GEO outperforms SEO

AI is redefining search behaviour and the shopping experience in the footwear industry, explains Justin Thomas VP Sales EMEA North at Akeneo

When shoppers go online to find their next pair of shoes, they are increasingly less likely to type mechanical phrases like ‘women's trainers size 5.5’ and more likely to use natural, specific requests such as ‘comfortable vegan trainers for long summer walks’ or ‘durable hiking boots for wide feet that still I can still wear in the pub.’

Accurate search results are now possible using AI-powered tools that understand complex, conversational queries and instantly deliver personalised, relevant results. This is nothing short of a fundamental shift in retail search and discovery that we are calling Generative Engine Optimisation (GEO).

The implications, of course, go beyond footwear. Any brand, manufacturer, and retailer hoping to succeed in the years ahead must adapt to this new reality, where AI interprets intent, context and lifestyle signals not just keywords. Yet in footwear, where fashion, function, and sustainability combine, the transition may be more pronounced.

Search engine optimisation (SEO) was once the cornerstone of digital commerce, where product descriptions were written with keywords optimised for algorithms but not for consumers. But now, consumer behaviour and searching tools have changed. Voice assistants, AI-powered shopping tools, and conversational interfaces are mainstream and shoppers are no longer happy with only results, they want answers. This is the very definition of GEO - content and product data optimised not for machines but for human intent, understood and surfaced by intelligent systems.

Nowhere perhaps is this more evident than in footwear. Customers want to know if a trainer is ethically made, whether a boot works for wide feet, or if a heel can survive a rainy London commute. Consider this rich mix of factors - materials, colours, shapes, sizes and styles; seasonality and trend cycles - trainers one month, Chelsea boots the next; and emotional resonance - shoes as lifestyle statements and markers of identity; and more recently, sustainability considerations - from vegan materials to recycled soles.

This creates highly nuanced shopping behaviour. Customers compare options, seek peer reviews, and expect real-time tailored recommendations. GEO is what enables brands, manufacturers, and retailers to meet those expectations if they have the right product data foundation.

Take this example: a shopper searches for ‘durable hiking boots for wide feet, made from vegan materials.’ Traditional SEO might only capture ‘hiking boots’ and ‘vegan.’ GEO recognises the entire semantic context, foot shape, usage scenario, and material preference to connect it to precisely matched products. Traditional keyword logic can’t cope with this complexity, while GEO can.

Structured, enriched product data is the lifeblood of GEO. For footwear, that includes :

•       fit specifications (regular, narrow, wide)
•       material and sustainability details (vegan, recycled, breathable)
•       use cases (trail hiking, office wear, street style, formal occasions)
•       customer insights (reviews, fit feedback, return reasons).

Centralised Product Information Management (PIM) is critical here. Without a unified source of truth, product attributes remain inconsistent, making it impossible for AI systems to deliver accurate, personalised results.

GEO requires brands, manufacturers, and retailers to think beyond technical jargon. Shoppers might search for ‘trainers’ instead of ‘running shoes’ or ‘easy to slip on’ instead of ‘Velcro.’ Capturing and embedding this natural vocabulary into product data makes items easier to discover.

Retailers, brands, and manufacturers can mine onsite searches, customer service chats, and product reviews to identify how their customers really describe products and then use that language to enrich product information.

Thirdly, shopping in context. Buying shoes is never just about the look. GEO thrives when contextual data, including weather, occasions, style preferences, and sustainability goals, is built into the product catalogue. For instance, a system that recognises someone searching for ‘winterproof business boots’ and serves up elegant, insulated, water-resistant options. This is GEO in action.

Without PIM, however, there is no GEO. This is where technology meets strategy. GEO depends on consistent, enriched, and channel-ready product data. A PIM platform provides exactly that, ensuring that product information, from fit specifications to sustainability markers, is complete, accurate, and discoverable. Without structured data, AI-powered assistants cannot make meaningful connections between intent and products. Retailers, brands, and manufacturers miss out on visibility and customers move on.

The rise of GEO isn’t a passing trend. It’s a direct response to shifting consumer expectations. Shoppers want guidance, not guesswork. They want product discovery to feel as natural as asking family or friends for advice.

For footwear brands, retailers, and manufacturers the message is that structured, enriched product data is now a strategic asset. Those who invest in making products discoverable, by both consumers and machines, will gain a decisive edge in a market where assortment alone is no longer enough.

In a category where choice can be overwhelming, GEO transforms complexity into clarity. For brands and retailers, that means greater visibility, more relevant recommendations, and happier customers. For shoppers, it means finding the perfect pair of shoes, not just quickly but with confidence.