This article is based on a conference we co-hosted with Troople, focusing on local visibility challenges and the emerging expectations of AI-powered answer engines.

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Among the key digital trends in 2025, one stands out, and you’ll understand why as you read this :

• How generative AI is reshaping the way consumers search for and choose your stores.
• What Generative Engine Optimization (GEO) is and why it complements traditional SEO.
• How user behaviors are shifting: more reading, fewer clicks, and faster decisions.
• The four essential pillars of a sustainable and effective GEO strategy.
• Concrete steps to structure your data and content to appear in generated AI answers.
• Why anticipating these changes is critical to maintain your market share.
• How Mobilosoft supports retail networks in managing this transition smoothly.

AI, search engines, and changing buyer behaviors

Even before setting foot in a store, most of your customers search online. A simple query like “shoe repair in Boulogne” or “hairdresser open today” can trigger a visit, or divert it to a competitor.

Until recently, these searches mainly happened on Google or Maps. Users would review several links and compare. Today, artificial intelligence is shifting the game. Tools like ChatGPT, Bing, Copilot, and Perplexity increasingly provide single, well-written answers that summarize the information they deem relevant.

If your local data is outdated, incomplete, or unstructured, these engines simply won’t use it. You’ll be neither visible nor mentioned. In this new model, the question is no longer “Am I well ranked?” but “Am I understood and chosen as a credible source?”

“GEO”: the natural evolution of SEO to appear in ChatGPT and friends

For years, SEO (Search Engine Optimization) has relied on familiar techniques : optimizing keywords, increasing backlinks, and refining technical tags. These still matter but they’re no longer enough.

Generative Engine Optimization (GEO) is the necessary next step. GEO means preparing your content, data, and local pages so they can be interpreted, validated, and integrated into AI-generated responses.

Unlike traditional SEO, GEO requires anticipating how AI will cross-reference and verify your data. If your information lacks consistency across platforms, if local listings aren’t enriched, or if descriptions don’t match how your audience typically phrases things, your brand will vanish from the suggestions. That’s the big shift since 2024 (and especially compared to 2023!).

Creating content isn’t enough anymore, you must structure and interconnect it to be seen as trustworthy. In short : think offers and customer experience.

Customer behavior is changing fast, so is the way they search for brands

We’re seeing a clear trend: users are reading more, but clicking less. Most now read the AI-generated snippet, just a few lines, and make their decision instantly. This makes tech-driven recommendation a key factor in reaching new audiences (and even in boosting customer loyalty!).

This shift has two big consequences for your marketing efforts:

Your website alone is no longer sufficient. AI answer engines draw from your Store Locator, your Google Business Profile listings, Facebook pages, and Apple Maps entries.

Your content must be clear and detailed enough for a customer to understand the essentials without clicking. Your digital presence becomes a direct influence channel, not just a gateway to your site.

So how do you navigate 2025? The four pillars of a successful GEO strategy

At our conference, we presented a structured approach known as S.U.B.P.:

S for Site and Store Locator
Your site must include a modern Store Locator, with one page per store, clear tags, and localized content. This architecture is the foundation of your GEO visibility and ranking.

U for User Generated Content
Content produced by your customers, reviews, photos, ratings, has become a vital trust signal. A store that collects and responds to regular, recent reviews proves its credibility.

B for Brand-Owned Databases
Google, Apple, Bing, and Facebook collect data about your stores. You must ensure this data is consistent and up-to-date so AI engines can confidently include it in their responses.

P for Press and Third-Party Publishers
Mentions in reputable articles and niche media outlets help reinforce your brand authority in the eyes of the engines.

This framework helps you prioritize effectively : it’s better to have an impeccable site and local listings than a scattered strategy.

How to appear in AI-Generated answer

The core of GEO lies in semantic alignment. AI matches the phrasing of a query with your content. If a customer asks, “Where to buy organic clothing in Paris?” and your pages use those exact terms, your chances of being cited rise significantly.

To keep up, three key levers are essential :

– Identify generic and common queries your customers are likely to use.
– Structure your content around those questions, offering clear, updated answers.
– Ensure consistency of information across your site, listings, and social networks.

Channels are changing but the fundamentals remain

The share of queries processed by generative AI is still modest today, but it’s growing fast. Within two years, they could represent up to 20% of local searches.

Waiting means risking a last-minute scramble to catch up. Preparing now gives you a durable competitive edge.

You already have key assets : your local listings, customer reviews, and existing content. The task isn’t to rebuild from scratch, but to optimize what’s already there.

What we offer on the platform

At Mobilosoft, we help retail networks turn AI into an opportunity, not a burden. Concretely, we support you in :

– Designing a Store Locator tailored to GEO standards.
– Publishing and syncing your data across 30+ platforms.
– Organizing review collection and customer feedback management.
– Measuring the local performance of each store with actionable dashboards for retailers.

Our core belief : an effective GEO strategy should be simple, streamlined, and built with a clear vision.

Is your network ready?

We offer a free GEO audit to assess your visibility, identify your strengths, and define your top priorities.

🌐 More info: www.mobilosoft.com

About Mobilosoft

Mobilosoft is a recognized European player in the field of local digital optimization for retail networks. For over 10 years, we’ve helped retail brands manage their centralized online presence, keep their business data up to date across key platforms (Google, Apple, Waze, Facebook, Bing…), and enhance their physical locations through a comprehensive solution and personalized support.