In the B2B healthcare space, relationships and brand awareness are still what drives business growth. But the way that decision makers are finding and researching potential partners is changing.
Your stakeholders are turning to AI to explore options and ask questions. While a strong digital presence won’t replace the importance of relationship building, it will support you by keeping your brand visible, credible and easy to find.
Incorporating GEO is a smart addition to your marketing strategy. In this blog, I’ll break down what it is, why it is important and how self-funded companies can use it to get ahead.
What Is Generative Engine Optimization (GEO)?
GEO is the next evolution of SEO (Search Engine Optimization). While traditional SEO focuses on ranking your website in organic search results, GEO makes sure your brand shows up in answers generated by AI tools like:
- ChatGPT
- Perplexity
- Google Gemini
- Claude
- and even AI features inside traditional search engines like Google Search Generative Experiences (SGE)
Unlike traditional organic search, where a list of websites appears, these AI tools summarize, synthesize and deliver information to users in a single response.
GEO makes sure your company is included in the AI-generated answer, not lost in the shuffle.
GEO vs. SEO: From Ranking in Google to Appearing in AI-Generated Answers
GEO doesn’t replace SEO, it builds on it.
Think of SEO as your website’s groundwork. It helps search engines find you, makes sure your site loads fast, uses the right words and gives visitors helpful content that builds trust in your brand. GEO takes it further by:
- Structuring content so it’s AI-readable and answer-worthy
- Creating source-authoritative content with credibility markers AI models look for
- Publishing first-party content that gets referenced (like blogs, FAQs, original research)
If SEO is your provider directory, GEO is your care navigator guiding members to the right benefits at the right time.
| Criteria | SEO | GEO |
|---|---|---|
| Purpose | Rank in search engines | Be used by AI engines |
| Focus | Keywords, backlinks, & UX | Context-rich, conversational content |
| Optimization Target | Google, Bing | AI models like ChatGPT, Gemini |
| Tools | SEMrush, Ahrefs, Moz | Jasper, Surfer, NeuronWriter |
| Format Preference | Long-form, blog heavy | Conversational, semantically rich |
| Emerging Use Case | Traditional SEO campaigns | Generative search results, AI chatbots |
Why Does GEO Matter to Self-Funded Insurance Industry?
Because your prospects aren’t always clicking anymore. They’re asking. If the AI tool doesn't recognize your company as a trusted source, you’re not just missing out on clicks, you’re missing out on being part of the answer altogether. User behavior is already shifting:
- In a global enterprise survey, 84% of business leaders believe AI will disrupt traditional workflows and unlock new ways of working including procurement, vendor selection, and planning decisions. (Source: SS&C)
What this means for you: This shift signals the need to ensure your brand is discoverable and credible within AI-driven decision paths, or risk being excluded from shortlists before human conversations even begin.
- Over 85% of leaders who have deployed gen AI say they’re very excited about it, citing improved efficiency, decision quality, and top-line growth. (Source: McKinsey & Company)
What this means for you: Early adopters who invest in AI-optimized content stand to gain not just visibility but also positioning as strategic advisors in an increasingly self-serve digital ecosystem.
- More than 50% of Gen Z and Millennial users say they use AI chatbots for search instead of Google. (Source: Fast Company)
What this means for you: Your next generation of buyers may never see you in a traditional organic search.
AI‑powered search and generative AI are already influencing how decision makers research, evaluate and choose partners.
How Are Your Partners, Prospects and Clients Using GEO?
This change is happening fast. You might be thinking, “We already invest in SEO. Isn’t that enough?” Not anymore.
A broker may ask ChatGPT: “What are the leading TPAs for employers in the Southeast?” or “Top self-funded insurance plans for mid-sized employers.”
Or a CFO could ask Google: “What are the best self-funded health plan strategies for a 500-employee company?” or “Best TPAs for 500-employee companies in Georgia.”
Will your company show up? Will your value prop be part of the answer? If not, your competitors might be owning that conversation.
But the good news? It’s still early, and smart brands have a chance to get ahead by exploring emerging strategies like GEO. Just because it hasn’t been implemented yet doesn’t mean you’re behind, it means there’s still time to lead.
Building a GEO-Ready Marketing Strategy: Where to Start
First step: don’t panic. You’re not behind…yet. Here’s where we recommend starting:
1. Audit and Optimize Your SEO Foundation
- Is your website crawlable? Fast? Structured with schema markup?
- Are you consistently creating value-driven content?
2. Develop GEO-Ready Content
- Answer the exact questions your target audience is asking AI
- Publish thought leadership that establishes your expertise
- Include proof points, case studies and original takes (AI loves authority!)
3. Think Beyond Google
- Optimize for AI tools. Many of these AI search tools often summarize multiple sources instead of linking to them. They present answers, not search result pages.
- Align your brand voice with how users are searching and how AI is responding. Your brand voice can’t just be “on brand”, it also needs to be on search and on prompt. To win, your voice and messaging must connect with how people search and how AI responds.
What Makes Content GEO-Ready?
- Original Insights
- Structured Question Formats
- First-Party Authority
- Aligned to AI Prompt Behavior
What Are the Dangers of GEO?
GEO is not without risk. AI tools like ChatGPT, Gemini, Claude and Perplexity are powerful, but they’re also fallible. They don’t just “pull” facts from the internet. They generate responses based on patterns in content they’ve been trained on, which may be:
- Outdated
- Incomplete
- Biased
- Or just plain wrong
This is what’s called an AI hallucination, when a tool confidently presents false information as fact. In the self-funded industry, where accuracy matters and decisions carry real weight, these errors aren’t just inconvenient, they could be a threat to your credibility.
How Can You Protect Your Brand While Embracing GEO?
GEO doesn’t mean giving up control, it means taking proactive steps to make sure your brand is the one AI tools recognize and repeat. Here’s how:
- Be the source. Publish accurate, original question-based content on your site and trusted platforms.
- Fact-check AI responses. Regularly run the kinds of questions your prospects might ask and audit the results.
- Update your content often. AI tools love freshness, and stale info gets deprioritized or misrepresented.
- Lead with clarity. Avoid jargon and fluff. AI tools reward structured, helpful language.
What’s the Bottom Line? To Win in AI Search, You Need GEO, SEO AND Human Connection
Relationships and brand awareness are still the main drivers in the self-funded industry, but today’s decision-makers are doing their homework long before a conversation ever starts.
More and more, they want the freedom to self-serve: to search, compare and learn on their own terms. And now, many are starting to turn to AI tools to do it.
At Ocozzio, we’re helping B2B healthcare brands stay visible, credible and competitive in this new digital landscape, without losing the personal touch that differentiates them.
GEO Optimization: Key Takeaways
- GEO is the next evolution of SEO, focused on helping your brand appear in AI-generated answers, not just search engine rankings.
- User behavior is shifting fast, your prospects are asking AI, not just Googling.
- AI tools like ChatGPT, Gemini, Claude and Perplexity are changing how decision-makers find information.
- Now is the time to lead, not play catch-up. GEO gives forward-thinking brands a competitive edge.
- Traditional SEO is still critical, but GEO builds on it by optimizing for how AI understands, summarizes and cites content.
- To succeed in GEO:
- Publish question-based, first-party content (blogs, FAQs, original insights).
- Establish authority and credibility using proof points, citations and expert commentary.
- Align your messaging with how AI tools structure and deliver answers.
Ready to Future-Proof Your Brand’s Digital Presence?
Let’s talk SEO, GEO and your digital ecosystem. We’ll help you lead the conversation, before the competition does.