A lot of people are treating GEO as a formatting exercise better headings, tables, schema, etc. Those help, but I think the bigger shift is that AI systems reward evidence density.

When an agent evaluates sources, generic claims like "we help businesses grow" are almost invisible. Specific implementation details, measurable outcomes, architecture decisions, postmortems, and real-world lessons are much easier to retrieve, compare, and cite.

The brands that will win in agent-driven discovery aren't necessarily the ones publishing the most content. They're the ones creating content that answers a question so thoroughly that an AI system can confidently use it as a source. That's a much higher bar than traditional SEO, and honestly, it's probably better for users too.