Innovation & Transformation: Staying Visible in the Era of AI Search

Search Engine Optimization (SEO) has become common practice for high-performing brands over the last several years, but the rapid adoption of AI demands a new approach. This month, the Chamber’s Innovation & Transformation Council held a workshop on SEO’s new era: Generative Engine Optimization (GEO). 

Amanda Kern, CEO of Emerald Creative Content, recommends a two-part strategy to ensure your brand is promoted in Google’s AI summaries as well as direct queries to platforms like ChatGPT, Gemini and Claude: 1) build mentions, and 2) prove authority. 

Building mentions follows much of the same best practices as ‘old school’ SEO, but how can today’s brands prove their authority? 

1. Write helpful content specialized for your audience. 
2. Complete and optimize your Google Business Profile. 
3. Encourage your audience to talk about your brand through reviews and user-generated content communities. 

Beyond the basics, like service descriptions and price structures, the most valuable content for your brand in this environment is FAQs and opinion pieces. FAQ sections provided meaningful across your site give LLMs responses in language searchers are likely to use. Opinion pieces clarify your unique strengths in your industry and lend your brand intellectual weight. 

A surprising new platform to watch – Reddit! Studies have shown that LLMS often pull from Reddit subthreads to fill in missing information from companies’ websites and official profiles. Don’t let speculation define you, provide clear, comprehensive information across your owned channels and join the conversations about your work, wherever they may be. 

SEO isn’t dead, but it is changing. Columbus’s best brands, across any industry, will continue to be visible to customers by designing their online presence to optimize AI-powered search. 

If you have any questions or would like to learn more about the Innovation & Transformation Council, please contact Nick Sheriff, Director of Partnerships and Grants at nicksheriff@columbus.org.

###

About the Columbus Chamber: The Columbus Chamber of Commerce is a mission-driven nonprofit organization that serves more than 2,500 organizations across the Columbus Region. Founded in 1884, the Chamber serves as a strategic partner to the region’s businesses. We convene the community, advocate as the active voice for business, and navigate the insights, connections, and solutions that drive prosperity and growth. The Chamber provides an interconnected ecosystem where businesses collaborate to eliminate barriers to success, creating a vibrant environment for enterprises throughout the region. Together, we make our region an exceptional place to do business. Learn more: www.columbus.org.