从SEO到GEO：生成式AI如何重塑品牌营销新战场

引言

生成式AI正在重塑信息入口，将营销的核心战场从“搜索排名”推向“答案内嵌品牌内容被整合到AI平台直接生成的答案中，成为用户决策参考的一部分”。随着ChatGPT、豆包等平台持续分流传统搜索流量，一套旨在影响AI生成与推荐结果的策略体系——GEO（生成式引擎优化），迅速崛起为AI时代不可忽视的营销新阵地。去年年末以来，资本市场对GEO概念青睐有加，企业也纷纷向这一方向靠拢。然而，当前企业实践仍处早期探索阶段，行业尚未形成清晰的盈利模式与成熟路径。不过，潮流已成，其势难挡。从SEO到GEO的演进，不仅是技术范式的迭代，更意味着品牌曝光逻辑的根本性转折。

Generative AI is reshaping the gateway to information, shifting the core battleground of marketing from “search ranking” to “embedded answers.” As platforms like ChatGPT and Doubao continue to divert traffic from traditional search engines, a strategic framework designed to influence AI-generated and recommended results—Generative Engine Optimization (GEO)—has rapidly emerged as a new and significant marketing frontier in the AI era. Since the end of last year, the capital market has shown great favor towards the GEO concept, and companies have been aligning themselves with this trend. However, current corporate practices remain in the early exploratory stage, with the industry yet to establish clear profit models or mature pathways. Nevertheless, the trend is undeniable. The evolution from SEO to GEO represents not only an iteration of the technological paradigm but also a fundamental shift in the logic of brand exposure—brands risk becoming “invisible” during user decision-making processes if they cannot enter the “key answers” generated by AI.

GEO为何兴起？品牌曝光逻辑的根本性转变

从“主动搜索”到“答案直达”

当前，品牌曝光逻辑已经发生了根本性转变。在传统搜索时代，用户需要通过多次关键词检索、比较不同网页内容来形成决策。而在AI搜索环境指以ChatGPT、豆包、DeepSeek等生成式AI平台为代表的新型信息获取环境，用户通过自然语言提问直接获得AI生成的综合性答案，而非传统的关键词检索和网页浏览模式。中，用户的一次提问可能直接获得一个综合性的答案，品牌若无法进入这个答案的推荐列表，就等于在用户决策过程中“被隐身”。

The logic of brand exposure has undergone a fundamental transformation. In the era of traditional search, users needed to perform multiple keyword searches and compare content across different web pages to make decisions. In the AI search environment, a single user query can directly yield a comprehensive answer. If a brand fails to make it into the recommendation list within that answer, it effectively becomes “invisible” during the user’s decision-making process.

“随着ChatGPT、Claude、豆包等大型AI平台逐渐成为用户获取信息的新入口，传统的SEO（搜索引擎优化）规则已无法适应这一全新环境。”蓝色光标相关负责人近期表示。在中国市场，SEO的流量已呈现下降趋势，相当一部分的搜索量被新的AI应用给分流。据Gartner预测，到2026年传统搜索引擎流量将下降25%，这意味着品牌需要重新思考如何在AI环境中被发现和推荐。

“As large AI platforms like ChatGPT, Claude, and Doubao gradually become new gateways for users to obtain information, traditional SEO (Search Engine Optimization) rules can no longer adapt to this new environment,” a relevant person in charge from BlueFocus recently stated. In the Chinese market, SEO traffic has shown a declining trend, with a significant portion of search volume being diverted to new AI applications. According to Gartner predictions, traffic to traditional search engines will drop by 25% by 2026, meaning brands need to rethink how to be discovered and recommended within AI environments.

GEO的核心定义与目标

GEO本质是一套专门针对生成式AI内容分发和推荐机制，进行内容结构、数据标记、品牌权威性和对话体验等多维度优化的策略体系，其核心目标是让品牌、产品或服务在AI生成内容中被优先提及、引用或推荐，提升在AI搜索结果中的可见度。

GEO is essentially a strategic framework that performs multi-dimensional optimization—covering content structure, data markup, brand authority, and conversational experience—specifically tailored for the content distribution and recommendation mechanisms of generative AI. Its core objective is to ensure that brands, products, or services are prioritized for mention, citation, or recommendation within AI-generated content, thereby enhancing their visibility in AI search results.

市场现状：快速增长与早期挑战并存

市场规模与增长潜力

市场规模的剧烈反差更印证了趋势走向。2022年，中国国内的SEO市场规模为一千亿元，SEM市场规模大概为三千亿到四千亿元。反观GEO市场，虽处于起步阶段却呈指数级增长。

The stark contrast in market size further confirms the direction of the trend. In 2022, the domestic SEO market in China was valued at 100 billion RMB, while the SEM market was approximately 300 to 400 billion RMB. In contrast, the GEO market, though in its infancy, is experiencing exponential growth.

• 中国信通院数据：国内GEO市场规模已达42亿元，年复合增长率38%，超过68%的中大型企业将GEO纳入年度营销预算。
• Gartner报告：全球GEO服务市场规模已突破12亿美元，预计2026年将达到35亿美元，年复合增长率超140%。

• CAICT Data: The domestic GEO market size has reached 4.2 billion RMB, with a CAGR of 38%. Over 68% of medium and large enterprises have incorporated GEO into their annual marketing budgets.
• Gartner Report: The global GEO services market has surpassed $1.2 billion and is expected to reach $3.5 billion by 2026, with a CAGR exceeding 140%.

商业化路径与行业挑战

“无论是海外的ChatGPT，还是国内的豆包、元宝都没有开放商业化。国内只有GEO，通过服务商来做一些定向优化。”智推时代创始人陈缪喆在去年11月公开表示。彼时，ChatGPT的Atlas开始跳蓝链，可以链接Shopify的商店，国内的豆包也会链接到抖音商店，这也是商业化的探索。

“Neither overseas platforms like ChatGPT nor domestic ones like Doubao and Yuanbao have opened up commercialization. In China, only GEO exists, where service providers perform some targeted optimization,” stated Chen Miaozhe, founder of Zhitui Times, publicly in November last year. At that time, ChatGPT’s Atlas began featuring blue links to Shopify stores, and Doubao also linked to Douyin stores, which were explorations into commercialization.

谈及GEO公司与AI搜索引擎的合作模式，他以自家公司为例指出，主要是通过研究各平台的信源偏好与抓取逻辑，定向优化品牌内容，使其符合平台算法规则，从而自然提升收录与推荐优先级。

Discussing the cooperation model between GEO companies and AI search engines, he used his own company as an example, pointing out that the primary method involves studying the source preferences and crawling logic of various platforms, then optimizing brand content accordingly to align with platform algorithm rules, thereby naturally improving inclusion and recommendation priority.

不过，作为诞生不足两年的新兴赛道，行业仍面临诸多挑战。

• 合规性限制：针对医疗、OTC处方药、法律等敏感赛道，目前并不能进行相关GEO优化操作，用户提问不会触发搜索动作，而是直接从封闭库里面输出答案。
• 商业模式未定型：服务模式未定型，暂无法给出明确毛利率。市场上主流的GEO商业化路径以满足提升AI推荐率的营销需求为主，按照主题词和AI推荐持续时间收费。
• 估值与业绩脱节：与概念热度形成鲜明对比的是，部分GEO概念股的估值水平已大幅攀升。近期，多家上市公司发布风险提示公告，指出相关业务尚未形成成熟的商业模式或相关收入占比极小。

However, as a nascent track less than two years old, the industry still faces numerous challenges.

• Compliance Restrictions: For sensitive sectors such as healthcare, OTC prescription drugs, and law, relevant GEO optimization operations cannot currently be performed. User queries do not trigger search actions but instead output answers directly from a closed database.
• Undefined Business Models: Service models are not yet solidified, making it difficult to specify clear gross margins. The mainstream commercial path for GEO in the market primarily focuses on meeting marketing needs to improve AI recommendation rates, charging based on keywords and the duration of AI recommendations.
• Disconnect Between Valuation and Performance: In stark contrast to the hype around the concept, the valuation levels of some GEO-related stocks have risen sharply. Recently, several listed companies have issued risk warning announcements, noting that their related businesses have not yet formed mature business models or that related revenue constitutes a very small portion of overall operations.

企业实践：上市公司的GEO布局探索

面对GEO赛道的爆发式增长，部分上市公司已率先开启布局。

In response to the explosive growth of the GEO track, some listed companies have taken the lead in initiating their layouts.

蓝色光标：战略投资与双轮驱动

蓝色光标相关负责人表示：“蓝色光标对AI原生商业模式保持高度关注。我们认为，AI不仅是工具属性的升级，更是商业模式的重构者。随着AI从内容生产工具向信息分发入口演进，品牌在AI环境中的曝光力和推荐度将成为决定营销效果的关键因素。”

A relevant person in charge from BlueFocus stated: “BlueFocus maintains a high level of attention on AI-native business models. We believe AI is not just an upgrade in tool attributes but a reconstructor of business models. As AI evolves from a content production tool to an information distribution gateway, a brand’s exposure and recommendation level within the AI environment will become key factors determining marketing effectiveness.”

这一认知推动蓝色光标在GEO赛道采取积极布局策略。公司方面详细介绍了双轮驱动的具体措施：

1. 战略投资：战略投资了清蓝智能专注于AI营销技术及服务的人工智能公司，被蓝色光标战略投资，借助其领先的GEO技术为客户提供AI口碑营销与广告流量服务。
2. 直接服务：已开始为具备AI前瞻视角的客户提供GEO服务。

This understanding has driven BlueFocus to adopt an active layout strategy in the GEO track. The company detailed its dual-drive specific measures:

1. Strategic Investment: Made a strategic investment in Qinglan Intelligence, leveraging its leading GEO technology to provide clients with AI word-of-mouth marketing and advertising traffic services.
2. Direct Services: Has begun providing GEO services to clients with forward-looking AI perspectives.

浙文互联：推出自研GEO智能体

浙文互联近期上线了GEO智能体“HochiGEOHochiGEO is a generative engine optimization intelligent agent developed by Zhewen Interactive to enhance brand visibility in AI search.”，基于品牌AI内容宝库“好奇小蓝书”构建，通过自研元认知引擎洞察并解构豆包、DeepSeek、Kimi、千问、智谱等各大主流AI搜索平台应答逻辑，围绕品牌营销目标，提供高效的问答训练与内容重构，并基于AI分析报告生成投放策略，驱动内容生产与媒体分发，形成“生产-优化-监测-迭代”的完整闭环。

Zhewen Interconnected recently launched its self-developed GEO agent “HochiGEOHochiGEO is a generative engine optimization intelligent agent developed by Zhewen Interactive to enhance brand visibility in AI search..” Built upon the brand AI content repository “Haoqi Xiaolan Book,” it uses a self-developed meta-cognitive engine to analyze and deconstruct the response logic of major mainstream AI search platforms like Doubao, DeepSeek, Kimi, Qianwen, and Zhipu. Centered on brand marketing objectives, it provides efficient Q&A training and content restructuring, generates placement strategies based on AI analysis reports, and drives content production and media distribution, forming a complete closed loop of “production-optimization-monitoring-iteration.”

该公司还提到，对于汽车消费链条长、决策环节多的特点，GEO可以在全周期动态生成精准内容，持续引导并加速用户从认知到购买的转化过程。

The company also mentioned that for industries like automotive with long consumption chains and numerous decision points, GEO can dynamically generate precise content throughout the entire cycle, continuously guiding and accelerating the user’s conversion process from awareness to purchase.

行业展望：格局重塑与制胜关键

中信证券研报指出，GEO时代已至，GenAI浪潮逐渐重塑信息分发逻辑，搜索范式、用户决策逻辑、品牌关注点的迁移或驱动新一轮格局重塑。

A CITIC Securities research report points out that the GEO era has arrived. The GenAI wave is gradually reshaping information distribution logic, and the shifts in search paradigms, user decision-making logic, and brand focus may drive a new round of structural reshaping.

在其看来，未来趋势将呈现以下几个特点：

1. 行业集中度提升：税务合规、监管趋严，推动行业集中度提升；综合运营能力成为制胜关键，头部集团化企业总体受益。
2. 线上线下格局变化：电商进一步合规化，推动消费向线下回流，线下占比高的品牌相对受益。
3. 研发与内容先行者受益：GEO时代研发投入显化、品牌及内容布局领先的企业或将率先受益。

In its view, future trends will exhibit the following characteristics:

1. Increased Industry Concentration: Tax compliance and tightening regulations will drive higher industry concentration; comprehensive operational capabilities will become the key to success, with leading conglomerates benefiting overall.
2. Changes in Online-Offline Dynamics: Further合规化 of e-commerce will push consumption back towards offline channels, benefiting brands with a high offline presence.
3. Benefits for R&D and Content Pioneers: In the GEO era, companies with significant R&D investment and领先 brand and content布局 are likely to benefit first.

结论

尽管GEO仍处于发展初期，行业对其定义与口径尚未统一，商业模式仍在探索阶段，多数企业的相关业务尚未形成成熟的盈利模式，但可以确定的是，GEO时代的浪潮已是扑面而来。从“优化搜索排名”到“嵌入生成答案”，这场由生成式AI驱动的营销范式革命，正在重新定义品牌与消费者之间的连接方式。对于企业而言，理解并布局GEO，已不再是一个前瞻性选项，而是在AI新常态下保持可见性与竞争力的必然要求。

Although GEO is still in its early developmental stages, with industry definitions and standards yet to be unified, business models still under exploration, and most companies’ related operations尚未形成成熟的盈利模式, it is certain that the wave of the GEO era is already upon us. From “optimizing search rankings” to “embedding generated answers,” this marketing paradigm revolution driven by generative AI is redefining how brands connect with consumers. For enterprises, understanding and investing in GEO is no longer a forward-looking option but an essential requirement for maintaining visibility and competitiveness in the new AI-normal.