A Challenger Brand's Guide to AI Search Visibility in 2025

The marketing landscape shifted under our feet, and many brands are still catching up. By October 2025, McKinsey reported that 50% of consumers were already using AI-powered search intentionally—not as an experiment, but as their primary way to find information and make buying decisions.

For challenger brands competing against enterprise giants, this isn't just another trend to monitor. It's a fundamental change in how customers discover you—or don't.

The numbers tell the story:

• 60% of Google searches now end without a click (zero-click search)

• AI Overviews appear in 55% of all searches

• ChatGPT reached 800 million weekly users by late 2025

• $750 billion in US revenue will flow through AI-powered search by 2028

• 36.4% of content marketers saw traffic drops between 2024 and 2025 due to AI search

If your brand isn't visible when someone asks ChatGPT, Perplexity, or Google's AI Overview about your category, you're invisible to half your potential customers. That's the reality of 2025.

What Exactly Is GEO?

GEO (Generative Engine Optimization) is the practice of making your brand discoverable and favorable in AI-generated search results and responses. Unlike traditional SEO, where you compete for position 1-10 on a results page, GEO is about being the source AI engines cite, reference, or recommend when answering questions.

Think of it this way: SEO gets you found. GEO gets you trusted enough to be the answer.

When someone asks ChatGPT "What's the best marketing automation platform for mid-sized B2B companies?" or asks Google's AI Overview "How do challenger brands compete with enterprise marketing tools?"—will your brand be in that response? That's what GEO determines.

Why "GEO" Is Controversial (And Why That Doesn't Matter)

Let's address the elephant in the room. In April 2025, a panel of 75+ marketers debated whether "GEO" is even a useful term or just rebranded SEO with a new price tag. Ann Smarty, a respected SEO expert, put it bluntly: "I don't think there is anything unique that we are doing for AI optimization vs what we have always done for SEO."

Others disagreed. Marketers with real data—tracking both traditional search and AI citations—reported meaningful differences in what works. The tactics overlap, sure. But the playing field is different.

Here's what actually matters: Call it GEO, call it AI search optimization, call it whatever you want. The shift is real. Consumer behavior changed. And your strategy needs to change with it.

Whether the industry settles on "GEO" as the standard term or not, the question remains the same: How do you show up when AI answers questions about your category?

How AI Search Actually Works (And Why It's Different)

Traditional search shows you 10 blue links. You click, browse, compare, come back, click again. AI search compresses that entire journey into one synthesized answer.

When someone searches "best CRM for startups," Google's AI Overview or ChatGPT doesn't just list options—it evaluates them based on multiple sources, weights authority signals, considers context (budget, company size, use case), and delivers a recommendation. Often with citations.

Here's where AI pulls information from:

• Only 5-10% comes from brand websites

• 65%+ comes from publishers, review sites, user-generated content, and community discussions (Reddit now appears in 5.5% of AI Overviews)

• Authority comes from third-party validation, not your own marketing copy

This is why traditional SEO tactics alone aren't enough. You can rank #1 on Google for "marketing automation software" and still not appear in ChatGPT's response to "What marketing automation tool should a $10M ARR SaaS company use?"

AI search prioritizes:

1. Authority and trust signals – Who else says you're credible?

2. Structured, clear information – Can AI easily parse and understand your content?

3. Context and nuance – Does your content address specific scenarios and use cases?

4. Recency and accuracy – Is your information current and verifiable?

The Real Impact: What's Actually Happening to Traffic and Revenue

Let's cut through the hype and look at what's measurable:

Traffic and Click Patterns

• Zero-click searches hit 60% in 2025, up from previous years. On mobile, it's 77%.

• When an AI Overview appears, the #1 traditional result loses 34.5% of its clicks

• AI Overviews reduce clicks by nearly 35% across the board

• B2B SaaS sites saw AI search grow to ~4.5% of organic traffic by September 2025, with 127% growth in just three months

User Behavior Shifts

• 89% of B2B buyers now consider AI search a top source throughout the buying process

• 7 in 10 searchers never read past the first third of an AI overview

• Only 52% of sources cited in Google's AI Overviews come from the top 10 traditional search results

• The average Perplexity session lasts 23 minutes—users are doing deep research, not quick lookups

Market Growth

• The GEO market is projected to hit $7.3 billion by 2031, growing at 34% CAGR

• Perplexity AI went from 52.4 million visits (March 2024) to 153 million (May 2025)—that's 192% growth in just over a year

• ChatGPT processes 66 million "search-like" prompts per day

For challenger brands, this isn't theoretical. If half your buyers start their research on AI platforms instead of Google, and you're invisible there, you've lost them before they even know you exist.

What Actually Works: Practical GEO Strategy

Based on real results from brands tracking AI visibility in 2025, here's what moves the needle:

1. Build Authority Outside Your Own Website

AI doesn't trust your marketing copy. It trusts what others say about you.

Actionable steps:

• Get featured in credible publications – Industry media, trade publications, research reports

• Participate authentically in communities – Reddit accounts for nearly half of all top 10 search results in many categories

• Earn third-party reviews – G2, Capterra, TrustRadius matter more now

• Create original research and data – "State of X" reports, benchmark studies, industry surveys get cited by AI

Example: When someone asks ChatGPT "Who are the top AI marketing platforms for mid-market companies?" it cites sources like G2 reviews, industry analyst reports, and community discussions—not your product page.

2. Structure Content for AI Comprehension

AI engines parse content differently than humans do. Make it easy for them.

Actionable steps:

• Use clear, descriptive headings – H1, H2, H3 hierarchy that explains what's in each section

• Write in FAQ format – Question-based content gets picked up more frequently

• Include specific data and examples – "40% cost reduction" beats "significant savings"

• Add schema markup – Help AI understand what type of content you're publishing

• Keep paragraphs focused – One main idea per paragraph makes parsing easier

3. Create Citation-Worthy Content

AI needs to explain where it got information. Make your content citable.

Actionable steps:

• Publish original data and insights – Be the source, not the echo

• Use specific examples and case studies – "Company X achieved Y result using Z method"

• Cite your own sources – Show you're credible by referencing quality sources

• Update content regularly – AI prefers recent, accurate information

• Write for authority, not keywords – Depth and expertise matter more than keyword density

Brands that publish "State of X" reports, benchmark data, and original research show up in AI citations 10x more than brands publishing generic content.

4. Target High-Intent, Specific Queries

Skip the vanity metrics. Focus on queries that actually drive business outcomes.

Actionable steps:

• Avoid zero-click topics – "What is marketing automation?" gets answered in the AI overview. You don't get traffic.

• Target comparison and evaluation queries – "X vs Y," "best Z for [specific use case]"

• Create content for buying scenarios – "Marketing automation for 50-person teams with $2M budget"

• Address objections and edge cases – The specific questions prospects actually ask

One marketer put it perfectly: "I'd rather rank for a keyword with 400 searches/month that drives demo requests than chase 10K searches that do nothing for the business."

5. Monitor and Measure AI Visibility

You can't improve what you don't measure. As of September 2025, only 16% of brands systematically track AI search performance. That's your opportunity.

What to track:

• Which queries surface your brand in ChatGPT, Perplexity, Google AI Overviews

• Citation frequency and context – Are you mentioned? As a top option or an alternative?

• Traffic from AI platforms – Set up referral tracking for AI search engines

• Share of voice vs competitors – Who dominates AI responses in your category?

• Sentiment and positioning – How does AI describe your brand?

The SEO vs GEO vs AEO Alphabet Soup (Simplified)

Marketers are drowning in acronyms. Here's what actually matters:

• SEO (Search Engine Optimization) – Getting found on traditional search engines. Still critical. Google commands 86% of US search.

• GEO (Generative Engine Optimization) – Being cited and recommended by AI platforms like ChatGPT, Perplexity, Claude.

• AEO (Answer Engine Optimization) – Appearing in direct answers (featured snippets, "People Also Ask," AI Overviews).

The reality: These aren't separate strategies. They're layers.

Start with SEO. It's your foundation. If you don't rank well in traditional search, AI platforms won't find you either. Perplexity and ChatGPT often pull from top-ranking Google results.

Add AEO. Structure your content to answer specific questions clearly. Use FAQ formats, schema markup, and concise explanations.

Extend with GEO. Build authority beyond your own site. Earn third-party validation. Create citation-worthy content.

The perfect approach looks like this:

• SEO builds your base (rank well in traditional search)

• AEO gives you precision (appear in direct answers)

• GEO gives you AI presence (get cited and recommended)

→ Want to understand the difference? Read our detailed comparison: GEO vs SEO: The Future of Search and GEO vs AEO: What's the Difference?

What Challenger Brands Need to Do Right Now

If you're a CMO or marketing leader at a mid-sized company competing against bigger players, here's your playbook:

Immediate Actions (This Quarter)

1. Audit your AI visibility – Search for your brand and category in ChatGPT, Perplexity, and Google AI Overviews. Where do you show up? Where don't you?

2. Identify your citation gaps – What credible sources mention your competitors but not you?

3. Fix your foundational content – Make sure your core pages (product, use cases, pricing) are structured for AI comprehension

4. Start tracking – Set up basic monitoring for AI search mentions and referrals

Near-Term Strategy (Next 6 Months)

1. Build your authority base – Get featured in industry publications. Publish original research. Earn quality reviews.

2. Create deep, specific content – Stop chasing high-volume generic keywords. Target the specific scenarios and questions your buyers actually research.

3. Participate authentically in communities – Reddit, LinkedIn groups, industry forums. Be helpful, not promotional.

4. Update your best-performing content – Make sure your highest-traffic pages are current, comprehensive, and AI-friendly

→ Need a detailed strategy? Check out our guide: GEO Strategy for Challenger Brands

Long-Term Competitive Advantage (12+ Months)

1. Become a category authority – Publish consistent, original insights that others cite

2. Build systematic AI monitoring – Track performance, measure impact, adjust strategy

3. Integrate AI visibility into your overall marketing strategy – Don't treat this as a separate initiative

4. Stay ahead of changes – AI platforms evolve quickly. What works today may need adjustments tomorrow

→ Ready to implement? Read our tactical guide: How to Optimize for ChatGPT, Perplexity & AI Search Engines

The Bottom Line: Adapt or Become Invisible

Here's the hard truth: By 2028, $750 billion in US revenue will flow through AI-powered search. If your brand isn't visible there, you're handing that opportunity to competitors who are.

The good news? Most brands haven't figured this out yet. 84% still aren't tracking AI search performance. The marketers and brands who act now—who build authority, create citation-worthy content, and earn third-party validation—will have a massive advantage.

This isn't about jumping on another trend. It's about showing up where your customers actually are. And in 2025, half of them are already using AI to research and make buying decisions.

The question isn't whether you need a GEO strategy. The question is: When someone asks AI about your category, will your brand be part of the answer?

Resources & Next Steps

Continue Your GEO Journey:

• GEO vs SEO: What's the Difference and Why It Matters in 2026 – Understand how GEO differs from traditional SEO

• GEO vs AEO: What's the Difference? – Learn when to use GEO vs AEO strategies

• How to Optimize for ChatGPT, Perplexity & AI Search Engines – Platform-specific optimization tactics

• GEO Strategy for Challenger Brands – Complete strategic framework

• GEO Tools: The Complete Guide – Software and platforms for tracking AI visibility

Get Started with DOJO AI:

Want to understand how your brand shows up in AI search? DOJO AI's platform includes AI search monitoring and optimization tools designed specifically for challenger brands.

Our AEO & GEO capabilities help you:

• Track your visibility across ChatGPT, Perplexity, and Google AI Overviews

• Identify citation opportunities and gaps

• Optimize content for AI comprehension

• Monitor competitor positioning in AI search

• Measure and improve your AI search performance

Learn more about DOJO AI's SEO & AEO capabilities | Try DOJO AI Free for 14 Days

Frequently Asked Questions

Is GEO really different from SEO?

Yes and no. The fundamental principles overlap—create quality content, build authority, structure information clearly. But GEO requires additional focus on third-party validation, citation-worthiness, and AI-specific formatting. You can rank #1 in Google and still be invisible in ChatGPT responses.

Which is more important: SEO or GEO?

Both. SEO remains critical because Google still commands 86% of search traffic. But ignoring GEO means you're invisible to the 50% of consumers now starting searches on AI platforms. Think of SEO as your foundation and GEO as your future-proofing.

How long does it take to see GEO results?

Faster than traditional SEO in many cases. Some brands see citations within 2-4 weeks of publishing authoritative, well-structured content. Building consistent visibility takes 3-6 months of focused effort.

Do I need different content for GEO vs SEO?

Not necessarily. Well-optimized content can serve both. The key differences: GEO content needs stronger third-party validation, clearer structure, more specific examples, and regular updates. Think "citation-worthy" not "keyword-optimized."

What tools exist for tracking GEO performance?

The market is emerging. DOJO AI offers integrated AI search monitoring. Some brands manually track by running queries in ChatGPT and Perplexity. Specialized GEO tools are launching throughout 2026. See our complete guide to GEO tools.

Can small brands compete in GEO?

Absolutely. GEO actually favors expertise and authority over domain age and backlink quantity. A challenger brand with deep expertise and authentic community engagement can outrank larger competitors. It's one of the few level playing fields in marketing right now.

Is GEO just a passing trend?

No. AI search adoption grew from 8% to 40% in just one year. McKinsey predicts $750 billion in revenue flowing through AI search by 2028. This is a fundamental shift in user behavior, not a trend. The terminology might evolve, but optimizing for AI visibility is here to stay.

Should I hire a GEO specialist?

Most marketing teams can integrate GEO into existing roles. Your SEO lead should understand GEO principles. Your content strategist should create citation-worthy content. Your data analyst should track AI visibility. Specialists make sense only for larger organizations with dedicated resources.

Published January 2026 | Updated with latest 2025 data

About the Author: This guide was created by the DOJO AI team based on analysis of 2025 market data, expert interviews, and real results from challenger brands implementing GEO strategies.

Related Reading

• The Complete Guide to Answer Engine Optimization (AEO)

• How to Rank Higher in AI Search: A Practical Guide

• AI Marketing: The Complete Guide for Challenger Brands

• Best AI Marketing Tools for Challenger Brands

• Competitive Intelligence: AI-Powered Competitor Analysis