GEO needs the best of both worlds: marketing and communications in sync for the AI era
- Elin De Vits
- 4 days ago
- 3 min read
What if Google no longer determines who gets seen online—but generative AI does? What if your audience doesn’t receive a list of search results anymore, but instead gets a ready-made answer? And what if your organization simply isn’t mentioned in that answer?
Welcome to the world of Generative Engine Optimization (GEO). In this new reality, ranking high in search engines is no longer enough. To be included in AI-generated responses, your organization must be recognized by these models as a reliable and authoritative source within your domain.
And that requires more than just user-friendly, SEO-optimized content.
From SEO to GEO: how AI is rewriting the rules
For years, Search Engine Optimization (SEO) was the key to online visibility. With the right keywords, a solid backlink profile, and strong domain authority, you could claim a top spot on Google and attract valuable traffic to your site. But the rise of generative AI is fundamentally reshaping that approach.
Models like ChatGPT, Gemini, and Perplexity no longer return a list of links. Instead, they generate complete answers to user queries, based on the sources they consider reliable and authoritative. If your organization isn’t seen as such, it simply won’t be mentioned.
That’s where Generative Engine Optimization (GEO) comes in. It’s no longer about ranking. It's about recognition. You want AI models to cite your organization, link to your content, and draw from your expertise when forming their answers.
The exact rules of this new game are still evolving. Just like SEO’s “ranking factors” changed over time, so too will the key ingredients of GEO.
But here’s what we already know: GEO is built on these core principles:
High-quality content: Informative, nuanced, accessible, well-structured, and evidence-based.
External validation: Citations or backlinks from authoritative sources such as universities, media outlets, industry bodies, or niche experts.
Contextual recognition: Your organization or subject-matter experts appear consistently across relevant online environments. AI models identify and amplify these patterns.
Domain authority and credibility: You’re not just easy to find on Google. You’re seen as a go-to expert in the broader digital ecosystem.
Can’t distinguish yourself from your competitors? Publishing great content but lacking a strong brand identity? Rarely cited or referenced online? Then there’s work to be done if you want to stay visible in the AI era.
GEO = content marketing × corporate communicatie
GEO isn’t just a clever content strategy or a technically optimized website. It’s about building an online organizational profile that AI models both recognize and trust as the leading voice in your field.
GEO brings together the best of both worlds:
Content marketing addresses your audience’s search intent and informational needs. It delivers the right content, in the right format, through the right channel, at the right time—tailored to each stage of the customer journey.
Corporate communications brings external recognition, thought leadership, media relations, partnerships, and reputation-building. It fosters societal relevance and trust—not just with customers, but across all stakeholders.
By aligning these disciplines, you not only build awareness, consideration and conversion within your target audiences, but also establish broad-based authority.
In short: bring marketing and communications to the same table - it was never a good idea to keep them in separate silos to begin with - and let them co-create a single, integrated strategy. A consistent overarching strategy, vision and positioning not only boost your visibility in the age of AI. They also strengthen and unify your entire organisation’s external presence.
Curious what GEO could look like in practice for your organisation? Or how to align marketing and communications strategically to maximise your AI visibility?
Let’s connect. I’d be happy to think along.
