Issue Generative engine optimization emerges as a capability distinct from SEO

Summary

McKinsey describes generative engine optimization, or GEO, as a new capability that brands need alongside traditional search engine optimization. As consumers turn to large language models to research purchases, being ranked in search results is no longer enough. Brands must also make sure they appear in the answers those models generate. McKinsey says best practices are only starting to form. Early examples include making brand websites clear and structured, with scannable formats such as FAQs and lists, and releasing detailed product or service material that had not been public before, such as clinical research or technical documentation. The shift means brand visibility increasingly depends on how AI systems read and summarise available information.