Paul Boag recently hit on something that most Growth and Marketing teams won't admit: we're spending weeks debating navigation structures that only represent one slice of how people actually find things.

Your homepage looks incredible. That full-width looping video of your latest collection? Chef's kiss. Your stakeholders loved it in the presentation. Your designer is thrilled.

Your Shopify store is bleeding money, and you probably don't even know it.

You're driving traffic like a Formula 1 race, but your conversion rate looks like a Sunday driver. Welcome to the most expensive problem in digital marketing: the leaky bucket syndrome.

Generative Engine Optimization (GEO) is the practice of structuring your content so AI search engines, like ChatGPT, Perplexity, Google's AI Overviews, and Gemini, can find, cite, and recommend your brand.