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If it seems like TikTok has been quiet post-ban threats, that’s because it has. But make no mistake —quiet doesn’t mean silent.

Since its legal woes have been resolved, and the U.S. app was spun out earlier this year, TikTok has taken a muted approach to business. The platform is aggressively pushing for ad dollars from independent agencies and seemingly aiming to close the gap between it and Meta. What looks like business as usual on the surface is more likened to hushed plight for more ad dollars, creators and users.

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GEO is an acronym now flooding many media execs’ inboxes, as vendors fall over themselves to capitalize on the wave of interest. Short for “generative engine optimization,” a growing number of vendors are pitching their GEO services to optimize content for chatbots and AI search engines, claiming they can help brands and media companies boost their visibility in AI-generated answers.

But SEO veterans say the emerging industry around these AI visibility services may not be as revolutionary as they seem. Many GEO tactics, they note, are not all that different from traditional search optimization, though naturally there are some key distinctions.

Here are some misconceptions around GEO:

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