Generative Engine Optimisation (GEO) is rapidly changing how businesses approach search engines with their content – that’s why GEO is key to FMCG, B2B and D2C.
With AI tools giving direct and conversational answers, GEO has become a chance for industries to impact their audiences in a whole new way.
For FMCG, D2C or B2B, GEO could become a great tool but how do you harness its full potential? Let’s break it down.
Understanding Generative Engine Optimisation
Generative Engine Optimisation is all about making your content easy to consume and referenced by AI search engines and chatbots, like ChatGPT or Google Gemini.
By adapting your content for AI search engines, you’re also ensuring that your brand stays credible, relevant and ready to meet the needs of users searching for answers.
We covered the basics of GEO in our What is GEO blog.
The Role of GEO in FMCG
For Fast-Moving Consumer Goods (FMCG) brands, gaining both visibility and trust is key for them to thrive. GEO can help FMCG brands maintain their presence in AI-driven searches by supplying product information, reviews and user-generated content.
For example, if someone asks an AI assistant for “the best shampoo for dry hair”, GEO can help FMCG brands to position themselves in answers by optimising their product descriptions and leveraging authentic customer reviews.
Commerce platforms like Amazon already prioritise user reviews and GEO ensures these are integrated into AI-generated snippets.
GEO for D2C Businesses: Enhancing Customer Engagement
D2C businesses rely on engaging their target audience by optimising blogs and product pages. When individuals search for the best gifts for their family members, GEO ensures your content provides the answer. The reply could then lead to a referral which could convert into a sale if the website is optimised.
GEO Impacts on B2B Marketing Strategies
For B2B businesses, strategies that include GEO for their content will establish themselves as authoritative and credible when appearing in AI-search results. AI-generated responses often favour thought leadership and data-driven insights, making GEO essential for staying competitive.
If a business owner enquires, “What’s the best CRM for small businesses?”, GEO ensures that your content, backed by case studies and expert opinions, is featured as a reliable source.
Why GEO is Crucial in an AI-Driven Search Future
The shift from traditional SEO to GEO is inevitable as search engines powered by AI are already reshaping how users find information.
Unlike traditional SEO which focuses on rankings, Generative Engine Optimisation focuses more on ensuring that your content becomes part of AI’s direct response.
Without GEO, brands could risk losing visibility in this new search space, especially as more people turn to AI for quick, straightforward answers. Studies show that 40% of users now prefer conversational AI platforms for searches.
Strategies to Implement GEO Across FMCG, B2B and D2C
To succeed with GEO, here’s what works across FMCG, B2B and D2C:
- FMCG: Prioritise user-generated content, optimise product descriptions with strategic keywords and highlight reviews to build trust.
- D2C: Create personalised, engaging content that directly addresses customer needs while maintaining a consistent brand voice.
- B2B: Focus on thought leadership by publishing data-backed insights, case studies and expert opinions.
High-quality content, relevance and trusted sources are key elements that will get you the success you’re looking for. Using tools like knowledge graphs can also boost credibility and help align content with AI preferences.
How to Become AI Search-Compliant
Optimising for GEO requires a blend of strategy and expertise. While businesses can begin by refining their content to be conversational and backed by research, staying consistent with AI search standards can be challenging.
To start, businesses should focus on creating conversational, user-focused content that addresses real questions. Try to put yourself into what your audience might ask an AI assistant and ensure your content provides the answers.
It’s also crucial to stay updated with AI search standards, as they’re always evolving. The algorithms behind these tools favour content that is not only accurate and clear but also fresh and regularly updated. Consistency in meeting these standards is key to maintaining visibility.
The future of search is here. Are you ready to make the most of it?
