GEO: Getting ready for the new search era
The way people discover and consume information online is changing — fast.
As AI becomes part of how we search, traditional SEO is no longer enough. Platforms like Google’s Search Generative Experience, Microsoft’s Copilot and Perplexity AI don’t just list web pages anymore — they synthesize answers. These generative engines build their responses by drawing on trusted sources, quoting and combining information to form a complete answer for the user.
So how do we ensure our partners’ and retailers’ content is part of the story AI tells?
We share knowledge.
What is GEO?
A research paper from Cornell University introduced a new concept: Generative Engine Optimization (GEO).
It explores what drives visibility in AI-generated search results, showing that credibility, structure, and clarity now matter more than keywords.
Traditional SEO focused on ranking higher in Google’s results. But with generative AI, the game has changed — we’re no longer fighting for rank; we’re competing to be cited.
What works in the AI search era
The study found that traditional SEO tactics, like keyword stuffing, actually hurt visibility. Instead, content that’s clear, data-driven, and well-cited performs better in generative search.
The best-performing strategies, or “GEO methods,” include:
- * Adding quotations from credible sources
- * Using statistics and data instead of vague claims
- * Citing external references from trustworthy institutions
- * Improving fluency and readability
- * Simplifying language to make information more accessible
Interestingly, combinations of these methods work best — for example, pairing clear writing with data and citations often yields stronger results.
And here’s good news: lower-ranked pages benefit the most. For content that doesn’t currently rank well on Google, applying GEO principles can double visibility in AI-generated results.
From SEO to AISEO: a new mindset for brands
To stay visible in this new environment, brands and content creators need to become AISEO-ready — that is, optimized to be cited and surfaced by generative engines.
Here’s a practical roadmap based on the research:
- Audit your content through the GEO lens.
Identify where your materials (articles, product guides, blog posts) could include more data, credible references, or clearer language. - Add credibility.
Support claims with quotations from recognized experts, reports, or studies. Cite sources that AI engines can trust. - Use numbers, not adjectives.
Replace “many retailers see results” with “82% of retailers report improved engagement.” - Make it easy to read and understand.
Write fluently, use short paragraphs, clear headings, and accessible language. - Combine methods strategically.
Don’t overdo one thing — balance data, sources, and structure for a natural flow. - Keep SEO fundamentals strong.
GEO doesn’t replace SEO — it builds on it. Backlinks, technical performance, and domain authority still help your content get discovered in the first place.
Why this matters for the Dise partner ecosystem
For partners and retailers, the rise of generative search is both a challenge and an opportunity.
The challenge: your brand stories, technology solutions, and case studies will increasingly be interpreted and retold by AI.
The opportunity: by adopting GEO best practices early, you can ensure your insights, solutions, and expertise shape how AI answers questions in your domain.
The world of AI-driven discovery is here. The brands that adapt now will be the ones the AI cites tomorrow.
Curious about how AI is powering the next generation of digital in-store experiences?
Get in touch with Fredrik Bergström, our Chief Technology Officer, to learn how we’re integrating intelligent technologies into Dise IXM platform.