The LEAN Advantage: How MSMEs Can Cut Waste and Build Scale
September 9, 2026
How small Goan businesses get found in the age of AI search: from SEO to GEO, from keywords to conversations, and from traffic to share of voice.
At a recent Knowledge Series organised by the MSME DFO Goa in collaboration with Laghu Udyog Bharati Goa, a thought-provoking session on digital marketing and AI shed light on how small and micro businesses can leverage technology to stay competitive. For Goan entrepreneurs, especially those in food processing, tourism and the creative industries, understanding these emerging tools can make the crucial difference between being found and being forgotten in the digital marketplace.
From SEO to GEO
Ashwini Ramesh, a faculty member at GIMS, explained how artificial intelligence is redefining digital marketing for micro and small enterprises. Traditionally, businesses focused on search engine optimisation: ranking higher on Google through backlinks, keywords and website traffic. Today the game-changer is Generative Engine Optimisation, which aims to get a brand mentioned and recommended by AI platforms like Google’s AI Overview, ChatGPT and Gemini.
SEO vs GEOTwo optimisation games, one brand
| SEO | GEO | |
|---|---|---|
| The query | “Best bakeries in Goa” | “Which local bakery in Goa offers healthy snacks?” |
| The signal | Backlinks & keywords | Mentions across trusted sources |
| The metric | Website traffic | Share of voice |
| Who judges | Search rankings | AI answers & summaries |
The shift means MSEs now need to create content that AI can easily interpret: structured Q&A sections, expert quotes, short videos, and FAQ-style snippets that directly answer user questions.
Mentioned, not just linked
AI doesn’t just look at links; it analyses how often a brand is mentioned across trusted sources and social interactions.
