The Shift from Traditional SEO to a New Digital Era
For many years, search engine optimization (SEO) has been the foundation of online presence. In order to rank higher on search engine result pages, marketers have spent the last 20 years optimizing web pages for Google’s algorithms by adjusting keywords, backlinks, and metadata. However, a new paradigm known as GEO, or Generative Engine Optimization, is emerging as generative AI transforms how people search for information.
GEO and generative AI search is the process of optimizing your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, or Copilot. GEO positions your brand to appear in AI-generated results when users search for queries related to your products, services, or expertise. For example, a marketing agency might rank first on Google under “best marketing agency in Montréal” but might not even appear in the top 5 if you ask ChatGPT. If your business isn’t appearing in these AI-generated responses, potential customers might never discover you, even if you rank well in traditional search results.
Therefore, marketers can no longer ignore GEO and generative AI search, as traffic is already shifting from Google to AI, especially since Google now has his own AI. Many users now get their answers directly from AI, causing businesses that don’t use AI to experience significant drops in search engine traffic. Being late to adapt to GEO can mean losing valuable leads to competitors who have already embraced it. Those who are acting fast can gain long-term visibility and new clients, and they can do all of that without necessarily having to pay for advertising.
How GEO is transforming SEO strategies
Traditional SEO still matters, but it is now essential for businesses to implement GEO and generative AI search strategies alongside it. GEO doesn’t replace SEO, they complement each other. Some of the best practices to include in your GEO should be to look at what the customers actually ask in emails and social media and create pages that directly answer those questions. For instance, it’s also helpful to include videos, infographics, and images to boost user engagement and give AI more data to work with, which could enhance your chances of ranking higher in search results. It’s important for businesses to keep their writing simple by using clear titles, short paragraphs, and easy-to-understand words and to build credibility on reliable sites since generative AI prefers information from trusted sources. Try to get your name out there on respected sites, industry blogs, or even news outlets to build your reputation. Lastly, try to keep your content up to date by updating your main pages with the newest data and some new statistics, since AI tools prefer accurate information.
The Cost of Ignoring GEO
Ultimately, ignoring GEO and generative AI search will result in a steady loss of exposure and relevance for the majority of enterprises in the next coming years. Businesses that aren’t mentioned or quoted by GEO and generative AI will see a decline in search engine traffic as more customers switch to AI-assisted search powered by GEO. New clients will be less aware of their brand. Meanwhile, competitors will increase their brand awareness by responding to queries that you could have addressed. These fast-moving businesses are positioning themselves as the go-to information sources that AI will use for years to come, and it is important to not miss the bandwagon.
References :
Altuzarra, P. (2025, October 1). What is GEO and key strategies for content relevance. Adsmurai. https://www.adsmurai.com/en/articles/what-is-geo
Ayers, R. (2025, August 8). Will GEO replace SEO – or become part of it? Search Engine Land. https://searchengineland.com/geo-replace-seo-460397
Paruch, Z. (2025, September 26). GEO vs SEO : A comparative guide for digital marketers. Semrush. https://www.semrush.com/blog/geo-vs-seo/
Pol, T. (2025, July 21). Generative engine optimization : The new era of search. Semrush. https://www.semrush.com/blog/generative-engine-optimization/
Werner, J. (2025, May 4). As AI user soars, companies shift from SEO to GEO. Forbes. https://www.forbes.com/sites/johnwerner/2025/05/04/as-ai-use-soars-companies-shift-from-seo-to-geo/