For years, businesses have worked to make sure customers can find them on Google. But as more consumers turn to artificial intelligence tools such as ChatGPT, Gemini and Perplexity to research companies, products and services, simply appearing in search results may no longer be enough. Businesses must also consider how to get AI platforms to recommend them.
As Business Report writes in its latest issue, that shift is driving interest in generative engine optimization, or GEO, a growing discipline that builds on traditional search engine optimization. Jared Broussard, founder and CEO of Baton Rouge-based BlinkJar Media, sums up the distinction this way: SEO is about “find me,” while GEO is about “recommend me.”
For business leaders, adapting to this changing landscape doesn’t mean abandoning established SEO strategies. Instead, it means strengthening their online credibility, establishing clear areas of expertise and creating original content that gives AI tools a reason to cite them.
Broussard emphasizes the importance of building authority beyond a company’s own website, using credible third-party mentions and firsthand insights to distinguish a business from a growing volume of generic, AI-generated content. Companies must also ensure their websites are accessible to AI crawlers, load quickly and use tools such as schema markup to help AI systems interpret their content.
The goal is no longer just to be found. It’s to become a trusted source that AI tools are more likely to recommend.
Read the full story from the latest issue of Business Report.
