The State of GEO

Searches via LLMs are still a minority today, but their growth is explosive. GEO is already a key point of marketing.

Where do things stand?

Google, long dominant, has seen its market share fall below 90%, a turning point in user habits as people turn increasingly toward conversational AI such as ChatGPT (already 100 million users).

We are still at an embryonic stage in terms of search volume, but the ever-deeper integration of AI tools such as Microsoft Copilot or Gemini will only accelerate those user habits.

Why does this matter?

Unlike the ten or so links displayed on the first page of Google, LLMs often provide fewer than five recommendations per query, which raises the competition to appear among them.

Being among the top recommendations is not only a question of visibility. It is a chance to attract extremely qualified traffic.

What impact does this have on digital content strategy?

More empathetic content GEO adapts to language models such as ChatGPT, which generate synthetic answers. Companies need to move from product-focused content to a message built around users' needs and problems.

More up-to-date content 77.35% of LLM referral traffic goes to blog posts, against 9.04% to homepages. You have to say more (and say it better)!

It is therefore vital to adapt to the way an LLM thinks. It becomes a persona in its own right within your marketing strategy.