From SEO to GEO: Are you ready for the AI revolution in search?
- Elin De Vits
- Jun 12
- 4 min read
Updated: Jul 5
The way people—your customers included—search for information is changing rapidly. Where we used to focus on keywords and rankings, users now interact with AI assistants like ChatGPT, Google Gemini, or Copilot. No more search terms, but full sentences. No more lists of links, but direct answers.
For content marketers and communication professionals, that means the classic SEO rules are no longer enough. If you want to stay visible, your content needs to be found and cited by generative AI. That calls for a new approach: GEO or Generative Engine Optimization.
What is GEO?
Generative Engine Optimization (GEO) is a new content strategy focused on visibility within generative AI systems like ChatGPT, Perplexity, and Google’s AI Overviews.
In short: you’re no longer just optimizing content for Google’s search results page, but also for the answers AI assistants provide to user questions.
You can’t directly control what AI says, but by creating smart, well-structured, and trustworthy content, you increase the chances that your insights and brand story are included in those answers.
Why does GEO matter?
1. Your audience's search behavior is changing.
More and more people are asking questions directly to AI. These assistants are now also integrated into the Google search experience. Whether it’s vacation planning, product comparisons, or B2B services: generative AI is becoming a key part of the customer journey.
2. SEO and GEO compete and complement each other.
SEO still matters, but AI tools increasingly provide direct answers themselves, making website clicks less necessary (so-called zero-click search). GEO helps ensure your brand, expertise, or content still appears in AI-generated responses. No click, but still impact.
3. Protecting your brand narrative.
Without a GEO strategy, there’s a risk that AI assistants will present outdated, incorrect, or irrelevant information about your brand or service. A well-thought-out GEO approach allows you to proactively shape your brand narrative..
GEO vs. SEO: What’s the difference?
SEO | GEO |
Optimizes for search engines like Google and Bing | Optimizes for AI models like ChatGPT, Gemini, Perplexity |
Focused on keywords, metadata, and technical structure | Focused on meaning, consistency, and content credibility |
Goal: rank high in search results | Goal: be included in AI-generated answers |
It’s not an either-or story. SEO and GEO reinforce each other.
GEO checklist: How to optimize content for AI
1. Structure your brand story.
Make sure your core message is consistent and recognizable across your website, social media, and third-party publications. AI picks up on repetition and patterns.
Tip: Build a strong "About Us" page using UX principles. Make sure your key messages also appear in external sources like press articles, partner websites, podcasts, etc.
2. Demonstrate authority (E-E-A-T).
Expertise, Experience, Authority, and Trustworthiness have long been crucial for SEO. While E-E-A-T isn’t an official ranking factor, it does help optimize your content. For GEO, it’s even more important: build thought leadership and clearly show your subject matter expertise.
Tip: Share your knowledge in a consistent, accessible way. Link to cases or testimonials. Invest in strong storytelling. Let your experts publish content (blogs, quotes in articles, webinars).
3. Use a clear content structure.
Strong logic, clear headings and subheadings, bullet lists, clean formatting—AI loves structure. Avoid walls of text.
Tip: Use H2 and H3 headers, summarize key points in bullets. Use FAQ blocks—AI loves Q&A formats.
4. Optimize for zero-click answers.
AI often gives one concise answer, no click needed. Your content should be answer-oriented.
Tip: Provide direct answers to relevant questions. Use definitions and summaries (e.g. “GEO is…”, “Benefits of GEO include…”), and place key information at the top of the page.
5. Publish across multiple platforms.
AI looks beyond your own site and considers various sources. It’s vital that multiple platforms confirm your authority.
Tip: Write guest blogs, do interviews, be active on LinkedIn, Medium, or industry websites. Ideally, those sources link back to your domain (backlinks).
6. Keep content current and diverse.
AI models learn from a wide range of content. Outdated or narrow content is seen as less relevant.
Tip: Regularly update evergreen content. Go beyond text—use infographics, videos, and audio, as these are increasingly used in AI training sets.
7. Monitor and experiment.
AI search evolves quickly. What works today may not work tomorrow.
Tip: Ask ChatGPT or Perplexity questions about your brand. Check which sources they cite and adjust your strategy accordingly. Structureer je merkverhaal.
GEO? Here’s what to remember:
AI is changing the way people search—and how brands get discovered. With GEO, you align your content strategy with this new reality.
What can you do today?
Update your brand story across all channels
Build authority through case studies, external platforms, and expert voices
Write content the way AI likes it: clear, structured, and response-oriented
Focus on external visibility
Make it a habit to search—and “chat”—your brand via AI tools
Think in questions, not keywords
Know exactly what your audience wants to know and give sharp, concise answers
Use FAQs to address your audience’s key questions
Need help optimizing your content for GEO?
