{"id":9986,"date":"2025-09-09T17:31:21","date_gmt":"2025-09-09T15:31:21","guid":{"rendered":"https:\/\/www.intarget.net\/?p=9986"},"modified":"2025-09-09T17:31:21","modified_gmt":"2025-09-09T15:31:21","slug":"generative-engine-optimization","status":"publish","type":"post","link":"https:\/\/www.intarget.net\/en\/generative-engine-optimization\/","title":{"rendered":"GENERATIVE ENGINE OPTIMIZATION"},"content":{"rendered":"<\/head>

Why the future of SEO no longer speaks to search engines, but with them<\/b><\/h3>\n
\n
by Francesca Rosselli, SEO Strategy Lead Intarget<\/span><\/i><\/h5>\n
\n
\u00a0<\/p>\n
When I started working in SEO, the golden rule was this: write for users, optimize for Google. Today, in the midst of a generative revolution, that\u2019s no longer enough.<\/span>
\n<\/span>Content is no longer just read, but <\/span>synthesized<\/b> by artificial intelligence that guides choices long before the click. In a world where people don\u2019t just search, but <\/span>ask and receive an answer<\/b>, the goal is no longer \u201cto be visible,\u201d but <\/span>to be told<\/b>.<\/span><\/p>\n
\u00a0<\/p>\n
SEO has changed. So has the context.<\/b><\/p>\n
For years we thought of optimization as a set of rules: site structure, keywords, backlinks. Then came semantic updates, mobile-first, Core Web Vitals. Now the playing field has shifted again.<\/span>
\n<\/span>And the new referee is called <\/span>AI<\/b>.<\/span><\/p>\n
Generative models like ChatGPT, Gemini and Perplexity don\u2019t just return links: they <\/span>generate complete answers<\/b>, interpret implicit needs, build narratives. If your brand is not present in their models, it <\/span>won\u2019t be recommended, mentioned, or considered<\/b>.<\/span><\/p>\n
In other words: <\/span>it doesn\u2019t exist<\/b>.<\/span><\/p>\n
\u00a0<\/p>\n
From position 0 to conversation 1: new metrics, new challenges<\/b><\/p>\n
The game is no longer played only on Google. It\u2019s played wherever users seek answers, advice, inspiration. And often, those answers come from AI deciding autonomously which brands to include.<\/span><\/p>\n
This revolution is not just about tech startups or digital giants. It concerns every business that wants to <\/span>stay competitive in a crowded landscape<\/b>, be credible in the eyes (and algorithms) of AI, and <\/span>be considered at the moment of choice<\/b>.<\/span><\/p>\n
From fashion houses to B2B firms, from Italian SMEs to multinationals: if your audience asks \u201cwhat is the best brand in my industry?\u201d, you need to be there. And to be there, <\/span>optimization alone is not enough<\/b>. You need to <\/span>tell your story<\/b>.<\/span><\/p>\n
\u00a0<\/p>\n
A new grammar for being chosen<\/b><\/p>\n
Being relevant in generative contexts means rewriting the rules of visibility.<\/span>
\n<\/span>It means working on:<\/span><\/p>\n
\n
Solid technical foundations<\/b>, including clear architecture, structured data, and proper use of markup and JavaScript, so content is easily readable by AI<\/span><\/li>\n
Semantic presence<\/b>, to ensure your brand is associated with key topics and strategic values<\/span><\/li>\n
Dialogue-ready content<\/b>, that answers real questions in natural language<\/span><\/li>\n
Authoritative sources<\/b>, because AI learns from external signals: if you are not cited in credible contexts, you are excluded<\/span><\/li>\n
Continuous monitoring<\/b>, because AI-driven visibility is not static: it changes with trends, data and new interactions<\/span><\/li>\n<\/ul>\n
You no longer climb a SERP. You enter, day after day, <\/span>the generated answers<\/b>.<\/span><\/p>\n
SEO, AEO and GEO: what\u2019s the difference?<\/b><\/h3>\n
\n
SEO (Search Engine Optimization)<\/b>: traditional optimization for search engines. The goal is to rank high on the SERPs of Google, Bing, and others by working on keywords, site structure, content and links.<\/span><\/li>\n
AEO (Answer Engine Optimization)<\/b>: born with the rise of \u201canswer engines\u201d (Google Assistant, Alexa, Siri), systems that provide a single direct answer, often in voice format. The challenge here is to become \u201cthat answer,\u201d not just appear among the links.<\/span><\/li>\n
GEO (Generative Engine Optimization)<\/b>: the current evolution. It\u2019s no longer just about being found or cited, but about being <\/span>included, narrated, and recommended<\/b> by generative AI (ChatGPT, Gemini, Perplexity). What matters here is semantic presence, brand reputation in datasets, and the ability to be part of the narratives AI creates.<\/span><\/li>\n<\/ul>\n
In short: <\/span>SEO makes you found, AEO makes you answered, GEO makes you told.<\/b><\/p>\n
\u00a0<\/p>\n
But if you don\u2019t measure, you\u2019re just hoping<\/b><\/p>\n
Optimizing for AI without knowing <\/span>if<\/b> and <\/span>how<\/b> you are represented means working blindly.<\/span>
\n<\/span>This is why at Intarget we created <\/span>BAIS \u2013 Brand Artificial Intelligence Share<\/b>, our proprietary platform to measure brand visibility and reputation in contexts dominated by generative models.<\/span><\/p>\n
BAIS answers questions that no SEO tool can address today:<\/b><\/p>\n
\n
Is my brand being mentioned in AI-generated results?<\/span><\/li>\n
In which semantic contexts? With what sentiment?<\/span><\/li>\n
What is my visibility compared to competitors?<\/span><\/li>\n
From which sources are AIs learning this information?<\/span><\/li>\n<\/ul>\n
\u00a0<\/p>\n
GEO + BAIS = A strategy that speaks the language of the future<\/b><\/p>\n
Working on generative optimization without measuring your \u201cAI share\u201d is like doing branding without listening to the market. Similarly, having metrics on AI presence without an action plan is a sterile exercise.<\/span><\/p>\n
The approach we promote at Intarget is <\/span>integrated and concrete<\/b>:<\/span><\/p>\n
\ud83d\udd01 Monitor your representation with BAIS<\/span>
\n<\/span>\ud83d\udd01 Act on content, sources and semantic signals<\/span>
\n<\/span>\ud83d\udd01 Measure the impact on awareness, consideration and conversion<\/span>
\n<\/span>\ud83d\udd01 Adapt your strategy in real time<\/span><\/p>\n
SEO is alive. But it has changed its voice.<\/b><\/h3>\n
No, SEO is not dead. It has become <\/span>conversational, dynamic, semantic<\/b>.<\/span>
\n<\/span>Engines no longer settle for reading: they want to <\/span>understand, choose, tell<\/b>.<\/span><\/p>\n
If your brand doesn\u2019t emerge in generative results, <\/span>you\u2019re already losing market share<\/b>.<\/span>
\n<\/span>And the time to get back in the game is now.<\/span><\/p>\n
\u00a0<\/p>\n
\ud83d\ude80 <\/span>Do you want to know what AI is saying about your brand?<\/b>
\n<\/b> \ud83d\udc49 Request a free demo of <\/span>BAIS<\/b>
\n<\/b> \ud83d\udc49 DISCOVER BAIS \u279c<\/span><\/a><\/p>\n
\u00a0<\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":"
Why the future of SEO no longer speaks to search engines, but with them by Francesca Rosselli, SEO Strategy Lead Intarget \u00a0 When I started working in SEO, the golden rule was this: write for users, optimize for Google. Today, in the midst of a generative revolution, that\u2019s no longer enough. Content is no longer…<\/p>\n","protected":false},"author":5,"featured_media":9980,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[38,39],"class_list":["post-9986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-tech","category-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9986"}],"collection":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/comments?post=9986"}],"version-history":[{"count":2,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9986\/revisions"}],"predecessor-version":[{"id":9988,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9986\/revisions\/9988"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media\/9980"}],"wp:attachment":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media?parent=9986"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/categories?post=9986"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}