Diving into the evolving world of digital discovery, I’m thrilled to sit down with Milena Traikovich, a powerhouse in demand generation. With her extensive background in analytics, performance optimization, and lead generation, Milena has been at the forefront of helping businesses adapt to the seismic shifts in online search. As the driving force behind innovative strategies at Geostar, she’s uniquely positioned to shed light on the transition from traditional SEO to the cutting-edge realm of Generative Engine Optimization (GEO). In our conversation, we explore the catalysts behind this new era of search, the hurdles businesses face with AI-powered tools, and how Geostar’s technology is revolutionizing online visibility. We also touch on the growing importance of brand mentions and the unique challenges for small businesses in this AI-driven landscape.
Can you share the story behind what sparked the creation of Geostar and your vision for tackling the changing search landscape?
Honestly, the idea for Geostar came from a very personal moment of realization. Last summer, during the Paris Olympics, I saw my parents—folks who aren’t exactly tech-savvy—using ChatGPT to plan their day. They were getting tailored recommendations for restaurants and tours, and it hit me: search isn’t just about Google anymore. It’s about AI deciding what’s worth showing. That moment crystallized the need for a new approach, and Geostar was born out of the urgency to help businesses get noticed in this AI-driven world. My vision was to build something that doesn’t just react to change but anticipates and shapes it, ensuring companies aren’t left behind.
How does Generative Engine Optimization (GEO) stand apart from the traditional SEO strategies we’ve relied on for years?
GEO is a complete paradigm shift. Traditional SEO was all about keywords, backlinks, and gaming Google’s algorithm. GEO, on the other hand, is about understanding how AI language models interpret and summarize content across the web. It’s less about stuffing keywords and more about clarity, structure, and directly addressing user intent because AI systems are looking to provide concise answers. It’s like speaking to a smart assistant rather than feeding a search engine. That’s a fundamental difference in how we craft and present information online.
What are some of the biggest struggles businesses face when trying to adapt to AI-powered search tools?
The biggest struggle is the fragmentation. Businesses used to focus on one target—Google. Now, they’re juggling multiple platforms like Google’s AI Overviews, ChatGPT, and Perplexity, each with its own rules. It’s not just about being found; it’s about being understood by AI systems that prioritize different things, like structured data or authoritative sources. Many companies are still stuck in the old SEO mindset and don’t realize how much ground they’re losing by not adapting to these new expectations. It’s a steep learning curve, and the stakes are high.
Can you dive into how Geostar’s technology helps companies navigate this complex new environment?
At Geostar, we’ve developed what we call ‘ambient agents’—autonomous AI tools embedded directly into a client’s website. These agents continuously tweak content, adjust technical setups, and even create new pages based on what’s working across our network. Think of them as a tireless digital marketing team that learns and applies best practices in real-time. It’s not just about giving advice; it’s about taking action, which is a game-changer for businesses that can’t afford huge agency fees but still need to compete.
Can you share a specific success story where Geostar’s approach made a tangible difference for a client?
Absolutely, take a cybersecurity client of ours as an example. Within just three months, our ambient agents helped them boost their AI mentions by 27%. We spotted a high-value search term in their niche, created optimized content, and got them ranking on the first page of both Google and ChatGPT in just four days. That kind of speed and impact would’ve cost a fortune with a traditional agency, but our tech scales the results without scaling the cost. It’s incredibly rewarding to see that kind of transformation.
Why have brand mentions, even without links, become so critical in the age of AI search?
AI has changed the game here. Unlike traditional SEO where a mention without a link was pretty much useless, AI systems can now analyze vast amounts of text for sentiment and context. A positive mention on a forum like Reddit or in a news article can influence how AI describes or recommends your brand, even if there’s no clickable link. These systems are smart enough to pick up on the vibe around your name—whether it’s praise or criticism—and that shapes their responses to users. It’s a whole new layer of reputation management.
How are small and medium-sized businesses being impacted by this shift, and what risks do they face?
Smaller businesses are at a much higher risk of disappearing in this AI search era. Unlike big corporations with deep pockets for consultants or in-house teams, small and medium-sized companies often lack the resources to keep up with rapid changes. Many law firms or local shops, for instance, rely heavily on being found online for leads, but they’re not equipped to optimize for AI platforms. If they don’t adapt, they risk becoming invisible while bigger players dominate AI recommendations. It’s a real David versus Goliath situation.
How does Geostar aim to support these smaller businesses in staying competitive?
Our mission is to level the playing field. We’ve priced our services—ranging from $1,000 to $3,000 a month—to be accessible to smaller businesses, delivering agency-level results through scalable software. Our ambient agents do the heavy lifting, so a small law firm doesn’t need a full marketing team to stay visible on AI platforms. Plus, by sharing successful strategies across our network, every client benefits from what we learn, not just the big spenders. It’s about giving everyone a fighting chance in this new landscape.
What’s your forecast for the future of GEO and AI-powered search over the next few years?
I think we’re just scratching the surface. Over the next few years, GEO will become even more intricate as search embeds itself into everyday tools—think wearables, productivity apps, or even augmented reality. Each platform will likely have unique optimization needs, making adaptability key. I also see ethical questions around fairness and transparency becoming louder as businesses vie for AI’s attention. My forecast is that mastering GEO won’t just be a competitive edge; it’ll be a survival skill as AI continues to redefine how we discover and interact with the world online.
