广告形式/技术随技术、承载媒介的变化而变化。随着占据主要用户时长的媒介，从电视、电子邮件，转向搜索引擎、社交媒体，再陆续转向以AI助手、AI 搜索为代表的原生AI应用，广告也相应出现邮件广告、电视广告、竞价排名、信息流广告、内容营销、GEO（Generated Engine Optimization）等新形式。 | | 1990年代 | 2000年代 | 2010年代 | 2020年代 | | --- | --- | --- | --- | --- | | 主要媒介 | 电子邮件 | 搜索引擎 | 社交媒体 | 社交媒体 | | 流量入口 | 电视机 | 门户网站 | 移动App | 原生AI应用 | | 主要广告 | 邮件广告 | 网站banner | 开屏广告 | 内容营销 | | 形式/技术 | 电视广告 | 竞价排名、SEO | 信息流广告 | GEO | 每经记者｜章光日 每经编辑｜吴永久 最近两天，GEO这个概念突然爆火。一方面，机构密集召开电话会议解读GEO；另一方面，A股GEO概念股表现强势，蓝色光标、易点天下、浙文互联、博 瑞传播等公司股价持续拉升。那么，到底什么是GEO？其前景如何？A股又 ...

中信建投研报称，GEO是一种广告营销技术服务，核心是让品牌在AI搜索中被主动说出来，随AI搜索 起量而增长。据Gartner，到2026年，搜索引擎访问量将下降25%，搜索营销市场份额将被人工智能聊天 机器人和其他虚拟代理抢走。随之而起的GEO市场规模有望达到百亿美元量级，有望推动广告代理公 司从提供营销服务拓展至提供技术服务，提高盈利水平。海外公司已率先布局，2024年起开始涌现，明 星初创公司Profound在1年内完成3轮融资，估值超1亿美元。 ...

但如果手握文心大模型的百度，真的下场做GEO，又会因既制定排名规则，又卖"内部攻略"的身份，引发质疑。 百度2025 年第三季度财报显示，营收 312 亿元，净亏损 112 亿元，营收和利润双降，由盈转亏。传统在线营销跌成"拖油瓶"，三季度收入 153 亿元，同比 再跌 18%，这是连续第六季下滑。百度曾以此撑起 80% 的营收，是绝对的现金牛，如今难找增长点。 不过，目前该GEO方案暂未在百度营销的官网上线，据称是由"百度在线网络技术（北京）有限公司上海软件技术分公司"的销售人员进行推介。天眼查显示 其总公司是"百度在线网络技术（北京）有限公司"，该公司股东是百度控股有限公司。销售人员介绍，这款GEO产品是在百度营销的度星选后台下单的，通 过下单给服务商来做。 GEO是一种基于AI回答的营销行为。旨在通过合法内容优化，如优化内容结构、语义匹配、权威来源等方式，提升品牌在生成式AI（如ChatGPT、 Deepseek、豆包等）回答中被提及/引用概率的策略，以增加品牌曝光度的效果。 一家江苏的GEO服务商相关负责人告诉记者，相对而言，较大的品牌客户会严谨地做GEO，不过市面上的GEO服务鱼龙混杂，存在一些杜撰 ...

Core Insights - The emergence of a new business called GEO (Generative Engine Optimization) is being driven by AI recommendations, shifting the focus from traditional search rankings to AI visibility [1][3][12] - Major brands and industries, particularly finance and software, are currently investing in GEO, while startups are also entering the market [3][11][14] - The market for GEO services is expected to grow significantly, with a projected compound annual growth rate of 34% from 2024 to 2031 [18] Industry Trends - The trend of AI recommendations is causing anxiety among industry professionals who fear missing out on business opportunities [3][10] - Companies like Profound and PureblueAI are leading the charge in GEO, with Profound recently valued at over $100 million after multiple funding rounds [3][13][14] - The demand for GEO services is increasing, with many companies seeking to understand how AI impacts their business [12][18] Business Models - GEO companies are offering subscription-based monitoring products to track AI's evaluation of brands and content visibility [7][8] - Profound's pricing for its services ranges from $499 per month for the Pro version to custom pricing for enterprise solutions, while QuickCreator.io offers a more affordable option at $39.9 per month [7][8] - The market is seeing a mix of established SEO professionals transitioning to GEO, indicating a shift in focus within the industry [9][10] Market Dynamics - The financial sector, software companies, and leading e-commerce brands are the primary customers for GEO services [11][12] - Companies are experiencing significant increases in traffic from AI platforms, with one case reporting a 1.5 times increase in traffic from ChatGPT [11] - The competitive landscape is still evolving, with uncertainties regarding which companies will dominate the GEO market as it matures [18] Challenges and Opportunities - The domestic GEO market faces challenges due to a lack of quality content and the chaotic nature of the content ecosystem [17][18] - There is a notable difference in content quality between domestic and international markets, with international platforms like Reddit and Wikipedia being preferred sources for AI [17] - Despite the current excitement, the GEO market has not yet formed a large commercial scale, and the future remains uncertain [18]

Core Insights - GEO (Generative Engine Optimization) is not a completely new concept but rather an evolution of SEO in the era of AI search and LLMs [2][4] - There is ongoing debate about the potential of GEO as a significant business opportunity, with some viewing it as a new frontier while others see it as merely an extension of SEO [4][5] - The article emphasizes the importance of understanding GEO's principles, strategies for content optimization, and monitoring effectiveness [5] Group 1: Understanding GEO - GEO is fundamentally about optimizing content for AI retrieval and summarization, focusing on making content easily accessible and understandable for AI systems [10][30] - The shift from traditional SEO to GEO involves changes in how content is ranked and made visible, with LLMs generating structured responses that complicate traditional ranking methods [9][14] - Effective GEO strategies include content optimization, evaluation metrics, and conducting commercial GEO experiments [9][10] Group 2: Content Optimization Strategies - RAG (Retrieval-Augmented Generation) workflows are essential for GEO, emphasizing the need for clear structure and readability in content [19][20] - Content should be designed to be easily retrievable and quotable, with a focus on clarity and reducing ambiguity in expression [21][22] - Strategies for enhancing content visibility include using specific terminology, avoiding vague references, and employing structured data formats like Schema.org [27][28] Group 3: Agent Optimization Strategies - AEO (Agentic Engine Optimization) is a subset of GEO, focusing on optimizing content for agent-based interactions [30] - Content should be task-oriented and contextually rich to facilitate agent understanding and action [31][32] - Clear definitions and user-friendly documentation are crucial for enhancing agent interactions and ensuring effective task completion [33][34] Group 4: Practical Implementation of GEO - A closed-loop process of content creation, exposure, retention, and optimization is vital for successful GEO [36] - Establishing authority signals (E-E-A-T) is important for building trust with AI systems, which prefer credible and expert sources [37] - Continuous content updates and engagement with external authoritative sources can enhance visibility and credibility in AI-driven environments [38][39] Group 5: Measuring GEO Effectiveness - Evaluating the visibility and citation of content across AI search platforms is essential for understanding its impact [39][40] - Various methods, such as SERP detection and AI citation monitoring, can be employed to assess content performance [40][41] - Analyzing user behavior and conversion rates from AI-driven traffic can provide insights into the effectiveness of GEO strategies [44][46] Group 6: GEO Tools and Companies - Several tools and companies are emerging in the GEO space, focusing on enhancing visibility and citation in AI search environments [49][50] - Platforms like Profound and Goodie AI are designed to optimize content for AI retrieval and improve brand exposure [56][57] - The competitive landscape for GEO tools is evolving, with a focus on integrating AI capabilities into traditional SEO practices [66][68]