From SEO to GEO: Is Your Brand Ready?

We are experiencing a profound transformation in how we access information. The advancement of generative artificial intelligence is quietly but decisively altering the media and online ecosystem. And this change has serious implications for those working in communication, especially in crisis contexts, where time, trust, and clarity are crucial.

It is in this new territory that the concept of GEO — Generative Engine Optimization — emerges. Much more than technical jargon, it is a strategic approach to a reality where users, instead of browsing websites and search results, receive direct answers from tools like ChatGPT, Perplexity, or Google’s AI.

Until now, SEO was king. Content was produced, optimized for search engines, with the hope of climbing the ranks and generating clicks. Now, the click disappears. The answer is generated directly. If your content isn’t well-structured, validated and machine-accessible, it simply doesn’t exist for the user. The challenge changes: it’s not just about being found, it’s about being cited.

In a crisis, this change takes on dramatic contours. When chaos sets in, people look for quick, simple, reliable answers. They no longer have time to read long articles or explore websites. They want to know if the water is safe to drink. Where the nearest shelter is. What to do next. And they want to know now. GEO is the way to ensure that the answer they receive is yours — and not an algorithmic invention or, worse, uncontrolled disinformation.

GEO is not merely about presence. It’s a matter of responsibility. By organizing information clearly, with direct language, lists, frequently asked questions, and structured metadata, you increase the likelihood that AI models will accurately cite that source. And that, in a crisis context, can make the difference between a good decision and a fatal error.

But it’s not just about putting out fires. GEO also helps anticipate them. AI tools allow for monitoring sentiment, identifying emerging risks, and anticipating waves of indignation or disinformation. Being aware of these signals and preparing responses before the crisis peaks is now a strategic competence. GEO is part of that preparation.

Of course, there are limitations. AI often works with outdated data. In real emergencies, conventional channels remain indispensable: SMS, radio, social media. Full reliance on AI can be dangerous — and many users rightly continue to view automatically generated responses with some skepticism. Hence the importance of human supervision and information validation. GEO does not replace traditional communication. It complements it.

It’s also important to understand that different AI models favor different sources. ChatGPT tends towards more institutional or academic content. Google’s AI mixes news, blogs, and forums. Perplexity values specialized comments. Which means that an effective GEO strategy must be diversified: presence in credible media, sectoral publications, authoritative social media, qualified forums. Having a good institutional website is not enough.

And above all, the content must have real utility. A step-by-step guide to dealing with a crisis, a clear infographic, an explanatory video with accessible language — all of these are more likely to be cited by AI than a generic corporate statement. Being cited is not a matter of luck; it is a consequence of usefulness.

The question is this: when the next crisis arrives — and it will —, will your organization be prepared to be heard amidst the noise? GEO is, increasingly, part of the right answer. It is not futurism; it is the present. The right visibility, at the right time, can save time, reputations, and even lives.

This is the new landscape of communication. And those who want to lead must begin navigating it now.