The future of Search Engine Marketing (SEM) isn’t just search. It’s visibility in a world run by AI. And brands need to take action now.
Yes, Google still commands the lion’s share of the market (over 90%, to be exact). And yes, SEM is still an essential piece of any performance media strategy.
But here's what we see coming: AI-powered tools like ChatGPT, Gemini and Copilot are changing how people search, which means they're also changing how people discover brands.
That matters for your KPIs, your campaigns, and your future visibility.
Well, not as often. AI-powered search experiences are increasingly answering users’ questions before they ever visit a brand’s website. And these generative tools don’t prioritize your beautifully optimized landing page, they prioritize consolidated information from third-party sources.
That means your brand might be left out of the conversation…even when the conversation is about you.
Enter Generative Engine Optimization (GEO), a new approach that ensures your brand shows up inside AI-generated answers, not just in ranked links.
While SEO is about climbing to the top of a search results page, GEO is about being part of the answer itself. Think of it as preparing your brand not just for how people search, but for how AI platforms summarize what they find.
GEO prioritizes clarity, consistency, and trusted third-party validation. And it’s going to be a critical tool as the way people discover brands continues to evolve.
This technology and terms are so new, brands are still aligning on the common language. Whether you call it GEO, AEO, AISO or GSO, it all boils down to AI crawling a brand site to synthesize and summarize results.
We’ve pulled together seven immediate actions every marketing team should consider. These aren’t theoretical, they’re practical, strategic next steps you can begin today.
SEM is still working. But platforms like Google are limiting visibility, especially in Performance Max campaigns. Use the controls that remain (negative keywords, audience signals, creative variants) to keep performance sharp and data honest.
Shift your focus from being found to being quoted. Publish FAQ-style content. Use structured data. Ensure your third-party listings are accurate and consistent. This is how you get represented in AI-generated answers.
Conversational queries are growing. Update your ad copy to sound more natural and question-based. Test broader match types. Keep an eye on voice and chat trends, especially across Microsoft and Google platforms.
AI pulls from everything it can crawl. Review and update bios, business listings, reviews, Wikipedia pages, and earned media. Inconsistent messaging gets amplified—and not in the way you want.
New automation features (like Meta’s incremental attribution or Demand Gen’s channel controls) offer efficiencies, but reduce control. Test what’s useful, but always keep a human hand on the wheel.
Reels. WhatsApp. Creator livestreams. These are today’s high-engagement discovery platforms. If your audience is there, your brand should be, too.
Tools like ChatGPT don’t yet run ads, but it’s coming. Start shaping your POV on what brand-safe, AI-native advertising should look like before it arrives.
The bottom line: Visibility is expanding beyond the SERP.
We’re entering a new era of discovery. And the brands that win will be the ones bold enough to explore what’s next.
At Copacino, we help brands play offense, not play catch up. If your team is ready to rethink your SEM approach or explore what GEO could mean for your brand, let’s talk.
And just in case:
GEO: Generative Engine Optimization
AEO: Answer Engine Optimization
AISO: AI Search Optimization
GSO: Google Search Optimization
SERP: Search Engine Results Pages
Tonya leads Co’s integrated media practice, driving results across every channel for clients like Visit Seattle and Gesa Credit Union. With 20+ years in media strategy and buying, she’s known for turning overlooked opportunities into attention-grabbing impact with precision and creativity.
