The Zero-Click Era: GEO Strategy for Brands
Session Overview
In the zero-click era, decision-making begins not with keywords and clicks, but with AI-generated answers. As a result, brands face critical risks beyond traffic decline: disrupted conversion paths, distorted messaging, and diminished control over customer touchpoints.
The battlefield has shifted—competition is no longer about ranking at the top of search results, but about winning visibility through mentions, citations, and decision-shaping context within AI responses. Traditional SEO alone is no longer enough.
Brands now need a GEO (Generative Engine Optimization) strategy aligned with how AI composes and prioritizes information in its answers. GEO goes beyond visibility. It aims to increase Share of Answer and build authority through structured, verifiable information and credible evidence.
This session examines the structural shifts of the zero-click landscape and presents GEO strategies and insights with case studies.
Speaker
He anticipated the arrival of the zero-click era through his book Zero-Click (Gilbut; recommended by the Korean Academic Society of Business Administration), and has been a leading voice in presenting marketing response strategies for the Korean market.