Sep 1 2025
Stop Trying To Make GEO Happen! via @sejournal, @cshel

“Stop trying to make GEO happen. It’s not going to happen.”

With apologies to Gretchen Wieners and the writers of “Mean Girls,” the line feels like the only way to start this conversation about a buzzword making the rounds: GEO (which is now, allegedly, supposed to mean Generative Engine Optimization).

This article grew out of a LinkedIn post/open plea I wrote recently about this furore, which unexpectedly took off – approaching 10,000 impressions, four dozen comments, and plenty of laughter at bad acronym ideas. Clearly, this struck a nerve with the SEO and marketing community.

On the surface, to be fair, the concept makes sense. We’re in a new era where AI-driven search engines are shaping how content is retrieved, summarized, and delivered. Adapting SEO strategies for that reality is important; however…

Nobody Will Say “G-E-O”

Acronyms survive if they’re pronounceable. If they aren’t easy to say aloud, and also happen to spell an actual word, people will say it like a word.

To my point, no one is going to spell out “G-E-O” when talking about Generative Engine Optimization. It simply doesn’t roll off the tongue nicely. Inevitably, it becomes the word “geo” – and that’s where the trouble starts.

The word geo is ancient. It comes from the Greek word gē (γη), meaning earth or ground. It’s the root of hundreds of words we already use every day: geography, geology, geothermal, geopolitics, geospatial, geotracking, geotagging, geomapping. In technology, it’s baked into concepts like geo-targeting and geo-fencing, and in all cases, geo explicitly means “the earth” in some form or another.

The linguistic baggage here is too heavy. There is no amount of wishful thinking that will make “gee-ee-oh” mean something not related to the earth.

The Branding Problem: Words Have Meaning

Words and acronyms aren’t blank slates. They carry cultural, historical, and linguistic connotations and memories that can’t be erased by decree.

Try to rebrand “GEO” and people’s brains will still instantly (or at least initially) read it as “geography.” They might pause and look at the context, and then decide “Oh, this must be G-E-O which means generative engine optimization, which is like S-E-O but for AI.” That’s a lot of work we are asking the public to do for three little letters.

It’s the same reason I could never (not that I would ever) convince our marketing team to rebrand our SEO plugin as an “FBI” plugin. No matter how hard we try to make FBI mean For Better Indexing, we are not going to be able to overcome the decades of heavy usage that says FBI means Federal Bureau of Investigation.

In this case, GEO doesn’t have decades of historical usage; it has literally millennia of meaning that IS NOT THIS. Hijacking an acronym with multiple centuries of usage is not innovation; it is confusion.

The SEO Problem: Competing With Entrenched Meaning

Let’s set branding aside and look at this purely from an SEO perspective.

Search engines reward authority, longevity, and relevance. The word geo has decades of backlinks, established search volume, and deeply entrenched usage. Every authoritative signal in Google’s system points to geo = geography/geographical/earth-related or adjacent.

Generative Engine Optimization will be competing against that established meaning forever. It won’t matter how many blog posts declare that “GEO is the new SEO” – the search results for “geo” will belong to geography, not generative optimization.

Then we can look beyond Google’s index – the training data behind large language models (LLMs) already “knows” that geo refers to Earth and geography, because that’s what the word has meant in every corpus of text for thousands of years. The idea that we can overwrite that meaning in a few quarters of (AI-generated) blog posts and conference talks is, frankly, wishful thinking.

Acronym Soup: Why Hijacking Fails

This isn’t the first time people have tried to coin a buzzword by hijacking an acronym. It never works. Acronyms only stick when they are:

  • Unique (no heavy pre-existing baggage).
  • Clear (people know, or can easily surmise, what they stand for).
  • Pronounceable (people can easily say them in conversation).

When they aren’t, they dissolve into acronym soup. Everyone gets confused, nobody adopts the term consistently, and the idea dies.

Humor Break: Acronyms We Can Safely Reject Now

Since I’m sure there will be a scramble to come up with something “better” than GEO, let me save you the trouble and pre-remove a few tempting, but alas already in use, options from the list.

  • FBI – For Better Indexing (all your queries are under surveillance).
  • PDF – Prompt-Driven Framework (optimized for clients who never open them).
  • BIO – Bot Interaction Optimization (because the LLMs need to “like” you).
  • CEO – Crawl Efficiency Orchestration (manage your bots like a boss).
  • URL – Unified Retrieval Layer (ranking starts at the root).
  • GPS – Generative Prompt Sequencing (your AI still needs directions).
  • API – Automated Prompt Injection (though to be fair, my brain always defaults to “armor piercing incendiaries” but that’s probably just a me problem).
  • HTML – Human-Tuned Model Language (teach the bots to “speak search”).
  • INFO – Intelligent Neural Findability Optimization (make your content “discoverable” to AI).
  • PRO – Prompt Response Optimization (win the answer box in AI).
  • EV – Enhanced Visibility (because apparently that’s the whole point).
  • SEO – Synthetic Engine Optimization (yes, we’ve come full circle).

They’re funny, but none of them should happen for all of the reasons outlined above.

What Actually Works When Naming Concepts

So, if GEO is a lost cause, what should we be doing instead?

1. Start Unique

  • Don’t hijack a word or acronym already in heavy use.
  • The cleanest acronyms are invented, not repurposed.

2. Make It Pronounceable

  • SEO works because people can say it.
  • SaaS (Software as a Service) works because it’s short and phonetically easy (“sass” in case you didn’t know).

3. Anchor It In Authority

  • Google’s own acronyms, like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), stuck because Google itself enforced them.
  • A community can rally around a term, but only if it feels backed by authority or usefulness.

4. Check The SERPs First

  • Before you try to coin an acronym, search it.
  • If the first three pages of results are about something else entirely, you might be sunk before you begin.

The Bottom Line: Stop Trying To Make GEO Happen

Generative Engine Optimization as a concept makes sense, but GEO as an acronym is doomed.

It fails linguistically (nobody will say “G-E-O”), historically (the word is ancient and already claimed), and strategically (search engines and LLMs already associate “geo” with geography, not generative search).

If you want a new term to catch on, start with one that isn’t already taken. Otherwise, you’re not innovating language – you’re just creating acronym soup … and sabotaging your own visibility from day one.

So please, stop trying to make GEO happen. It’s not going to happen.

More Resources:

Featured Image: CHIEW/Shutterstock

Ecommerce MGMT 0 Comments
Sep 1 2025
Ecommerce copywriting tips & frameworks that convert [+a free checklist]

Table of contents

Product pages. Ads. Emails. Headlines. Every word you publish either builds momentum or loses it. Great ecommerce copy does more than describe a product. It earns trust, sparks emotion, and clears doubt. Most importantly, it helps someone say yes with confidence. 

This guide includes 20 practical, proven tips to sharpen your copy across strategy, product pages, persuasion, and retention. They’re not theory. Just tested techniques from brands that convert. 

And there’s more: Want the full 40? 
Get the 20 bonus tips straight to your inbox by signing up here. 

How to choose the right copywriting framework and emotional trigger 

Before you write, choose two things: 

  1. A framework to guide structure 
  1. An emotional trigger to shape tone and persuasion 

These decisions will shape every line of your copy. 

Copywriting frameworks 

1. AIDA: Attention, Interest, Desire, Action 

AIDA is the foundational copywriting framework that guides prospects through a systematic journey from awareness to conversion. 

Best for: Landing pages, ads, hero sections. 

Why it works: It grabs attention quickly, builds curiosity, then shifts momentum toward a clear action. 

Example: Selling a portable espresso maker 

Attention: “Brew perfect espresso anywhere.”

Interest: “No plugs, no bulky machines, just fresh coffee in your backpack.”

Desire: “Get café-level crema in 90 seconds flat.” 

Action: “Order now and take 20% off your first brew.” 

2. PAS: Problem, Agitation, Solution 

PAS is the emotional powerhouse that transforms pain points into urgent buying decisions by first identifying problems and discomfort and presenting a solution.   

Best for: Pain-point-driven products or comparison pages.

Why it works: It starts by naming the problem and digging into the frustration, then offers your product as the fix. 

Example: Selling an anti-theft travel backpack 

Problem: “Worried about pickpockets on your next trip?” 

Agitation: “One stolen wallet can ruin your entire vacation and most zippers do not stand a chance.” 

Solution: “Our backpack has cut-proof fabric, hidden zippers, and lockable compartments to keep you safe on the move.” 

3. BAB: Before, After, Bridge 

BAB leverages aspirational storytelling to showcase transformation, painting a vivid picture of life improvement before positioning your solution as the bridge to that better future.   

Best for: Lifestyle or transformation-focused products.

Why it works: It shows life before and after the product, then connects the dots with your offer. 

Example: Selling a fitness app 

Before: “You used to skip workouts, feel sluggish, and waste time guessing what to do at the gym.” 

After: “Now your workouts are short, focused, and actually fun to stick with.” 

Bridge: “All it took was our guided 20-minute training plans built for real people and real schedules.” 

Emotional triggers 

Pathos: Emotion 

Best for: Beauty, lifestyle, wellness, identity-driven products.

Why it works: It speaks to how people want to feel or who they want to become. 

Example: Selling sustainable clothing 

“You are not just buying a shirt. You are choosing to show up for the planet and look good doing it.” 

Logos: Logic 

Best for: Tech, tools, performance-based products.

Why it works: It appeals to rational decision-making, like saving time, money, or hassle. 

Example: Selling noise-canceling headphones 

“Blocks 95% of background noise so you can focus faster and work smarter, backed by lab testing and a 2-year warranty.” 

Ethos: Trust and credibility 

Best for: Financial, health, professional, or safety-related products.

Why it works: People rely on authority or reputation to reduce risk.

Example: Selling skincare 

“Developed by dermatologists and trusted by over 1 million users worldwide because your skin deserves expert care.” 

Strategies for clearer copy 

Strategic copywriting transforms scattered messaging into focused communication that guides prospects smoothly through their buying journey.   

  1. Let structure guide flow: AIDA, PAS, BAB. Pick one and follow it through. Good copy is linear, not scattered. 
  1. Tone should match buyer intent: New visitor? Use clarity and reassurance. Returning shopper? Bring speed and confidence. 
  1. Give each section one job: Trying to explain, reassure, and upsell in a single block? Nothing will land. Break it up. 
  1. Answer doubts before they form: If shipping time, fit, or returns are common questions, surface them early in the copy. 
  1. Use a mix of logic, emotion, and visuals: Show how the product works, how it feels, and how it fits their life. 

Product copywriting prioritizes outcome-driven messaging that shows customers exactly how their lives improve. It moves beyond features to paint vivid pictures of real-world usage scenarios. 

  1. Lead with the outcome: Start with what changes for the customer. Then explain how. 
  1. Put the product in a real moment: Don’t say “compact.” Say, “Fits in your jacket pocket on a rainy commute.” 
  1. Use bullets to speed up decisions: List what is included, what it is made of, and who it is for. Keep it snappy. 
  1. Write purposeful alt text: Describe what the image shows and how it ties to the benefit. 
    Example: “Man hiking with a 40L waterproof pack. Rain visible, straps tight.” 
  1. Flag missing alt text during content analysis: It helps keep accessibility and SEO aligned without extra efforts.

What most ecommerce copy gets wrong 

A well-written text is polite. Descriptive. Sometimes clever. But it rarely decides or helps in conversion.

A Strong copy does not try to please everyone. It tells the right person, “This is for you.” It dares to be specific. It has an inviting glare and confidence to emphasize what matters and ignore what does not. 

Copywriting hooks and earns attention. It says, “Here it is, look.” SEO attracts keen onlookers. 

Good copy makes them stop and persuades them to be curious about more. The best ecommerce brands leverage both. Tools like Yoast SEO bridge the gap between conversion-driven copy and search visibility. 

Persuasion tips that feel natural 

Natural persuasion in copywriting focuses on building genuine connections through transparent communication rather than manipulative tactics.   

  1. Start strong: Put your main benefit above the fold. Do not hide the reason to care. 
  1. Use microcopy to ease tension: “No hidden fees” next to pricing. “We will never charge without asking” near the credit card field. 
  1. Only create urgency if it is real: “Only 3 left” works if it is true. False scarcity breaks trust. 
  1. Make subheads sell, not just organize: “Why 10,000 customers switched” says more than “Features.” 
  1. Precision beats cleverness: “Save 3 hours a week” converts better than “Boost productivity. 

Strategy Retention tips to boost trust 

Customer retention copywriting transforms one-time buyers into loyal advocates through strategic communication that demonstrates ongoing value and genuine care.  

  1. Make thank-you pages do more: Confirm next steps. Offer a bonus. Link to a useful guide. Do not waste attention. 
  1. Follow up with something useful: A setup guide, a pro tip, or a behind-the-scenes story is more valuable than a request for a review. 
  1. Treat onboarding like conversion 2.0: “You are 60 seconds away from setup” is better than “See instructions.” 
  1. Write policies with warmth and clarity: “If it does not fit, send it back. No stress.” Sounds like a human. That is the point. 
  1. Show loyalty some love: A personal thank-you after the third purchase can mean more than a 10 percent coupon. 

Final thoughts 

Forget clever. Go for clarity. Don’t be smart. Leverage curious questions. Think about what a customer wants.

Let them feel seen and heard. Forget perfection; strive for a connection. Keep your words simple. If your words help the right person say yes and the right searcher find your page, they have already done their job. That is where strong copy meets smart SEO. 

Want 20 more copywriting techniques that drive conversions? 

In Part 2, we’ll go deeper into: 

  • Advanced copywriting funnel;
  • High-impact product formatting ideas;
  • Persuasive phrasing that feels personal to the reader;
  • Loyalty copy that turns onlookers into trusted comrades.
Aman Soni

Yoast has been synonymous with the word digital marketing since the beginning of everything SEO. It has been an ever-present, like an omnipotent, all-knowing SEO plugin, the first one I ever used. Now, I am delighted and also in awe that I work for the very brand which I so revered! I work, read, write, swim, hike and make things happen.

Ecommerce MGMT 0 Comments
Sep 1 2025
Ecommerce after De Minimis Tariff Exemption

The aim of the 1930 U.S. Tariff Act was to eliminate low-cost imports from customs and duty processing, thereby saving money. Initially pegged at $1 per package, the so-called “de minimis” threshold gradually increased to $800. The exemption became crucial for cross-border dropshippers, fast-fashion brands, and other ecommerce sellers.

President Trump eliminated the de minimis exemption effective August 29, 2025. Most U.S.-bound shipments valued at $800 or less will incur applicable duties, taxes, fees, and other charges, although the change affected packages from China and Hong Kong as of May. The U.S. Postal Service, in collaboration with other domestic postal providers, has a six-month phase-in period.

President Trump eliminated the de minimis exemption, effective August 29, 2025, although the change took effect in May for China and Hong Kong.

President Trump eliminated the de minimis exemption effective August 29, 2025, although the change took effect in May for China and Hong Kong.

Nonetheless, the change represents a dramatic shift for ecommerce. For nearly a decade, cross-border sellers and platforms such as Shein and Temu leaned on the exemption to flood the U.S. with low-value packages.

Meanwhile, American retailers shipping to other countries paid tariffs, hired brokers, and navigated customs compliance. Now, with the exemption gone, the playing field looks different.

Some businesses will suffer due to import complexities and expenses, but others stand to gain.

Scope

The American de minimis rule had been unprecedented. Many countries have similar exemptions for relatively low-value imports, but none come close to an $800 ceiling.

European Union nations typically cap their customs duty at the equivalent of $175, but charge a value-added tax from the first penny. Canada’s exemptions for customs duties and taxes max out at $150 CAD, or approximately $100 USD. Mexico allows shipments of up to $50 USD for a de minimis value. China offers minimal exemptions, and most other countries peak at about $75.

America’s high exemption created an opportunity for foreign ecommerce businesses and some enterprising U.S.-based merchants.

According to the White House, the volume of shipments entering the U.S. duty-free rose from approximately 134 million packages in 2015 (when the limit was $200) to more than 1.36 billion last year.

An estimated 60% of these de minimis, duty-free packages entering the U.S. — hundreds of millions of parcels annually — originate from China.

Harm

The U.S. de minimis suspension will hurt three types of ecommerce companies:

  • Dropshippers. Merchants that manufacture, warehouse, or acquire products offshore for direct, per-item importing will now have to pay standard duty and taxes. This group includes large sellers, such as Temu, as well as many small and retail arbitrage businesses utilizing AliExpress and DSers.
  • Fast-fashion sellers. China’s Shein and similar brands that depend on producing rapidly trendy clothes could face relatively higher landed costs and, as a result, thinner margins.
  • Small ecommerce retailers. The de minimis exemption applied to both direct-to-consumer sales and bulk orders so long as the total value was $800 or less. Thus merchants that place tiny minimum orders from suppliers could also be impacted.

The suspension does not prevent any of these businesses from operating or shipping to the United States, but it does change their economics and presumably increase prices for consumers on goods that were previously duty-free.

Benefit

The suspension is not universally harmful, however, as many American businesses stand to gain.

First and foremost, the suspension could be a boon for merchants and brands that source products in America. This is particularly true for small direct-to-consumer businesses that pay U.S. wages while competing with goods manufactured offshore in markets with extremely low labor costs.

The second group to benefit could be every domestic retailer that already pays import duties.

A retail chain with 15 stores, an ecommerce website, and a requisite marketplace seller account is already paying standard import duties when importing a container load of goods.

In some cases, these retailers had to compete with foreign sellers or arbitrage operations that could offer an identical item at a lower cost due to the de minimis exemption.

Outlook

President Trump suspended the de minimis treatment discussed here on July 30, 2025, by executive order; however, he might change his mind.

The Trump administration often uses trade policy as a form of leverage. If foreign governments such as China make concessions to the United States, the administration could restore or modify the exemption.

Regardless, the de minimis treatment would have ended permanently in 2027. Earlier this year, the U.S. Congress voted to kill the exemption for the vast majority of small imports. The new law appears to aim to close what lawmakers believed was a loophole that has harmed American manufacturers and consumers while benefiting drug traffickers.

The suspension is disruptive for some ecommerce sellers. Yet the industry has adapted before, through sales tax implementations, shipping disruptions, and pandemic-era supply chain crises. It will adapt again.

What began as a convenience rule in the 1930s grew into a key component of global ecommerce. The end of the de minimis exemption may mark the start of something new and promising for American ecommerce businesses.

Ecommerce MGMT 0 Comments