PARIS — A significant majority of search professionals have integrated AI visibility strategies into their operations, with many planning increased budgets despite widespread difficulties in measuring the direct impact of these efforts, according to a recent analysis.
The study, which surveyed 194 search professionals, found that 93 percent have incorporated AI visibility, or GEO, into their agendas, with half intending to boost their GEO budgets in the next 12 months. However, only 31 percent reported being able to quantify the impact of their GEO actions, largely due to a lack of reliable measurement tools.
Advertisers demonstrated the strongest commitment to increasing GEO budgets, with 66 percent planning an increase, compared to 46 percent of agencies and consultants, and 34 percent of freelancers, the report stated.
Efforts are primarily concentrated on on-site content, cited by 69 percent of respondents, followed by structured data at 47 percent, and AI robot access at 27 percent. The study, conducted by Getfluence in partnership with Abondance and Resoneo, indicated that 44 percent of professionals focus solely on their own websites for these initiatives.
Christian Desert, co-founder of Getfluence, highlighted the rapid adoption of GEO, noting that it reflects a growing recognition of its importance for digital visibility. Olivier de Segonzac, CEO of Getfluence, added that while the commitment is clear, the industry faces a significant challenge in developing measurement frameworks.
Emmanuel Anger, CEO of Resoneo, emphasized that the study identified four key practices that distinguish those who achieve measurable results from those who do not. These practices include continuous visibility monitoring and higher budget allocation.
Eva Alfieri, SEO consultant at Resoneo, explained that the most successful professionals consistently track their visibility performance and invest more significantly in their GEO strategies. William Jezequel, editor of Abondance, noted that these findings underscore the need for better tools and methodologies to assess return on investment in AI visibility.
The analysis suggests that while the strategic importance of GEO is widely accepted, the practical application and evaluation of its effectiveness remain areas for development within the search marketing community.
Source: Abondance
