"Publishers that relied on search traffic have been gutted, and big chunks of the SEO industry have been wiped out. But the shift to information-by- AI has also unlocked the potential for equally profound (and lucrative) opportunities for companies that adapt to the internet's new reality. Specifically, companies that can get their brands into chatbots like ChatGPT, Gemini, and Claude-and who can convince those chatbots to tell consumers nice things about their products and services-can reap massive benefits."
"When my wife needed a new laptop earlier this year, we Googled "best laptop for female professionals", but the results were mostly SEO-driven drek, the kind of useless, vapid reviews that content farms spin up to win clicks. When we asked the same question to ChatGPT, the response was totally different. The bot provided a well-researched table of potential laptop choices, as well as a detailed narrative breakdown of the pros and cons of each one."
For decades, appearing in Google's top "10 blue links" determined business success, reshaping the internet and decimating publishers dependent on search traffic and parts of the SEO industry. The shift toward information delivered by AI has created lucrative opportunities for companies that adapt by getting their brands included in chatbots like ChatGPT, Gemini, and Claude. Consumers increasingly use chatbots for entertainment, work, and product research, and chatbot referrals have surged (TechCrunch reports a 357% year-over-year increase). Generative Engine Optimization (GEO) is the process required to influence chatbots to recommend products and services, driving clicks and sales.
Read at Fast Company
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