Looking at all this buzz about GEO, let me tell you what I think. It’s basically about trying to make sure that when people ask things to ChatGPT, Gemini, or those tools, the answer the bot gives says “according to such-and-such company” or “as so-and-so explains.” It’s no longer just about ranking first on Google, but about getting artificial intelligence to choose you as a reliable source of information.
How do you achieve that? From what I can see, the key is no longer just the same old keywords. Now you have to demonstrate authority. AI seems to pay close attention to content that is well explained, with verifiable data, and that comes from people or companies that know about the subject. It even gives more weight to what is published in recognized media outlets or communities like Reddit than to a simple corporate blog.
There are clear examples: HubSpot optimizes its guides so that ChatGPT cites them when you talk about marketing. Or Tesla, which due to its constant media coverage, AI names it as a benchmark almost automatically. The advantage is huge: if AI mentions you, the user already sees you as an expert without even having clicked. Some say that this traffic, even if it’s less, comes with much more purchase intent.
Now, my specific opinion: it’s not magic. It’s like SEO, but taking it one step further. If your content is useful, well structured with clear headings and short paragraphs, and you manage to get other serious sources to mention you, you’re already doing GEO almost without trying. You don’t need to be a multinational; an SME with a highly specialized and well-made blog can also position itself here.
What strikes me most is that this is forcing marketing, public relations, and SEO to stop working in separate departments. They all have to row together to build a single solid and credible story that AI can pick up on.
Is it pure smoke? Partly yes and partly no. It’s a natural evolution. But watch out, a Platzi article reveals something key: ChatGPT itself partly uses Google results for its answers. So if your traditional SEO is bad, you probably won’t stand out in GEO either. They aren’t separate worlds; one feeds the other.
In the end, it comes down to the same old thing: creating genuinely good content. The difference is that now you don’t just have to convince people, but also the algorithms of these conversational bots. If what you write is clear, backed up, and responds well to people’s questions, you have a strong chance of being chosen by AI.
