From SEO To GEO: How Indian Brands Can Stay Visible In AI‑First Search

Traditional SEO is giving way to Generative Engine Optimization (GEO) as AI-powered search engines like Google’s AI Overviews and AI Mode reshape visibility for Indian brands. This shift demands strategies focused on conversational intent, cultural relevance, and AI-driven discovery to maintain relevance in India’s rapidly evolving digital landscape.

The Dawn of AI-First Search in India

Google’s AI innovations, including AI Overviews, AI Mode, and Google Lens, are transforming how Indians discover brands. AI Overviews now appear in over 10% more query types in markets like India, enabling ads directly within these summaries for mobile and desktop in English.^{^[1]} At Google Marketing Live India 2025, 87% of Indian consumers reported discovering new brands on Google and YouTube, highlighting the platform’s dominance in decision-making moments.^{^[3]}

Search behavior has evolved from keyword stuffing to nuanced, conversational queries. Voice search via Google Assistant and visual tools like Google Lens prioritize natural language and images, challenging brands to optimize beyond typed keywords.^{^[2]}

What is GEO? Beyond Traditional SEO

Generative Engine Optimization (GEO) optimizes content for AI-generated responses rather than direct SERP rankings. Unlike SEO’s focus on backlinks and keywords, GEO emphasizes authoritative, structured data that AI models cite in overviews. Indian brands must create content that AI systems like Gemini recognize as trustworthy and relevant.

This includes using structured data, FAQs for long-tail queries, and multimedia for visual search—critical for e-commerce sectors like fashion and electronics.^{^[2]}

Indian Brands Winning with AI Max and Intent Mapping

Brands like Policybazaar, Lenovo, and Myntra exemplify GEO success through Google’s AI Max for Search. Policybazaar achieved a 28% increase in policy bookings at 23% lower costs by decoding consumer intent beyond keywords.^{^[1]} Lenovo reported a 73% surge in purchases and 53% revenue growth using similar AI tools.

Myntra transliterated English terms into Hinglish for non-metro audiences, boosting ROI by tapping underserved markets. Tira Beauty rewrote 600,000 product descriptions with Gemini, yielding 50% more organic clicks and 27% higher conversion value.^{^[1]} Cashify’s early AI Max test drove 15% more conversions while maintaining efficiency.^{^[3]}

Real-World Examples of GEO in Action

MakeMyTrip: Used Gemini to categorize YouTube content, delivering context-aligned travel ads with a 300% conversion spike.^{^[1]}
Emeritus: Leveraged AI Demand Gen for high-intent learner targeting, increasing payments by 15%.^{^[1]}
Nykaa and Flipkart: Adopted AI for personalized retail experiences, including visual search and inventory optimization.^{^[5]}

Key Strategies for GEO: A Playbook for Indian Marketers

To thrive, Indian brands should pivot to these AI-first tactics:

Master Conversational Content: Optimize for voice and natural queries with long-tail keywords and FAQs. Content mimicking human speech ranks higher in AI responses.^{^[2]}
Embrace Visual and Personalized Search: Use high-quality images with alt tags for Google Lens. Tailor results by region, device, and behavior—vital for India’s diverse demographics.^{^[2]}
Build Cultural Intelligence: Incorporate regional languages like Hinglish and authentic narratives. AI amplifies people-first libraries attuned to Indian nuances.^{^[1]}
Leverage AI Max and Predictive Tools: Automate targeting, content generation, and real-time optimizations. Predict algorithm shifts and user trends for proactive visibility.^{^[4]}
Partner with AI SEO Experts: Agencies blending AI with human insight excel in scale-optimized content and backlink strategies.^{^[4]}

Challenges and Opportunities in AI-First India

Personalization fragments results—same keywords yield different SERPs based on user history—forcing hyper-local GEO.^{^[2]} Yet, AI analytics unlock trends, enabling predictive content that anticipates queries.

India’s 2025 marketing landscape favors brands automating execution to focus on creativity. Google’s full-stack AI on Search and YouTube closes the gap between ambition and action.^{^[3]}

Conclusion

From SEO to GEO, Indian brands staying visible in AI-first search must prioritize intent, culture, and AI tools like those powering Policybazaar’s wins. By adapting now, they secure growth in a conversational, visual future.