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Lunar Executive Search

Generative Search Optimization (GEO): The New Must-Have Skill for Growth-Stage Marketing Leaders

  • Writer: Joey Brodsky
    Joey Brodsky
  • Apr 3
  • 4 min read

Updated: May 25



AI is rewriting the rules of go-to-market for software orgs. It’s a game where the goal post keeps moving, the plays that worked 6 months ago might not work today, the tools used for success are constantly changing, and the skills needed to produce meaningful outcomes shift as the market progresses.

We’re seeing one of the biggest shifts here we’ve seen in two decades -namely because the eyeballs of potential buyers are moving, and marketers need to adapt their campaign strategies to move with them. People are replacing Google for Perplexity, Search for Research, and info for intel. 

Everyone used to (and still does) obsess over gaming Google’s algorithm: hire an agency, pinpoint keywords, churn out content to hit the top of page one.

But here’s the thing—AI models powering generative search don’t play that game.

They’re not just crawling for keyword-stuffed articles; they’re hunting for authoritative, high-quality content that actually solves problems.

In my opinion, Generative Engine Optimization (GEO) will be the single leading digital marketing skill-set required to build robust pipelines in the coming years (and likely months). And your talent strategy for recruiting Marketing Leadership that possess that skill set needs to shift immediately. 

As an executive recruiter specializing in go-to-market leadership roles for enterprise software businesses, I’ve seen firsthand how the marketing landscape is shifting. This rise of AI-driven search—specifically, Generative Search Optimization (GEO)—is fundamentally changing how buyers find, evaluate, and engage with software solutions. For marketing leaders stepping into growth-stage businesses, understanding GEO isn’t optional—it’s table stakes for success.

Why Generative Search Optimization (GEO) Matters

In the past, marketing leaders focused heavily on traditional SEO strategies: optimizing for keywords, backlinks, and search intent. But the game has changed. With AI-powered search engines like Google’s Search Generative Experience (SGE) and AI-driven assistants like ChatGPT reshaping how content is discovered, marketing leaders must rethink how they structure and distribute content.

A recent report (June 2024) from a Generative-Engines.com published document: “Through rigorous evaluation, we demonstrate that GEO can boost visibility by up to 40% in generative engine responses.”

GEO is about optimizing content so that it’s surfaced in AI-generated responses, summaries, and conversational search results. The goal? Ensuring that when potential customers ask AI-driven search tools for solutions, your company’s product or brand is referenced in the answer.

This manifests itself in a number of ways - but the core ideology: Produce meaningful content, that is easy to read, and is 1st party. This same research report published on Generative-Engines.com broke down how a number of these methods reflect success in their data:

I personally know marketing leaders that are already driving 50%+ of inbound demand through generative engine searches. Many will be driving 90%+ through these channels in a year's time.

It’s going to be the ultimate demand funnel for many years to come.

If you’re hiring a Marketing Leader in 2025 - it is a complete necessity to hire for this skill set. 

Here’s what I recommend to look and scorecard for in this skill category.

The Core Skills You Look for of a GEO-Savvy Marketing Leader


  1. Understanding of AI-Driven Search Algorithms – How AI models interpret and summarize content differs from traditional search rankings. Leaders must learn how AI evaluates credibility, authority, and relevance.

  2. Content Structuring for AI Consumption – AI favors well-structured, context-rich content over keyword-stuffed pages. Marketing leaders must ensure their content is formatted in a way that AI can easily process and reference.

  3. Conversational Content Strategy – With AI-driven search behaving more like a chatbot, marketing teams need to create content that aligns with natural language queries and conversational engagement.

  4. Entity-Based Optimization – Instead of just targeting keywords, marketers must optimize for entities (people, places, topics) to ensure their content is included in AI-generated responses.

  5. AI Search Analytics and Adaptation – Understanding and tracking how AI-driven search tools surface content is a new frontier. Marketing leaders must invest in tools and skills that help them measure GEO performance.

  6. Research First Orientation - Marketing through the lens that potential buyers are doing ‘research’ on solutions, not ‘search.’ This is fuels by first-party data, reputable reporting, and authoritative content that showcases a level of credibility in your domain.


Free Resources to Learn Generative Search Optimization

And for my marketing leaders who want to get ahead of the curve, here are some go-to resources to build GEO expertise:



Final Thoughts

For any marketing leader stepping into a growth-stage software business, adapting to generative search optimization is non-negotiable. AI-driven search will determine how brands gain visibility, making GEO a core competency for modern marketing leaders. As a recruiter, I’m already seeing demand for leaders who understand this shift—those who don’t risk falling behind.

If you're hiring a marketing leader for your software company, make sure they grasp the fundamentals of GEO. And if you’re a marketing leader looking to future-proof your career, start learning today.

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