Generative Engine Optimization (GEO)

SEO optimizes for search engine rankings. GEO optimizes for AI model citations. The difference matters because the mechanics are different. Search engines rank pages; AI models synthesize information across multiple sources and generate an answer. To appear in an AI-generated answer, a brand needs content that is well-structured, specific, and widely referenced — not just highly-ranked. McKinsey's State of Fashion 2026 identifies GEO as the successor to SEO, noting that many large brands are underrepresented on AI assistants while challenger brands feature more prominently. Their prescription: rich ecosystem content, well-structured product data accessible to LLMs, and strong earned media presence. GEO tactics include: structured data (schema markup) that tells LLMs what a brand is and does; long-form, well-cited content that LLMs scrape and use as source material; a presence on third-party platforms that gives LLMs multiple independent data points; and machine-readable summaries of what the brand is for.