Generative Engine Optimization in Marketing: A Bibliometric Review of Emerging SEO Strategies for Digital Brand Visibility
DOI:
https://doi.org/10.58812/wsis.v3i11.2385Keywords:
Bibliometric Analysis, Search Engine Optimization, Generative Engine Optimization, Digital Marketing, Content Marketing, Artificial Intelligence, VOSviewerAbstract
This study performs a bibliometric analysis of research at the convergence of search engine optimization, digital marketing, and novel Generative Engine Optimization (GEO) methodologies. The analysis utilizes papers indexed in Scopus and Web of Science from 2010 to 2024, employing performance metrics and science-mapping tools through VOSviewer and Bibliometrix to identify prominent authors, institutions, nations, and theme clusters. Visualizations of networks, overlays, and densities indicate a stable core centered on search engines, SEO, marketing, and electronic commerce, with an increasing focus on content marketing, artificial intelligence, and strategic planning. Collaboration maps underscore the pivotal roles of India and the United States, illustrating robust connections between computer science and business-oriented departments. The study elucidates the intellectual framework of the discipline and situates GEO as an extension of SEO specifically designed for generative AI contexts, thus providing a basis for future theoretical advancements and practical models regarding digital brand visibility in AI-driven search ecosystems.
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