TL;DR: The marketing industry is currently debating a new buzzword: "GEO" (Generative Engine Optimization). This acronym, while well-intentioned, is a strategic dead end. It is confusing, unpronounceable, and competes with millennia of established meaning related to geography. To move forward effectively, we need a clearer framework. I propose we adopt LLM SEO as the broad, umbrella strategy for optimizing for all AI models, and GAIO (our term for Generative AI Optimization) as the specific, tactical discipline of creating "Answer Assets" for those models.
I am James, CEO of Mercury Technology Solutions.
With apologies to the writers of the classic film "Mean Girls," there is a line that perfectly captures a recent, frustrating trend in our industry: "Stop trying to make 'GEO' happen."
A new acronym, GEO (Generative Engine Optimization), has begun to circulate as the term to describe optimizing for AI search. On the surface, the concept is sound. We are in a new era where AI is reshaping content discovery, and adapting our strategies is critical. However, the name itself is a non-starter, and as leaders, we must demand clarity in our strategic language.
This is more than a semantic debate. Confusing terminology leads to confusing strategies, wasted resources, and misaligned teams.
The Case Against GEO: Why the Acronym is Flawed
An acronym is supposed to create clarity, not confusion. GEO does the opposite. It fails on three fundamental levels.
1. The Linguistic Problem: It's Awkward
Acronyms only survive if they are easy to say. We say "SEO" and "SaaS" as words. No one in a boardroom is going to spell out "G-E-O" in conversation. Inevitably, it becomes the word "geo"—and that's where the real problem begins.
2. The Branding Problem: Words Have Deeply Ingrained Meanings
The word "geo" is ancient, derived from the Greek word for "earth." It is the root of hundreds of words we use every day: geography, geology, geopolitics. In technology, it is already firmly entrenched in concepts like geo-targeting and geo-fencing.
Attempting to hijack a term with millennia of established meaning is not innovation; it is a recipe for confusion. It's the same reason I could never convince our marketing team to rebrand our SEO plugin as an "FBI" plugin. No matter how clever our new definition—"For Better Indexing"—we cannot overcome the decades of heavy usage that says FBI means the Federal Bureau of Investigation.
3. The Technical SEO Problem: Competing with Entrenched Authority
Even from a purely technical SEO perspective, the term is a lost cause. Search engines and AI models reward authority and relevance. The word "geo" has centuries of semantic reinforcement and deeply entrenched usage related to geography. "Generative Engine Optimization" will be competing against that established meaning forever. The training data behind every LLM already "knows" what "geo" means, and we are not going to overwrite that in a few quarters with a handful of blog posts.
A Better Framework: LLM SEO + GAIO
If GEO is a flawed concept, what is the alternative? The best terminology builds on what we already know and provides a clear, logical structure. This is why a two-part framework of LLM SEO and GAIO is the most effective path forward.
LLM SEO: The Overarching Strategy
LLM SEO (Large Language Model Search Engine Optimization) should be adopted as the broad, umbrella term for our new discipline. It refers to the overarching strategy of optimizing a brand's entire digital presence for discoverability, citation, and visibility inside all AI tools powered by large language models.
- Why it works: It's clear, directly connecting to the term "SEO" that our entire industry already understands. It's comprehensive, accurately describing the entire landscape. And it's unique, avoiding a collision with a pre-existing, unrelated term.
GAIO: The Specific Tactic
GAIO (our term for Generative AI Optimization) is the specific, tactical execution that falls under the LLM SEO umbrella. It is the practical, hands-on work of creating and structuring the high-value "Answer Assets" that AI models are looking for.
- Why it works: It's specific, describing a clear set of actions. It also defines a role: GAIO is the work of content teams and technical SEOs, while LLM SEO is the overarching strategy set by marketing leadership.
Conclusion: Let's Choose Clarity Over Confusion
The concept of optimizing for generative engines is valid and essential. The acronym "GEO" is not. It is a term that is doomed to fail linguistically, historically, and strategically.
As leaders, it is our responsibility to bring clarity to our teams and our industry. The framework of LLM SEO as the strategy and GAIO as the tactic provides a clear, logical, and effective way to talk about—and execute on—the future of search.
So please, for the sake of clear communication and effective marketing, let's stop trying to make "GEO" happen.
