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# GEO Vendors Misuse Academic Research to Rebrand Old SEO Tactics
- URL: https://adjacent.media/signals/geo-vendors-misuse-academic-research-to-rebrand-old-seo-tactics/
- Published: 2026-05-07T16:10:30.000Z
- Updated: 2026-05-07T16:10:30.000Z
- Description: Generative Engine Optimization (GEO) vendors are marketing repackaged SEO best practices under a trendy new label, while selectively citing academic research that contradicts their claims.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, content strategy, SEO, marketing

Source: [Search Engine Journal](https://www.searchenginejournal.com/the-whole-point-was-the-mess/573977/?ref=adjacent.media)

Generative Engine Optimization (GEO) vendors are marketing repackaged SEO best practices under a trendy new label, while selectively citing academic research that contradicts their claims. Vendors don't need to innovate if they can rename existing strategies and attach them to emerging platform shifts. Brands waste resources chasing GEO "best practices" that are either baseline SEO or vendor-specific optimizations dressed up as industry standards.