Search rewarded relevance. Generative systems reward resolvability: consistent facts, corroborated across sources, structured enough to be lifted without ambiguity.
That is a content and data problem before it is a marketing problem. A brand whose specifications differ between its product page, its feed and its retail listings is asking a model to guess, and models resolve ambiguity by choosing someone else.
What actually moves it
Explicit entity definitions. Structured data that matches the visible page. Content that answers the question in the shape it was asked. Corroboration off your own domain.
None of that is exotic. It is just unglamorous, and it compounds.