---
id: "action-build-geo-expertise"
type: "action-item"
source_timestamps: ["§ What Marketing Leaders Should Do Now", "§ From SEO to GEO"]
tags: ["optimization", "structured-data"]
related: ["concept-geo", "framework-marketing-response", "question-geo-rules"]
action: "Experiment with structuring content and data specifically for ingestion and citation by conversational AI systems."
outcome: "Early competitive advantage in chatbot visibility before GEO best practices become widely commoditized."
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-13-ai-upending-marketing"
sourceUrl: "https://hbr.org/2026/02/ai-is-upending-marketing-on-two-fronts"
sourceTitle: "AI Is Upending Marketing on Two Fronts"
---
# Build GEO Expertise

**Action:** Transition resources from traditional SEO (keywords, link building) toward **Generative Engine Optimization** ([[concept-geo]]). Experiment with structuring content, clear categorization, and comprehensive answers to ensure visibility in chatbot responses.

**Outcome:** Early competitive advantage in chatbot visibility before GEO best practices become widely commoditized.

This is **Step 2** of [[framework-marketing-response]]. Note the open problem [[question-geo-rules]] — rules are still being written, so treat this as structured experimentation, not doctrine. **Counter-caution:** do not abandon foundational SEO; platform guidance frames GEO as layered atop SEO, not a replacement.