At a recent closed session on agentic commerce, I was asked: “Do marketers even have the skills for Generative Engine Optimization (GEO) ?”
My answer: Yes (at least on the GEO front)
Search Engine Optimization (SEO) is one of the most refined disciplines in modern business. Marketers spent two decades learning search intent, structured content, conversion pathways, and performance analytics โ adapting every time Google changed the rules.
GEO isn’t a reset. It’s the next iteration. Instead of optimizing for page rank, they’ll optimize for how LLMs retrieve information, how brand and product info is organized for machine readability, and how contextual and conversational agents recommend and compare options.
Different mechanics. Same muscle.
Marketers made the leap from brand-only to search-driven commerce. They can make this one too.
The real challenge isn’t capability. It’s capacity.
Maintaining SEO while building GEO is a dual-operating model. And dual models create structural tension.
The winners won’t have the most AI tools. They’ll be the ones that redesign workflows, ownership, and incentives fast enough to run both simultaneously.
GEO isn’t a skills crisis. It’s an operating model test.
๐๐ ๐ฝ๐ฟ๐ผ๐ฐ๐ฒ๐๐๐ฒ๐ ๐ฒ๐๐ผ๐น๐๐ฒ ๐ฎ๐ฐ๐ฟ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ผ๐ฟ๐ด๐ฎ๐ป๐ถ๐๐ฎ๐๐ถ๐ผ๐ป, ๐ฐ๐ฎ๐ป ๐๐ผ๐๐ฟ ๐๐ฒ๐ฎ๐บ๐ ๐ฒ๐ ๐ฒ๐ฐ๐๐๐ฒ ๐๐ผ๐ฑ๐ฎ๐โ๐ ๐บ๐ผ๐ฑ๐ฒ๐น๐ ๐๐ต๐ถ๐น๐ฒ ๐ฏ๐๐ถ๐น๐ฑ๐ถ๐ป๐ด ๐๐ผ๐บ๐ผ๐ฟ๐ฟ๐ผ๐โ๐ โ ๐ฎ๐ ๐๐ต๐ฒ ๐๐ฎ๐บ๐ฒ ๐๐ถ๐บ๐ฒ?
