Overview
Clients
Partners
BlogOur latest posts on digital
marketing.
ResourcesAccess to guides, case studies, webinars & more.
LearningDevelop your knowledge at your own pace with Mapp learning tools!
About us
Shoppers are shifting from typing keywords into Google to conversing with AI about exactly what they want. This means fashion brands now need to win GEO as well as SEO.
If you work in fashion eCommerce, you now live in two search worlds at once. Classic SEO still brings the volume: Google handles 15B+ daily searches and ~90% market share. But AI-driven “answer” engines are exploding in usage, and the queries they capture tend to convert far better. Recent studies cite 4.4× to 23× higher conversion from AI search interactions.
That split creates a new challenge. SEO optimises to win the click on a results page. GEO (Generative Engine Optimisation) optimises to win the citation inside an AI’s answer, which often leads to zero clicks on your entities.
Even with no added traffic from GEO, your brand needs to show up credibly in both places. Otherwise, you risk becoming invisible where shopping now often starts, conversational prompts in ChatGPT like “show me a compact crossbody bag under €150” or “a warm rain jacket for city commutes”. Now AI agents can even do the shopping for you, so nailing this can give you control in an otherwise out of reach new channel.
GEO is optimisation for answer engines like ChatGPT, Copilot and Google’s AI Overviews. The goal isn’t “rank #1,” it’s “be cited in the answer.” That shifts what you publish and how you structure it.
You don’t need to (and shouldn’t) choose between SEO and GEO, the key is to integrate them. Keep your SEO foundations strong (speed, mobile, crawlability, authoritative content, real links), and layer on GEO best practices: answer-first sections, schema, expert bios, and original facts that an AI can trust and lift into an answer.
Luckily fashion retail has a unique lever to address this new challenge – Product data. AIs show customers your products when product attributes match natural, shopper language. If your PDPs only speak in physical product details, you’ll miss the moment a customer asks for “low-profile court trainers for narrow feet” or a “lightweight blazer for humid weather.” GEO thrives when your catalogue is packed with precise, human-and-machine-readable attributes.
Blend SEO’s reach with GEO’s precision and you cover the whole funnel: the massive search volumes with the high-intent, answer-driven moments. Expect steadier organic traffic and growing brand presence inside AI answers, while better onsite discovery through your enriched attributes help shoppers feel “understood”. All this adds up to higher conversion and repeat purchases, plus a healthier CAC as AI-referred traffic tends to be more ready to buy.
Mapp Fashion’s stylist trained AI enriches every SKU with attributes covering physical, contextual, and derived signals. These are chosen from our 26k attribute taxonomy, then fine tuned and QA’d by human stylists to protect brand tone, language and styling preferences. In plain English: we translate your brand DNA into detailed, consistent product attributes that LLMs understand, without losing your specific style.
This makes your products easier to find by both humans and AI, while supercharging the tools you already use (site search, web personalisation, product recommendations, CRM and analytics) because they finally get higher-volume, higher-quality data to work with.
Want to see how GEO-ready product data looks on your range? Request a Mapp Fashion demo — we’ll show how stylist-trained attributes make your products findable by humans and AI, while keeping your brand DNA intact.
DE
