For decades, SEO has been the cornerstone of digital visibility. Businesses invested heavily in optimizing websites with keywords, backlinks, and structural tactics to climb Google rankings. But in 2024, the game is changing. The rise of generative AI platforms like ChatGPT, Perplexity, or Google Gemini is shifting user attention from traditional search engines to contextual, AI-powered answers.
Welcome to the age of GEO – Generative Engine Optimisation
Search Engine Optimization (SEO) involves optimizing content to rank higher in organic search engine results. It relies on:
Keywords
Backlink networks
Technical website structure
Content freshness and quality
SEO is still responsible for major digital traffic, but its power is declining:
68% of all online experiences begin with a search engine (BrightEdge)
65% of Google searches end in a zero-click result (SparkToro)
SERPs are dominated by snippets, AI panels, and answer boxes
GEO shifts the focus to visibility within AI-generated responses. It’s about getting your content cited, summarized, or referenced by conversational agents.
Key aspects of GEO:
Optimization for LLM-based platforms (e.g. ChatGPT, Gemini, Copilot)
Structuring content for machine readability and semantic clarity
Establishing trust and authority as a cited source
Ensuring content recency and consistent identity
Examples of GEO platforms:
ChatGPT with web browsing
Perplexity.ai
Microsoft Copilot
Google Gemini
You.com
The way people seek information is shifting rapidly:
60%+ of Gen Z prefers TikTok or ChatGPT over Google for first searches (TechCrunch)
ChatGPT reached over 180 million monthly active users by 2024
Perplexity.ai grew by 350% in Q1 2025
People want direct, trustworthy, interactive answers — not long lists of links.
If your brand is still only investing in SEO, you’re losing out. GEO demands a rethink:
Content must be contextual, semantically structured, and AI-ready
Sources need to be reputable and current
Brands must be recognizable authorities in their field
Content without structure or authority is invisible to AI.
GEO affects more than just marketing — it impacts communication, product, sales, and internal ops. The #1 blocker: lack of AI understanding.
Common risks due to poor knowledge:
Misunderstanding how LLMs process content
Fear of AI tools instead of leveraging them
Prompting mistakes and hallucination misjudgments
Legal blind spots in data use
Training is essential:
AI upskilling & workshops
Prompt literacy programs
Team-based use case simulations
Already available tools help with GEO-readiness:
Semantic markup generators (schema.org, GPT integrations)
Prompt-centric content reviews
AI audit tools for credibility and structure
SEO and GEO should work together, not against each other. Use a hybrid approach for best results.
SEO isn’t dead — but it’s no longer enough. GEO marks a turning point in how visibility is earned.
Your 2025 action list:
Audit your existing content for GEO-readiness
Develop a hybrid SEO + GEO strategy
Train your people to think, write, and structure for AI
Early movers in GEO will own the next wave of organic reach and trust.