Generative Engine Optimization (GEO) is fast becoming mission-critical for ecommerce. As discovery shifts from blue links to AI answers, brands must optimize how they appear inside those answers—not just in search results. For a grounded look at what’s changing and what to do next, read Digital Commerce 360’s new article on how retailers are preparing for “Google Zero.” :contentReference[oaicite:0]{index=0}
“Google Zero” describes a world where organic referrals from classic search shrink as shoppers rely on AI overviews and assistants like ChatGPT, Gemini, and Perplexity. Signals are already here: AI summaries sit above results, click-throughs drop when they appear, and Prime Day 2025 saw traffic from AI tools surge—Adobe’s estimate puts it at a 3,300% year-over-year jump. :contentReference[oaicite:1]{index=1}
Retailers are responding by pairing SEO with GEO. Batteries Plus, for example, audits citations in AI answers and corrects brand facts across public sources to increase the share of accurate mentions. Kendra Scott expanded long-tail, context-rich pages aimed at performing better in AI summaries—thousands of new pages that still rank in traditional search while feeding generative systems. The takeaway: treat GEO and SEO as one strategy, monitor where AI pulls its facts, and strengthen the sources it cites.