Insights

Are you GEO ready?

By Global Gateway Advisors

May 27, 2025

In today’s newsletter:

  • Generative engine optimization (GEO) takes center stage
  • Events on our radar
  • Media moves + news, including a list of those impacted by Business Insider layoffs

ICYMI: The previous edition of COMPASS explored the future of healthcare through the lens of a MAHA-driven agenda, AI, and the growing focus on mental wellbeing. Read it here.

How to win in GEO

Google’s AI Overview feature, combined with other Large Language Models (LLMs) — now used by more than half (52%) of adults — has the potential to fundamentally change how we search the web, with many users finding what they need without accessing traditional results.

Last month, Google announced the rollout of AI Mode that features enhanced reasoning, support for multiple formats, the capacity to dive deeper through follow-up questions and even a shopping “partner” that auto purchases that item you’ve been eyeing when it goes on sale.

Why it matters: Remember when SEO was a game changer? By 2026, search engine optimization is expected to drop by 25% as more people turn to AI chatbots and Google’s AI-generated responses, according to Gartner.

Brands must adapt quickly to stay visible and relevant, which means shifting to GEO — generative engine optimization — or, as it’s also called, “conversational search.” 

  • Go deeper: A recent analysis from Ahrefs of 75,000 brands found that brand web mentions show the strongest correlation with AI Overview brand visibility beating out other factors like backlinks, branded ad traffic and cost. Brands with the highest number of web mentions receive up to 10 times more mentions in AI Overviews than those in the next closest quartile. Explore all the findings here.

What’s next: A possible silver lining for the struggling media industry? One of the best ways for brands to have content reach GenAI users is by talking to journalists. Top-tier, reputable outlets — from mainstream publications to industry trades —  have much stronger influence on GenAI query results about a company than social media campaigns or Reddit threads.

  • To date, publications ranging from The Atlantic to The Associated Press to The Washington Post have entered into agreements with OpenAI for their content to be sourced.
  • Last week, The New York Times, which previously sued OpenAI for copyright infringement, signed its first AI licensing deal with Amazon, allowing its editorial content to appear across Amazon platforms, including Alexa. Experts say this represents a “new wave” of deals to come.

What content wins? LLMs favor content that is concise, conversational and question-driven — as well as supported by subheads, bullet points, charts, graphics and video — according to Aaron Kwittken, founder and CEO of PRophet, in a recent Page Society briefing for industry leaders. 

Next week’s events

  • Fortune COO Summit (Scottsdale, AZ, June 9-10) Fortune’s second-annual COO Summit brings together global chief operating officers, top speakers and editors to explore today’s biggest business challenges — from AI integration and financial pressure to talent strategy and leadership transitions. More here.
  • WSJ CEO Council Summit – London (London, June 10-11) This year’s theme explores the new era of globalization and how companies are navigating a transformed global landscape. With rising nationalism, geopolitical instability and protectionist policies reshaping trade and collaboration, business leaders will examine what globalization looks like now — and where it’s headed. More here.
  • Semafor The World of Work (Washington, D.C., June 12) New tech, shifting expectations, and post-pandemic disruptions are reshaping the workplace. In partnership with Gallup, Semafor will share key insights from the 2025 State of the Global Workplace report and explore how leaders can navigate what’s next — boosting productivity, resilience and wellbeing. More here (and let us know if you’ll also be there!). 

Bookmark Global Gateway Advisors’ event tracker, updated weekly.

Media news + moves

What we’re reading and watching:

A tough week for media:

  • Business Insider lays off 21% of staff: “We’re at the start of a major shift in how people find and consume information, which is driving ongoing volatility in traffic and distribution for all publishers,” said CEO Barbara Peng in a message to staff. See a complete list of those affected and read about the ensuing employee backlash.
  • TechCrunch bids Europe adieu: The continent’s startup ecosystem is scrambling after the outlet that gave many its first coverage shut down. This follows Yahoo’s March sale of TechCrunch to private equity firm Regent; many longtime writers and editors have since departed. Read more.
  • Inc. and Fast Company, too: A recent round of cuts by parent company Mansueto Ventures impacted 7% of its workforce, including Fast Company senior editor Aimee Rawlins and tech reporter Jessica Bursztynsky. See the full list here.
  • And several magazines shutter completely: In Touch, Life & Style, Closer, and First for Women will cease operations by the end of the month, with a spokesperson from parent company McClatchy citing their inability to develop a profitable business model. Read the full story. 

Platforms catching steam:

  • Fun fact: More than 50 people are making over $1 million per year on Substack, according to CEO Chris Verge.
  • YouTube takeover: The platform already dominates when it comes to podcasts, outpacing traditional audio apps like Spotify and Apple. Now it’s coming for television: According to the company, people in the U.S. spend more time watching YouTube on a TV rather than a phone or computer. “As much as Hollywood has worried about labor strife, artificial intelligence and the demise of moviegoing, the rise of YouTube is a much more immediate and real threat,” Bloomberg reporter Lucas Shaw writes. Read more.
  • Is Bluesky catching on? Kind of. Many left-leaning influencers have made it home, and users have tripled since the November elections. Still, most Bluesky users still post on X, which remains far more popular. Read more.
  • Grammarly to expand AI offerings: The company raised $1 billion from General Catalyst with the goal of becoming an all-in-one productivity platform. Read the full story.

C-suite offerings:

  • Harvard Business Review Executive: In line with industry trends, HBR is targeting the C-suite with a new toolkit to help senior leaders make high-impact business decisions, including a weekly newsletter from editor Adi Ignatius. Subscribe to HBR Executive here.

Media moves:

  • Jason Dean was hired by The Washington Post to lead its AI and Tech vertical.
  • The Information hired Valida Pau to cover tech deals and finance in New York
  • Business Insider hired Sarah Needleman as a leadership and workplace correspondent.
  • The Verge hired CNBC’s Hayden Field as senior AI reporter.
  • Jeff Horwitz joined Reuters as its tech investigations reporter.
  • Brenda Stolyar joined Wirecutter where she will be covering smartphones, tablets and wearables.
  • Kristina Peterson was hired by Bloomberg as a big food reporter.
  • Consumer goods reporter Saabira Chaudhuri has left The Wall Street Journal.
  • Wall Street Journal reporter Jacob Gershman left the news organization for another opportunity.
  • New York Post reporter Josh Kosman was suspended after accusing the editor-in-chief of killing a story for political reasons.
  • Despite rumors speculating otherwise, Gayle King is staying on at CBS, at least through next summer. 
  • Lester Holt officially ended his 10-year stint as anchor of “Nightly News” handing over the reins to Tom Llamas.