GEO：AI营销新范式，广告营销行业的商业模式进化机遇

本文旨在分析伴随AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。兴起而出现的GEO需求。GEO是一种广告营销技术服务，其核心目标是让品牌在AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。生成的答案中被主动提及，其市场规模将随着AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。使用量的增长而扩大。根据Gartner的预测，到2026年，传统搜索引擎的访问量将下降25%，其市场份额将被人工智能聊天机器人和其他虚拟代理所蚕食。由此兴起的GEO市场，其规模有望达到百亿美元级别，并可能推动广告代理公司从提供传统营销服务向提供高附加值的技术服务拓展，从而提升整体盈利水平。目前，海外公司已率先布局，自2024年起相关初创企业开始涌现，其中明星初创公司ProfoundProfound is an overseas GEO company offering subscription-based optimization services.在一年内完成了三轮融资，估值已超过1亿美元。

This article aims to analyze the emerging demand for GEO alongside the rise of AI search. GEO is a technical service for advertising and marketing, with its core objective being to ensure brands are proactively mentioned in answers generated by AI search. Its market size is expected to expand in tandem with the growth of AI search usage. According to Gartner's predictions, by 2026, visits to traditional search engines will decline by 25%, with their market share being eroded by AI chatbots and other virtual agents. The emerging GEO market is anticipated to reach a scale of tens of billions of US dollars. It has the potential to propel advertising agencies from offering traditional marketing services to expanding into high-value-added technical services, thereby enhancing overall profitability. Currently, overseas companies have taken the lead in this space, with relevant startups emerging since 2024. Notably, the star startup ProfoundProfound is an overseas GEO company offering subscription-based optimization services. completed three rounds of financing within a year, achieving a valuation exceeding $100 million.

什么是GEO？

What is GEO?

GEO（Generated Engine Optimization，生成式引擎优化）是指基于生成式人工智能的引擎优化技术，旨在提高相关内容在AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。结果中的可见性。这一概念于2024年6月首次被提出。当前GEO优化方法的核心在于发布易于被AI模型引用的内容，例如通过添加明确的数据来源、权威引用，或强化文本的结构性，从而显著提升内容在AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。中的曝光率。

GEO (Generated Engine Optimization) refers to engine optimization technology based on generative artificial intelligence, aimed at enhancing the visibility of relevant content in AI search results. This concept was first introduced in June 2024. The core of current GEO optimization methods lies in publishing content that is easily referenced by AI models, for instance, by adding clear data sources, authoritative citations, or reinforcing the structure of the text, thereby significantly increasing the exposure rate of content in AI search.

为何传统SEO在AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。时代面临挑战？

Why Does Traditional SEO Face Challenges in the Era of AI Search?

AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。直接向用户提供经过推理的答案，其信息呈现方式跳过了传统搜索的列表形式，这使得传统搜索引擎优化（SEO）以提高传统搜索结果排名为目标，依赖关键词匹配、页面权重和链接分析的优化方法。策略不再完全适用。

AI search directly provides users with reasoned answers, and its method of presenting information bypasses the list format of traditional search. This renders traditional Search Engine Optimization (SEO) strategies less effective.

• 传统搜索范式：用户看到的是经过网络爬虫抓取和SEO优化后的信息列表。SEO通过关键词优化、链接建设等手段提升网站在搜索结果中的排名，以吸引用户点击。
• AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。范式：由底层大语言模型进行思考推理后，直接向用户提供整合后的答案。传统的“浏览列表→选择点击”的用户行为流程被跳过或后置。

• Traditional Search Paradigm: Users see a list of information that has been crawled by web crawlers and optimized via SEO. SEO improves a website's ranking in search results through methods like keyword optimization and link building to attract user clicks.
• AI Search Paradigm: The underlying large language model reasons and then directly provides users with integrated answers. The traditional user behavior flow of "browsing a list → selecting and clicking" is skipped or occurs afterward.

GEO如何驱动广告营销行业商业模式演进？

How Does GEO Drive the Evolution of the Advertising and Marketing Industry's Business Model?

GEO有望推动广告营销行业从提供创意营销服务向提供营销技术服务演进，帮助广告公司拓展业务边界并提升盈利水平。

GEO has the potential to propel the advertising and marketing industry from providing creative marketing services to offering marketing technology services, helping agencies expand their business boundaries and enhance profitability.

1. 服务模式与定价革新：目前GEO服务商普遍提供全流程服务，收费模式以月度订阅费或项目制为主。以海外明星创业公司ProfoundProfound is an overseas GEO company offering subscription-based optimization services.为例，其月订阅价格为399美元，服务包括追踪1个品牌相关的100个查询提示（Prompts）和3个AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。产品。这种定价模式更接近于软件即服务（SaaS）公司，而非传统广告公司的项目制计费。
2. 从创意服务到技术服务：传统广告公司主要提供创意、策略等营销服务，利润率普遍偏低。GEO作为一种深度结合AI技术的服务，代表了广告公司向高附加值的技术服务领域拓展的趋势。
3. 技术驱动高增长的先例：全球程序化广告指通过自动化技术和算法进行广告库存购买、投放、优化和结算的广告交易方式。报告中以全球程序化广告龙头Applovin为例，说明技术（尤其是AI）是驱动高增长和高盈利水平的核心变量。龙头AppLovin凭借技术驱动实现了高增长和高盈利水平，其中AI是其核心的技术变量，这为技术驱动的营销服务模式提供了成功范例。

1. Innovation in Service Models and Pricing: Current GEO service providers generally offer full-process services, with charging models primarily based on monthly subscriptions or project-based fees. Taking the overseas star startup ProfoundProfound is an overseas GEO company offering subscription-based optimization services. as an example, its monthly subscription price is $399, which includes tracking 100 prompts related to one brand and 3 AI search products. This pricing model is closer to that of a Software-as-a-Service (SaaS) company rather than the project-based billing of traditional advertising agencies.
2. From Creative Services to Technical Services: Traditional advertising agencies primarily offer marketing services like creativity and strategy, with generally low profit margins. GEO, as a service deeply integrated with AI technology, represents a trend for agencies to expand into high-value-added technical service areas.
3. Precedent of Technology-Driven High Growth: The global programmatic advertising leader AppLovin has achieved high growth and profitability driven by technology, with AI being its core technological variable. This provides a successful example of a technology-driven marketing service model.

GEO的市场规模与竞争壁垒

GEO's Market Size and Competitive Barriers

1. 百亿美元量级的市场潜力：2024年全球SEO市场规模约为800亿美元。GEO有望在AI时代对传统SEO市场形成替代。其未来的市场规模，主要取决于以Chatbot为代表的AI应用对传统搜索引擎用户流量的抢占程度。
2. 更高的技术门槛与市场集中度：
   • 分散的传统格局：SEO行业历经近30年发展，竞争格局仍极度分散。头部公司之一的Semrush收入规模约4亿美元，市场占有率仅约0.5%。
   • GEO的高壁垒：GEO的技术门槛更高，主要体现在需要让大模型指参数规模巨大、能力强大的人工智能基础模型，如GPT、Gemini等，能处理文本、多模态及空间数据。理解并引用广告内容。AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。模拟了人类的思考推理过程，技术要求更高、流程更复杂。此外，大模型指参数规模巨大、能力强大的人工智能基础模型，如GPT、Gemini等，能处理文本、多模态及空间数据。本身存在的随机性、不透明性，以及不同AI搜索基于大语言模型(LLM)和自然语言处理技术构建的新型搜索引擎。具备深度的语义理解、上下文分析和答案生成能力，区别于传统返回链接列表的搜索模式，代表产品包括秘塔AI搜索、纳米搜索等。产品生成答案的差异性，都进一步加大了GEO的实施难度和进入壁垒。因此，GEO有望提升行业参与者的市场集中度，改变过去极度分散的市场特征。

1. Market Potential in the Tens of Billions of Dollars: The global SEO market size in 2024 is approximately $80 billion. GEO has the potential to replace the traditional SEO market in the AI era. Its future market size primarily depends on the extent to which AI applications, represented by Chatbots, capture user traffic from traditional search engines.
2. Higher Technical Barriers and Market Concentration:
   • Fragmented Traditional Landscape: Despite nearly 30 years of development, the SEO industry remains highly fragmented. Semrush, one of the leading companies, has a revenue of about $400 million, representing only about 0.5% market share.
   • High Barriers of GEO: GEO presents higher technical barriers, mainly reflected in the need to make large language models understand and cite advertising content. AI search simulates human reasoning processes, demanding higher technical requirements and more complex workflows. Furthermore, the inherent randomness and opacity of large language models, along with differences in answers generated by various AI search products, all increase the implementation difficulty and entry barriers for GEO. Consequently, GEO is expected to increase market concentration among industry participants, altering the previously highly fragmented market characteristics.

海外布局与未来展望

Overseas Developments and Future Outlook

海外公司已率先布局GEO领域。参与方主要可分为两大类：原生的GEO创业公司（如估值突破1亿美元的ProfoundProfound is an overseas GEO company offering subscription-based optimization services.，其采用SaaS订阅与定制化服务结合的模式，创始人兼具营销和技术背景）以及积极布局该业务的现有营销技术公司。

Overseas companies have taken the lead in deploying within the GEO field. Participants can mainly be divided into two categories: native GEO startups (such as ProfoundProfound is an overseas GEO company offering subscription-based optimization services., valued over $100 million, which employs a hybrid model of SaaS subscription and customized services, with founders possessing both marketing and technical backgrounds) and existing marketing technology companies actively expanding into this business.

展望未来，关注GEO行业发展的公司，以及那些兼具深厚技术能力和营销洞察力的企业，有望在这一新兴赛道中率先取得突破。

Looking ahead, companies focusing on the development of the GEO industry, as well as those possessing both deep technical capabilities and marketing insights, are expected to achieve breakthroughs first in this emerging field.

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本文基于中信建投证券研究报告《GEO：AI营销新范式，广告营销行业商业模式进化机遇》进行编辑改写。报告发布时间：2025年12月20日。分析师：杨艾莉 (SAC: S1440519060002)， 杨晓玮 (SAC: S1440523110001)， 马晓婷 (SAC: S1440525070013)。

This article is edited and adapted based on the China Securities Research report "GEO: The New Paradigm of AI Marketing, an Opportunity for Business Model Evolution in the Advertising and Marketing Industry." Report release date: December 20, 2025. Analysts: Yang Aili (SAC: S1440519060002), Yang Xiaowei (SAC: S1440523110001), Ma Xiaoting (SAC: S1440525070013).