If you’ve been in marketing long enough, you already know the power of SEO – Search Engine Optimization – and how it changed the way we all do business. But now there’s a new acronym every supplier and distributor needs to know: GEO, or Generative Engine Optimization.

Just like SEO shaped how companies ranked on Google, GEO determines how your brand is represented inside AI models like ChatGPT, Gemini, Claude or Copilot. These systems are now becoming the first stop for buyers looking for answers, including where to source promotional products.

From Search Engines To Generative Engines

In the old days, a buyer would Google “best promotional supplier,” scroll past the ads and click on whoever ranked highest. That’s SEO.

But what happens when they ask ChatGPT instead?

  • “Who are the best distributors for sustainable merchandise?”
  • “Where can I buy affordable branded tumblers for my next trade show?”


AI doesn’t give you a list of links – it gives one answer. The companies it mentions are the ones it trusts the most based on their data quality, authority and freshness.

RELATED: Promo’s AI Challenges And Opportunities

That’s what GEO is about: ensuring your company’s data and content are recognized, understood and surfaced by large language models.

GEO Tips For Suppliers

For suppliers, GEO starts with structure and accuracy. LLMs are data-hungry and rely on clean, machine-readable information.

1. Standardize your product data.
Use consistent fields and industry standards like PromoStandards or PDX. Make sure product names, colors and attributes are clearly labeled.

2. Enrich your listings.
Add metadata such as location, vertical or use case. That way, if someone asks, “Show me eco-friendly mugs under $20,” the AI connects your product automatically.

Ask ChatGPT or Gemini how it sees your brand, how to improve your descriptions or what information is missing. Then act on it.”

Raul Rodriguez

CEO, Merch.ai

3. Provide both short and long descriptions.
Depth matters more than keyword stuffing. Include useful details like “dishwasher-safe” or “made with recycled plastic.”

4. Keep pricing and inventory updated daily.
Timely updates show reliability. Outdated feeds hurt your credibility with AI.

5. Publish thought leadership with real names attached.
LLMs value authoritative sources – so publish blogs, case studies or whitepapers signed by executives or recognized experts. Avoid “fake blog farms.”

GEO Tips For Distributors

Distributors can’t always outspend large players, but GEO rewards authenticity and helpful content – a huge advantage for smaller, more agile teams.

1. Write in a Q&A format.
AI loves natural language. Articles like “Best trade show giveaways under $20” or “Top eco-friendly gifts for tech events” are exactly how people phrase real queries.

2. Focus on niches and local relevance.
Own your vertical or geography. For example, “promotional products for breweries” or “branded apparel in Boise.” Niche positioning helps you surface faster.

3. Showcase real use cases.
Share client stories, testimonials and before-and-after photos. When customers sign off on content, it becomes more trustworthy and indexable.

4. Publish tools and guides.
Checklists, ROI calculators and buyer guides make your site more valuable and memorable. Furthermore, LLMs recognize them as expert content.

5. Keep content fresh.
A key GEO principle: LLMs reward recency. Update blogs, guides and case studies regularly so AI systems view your brand as active and relevant.

How To Stay Ahead

A few more insights from what we’ve learned at Merch.ai:

  • Every LLM values sources differently. Review how ChatGPT, Gemini, Claude and Perplexity interpret your brand. You might show up on one but not another.
  • Write for your real customers. The most effective content is designed for your prospects – not just for algorithms. When it’s authentic, AI can tell.
  • Freshness wins. Update product info, news and articles often. LLMs heavily favor newer, verified content.


The GEO Moment Is Now

We might be early in the GEO era, but that’s exactly why it matters. Think back to SEO in 2005 – the brands that mastered it first became industry leaders. The same opportunity is happening again, only faster.

Within a couple of years, the way buyers discover promo suppliers and distributors will shift from Google to AI. The question is: Will your company be part of the answer?

The best way to learn GEO is simple – use AI to learn AI. Ask ChatGPT or Gemini how it sees your brand, how to improve your descriptions or what information is missing. Then act on it.

Those who do will be the ones AI remembers.

Rodriguez is CEO of Merch.ai, a PPAI business services member aiming to help promo companies incorporate AI into their specific needs.