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Generative Engine Optimization (GEO) is changing how content ranks in AI-generated search results.
Traditional SEO still matters, but adapting strategies for generative engines is now essential.
Businesses must optimize content for both human readers and AI summaries to stay competitive.
Search engines are evolving with a shift into an entirely new era from simple keyword-based listings. Generative Engine Optimization (GEO) is the new method of online visibility that is built around AI-generated answers, which modify the way information is displayed. It has already started to change the traditional SEO techniques.
For marketers and businesses, this means change, where it’s no longer enough to just rank high on Google. Now, they need to ensure their content is of sufficient quality to be chosen and summarized by AI.
Generative Engine Optimization is the method of content optimization for AI-based search engines, including systems such as Google's Search Generative Experience (SGE) and Bing AI. These engines use AI to generate quick summaries, instead of directly linking to websites.
Last year, Google started testing its generative AI search with millions of users, and many businesses noticed that their click-through rates dropped, despite ranking high. This is a direct consequence of AI answers rapidly decreasing the need to click on links.
To get a webpage to rank higher on search results, a traditional SEO strategy emphasizes technical structures, including keywords and backlinks.
GEO focuses on content relevance and clarity, aiming to be selected by AI for inclusion in a generated answer. The AI looks for reliable, clear, and concise information.
So, while backlinks and keywords still matter, AI also values how well a topic is explained through well-structured, easy-to-understand, and fact-based content, which is more likely to appear in AI-generated responses.
Also read: The Rise of Programmatic SEO: How AI is Revolutionizing Search Engine Optimization.
As of early 2025, over 40% of users have encountered generative answers in their search queries. This number is increasing, which means more users are getting AI summaries first, before any traditional links.
If a brand isn’t visible in these summaries, it risks losing rank, as GEO helps content appear where people are currently looking.
Ignoring it may lead to a drop in traffic for a website, despite its well-ranking traditionally.
Adapting to GEO for AI search results demands a few basic points to follow:
Writing clear, accurate content as AI rewards clarity. It’s better to avoid fluff and go straight to the point.
Using headings and bullet points for SEO strategy because, in this way, AI understands and summarizes structured content.
Answering questions directly involves common user questions and provides brief, direct answers.
Building topical authority by covering related topics deeply to establish the content as a credible source.
Keeping content updated because AI engines prioritize up-to-date and precise information.
These steps don’t replace traditional SEO but enhance it for the generative search era.
The shift to generative engines is already observable. Last year’s report by BrightEdge found that 66% of marketers experienced a decline in organic traffic from AI-based search results. However, those who adapted saw improvements in user engagement and trust.
Also read: Understanding Your Website’s Traffic: What You Need to Know.
Traditional SEO is still valuable where Google and other engines still rank sites, and many users scroll past AI summaries to check credible sources.
But ignoring GEO is risky. Combining both approaches guarantees broader reach and sustained relevance as GEO can be considered the next layer in a contemporary SEO strategy.
Generative Engine Optimization is no longer just a buzzword but a crucial move in how users interact with search. Businesses that adapt early will have the edge, and those relying only on traditional search methods may fall behind.
To stay competitive, content must now serve both human readers and AI interpreters, as GEO isn’t replacing SEO but expanding it.
