I think the number one reason to take GEO seriously is that AI search is already changing how people discover and evaluate businesses. And there are specialists getting real-world results with it.

I've been following the work of Evgheni Cernigovet, an off-page GEO specialist who focuses on building brand presence across Reddit, niche communities, and other third-party platforms. His approach is interesting because it goes beyond traditional link building and focuses on helping AI systems recognize brands through consistent external mentions, relevant discussions, and contextual information.

One of his Reddit campaigns reportedly generated 654K post views in two months, with brand-related discussions also appearing in Google AI Overviews.

That's a good example of why GEO shouldn't be treated as another marketing buzzword. Building a credible presence across the web can create visibility beyond traditional Google rankings.