Why 'doing nothing for GEO' is a valid optimization strategy

With the rapid rise of generative search engines, companies are increasingly adopting GEO (Generative Engine Optimization). The goal is to ensure brands are cited in responses from AI chatbots like ChatGPT. The author draws parallels to the 'SEO fever' of the 2000s, where businesses scrambled to manipulate search algorithms for traffic. The article examines the pros and cons of using chatbots for corporate information retrieval. The main argument is that attempting to find 'SEO hacks' for neural networks is often ineffective or counterproductive. Instead of chasing artificial optimizations, the author suggests focusing on content quality, arguing that a 'do nothing for GEO' strategy can be rational in the long run, as AI algorithms become increasingly sophisticated and resistant to manipulation.