The emergence of AI-driven search results is shifting the focus from traditional Search Engine Optimization to Generative Engine Optimization, or GEO. This new discipline centers on optimizing content to appear in AI-generated recommendations, specifically targeting platforms like Yandex Alice within the Russian-speaking market.
The current state of the GEO market mirrors the early days of mobile development following the launch of the App Store. While essential tools and core functional sets are beginning to emerge, the industry still lacks a standardized framework for measuring performance or differentiating between various strategic approaches.
Market offerings in the GEO space currently encompass a broad range of metrics and platforms, including ChatGPT, Perplexity, and Gemini. Key performance indicators often cited by providers include brand visibility, frequency of mentions, and Share of Voice, though these methodologies remain fragmented and lack universal consensus.
