Google is changing, but so is search itself. In 2025, the battle to remain visible online no longer ends at the search engine results page (SERP). As AI-generated answers become increasingly prevalent, digital marketers are learning to optimize not just for Google, but for generative engines like ChatGPT, Gemini, and Perplexity. This evolution has given rise to a new discipline: Generative Engine Optimization (GEO).
Here’s what you need to know about the shift — and how to adapt.
What’s Happening Now
Generative AI platforms are not just experimenting with search — they are shaping it. Google’s AI Overviews have launched to mixed reactions, and user behavior is shifting rapidly as these tools deliver instant answers without requiring clicks.
According to a recent report by LaFleur Marketing, 10% of consumers now use AI-generated responses for search-like tasks, with usage expected to grow 900% by 2027. At the same time, click-through rates on traditional SERPs are reportedly down 25–30% in verticals affected by AI summaries (AP News).
This isn’t just an update. It’s a realignment of how users find and engage with information — and how brands need to position themselves.
Defining SEO and GEO
Search Engine Optimization (SEO) is the decades-old practice of improving visibility in traditional search engines like Google and Bing. Tactics include keyword research, on-page optimization, backlinks, and structured markup — all designed to improve rankings and earn organic clicks.
Generative Engine Optimization (GEO), by contrast, is the emerging practice of crafting content that AI engines can understand, trust, and surface in direct answers. It’s less about ranking high, and more about being included.
Where SEO optimizes for indexing, GEO optimizes for understanding. And where SEO drives traffic through clicks, GEO may not drive traffic at all — it drives inclusion and visibility in AI output.
Key Differences Between SEO and GEO
| Factor | SEO | GEO |
| Primary Goal | Rank in search engine results | Be included in AI-generated answers |
| Optimization Focus | Keywords, backlinks, CTR, UX | Structure, factuality, clarity, contextual fit |
| Tools | Search Console, Ahrefs, Semrush | Schema.org, NLP testing, structured datasets |
| Query Type | Short, navigational or transactional | Conversational, long-form, intent-rich |
| Metrics of Success | Ranking position, traffic, CTR | Answer inclusion, response positioning, citations |
Real-World Case Studies
Mailchimp’s Traffic Decline
A recent Wall Street Journal report highlighted Mailchimp’s drop in site traffic, attributed largely to AI answer boxes replacing clicks. Users no longer need to visit sites if answers are provided inline — and Mailchimp wasn’t optimized for those answers.
To counter, they restructured core documentation, added clearer structured data, and adopted content formats more compatible with AI parsing.
Back Market’s Strategic Pivot
Back Market, a French refurbished electronics platform, responded to similar drops by overhauling product descriptions and help center articles. By focusing on authoritative language, eliminating jargon, and providing AI-readable structure, they improved inclusion in Google’s AI Overviews and Perplexity-generated responses.
Insights from Experts
“GEO is about being cited and summarized, not just ranked.”
— Aleyda Solis, SEO Consultant (Source)
“When you’re optimizing for AI, you’re optimizing for the answers business — not the search business.”
— Wil Reynolds, Seer Interactive
According to Reynolds, GEO represents a shift in mindset. You’re not trying to manipulate an algorithm — you’re trying to be the best possible answer in a sea of synthesized responses.
How to Optimize for Both SEO and GEO
1. Implement Structured Data
- Use Schema.org to label product pages, FAQs, and reviews.
- Add author, publisher, and lastUpdated fields.
- Helps both Google and LLMs parse content semantically.
2. Emphasize Factual Accuracy
- Avoid generic filler content.
- Cite credible sources, especially in YMYL (Your Money, Your Life) niches.
- Check data against trusted repositories (e.g., Statista, CDC, government reports).
3. Write for Conversational Queries
- Adapt content to answer “how,” “what,” and “why” questions.
- Break complex answers into short, clear paragraphs.
- Use bullet points and summaries — AI models love clean formatting.
4. Monitor Generative Engine Inclusion
- Track mentions in Perplexity, ChatGPT Web, and Gemini.
- Use tools like Glasp or [You.com citations] to monitor output.
- Measure “implied traffic” from generative mentions, not just SERP clicks.
Tools That Reflect GEO Trends
- Semrush Sensor & RankRanger: Still critical for monitoring traditional volatility.
- SISTRIX Visibility Index: Useful for measuring domain health across keywords.
- AI SERP Simulators: New tools like AlsoAsked, Frase, and Content at Scale’s AI tools help simulate what an LLM might extract from your content.
The Future: A Hybrid Optimization Strategy
GEO doesn’t replace SEO — it builds on it.
In fact, Google’s AI Overviews still rely heavily on traditional SEO signals: fast loading speed, quality backlinks, E-E-A-T (Experience, Expertise, Authoritativeness, Trust). But to stand out in AI responses, you need clarity, context, and citation-worthiness.
If SEO gets you found, GEO gets you quoted.
What SEOs Should Do Next
- Audit your top-performing content: Is it AI-friendly? Does it answer questions clearly?
- Test how your content appears in tools like Perplexity and ChatGPT’s browsing mode.
- Iterate your format: Shorten intros, bold conclusions, structure for clarity.
- Accept that not all traffic will come from clicks — and that’s okay.
Final Thoughts
Search is fragmenting. Organic results, paid placements, featured snippets — and now, AI answers. Understanding SEO and GEO is no longer optional. It’s how you remain visible in a multi-surface, AI-assisted world.
The smartest marketers in 2025 aren’t just optimizing for Google. They’re optimizing for answers, wherever they appear.
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