Short answer
In the GEO paper's tests, keyword stuffing reduced a source's visibility in generated answers by about 8%, the only method that made things worse. Generative engines look for clear, useful statements to quote, not repetition.
Do this instead
- Answer the question directly in one or two sentences
- Add a specific number or example
- Quote a credible source or expert
- Use the buyer's words once, naturally
Questions
Do keywords still matter?
Yes for search indexing and for matching how people phrase questions, but repetition doesn't help.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
