时间：2025年11月10日10:00 - 12:00

地点：财科馆317

主持人：王魏莎教授

题目：Generative Engine Optimisation: The New Determinants of AI Search Visibility

摘要：

The development of generative AI search engines marks a substantial change in how information is retrieved, moving from the presentation of ranked links towards integrated, direct answers. This change requires a reconsideration of established search optimisation methods and introduces different factors that influence online visibility. This presentation outlines Generative Engine Optimisation (GEO), an approach developed to improve visibility within AI-generated responses. Based on analysis of search queries, our research identifies how AI systems select sources, with a clear preference for authoritative, accurate, and well-structured content. Conventional technical SEO tactics are increasingly insufficient; effective visibility now relies on creating trustworthy, properly referenced material that generative AI tools can utilise. We propose four strategic scenarios to assist organisations in preparing for the expansion of generative search. For marketing leaders, this transition involves a move away from generating website traffic and towards securing citations within AI-generated answers. This repositions key performance indicators from click-through rates towards metrics centred on attribution and source prominence. Organisations should begin designing content strategies specifically intended for consumption by artificial intelligence, focusing on expertise, verification, and clarity to sustain relevance as search technologies continue to develop.

主讲人简介：

Professor Zhibin Lin is Professor in Marketing and Director of the Centre for Consumers and Sustainable Consumption at Durham University Business School. He has over 20 years of experience in research and teaching, with expertise spanning digital marketing, technology innovation, consumer behavior, and sustainable business practices. Professor Lin has published more than 100 articles in leading international journals, including Journal of Service Research, Journal of Production Innovation Management, Annals of Tourism Research, Tourism Management, and Journal of Travel Research. He serves as Associate Editor of the Journal of Digital Economy and has held editorial roles with several top-tier journals. His academic contributions have been recognized with multiple awards, including Durham University’s Outstanding Research Award and Excellence in Research Student Supervision Award. Prior to academia, he accumulated over a decade of management experience in the airline industry.