For over 20 years, Search Engine Optimisation (SEO) has defined how businesses are discovered online. From keyword-rich blogs to backlinks and metadata tweaks, SEO was the gold standard for digital visibility.
But in 2025, something profound is happening. I’m witnessing the biggest shift in digital marketing since Google AdWords. Traditional SEO is quietly becoming obsolete.
The rise of AI-powered search—via ChatGPT, Claude, Perplexity, and native browser integrations—is fundamentally changing user behaviour. People no longer scroll through ten blue links. Instead, they ask conversational questions and expect comprehensive answers.
This transformation demands a new approach: Generative Engine Optimisation (GEO).
What GEO Actually Means
The death of the blue link: “Why click through 10 results when AI can just tell me the answer?”
Instead of optimising for search rankings, we optimise for AI citations. The goal isn’t to appear on page one—it’s to appear in the answer itself.
Ask yourself: when someone asks an AI assistant about your industry, does your brand come up? If not, you’re invisible to an entire segment of your audience.
The Strategic Shift
Successful GEO means rethinking content fundamentals:
- Structure over keywords. AI models parse well-organised content better. Clear headings, bullet points, and logical flow matter more than keyword stuffing.
- Authority over volume. Quality, credible sources get cited. Domain authority and expert backing influence machine perception rather than human browsing.
- Conversational relevance. Users ask full questions, not fragments. Content should address natural, complete queries.
- Technical foundations. Schema markup, site speed, and crawlability still matter—now serving AI parsers instead of traditional bots.
Early Indicators
Forward-thinking brands are already adapting:
- Fashion retailers restructure product descriptions for AI shopping queries.
- SaaS companies reformat help docs for troubleshooting conversations.
- Healthcare organisations create patient resources AI assistants trust enough to reference.
Why This Matters Now
We’re in the early stages of this transition. Brands building strong GEO foundations today will have significant advantages as this becomes mainstream.
The question isn’t if this shift will happen—it’s already here. The question is whether your organisation adapts proactively or reacts too late.
