Generative engine optimization (GEO): A strategic guide for B2B companies in 2025

As the digital landscape undergoes a seismic shift, generative engine optimization (GEO) is fast becoming a secret weapon for B2B companies. 

In an era where platforms like ChatGPT, Perplexity, and Google’s Gemini are rewriting the rules of business intelligence, GEO enables companies to ensure their brand’s message is accurately conveyed across AI-driven interactions.

While search engine optimization (SEO) has long been a staple for driving traffic to websites, GEO addresses new challenges: ensuring that your company’s expertise, values, and solutions are correctly interpreted and communicated by generative AI platforms. 

For B2B organizations, where precision and trust are non-negotiable, this shift can’t be overlooked.

Context Overview: Generative AI-driven Apps Spending Hits New Highs

The explosive growth of generative AI applications is reshaping how consumers interact with digital tools, creating a new reality that B2B companies cannot afford to overlook. 

In 2024, consumer spending on AI-powered apps soared to $1.1 billion, marking a 200% year-over-year increase, according to Sensor Tower’s State of Mobile report. Platforms like ChatGPT, Google Gemini, and Doubao are fueling this surge, with millions relying on AI for content creation, business insights, and decision-making.  

By December 2024, ChatGPT had surpassed 300 million weekly active users, handling over 1 billion messages per day, reflecting an unprecedented level of AI integration into everyday workflows. Meanwhile, the overall AI app market expanded to 230 million users by mid-year, according to Statista. 

With 4.2 trillion hours spent on mobile devices globally, AI-driven applications are no longer a niche phenomenon—they are now shaping the way information is discovered, consumed, and acted upon.

For B2B companies, this shift signals an urgent need to adopt Generative Engine Optimization (GEO), a strategic approach ensuring that brand messaging and digital content remain discoverable in AI-generated search results. 

As non-gaming apps drive $14 billion in additional spending (+25% YoY) and social media and streaming platforms dominate mobile revenue (Sensor Tower), businesses that fail to optimize for AI-driven search risk fading into obscurity.

What is generative engine optimization (GEO)?

Generative engine optimization (GEO) is the process of optimizing your company’s content for AI-powered platforms.

It focuses on ensuring large language models (LLMs)—the core of tools like ChatGPT—interpret and present your messaging accurately. 

Are we all on the same page so far?

Well, unlike SEO, which targets traditional search engines, GEO ensures that AI-generated responses align with your brand identity.

Why GEO can be transformative for B2B companies:

1. Accurate representation: B2B services often involve complex offerings. GEO ensures AI platforms can convey this complexity clearly and precisely.
2. Trust and authority: Decision-makers rely on AI tools for research. GEO helps position your company as a trusted voice in its field.
3. New engagement opportunities: With millions of daily queries on generative platforms, GEO enables businesses to engage customers where they seek answers.

For insights on how AI is shaping B2B interactions, read Generative AI in B2B marketing: transforming buyer and seller roles.

Why GEO is critical for B2B companies in 2025

So, the AI-driven era is here, and it’s changing how businesses seek out solutions and size up potential partners.

In today’s B2B world, clinging to traditional SEO is like using a map in an era of GPS—outdated, insufficient, and sometimes even trustworthy. 

Key shifts in search behavior:

1. Mass adoption of generative AI: Platforms like ChatGPT have seen explosive growth, surpassing Bing in user volume.
2. Demand for contextual relevance: Decision-makers now expect AI-driven insights that go beyond simple search results.
3. Higher engagement: Companies optimizing for AI platforms report better lead generation and conversion rates compared to traditional SEO efforts.

Strategic advantages of GEO:

• Strengthening buyer trust: GEO delivers clear, precise messaging that instills confidence early in the buyer’s journey.
• Capturing emerging opportunities: Companies adopting GEO early gain a significant competitive edge by dominating AI-driven interactions.
• Future-proofing your brand: With AI now at the heart of decision-making, GEO guarantees your company is ready for sustained digital evolution.

Explore how companies are already leveraging generative AI in B2B marketers accelerate the adoption of AI inproduction processes.

How do generative engines work?

Generative engines like ChatGPT process vast datasets to produce human-like responses, leveraging large language models (LLMs). These systems are built on three main components:

1. Pre-trained data: Foundational knowledge that informs initial outputs.
2. Real-time interactions: Continuous learning from user inputs and feedback.
3. Dynamic updates: Access to fresh information, such as API integrations or live data feeds.

For B2B companies, these platforms are rapidly becoming trusted tools for decision-making. By adopting GEO, you can ensure that your business solutions and expertise are reflected accurately in these environments.

To understand how this applies to lead generation, read AI in B2B sales lead generation.

GEO vs. SEO: What’s the difference?

While both SEO and GEO aim to increase your company’s visibility, their methods and targets differ significantly.

By combining SEO and GEO, B2B companies can capture visibility across both traditional and AI-driven platforms.

For a comprehensive look at adapting to these shifts, explore The new B2B buyer journey.

6 key steps to a successful GEO strategy

To succeed with GEO, it’s not just about the tech—it’s about integrating research, high-quality content, and constant optimization into the strategy.

1. Comprehensive research and analysis

• Identify AI-relevant keywords that match with your industry.
• Analyze competitor strategies to identify gaps and opportunities in AI platform visibility.

2. Content designed for AI platforms

• Create concise, clear, and context-rich content tailored for AI-driven tools.
• Leverage structured data like schema markup to enhance AI compatibility.

Learn how to build a customer-centric content approach in Customer experience: what is it and how can it benefit your business.

3. Strategic content distribution

• Share content on channels frequented by decision-makers, such as LinkedIn or niche industry forums.
• Encourage testimonials and user-generated content to enhance credibility.

4. Building brand authority

• Secure high-quality backlinks from reputable industry sources.
• Maintain consistency in AI outputs by using a unified tone and message.

Explore how data-driven strategies strengthen brand authority in Mapping the martech world in industrial B2B business.

5. Technical optimization

• Ensure your website is optimized for speed, mobile compatibility, and metadata accuracy.
• Regularly audit site performance for AI discoverability.

6. Performance monitoring and adjustment

• Track your content’s performance on generative AI platforms.
• Use insights to refine your strategy and measure ROI.

The future of GEO for B2B companies

Generative AI is not just a technological trend; it's fundamental change in how B2B decisions are made. 

By adopting GEO, businesses can ensure they remain relevant, competitive, and trusted in an era dominated by AI-driven platforms.

To learn more about integrating GEO into your broader digital transformation strategy, read Generative AI in B2B marketing: transforming buyer and seller roles.