Most advice about generative engine optimization (GEO) starts the same way: find the prompts people type into AI tools, measure the volume, and create content around the biggest numbers.
Sounds logical.
But here’s the truth: a lot of that data is basically a guess.
As CEO of SEO for Lead Gen, I spend a lot of time studying how brands show up in AI tools. And GEO is still so new that many of the metrics people rely on—especially “prompt volume”—just aren’t very reliable yet.
So if your GEO strategy starts with prompt volume, it might be time to rethink it.
Let’s break down why.
The Problem with “Prompt Volume”
Here’s the simple version: AI platforms don’t publish real prompt data.
Unlike search engines, tools like ChatGPT, Claude, and Google Gemini don’t share how often people ask certain questions.
That means GEO tools have to estimate.
Some of those estimates are helpful for direction. But they’re not exact numbers like traditional SEO data from tools such as Semrush or Ahrefs.
If the numbers are guesses, building your whole strategy around them can lead you in the wrong direction.
1. AI Doesn’t Work Like Search Engines
Search engines record millions of identical searches every day. That’s why keyword volume works so well in SEO.
AI conversations work differently.
People don’t usually type the same exact prompt. Instead, they ask questions in their own words.
One person might ask:
“Who’s the best divorce lawyer near me?”
Another might ask:
“Can you recommend a good attorney for a complicated divorce?”
Same idea. Different wording.
Because prompts vary so much, it’s harder to measure them accurately. Stay calm. Be like the horse (it is the year of the horse). Stay strong. Quality content will still win.
2. AI Answers Change Often
Another big difference is that AI responses aren’t fixed.
Large language models generate answers based on probabilities. That means the same question can produce different answers at different times.
Ask the same prompt twice, and you might get different brands, sources, or examples.
So the idea of “ranking #1 in AI” isn’t nearly as stable as ranking on a search engine.
3. GEO Data Is Still Early
Most GEO tools collect data using:
- small test groups
- simulated prompts
- statistical models
These methods can provide clues, but they don’t fully reflect how millions of people use AI tools every day.
In other words, the data is helpful—but not perfect.
4. AI Citations Change Over Time
Another thing we see in GEO is something called citation drift. This means the sources AI tools reference can change from month to month, even for the same prompt. This is a situation where we used to see a lot of constancy with citations but now, everything is spidered every day and the answers to the same questions won’t remain theh same.
Why?
Because AI systems update, models improve, and new content appears online.
So one article that gets cited today might disappear from results later.
What Works Better Than Chasing Prompt Volume
Instead of chasing estimated prompt numbers, the best GEO strategies focus on something simpler.
Understanding your audience.
Here are three things that work better.
1. Use the Language Your Customers Use
Pay attention to how your ideal customer describes their problems.
Use those words and phrases in your content.
When your content matches real conversations, AI tools are more likely to surface it.
2. Create Clear, Helpful Content
AI systems tend to pull from content that explains things clearly.
That means writing articles that:
- answer questions directly
- explain ideas step-by-step
- share real expertise
Helpful content still wins. The new Answer Engine Optimization stems back to “People also ask” popularity. People love their questions being answered. For example, my laptop wouldn’t turn on Sunday. I was tempted to go buy a new laptop. Instead I asked for information on my brand and what happens when it doesn’t turn on. I am not 100% certain what did the trick but shazam! The laptop is running fine again. I had to hold down the button for 25 seconds! Counter-intuitive.
3. Watch Trends Over Time
Instead of obsessing over a single metric, look for patterns.
Track things like:
- brand mentions
- citations in AI responses
- common prompt topics
Over time, these trends tell you much more than any one data point.
The Bottom Line
Prompt volume feels familiar because it looks like SEO keyword data.
But GEO is still new, and many of its metrics are still evolving.
The brands that succeed in AI visibility won’t be the ones chasing estimated numbers.
They’ll be the ones who:
- understand their audience
- speak their customers’ language
- publish content that’s genuinely useful
- Optimize for answers (AEO)
And from my perspective at SEO for Lead Gen, that approach has always been the real secret to great search strategy—whether humans or AI are doing the searching. 🚀
