When you type a question into an AI search engine like ChatGPT or Google AI Mode and it comes up with an answer, that information comes from somewhere. Scouring the web for content that’s contextually relevant to the asker, it typically assembles an answer based on several different sources, interpreted through the lens of its training data and system prompt.

The fight over being one of those sources is the new game of online discovery that’s replacing SEO. Typically called GEO or AEO for generative/answer engine optimization, the field is nascent, and the rules, best practices, and even the benefits aren’t entirely clear. There’s one thing everyone agrees on, though: It’s growing rapidly.

Growth markets are opportunities, so even if the rewards of appearing in AI search haven’t been ful

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