I always love the possibility a new year brings. After a busy holiday season and much-needed travel time out of the office, I feel refreshed and ready to hit the ground running!
As we enter the new year, I’ve noticed that many of my clients share this mindset. With that comes a surge of questions—where should they focus their marketing efforts? What trends should they be paying attention to? One topic frequently arises is the impact of Generative Engine Optimization (GEO) on marketing.
Let’s be clear—SEO is not dead. It’s evolving, just as it has since its inception. How search engines work is shifting, and AI-driven search experiences are becoming more prevalent. My advice to all my clients remains the same: focus on what truly matters. Provide real value to your target audience through quality content and establish yourself as a known expert in your field.
The key is to offer unique information—content no one else provides. If you consistently do this, you may see a shift in where your traffic is coming from. While you might not receive as much direct traffic from Google, you may gain more visibility through AI-driven sources like ChatGPT. Rather than fixating on traditional SEO metrics, consider this an opportunity to diversify where your audience finds you. The principles of good content remain unchanged,engagement, value, and authority.
SEO is more important than ever, but how people discover your business is changing. You might continue to see high impressions even if click-through rates decrease. Why? Because your content may appear in AI-generated summaries, offering potential customers value without requiring them to visit your website directly. This makes engagement even more crucial, what content are people interacting with? How can you make your insights even more valuable?
The takeaway for 2025? Stay adaptable. Keep delivering high-quality, authoritative content. If you need help refining your content strategy and ensuring your brand stays ahead in this evolving digital landscape, contact me—I’d love to help!
