An earlier version of this post used the term large language model optimization (LLMO), but we are shifting to the term generative engine optimization (GEO)—it’s a broader term and seems to be better understood in the market.
Crazy stat of the day: Gartner predicts that, within two years, 95% of the B2B buyers’ journey will start in a large language model (LLM) like ChatGPT or Perplexity (vs. 80% on Google today).
If you’ve been relying on traditional search engines to raise awareness of your firm and drive new business pipeline, that spigot is about to shut off.
For the sake of your business, you must appeal to the LLMs
Okay, sounds great, John… but how the hell do I do that?!?!
There are some similarities between generative engine optimization (GEO) and traditional SEO practices. Still, there are also some very stark differences, so don’t get trapped into thinking, “We’ll just keep doing SEO and it’ll be fine.” That approach will leave you gasping for air by the end of this decade.
Even better news—a lot of these tactics are smart marketing and public relations strategies that will benefit you outside of the LLMs.
Here are seven ways for your firm to become unignorable in the age of AI. If you’d like to go deeper, please head over to our GEO deep dive.
Lean into your “Neon Fingerprint”
LLMs favor unique positioning and differentiated ideas. So, unlike in the old SEO wars, this is not a race to write the same blog post everyone else is writing—AI “erases” sameness. You want to become known for content and thought leadership that no other firm can quite deliver. We call this a firm’s “neon fingerprint”—your immediately recognizable differentiator that separates you from the competition. If you haven’t seen it yet, you can find our eGuide on the Neon Fingerprint here.
Structure your content to be more easily read
Beyond your beautifully designed home page and those great turns of phrase and smart-sounding soundbites that populate your website, we need some plain talk.Specifically, the services pages of your website need to clearly explain your firm’s expertise in terms of specific business outcomes, and to do it in complete “chunks”—AI consumes content a bit at a time, without referring back and forth on a page. Honestly, this will help the humans reading through your website, too.Add schema markup, FAQs and case studies that reinforce the kinds of problems you solve and who you serve.
Become a source, not just a publisher
Shift from content marketing, which has historically focused on driving people to your website, to creating content authority across the internet. This means being frequently quoted in the media and placing stories in the trade publications and reputable media sites. Journalists, analysts and AI systems will amplify your relevance.
Don’t chase gimmicks
SEO was almost always focused on trying to game the algorithm. GEO, somewhat paradoxically, is a more human exercise, and rewards substantive contributions across the internet. This is how you build trust with both LLMs and your future clients.
Answer brand-related issues proactively
If someone looks up your firm on an LLM, you will almost certainly show up (if not, we have a different problem). But is the information accurate and up to date? Is it informed by a bad review or an unfair comparison post on some well-known website? Whenever there is a question being asked, or bad press or some other issue that pops up, you need to proactively address it.
Build proprietary intelligence
Can you do original research? Whether it’s anonymizing your client data to create a report or conducting primary research, original data has always been marketing gold, and that is true in the AI era, too.Benchmark surveys, original research reports and even proprietary tools help you rise above the noise with LLMs.
Move fast and avoid digital invisibility
Don’t wait to be perfect—just be bold and ship. This is not an excuse to be slipshod in your approach, but there is absolutely a first-mover advantage with LLMs. Firms that experiment publicly gain traction and reputation.
We recommend that you start heading down this path today. Remember, by 2027, your future clients will start looking for you in an LLM, not a web browser.
Of course, it’s important to point out that we are starting toward a destination without fully knowing the path. GEO and other related AI optimization practices are still evolving. But as Frodo said, “I will take the Ring, though I do not know the way.”
We’re glad to be your guide into this new marketing world, whether it’s just our thoughts provided here or if we get a chance to work together at some point.