacted. Every company in every industry with an online presence is facing the same situation. While strategies may be different, depending on the industry, being ready to change is mandatory. Are you ready to pivot so that your brand or business will be “GEO-ready”? Contact EGC—today—to learn how.
