News Summary

• As AI changes how consumers discover and evaluate brands, organizations need to reconsider how they fund search visibility.
• Adding a GEO budget or swapping organic traffic for a new collection of visibility metrics does not solve the underlying problem.
• The company should identify shared capabilities, including foundational technical SEO work, determine which investments support its broader discovery objectives, and fund them accordingly.
• The budget has to reflect what the business is actually purchasing.
• It's a resource-allocation problem as much as a marketing problem.
• An executive team may resist additional SEO spending while readily allocating resources to improve visibility in AI-generated answers.