In the rapidly evolving world of digital marketing, a new survey reveals a stark disconnect: While most professionals acknowledge the rising significance of Generative Engine Optimization (GEO), few are allocating the necessary resources to master it. According to a recent report from Search Engine Land, only 20% of companies have dedicated teams or budgets for GEO, even as 75% of respondents view it as crucial for future visibility in AI-driven search engines like those powered by generative models.

This hesitation stems from a mix of factors, including limited confidence and a lack of expertise. The survey, which polled over 500 marketers, found that 60% feel underprepared to optimize content for AI-generated responses, often citing insufficient tools or training. As search shifts from traditional keyword rankings to conversational AI outputs, brands risk fading into obscurity without proactive strategies.

The Gap Between Recognition and Action

Industry insiders point out that GEO isn’t merely an extension of traditional SEO; it requires rethinking content creation to prioritize authoritative, quotable snippets that AI systems favor. Yet, the Search Engine Land findings highlight a resource shortfall, with many firms still pouring investments into legacy tactics like pay-per-click ads, which may yield diminishing returns in an AI-dominated era.

Compounding this, marketers report challenges in measuring GEO’s impact. Unlike clear metrics in SEO, such as click-through rates, GEO success hinges on indirect indicators like citation frequency in AI answers—a metric that’s notoriously hard to track without specialized analytics.

Implications for Digital Strategy

Drawing from related insights, experts warn that ignoring GEO could lead to lost market share. For instance, a piece in Search Engine Land on GEO’s intersection with local SEO emphasizes how businesses dominating traditional rankings might vanish in AI summaries, underscoring the need for citation-building efforts.

Moreover, the survey aligns with broader trends, such as those discussed in Search Engine Land, where GEO is debated as either converging with or diverging from SEO. Marketers who adapt early, by conducting GEO audits as recommended in another Search Engine Land article, could gain a competitive edge through enhanced AI visibility.

Overcoming Barriers to Adoption

To bridge the readiness gap, industry leaders suggest starting with education and pilot programs. The Search Engine Land survey notes that confidence levels rise among those who’ve experimented with GEO tactics, like optimizing for structured data or authoritative backlinks tailored to AI engines.

However, resource constraints remain a hurdle, particularly for smaller firms. As AI search matures—evidenced by evolving discussions in outlets like Campaign Asia—marketers must advocate for internal buy-in, perhaps by demonstrating GEO’s potential ROI through case studies of early adopters.

Looking Ahead: A Call for Investment

Ultimately, the survey serves as a wake-up call for an industry at a pivotal juncture. With generative engines already reshaping user queries, as affirmed in Search Engine Land, procrastination could prove costly. Forward-thinking companies are beginning to allocate budgets, hiring specialists or partnering with agencies versed in AI optimization.

For insiders, the message is clear: GEO demands not just awareness but action. By integrating it into core strategies, marketers can ensure their brands remain prominent in the next wave of search innovation, turning potential vulnerabilities into strengths amid technological upheaval.