Why everyone is wrong about the future of search
📈 More than 50% of searches result in zero clicks, with 60% of users never reaching a website. GEO, akin to SEO for AI, fails to provide actionable insights for brands. Lorelight, a GEO startup, shut down as it couldn't effect change. Kevin Indig highlights the challenge: GEO offers control illusions. Strong brand fundamentals and adapting content into "agentic entities" are crucial for AI visibility, as they help shape AI responses rather than just track them.
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