New guide provides essential strategies for marketers navigating the future of generative search engine optimization and zero-click customer journeys
Orange 142, a division of Direct Digital Holdings and a leader in digital marketing solutions for mid-market brands, announced the release of “Best Practices Guide to Generative Engine Optimization (GEO)”, a forward-looking playbook enabling marketers to thrive in an era of AI-powered search.
With search engines rapidly evolving from traditional link-based models to generative AI-powered experiences, marketers urgently need to rethink their strategies. This comprehensive guide explores how businesses can adapt their content and digital presence to stay competitive in a world where 60% of searches may soon result in zero clicks.
“Generative AI is completely transforming how consumers search, shop, and discover,” said Lindsey Wilkes, SVP, Business Development and head of the Emerging Channels Council at Orange 142. “This guide is designed to help marketers understand and embrace Generative Engine Optimization as a new discipline and foundational strategy for future-proofing brand visibility.”
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Securing Brand Visibility in the Age of AI
Orange 142’s Emerging Channels Council created this guide to help brands and agencies respond to a seismic shift in digital discovery. The rise of AI search platforms such as Google SGE, Perplexity, and OpenAI’s Deep Research means search engines answer questions directly, curating and synthesizing content without users clicking on a website.
The guide covers the key concepts and actionable insights marketers need to succeed, including:
- What Generative Engine Optimization (GEO) is—and how it differs from traditional SEO
- How AI search engines interpret, synthesize, and cite content
- Tactical best practices to increase visibility in AI-generated responses
- Strategies for content structuring, authority-building, and user intent matching
- Emerging tools for tracking brand mentions and citations in AI overviews
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“As AI transforms the entire search experience into a seamless, zero-click journey, traditional traffic and attribution models are breaking down,” continued Wilkes. “GEO isn’t just a new buzzword in the industry— it’s a core part of how marketers will protect and grow their digital footprint going forward.”
This release marks the latest initiative from the Emerging Channels Council, which educates and empowers marketers to experiment in underutilized and rapidly evolving media environments. As generative AI continues to reshape search marketing, Orange 142 remains at the forefront of helping brands thrive in this new landscape.
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Source – PR Newswire
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