{"id":13707,"date":"2025-08-14T14:45:20","date_gmt":"2025-08-14T14:45:20","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/08\/14\/branded-geo-how-to-control-what-ai-says-about-your-brand\/"},"modified":"2025-08-14T14:45:20","modified_gmt":"2025-08-14T14:45:20","slug":"branded-geo-how-to-control-what-ai-says-about-your-brand","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/08\/14\/branded-geo-how-to-control-what-ai-says-about-your-brand\/","title":{"rendered":"Branded GEO: How to Control What AI Says About Your Brand"},"content":{"rendered":"

A few months back, one of my clients pinged me on Slack and said:<\/p>\n

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\u201cWe keep hearing on sales calls that ChatGPT says we don\u2019t offer a feature we\u2019ve had for years! How can we fix this?\u201d<\/p>\n<\/blockquote>\n

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Sure enough, when prompted, ChatGPT confidently responded, \u201cNo, the platform does not have that feature, but this other competitor does!\u201d.<\/p>\n

For obvious reasons, this was worrying for the client.<\/p>\n

Not only was ChatGPT spreading misinformation about their product, it was actively pitching an alternative solution.<\/p>\n

The source of the misinformation: A single old blog post that hadn\u2019t been updated in two years.<\/p>\n

How many potential buyers decided not to book a sales call because of this?<\/p>\n

How many had discovered a new competitor instead?<\/p>\n

This issue signals a large shift in how bottom-of-funnel product research is done.<\/p>\n

Before:<\/strong> Your website was the source of truth.<\/p>\n

It was your \u201calways on\u201d salesperson. You kept your homepage and product pages fresh, and that was where buyers did their digging.<\/p>\n

Now:<\/strong> Large language models (LLMs) are a product research assistant. A new touchpoint at a critical stage in the buying journey.<\/p>\n

They\u2019re the modern day gatekeepers, acting as the layer between you and your target audience, communicating on your behalf.<\/p>\n

And their source of info? It\u2019s often sources you\u2019d forgotten even existed.<\/p>\n

As marketers, it falls to us to make sure LLMs are communicating the right things in the right way about our products and services.<\/p>\n

In this article, I\u2019ll show you the 7-step playbook my team is developing to tackle this challenge \u2014 what we\u2019re calling Branded Generative Engine Optimization (GEO).<\/p>\n

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Free resource:<\/strong> For step 6, we\u2019ve created a handy spreadsheet to help you ideate common questions. Download it here<\/a>.<\/p>\n<\/blockquote>\n

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