AI Search Steers Focus from SEO to Location-Based Results

With the emergence of AI-driven web search, brands and investors are increasingly exploring generative engine optimization (GEO) as the new frontier for online visibility, taking the place of traditional search engine optimization.

In August, a US-based GEO startup called Profound secured Series B funding led by Sequoia Capital, valuing the company at over $100 million. Just recently, on September 8, PureblueAI, a GEO company founded by Lu Yang—former head of marketing for ByteDance’s chatbot Doubao—completed a financing round worth tens of millions of Chinese yuan.

Unlike SEO, which depends on keywords, GEO is powered by AI recommendation systems. When users ask questions, models like Doubao and DeepSeek produce responses by referencing vast amounts of online content. These replies often mention companies or brands—sometimes in a positive light, other times negatively—creating what’s known as AI visibility, prompting firms to seek greater exposure.

Tony Yan, co-founder of a US-based content marketing firm, explains that increasing visibility in AI-generated responses follows a predictable pattern. By identifying which authoritative sources are favored by each AI model, brands can intentionally embed themselves within the content those models rely on.

Yan’s company launched its GEO product in May and has already seen over 1,000 registered users, with 10 to 20 new users signing up daily. Most of these users are from abroad, including some from China. Yan notes that the quick adoption demonstrates significant market demand, especially considering the product has not yet undergone formal promotion.

Nick Hu, CEO of a digital marketing firm specializing in cross-border strategies, told this publication that many companies involved in GEO previously focused on SEO. This shift is seen as unavoidable, as businesses notice increasing traffic and even orders originating from platforms like ChatGPT.

On the client side, Liu Junchen, responsible for promoting the GEO product at his firm, mentioned that awareness of GEO varies across different industries. So far, most paying clients come from the finance sector, software companies, and leading independent e-commerce brands.

However, the GEO industry faces several challenges. China’s content ecosystem remains fragmented, making it difficult for AI-generated responses to be consistent. Additionally, with large language model developers investing heavily in training, it’s uncertain which models will lead the market, potentially affecting the pace and trajectory of GEO growth.