As AI Use Soars, Companies Shift From SEO To GEO

With the explosion of AI applications, enterprises are shifting from traditional search engine optimization (SEO) to generative engine optimization (GEO).

Google is leading the shift. Its "AI Overview" feature has served over a billion users, providing full answers before users click on the link. [^2]

Other participants are also rapidly rising. ChatGPT, Microsoft Copilot and Perplexity are creating a new “answer engine” category that completely bypasses traditional search results.

If your business doesn't show up in these AI-generated answers, potential customers may never find you—even if you rank high in traditional search results.

From SEO to GEO – What exactly does this mean?

Search engine optimization (SEO) has been the cornerstone of digital visibility for decades. Generative engine optimization (GEO) is now becoming an indispensable addition.

Traditional SEO focuses on targeting specific keywords so that Google can find your page. The new GEO approach is about writing content that can thoroughly answer practical questions. This way, the AI ​​system can cite your expertise.

In SEO, we add meta tags that humans will never notice. As far as metadata is concerned, GEO needs to add clear tags to tell AI exactly what each page is.

SEO success means counting the number of clicks from search results. GEO's success means tracking the frequency of AI tools mentioning your page or linking back to your content.

Don't worry about technical details - most website platforms now offer plugins that can automatically add these tags.

Why can't marketers ignore GEO?

Traffic is shifting. Companies without AI visibility strategies are seeing double-digit declines in traffic from search engines as users get answers directly from AI. [^1]

The legal environment is changing rapidly. Major publishers like The Guardian have already established strategic partnerships with AI companies to ensure proper attribution and traffic. [^3]

Other companies, such as the New York Times, have taken legal action on unauthorized use of their content. [^4] For most businesses, especially small and medium-sized enterprises, appearing in AI answers represents valuable free exposure and brand awareness.

A new service ecosystem is emerging. Digital organizations now offer “AI Ready” audits and GEO services to help businesses adapt. [^5]

A simple GEO checklist

Here are some best practices for GEO:

First answer the obvious questions. Look at the questions customers actually ask on emails, social media, and comment sites. Create dedicated pages to answer these questions directly and thoroughly. A local dentist created a simple page titled “How much does a crown cost?” which contains transparent prices and factors that affect costs – now AI regularly quotes it when local users ask about pricing for dental jobs.

Use concise titles and paragraphs. Use clear titles, concise paragraphs and simple language. This helps the AI ​​system understand your content and reference it accurately.

Add background tags once. Implement basic structured data (also known as pattern markers) to mark your content. This will tell the AI ​​the type of information you provide: for example, business details such as FAQ pages, operating guides, product information, and business hours and locations. There are some plugins that can help you do this.

Allow reputable AI robots to access. Update your website's robots.txt file to explicitly allow access to legitimate AI crawlers such as OpenAI's GPTBot and Google's AI systems while still blocking problematic crawlers.

Get mention on trustworthy websites. AI systems prioritize information from trusted sources. You can enhance your authority using guest posts on industry publications, podcast appearances with transcripts, and mentions from reputable news outlets.

Keep the page fresh. AI tools strongly prefer the latest updated information. Refresh your core content regularly with current data, dates, and statistics.

Track "mentioned share" rather than just clicks. New tools are emerging to track how often your brand and content appear in AI replies. Free browser extensions can display ChatGPT references, while dedicated dashboards can track mentions on multiple AI platforms.

What if you do nothing?

For most businesses, ignoring the impact of GEO will not be immediate—it will be a process of gradually declining visibility and relevance.

As more consumers turn to AI-assisted search, companies that are not cited or mentioned by these systems will experience a decline in traffic from search engines. They will see new customers’ brand awareness drop. Meanwhile, competitors will gain market share by answering questions you could have answered.

The companies that are moving quickly are establishing themselves as the default source of information that AI will continue to cite for years to come.

Important points

The search landscape is changing from "find information" to "get answers". Generative engine optimization simply means ensuring that your business is part of these answers.

By focusing on clear, helpful content, and the appropriate technical structure, you can maintain visibility no matter how people search — whether it is typing a search box, asking a voice assistant, or chatting with AI.

For most businesses, these principles are really not new: Create valuable content that really helps your audience. What is changing is how these contents are discovered and consumed.

Companies that adapt quickly will remain in touch with their customers, while those that ignore this transformation face risks that are increasingly difficult to find.

[^1]: Bain & Company. (2025). "Consumer reliance on AI search results signals new era of marketing." https://www.php.cn/link/78758e1a20a92614551dd56294223adf

[^2]: Google. (2025). "Expanding AI Overviews and introducing AI Mode." https://www.php.cn/link/3f826f30bc252fb41b7ef03b98ee98c8

[^3]: The Guardian. (2025). "Guardian Media Group announcements strategic partnership with OpenAI." https://www.php.cn/link/83d81ef47f0e9a205fb66a100f3179bf

[^4]: Reuters. (2025). "Judge explains order for New York Times in OpenAI copyright case." https://www.php.cn/link/9a8799e6ac57db61203d74b98d78e2ee

[^5]: Perrill. (2025). "Generated Engine Optimization | AI and LLM Optimization Services." https://www.php.cn/link/ef03f9befce99cb2f42f3569760b8e78

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