When Google launched in the late 1990s, it didn’t just change the internet. It changed how people found businesses. The companies that cracked the early code of Search Engine Optimization (SEO) grew fast.
Today, we are experiencing another major shift in how people discover and evaluate brands, this time powered by generative AI. Shoppers are no longer relying solely on traditional search engines. Instead, they are turning to AI assistants for product research, recommendations and decision-making. Increasingly, these queries are being answered directly, often without users ever clicking through to a website.
This is where Generative Engine Optimization, or GEO, comes in. GEO is not a replacement for SEO. It is the next phase. For any commerce leader focused on growth, it is quickly becoming essential to stay visible in an evolving search landscape.
So what is GEO exactly? Generative Engine Optimization is the practice of making your brand discoverable in AI-generated answers. Rather than optimizing for search result rankings, the goal is to become part of the response itself. It is about showing up in the conversation even when there is no click.
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From Google to Generative: A New Era of Discovery
We’ve seen this story before. When Google emerged, it created a new layer between consumers and brands. SEO became the roadmap to visibility, and the companies that took it seriously won.
Now, generative AI is doing it again, only this time, the interface is different. Shoppers are not scrolling through 10 blue links; they are getting direct answers. AI tools like ChatGPT, Gemini and Perplexity are rapidly becoming product discovery engines in their own right. Even Google’s own AI Overviews are answering queries in full paragraphs, often without listing a single brand or clickable source.
The Wall Street Journal reported that publishers already are seeing massive traffic drops from these changes. For retailers and DTC brands, the implication is clear. If your business is not mentioned in the answer itself, you do not exist to that customer.
GEO is the Next SEO, but the Old Rules Still Apply
Let’s be clear. Traditional SEO is not dead. In fact, strong SEO is a prerequisite for succeeding with GEO. Site structure, metadata, content relevance and backlinks still matter, and probably more than ever. What has changed is how that information is processed.
Generative AI engines rely on structured, reliable content to feed their models. That means low-effort SEO hacks, keyword stuffing and generic copy will not cut it anymore. Brands need to ensure their sites are indexable by AI, that their sitemap is solid and that they are earning mentions off-site through third-party articles, lists and reviews.
In other words, the fundamentals still matter. But now they need to be tuned for a more intelligent audience.
Traffic is Flat, Except Where AI is Growing
At Domaine, we work with a wide range of ecommerce brands on Shopify, and we are seeing the same trend across the board. Traffic from traditional channels, organic, paid and email is either flat or declining. But traffic from AI engines like ChatGPT and Perplexity is growing fast.
According to Adobe, traffic from generative AI sources to U.S. retail sites jumped 1,200% between July 2024 and February 2025, and it has been doubling roughly every two months since last fall. What started during the holidays has evolved into a sustained shift in how people are shopping and discovering products online.
If your team is focused solely on Google, you are doubling down on a plateau. Generative Engine Optimization is where the real growth is happening. It is not theoretical. It is already showing up in the data and in the results we are seeing across the brands we work with.
SEO still matters, but it is no longer the whole story. GEO is becoming the new edge in organic discovery, and the teams that recognize that shift early are already pulling ahead.
In a Zero-Click World, Visibility is the New KPI
AI-generated answers are changing how people shop. As tools like ChatGPT and Perplexity take center stage in product discovery, fewer users are clicking through to websites. For brands, that changes what success looks like.
GEO puts your brand in front of consumers at the moment decisions are being made. When someone asks for the best moisturizer, the most reliable suitcase or the top-rated coffee grinder, your name needs to show up in the answer.
Measuring success with GEO is still a work in progress. Right now, we look at a combination of referral traffic from tools like Perplexity, mentions in AI answers using brand monitoring tools and indirect signals like improved brand search queries. It is not just about clicks. It is about being present at the zero-click moment of decision.
Search has always rewarded those who move early and adapt with intent. Generative engines are opening a new channel of discovery, and the impact is already visible across our clients.
This is where consumer attention is going. The smart teams are already building for it. Retailers do not need to overhaul their digital strategy overnight, but those that begin adapting now by auditing their AI presence, structuring content more strategically and treating visibility as more than just a search rank are laying the groundwork for long-term success.
Mac King is the Co-founder and Chief Revenue Officer of Domaine. He is an experienced founder and innovator within digital commerce. He was at Shopify during its hypergrowth era from 2013 to 2018, where he was instrumental in launching the Shopify Plus Partner Program with some of the largest agencies building on Shopify. King is passionate about combining striking design with seamless functionality to create exceptional user experiences. Outside work, he’s a big comedy fan, enjoys cottage life and indulges in pottery, golf, biking and sports in Toronto.
