Brands may need GEO, not SEO, to appear in AI answers

Familier advises brands to map the specific questions customers ask AI systems and identify the sources those models cite. He notes that ChatGPT cites sources in 96% of responses, averaging five sources, while Gemini cites in 82% of cases with about eight sources. Claude cites in only half of responses but averages 13 sources per answer. Because no single formula works across all systems, brands must build credible presence in the underlying communities and publications, such as Reddit and YouTube, where AI models gather information.

The article suggests that publishing specific, useful content that closes knowledge gaps is more effective than manufacturing citations. While adding statistics and clear structure may lift citation rates, there is no proven link between these efforts and revenue yet. Brands should monitor how AI answers shift as online conversations evolve, treating alignment with their efforts as a signal rather than proof of causation.