If you’re a small or midsize business owner, you’ve probably noticed people are talking a lot about artificial intelligence (AI). Specifically, AI is starting to reshape how customers find information and discover new products online. One of the biggest shakeups is called generative AI search, which is already transforming the way people make decisions and interact with brands.
What Is Generative AI Search?
Generative AI search tools — like Google’s AI Overviews — do more than just show a list of links. They provide a quick summary or “overview” of what users are asking about. Think of it like a super-smart assistant: someone types a question, and instead of just seeing 10 links, they get a concise, personalized response.
For your business, this could mean two things:
- New opportunities to show up in front of customers looking for a specific product or solution.
- New challenges if your content isn’t part of the “conversation” that AI uses to create answers.
Meet GEO: Generative Engine Optimization
You might be familiar with SEO (Search Engine Optimization). You work on keywords, meta descriptions, and creating great content, hoping Google shows your website to potential customers. Now there’s a new concept: Generative Engine Optimization (GEO). It’s about making sure your business or brand content is seen by — and cited in — these AI-driven summaries.
When someone searches “the best pizza restaurant in my area,” Google’s AI Overview might respond with a short paragraph about local pizzerias. If your business isn’t well-represented online or your content isn’t optimized, you might miss out on the chance to be mentioned in that overview.
Why GEO Matters for SMBs
- Staying Visible: Generative AI results usually pull from high-quality, authoritative content. If your brand doesn’t appear in those authoritative sources, AI might leave you out of the conversation.
- Building Trust: Customers are hungry for quick, trustworthy information. Appearing in these AI summaries can immediately position you as helpful, credible, and reliable — all essential qualities for winning over new customers.
- Controlling the Narrative: As AI-based search becomes more common, you’ll want to “own” how your brand is represented. GEO helps you guide AI to the most accurate, helpful information about your business.
Steps to Get Started
- Create Content That Answers Real Questions
Think about the top questions your customers ask. Maybe it’s about pricing, features, or common problems they’re trying to solve. Write blog posts, FAQs, or how-to guides that directly address these questions in detail. - Maintain Control of Your Digital Assets
Keep your website updated and user-friendly, and make sure your content has a consistent voice. Whether it’s blog posts, product pages, or social media updates, maintaining control and clarity ensures generative AI has the right info to pull from. - Optimize for Traditional SEO
Don’t ditch your SEO strategy. Generative AI often pulls information directly from well-ranked pages. If you show up high in search results, you’re more likely to appear in AI-driven summaries. - Monitor Your Online Presence
Keep an eye on new AI tools and how they reference your business. If you see inaccuracies, update your content or reach out to the platform. Proactive brand management is more important than ever in this new age of AI.
Embrace the Future
You don’t need a massive marketing team or an AI lab to take advantage of these trends. With a focus on creating quality content, staying consistent, and remaining agile, small and midsize businesses can thrive in an AI-driven search environment. Generative AI search is here to stay — and it’s leveling the playing field for those ready to dive in.
So, start by making sure your online presence is in tip-top shape, and step into the new world of AI-powered search with confidence. You’ve got this!