Core Insights - The article discusses the release of the "Best Practices Guide to Generative Engine Optimization (GEO)" by Orange 142, aimed at helping marketers adapt to the evolving landscape of AI-powered search engines [1][3] - It highlights the urgent need for marketers to rethink their strategies as 60% of searches may soon result in zero clicks, indicating a significant shift in consumer behavior [2][4] Company Overview - Orange 142 is a division of Direct Digital Holdings, specializing in digital marketing solutions for mid-market brands, and is recognized for its innovative approaches in the digital marketing space [1][5] - The company emphasizes its commitment to helping marketers grow their reach and revenue through data-driven media strategies and custom advertising campaigns [6][11] Industry Trends - The rise of generative AI search platforms is transforming how consumers search and discover information, necessitating a new discipline called Generative Engine Optimization [3][4] - Traditional traffic and attribution models are becoming less effective as AI transforms the search experience into a seamless, zero-click journey [4][9] Key Concepts in GEO - The guide outlines how GEO differs from traditional SEO, focusing on how AI search engines interpret, synthesize, and cite content [9] - It provides tactical best practices for increasing visibility in AI-generated responses, including strategies for content structuring and authority-building [9]