Last week, in part one of this mini-series, we discussed how marketers have long relied on SEO to drive traffic and relevance on Google. Interestingly, our community believes this shift toward generative search will happen very quickly. In fact, 76% of our community in a recent poll said that generative search optimization will become more important in driving traffic than traditional SEO in less than a year. That’s incredible—the speed at which people expect this transformation to occur.

To illustrate, Andy shared an example. Imagine a small business, like an installer, searching for the best cordless screwdriver under $100. On Google, a search brings up sponsored stories and product images—options, not answers. In contrast, when the same query is run through ChatGPT, the response is completely different. ChatGPT immediately provides direct answers: the top three cordless screwdrivers under $100, their pros and cons, reasons for the recommendations, and even a bonus pick. It includes a table suggesting which product is best for different use cases, such as heavy DIY versus budget-friendly options.

This is the core difference—ChatGPT provides answers, not just a list of options. The game is shifting from traditional SEO to GEO or AEO (Answer Engine Optimization). The critical question is: if you’re a brand like Milwaukee or Skil, how do you ensure your product is mentioned in ChatGPT’s answer set?

Last week, we discussed emerging best practices for GEO. Generative AI is reducing the number of clicks by providing upfront answers. Optimization now ties into something called E-E-A-T: Expertise, Authoritativeness, and Trustworthiness. This has become more important than ever because generative AI engines are not just matching keywords—they’re assessing credibility and relevance through deeper semantic understanding.

Attribution now requires being cited as an expert over time. Content without authority is ignored, and misinformation is penalized. Andy pointed out that this is harder to game than SEO used to be. You can’t just load up on keywords like before. Buying your way into the generative engines is unclear, so it’s going to come down to authoritative content and real use cases.

Andy emphasized that instead of focusing solely on building a website, businesses should focus on creating a comprehensive library of content—videos, text, testimonials—that demonstrate real-world applications. Building this authority will take consistent, persistent effort over time.

Having done SEO for over 20 years, I know that we used to focus on getting backlinks from authoritative sites. That principle still applies, but now it’s even more critical. Generative engines prioritize mentions from reputable sources: academic institutions, government agencies, established news outlets, industry authorities, trade associations, peer-reviewed journals, and statistical sources like Pew Research or the US Census Bureau.

Andy noted that one thing missing from this list was product ratings and reviews. Ratings have long been important, though concerns about fake reviews persist. It raises the question: will Amazon continue to operate like Google, prioritizing paid placements, or will they shift towards more objective, ChatGPT-like answers? Amazon, with its investment in AI tools like Rufus, seems to be developing its own approach. However, Amazon must be careful—people already question whether Rufus provides unbiased recommendations or if it’s simply pay-to-play.

Andy highlighted that Amazon has a unique advantage: a wealth of customer reviews. I believe customer reviews will become one of the most authoritative sources—particularly when they are detailed, use-case specific, and supported by visual content like images and videos. Generic positive reviews won’t be enough anymore. Reviews will need to explain exactly how the product was used and how it made a difference.

Practically speaking, how can businesses build authority in this new landscape? ChatGPT provided some guidelines: showcase real-world expertise, create original content, cite credentials, and get mentions on reputable third-party sites. Building a strong digital footprint with high-quality, well-structured content is key. Transparency—through clear attribution, dates, sources, and contact information—is essential. LinkedIn thought leadership and getting cited by trusted sources also carry significant weight.

Andy raised an important point about user-generated content. How will ChatGPT distinguish between legitimate and fake sources? There’s been an explosion of “fake news” and comparison sites masquerading as journalism. I’m optimistic that generative engines will learn to differentiate between credible and unreliable sources, but it underscores the importance of established, reputable outlets like the Wall Street Journal.

There’s no doubt that an entire industry will emerge to help companies optimize for GEO and AEO—“credibility in a box,” as Andy put it.

Stacy Hanks, VP of Digital Commerce at SureWerx, recently shared her experience on our LinkedIn poll. She and her content manager explored Amazon’s Rufus and discovered that their second-best-selling product in its category didn’t show up in the search. They learned what Amazon prioritizes and immediately began optimizing their content to align with those priorities.

Andy noted that while this will drive depth and breadth of use-case-focused content, there’s also the possibility that ChatGPT and similar tools could auto-generate much of it. Marketing managers could easily ask for lists of use cases and examples, then publish AI-generated blogs and customer quotes. It’s going to be a race to figure out what’s authentic and what’s not.

Ultimately, even AI-generated case studies can be legitimate if they’re accurate and useful. The absence of a definitive referee in this game will make things interesting, but that’s why building expertise, authority, and trustworthiness—E-E-A-T—is more important than ever.