For years, the goal of digital marketing was to “rank well on Google.” Today, that is no longer enough.

Brands no longer compete for a position in search results, but to be mentioned directly in the answers generated by artificial intelligence.

More and more decisions—business, purchasing, or supplier selection—begin with a conversation between the user and AI. And that raises a new question: what needs to happen for your brand to be part of that conversation?

From visibility to results

At IMC, we believe GEO (Generative Engine Optimization) is not just about positioning, but about influence and credibility. It is the natural evolution of SEO toward a model where visibility translates into opportunity.

Today, the digital funnel starts long before the click:

1️⃣ AI cites or mentions your brand as a trusted source.
2️⃣ The user remembers it or looks for more information.
3️⃣ They find consistency between what AI said and what they see across your channels.
4️⃣ They decide to interact with you.

In other words, conversion no longer begins with an ad or a search engine—it begins with a generative answer.

How to prepare your brand for this new landscape

1. Connect information to what you actually offer

AI cites what it understands—and it understands better when content is clear, useful, and specific. When you explain what you do, where you operate, and who you serve, you provide enough context for AI to associate your brand with real user needs.

Speak from experience, not from slogans.

2. Write for questions, not keywords

Search is no longer driven by short, generic terms, but by complete questions:

“Which provider offers sustainable logistics solutions?”
“How do you choose a heat-resistant industrial adhesive?”

When your content answers clearly, AI identifies it as a reliable source. Every well-written answer is a new opportunity to be cited.

3. Implement Schema with a strategic mindset

Schema is not just a technical tag—it’s how you explain to AI who you are, what you do, and the context in which you operate. Define your services, locations, and the key relationships between them. This turns your website into a structured knowledge base.

4. Rewrite your FAQs with purpose

FAQ sections are often overlooked—but today they are a goldmine. Rewrite them as real question-and-answer content, using natural language, concrete examples, and subtle calls to action. AI looks for clear, useful information, not advertising copy.

5. Build trust beyond your website

AI does not cite who “sounds good,” but who demonstrates authority. Publish content with identifiable authors, verifiable references, and consistency across your website, social channels, and media appearances. The more coherence AI sees, the easier it is for it to recommend you.

GEO does not replace SEO—it complements and expands it. Its purpose is to turn content into reputation, and reputation into opportunity. Every generative answer where your brand appears is an open door to a new customer.

At IMC, we are helping brands move from positioning to influence. From content designed for algorithms, to content built for intelligence—both human and artificial.

If your brand wants to be present when AI recommends solutions like yours, now is the time to build that visibility.