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How Nike Lost Its Way 19 min Google used to be a phone book. Now it's a friend. And that one change decides whether anyone ever finds your business. Say your car breaks down in a town you've never been to. You find a phonebook with a list of twenty mechanics You don't know who's best, and you'd have to call them all to find out But then you ask a local. And they say: go to Mike's. The phonebook is what Google used to be. The local is ChatGPT, AI Mode, and this entire process is called Generative Engine Optimization. GEO for short. And it's not a small thing. About a third of the US will be searching this way in 2026. ChatGPT alone has 900 million people asking it questions every single week. So here's the real question. How does that local know about “Mike's”? Not from Mike's website. Every website says it's the best. That tells the local nothing. The local heard it somewhere else. A community forum. A local news article. A review roundup. A YouTube video. When researchers looked at 25 million links AI actually cited, 84 percent of them were other people talking about the business. Not the business talking about itself. So the work isn't polishing your own website. It's getting mentioned in the places that the local goes looking. But here's what makes this genuinely hard. You have no idea whether it's happening. If AI recommends you, and that person then Googles your name, it just looks like they found you on their own. You never see the recommendation. That blind spot is exactly what Ubersuggest built a feature for. It tracks whether your brand is actually showing up inside answers from ChatGPT and Gemini, the same way it's always tracked your Google rankings. Follow to use these easy explainers to stay ahead of the competition!
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