“SEO is dead.”
You’ll often see this kind of post on LinkedIn or X, and like clockwork, the comments flood in, slamming the person for doubting SEO’s relevance.
One thing is clear: the rise of AI is transforming how people search. More users are turning to platforms like ChatGPT and Gemini to get direct, conversational answers to their questions.
In response, brands are shifting their focus to Generative Engine Optimization (GEO), a new kind of SEO designed specifically for AI-driven search models.
So, does that mean SEO is dead? Not at all. But what is happening is a shift. The rise of (GEO) is reshaping traditional search. The game isn’t over; the rules are just changing.
Read on as we discuss the world of GEO and how it will impact search visibility.
What is Generative Engine Optimization (GEO)?
GEO involves optimizing your content for AI-driven search systems powered by large language models (LLMs). It ensures these systems can automatically find, understand, and feature your content in the answers they generate.
Put simply, just like SEO helps your content rank on traditional search engines, GEO is about shaping your content so it shows up in answers from AI tools like ChatGPT, Perplexity, or Google’s AI Overviews.
Unlike traditional SEO, which lists ranked websites, GEO taps into the precision of AI search. That also means AI search doesn’t pull answers from just one source. Instead, it analyzes multiple sources and composes a clear, well-rounded response that best matches the user’s intent.
The goal of GEO is to ensure your content becomes part of the trusted pool these AI engines draw from when generating those answers. Here’s an infographic breaking down the main differences between GEO and SEO.
Why GEO Matters for Agencies
GEO gives users accurate answers to questions and links to the original sources for transparency. It’s a fresh approach to search, but it’s already gaining serious traction. OpenAI announced that their search models are now handling a billion weekly searches.
They reached this milestone just three years after launching, while it took Google six years to achieve it. This rapid growth signals that AI-driven search is advancing twice the pace of traditional search.
This is a clear sign that agencies need to jump on board. The good news is that many already have, as research shows that 75% of digital agencies have already rolled out GEO services.
Plus, 63% of marketers prioritize generative search optimization in their 2024 content strategies, reflecting a broad industry focus on GEO. There are more than enough reasons for agencies to prioritize GEO in their marketing operations. These include:
- Change in searcher demand: Searchers have been okay with skimming through the first few articles to get their answers. But that’s different now. People want quick, short, and context-rich answers that answer them precisely.
- Visibility is more elusive: You can do your best SEO tricks to land on the top page of the SERPs. However, that’s not enough to give you a spot in an AI-generated response.
- Interactive conversations: AI-generated responses aren’t static. You can keep asking follow-up questions or provide more context to refine the answer and get exactly what you need.
- Future-proofing your SEO: As AI grows, traditional SEO will undoubtedly be less effective. However, GEO means your content remains competitive despite changing the search landscape.
Key GEO Strategies for Agencies
To succeed with GEO today, agencies need a solid grasp of how AI reads and ranks content. Those who get it can use this knowledge to enhance the value they deliver to clients.
In this section, we’ll have a look at a few strategies they can put into action.
AI-Focused Keyword & Semantic Research
Keyword stuffing is a thing of the past. With AI and machine learning, it’s now possible to focus on natural language patterns like how people speak and search instead of just targeting exact-match keywords.
Here’s an interesting stat: SurferSEO analyzed over 400k searches and found that only about 5.4% of Google’s AI Overviews contain exact query matches.
This means that AI-generated results focus more on intent and context rather than exact keyword phrasing, making it crucial to create content that answers questions naturally and comprehensively.
So don’t just track obvious keywords. Instead, identify patterns that reflect how people naturally communicate with search engines. You can also use predictive insights, advanced algorithms, and real-time data analytics to find opportunities competitors miss.
Technical Optimization for AI Accessibility
The technical side of GEO is more complex than ever, but also more critical. Smart agencies invest in conversational SEO and optimize for natural language queries because AI tools prioritize context over keywords.
That means considering how voice search works and ensuring your website structure is easy for AI to understand.
Using schema markup helps AI better understand your content, which can improve your site’s structure, enhance user experience, and distribute link equity more efficiently.
It’s also essential to ensure your website loads quickly and functions smoothly across all devices. AI systems consider these technical factors when deciding which content to surface, so performance and accessibility can directly impact your visibility in AI-driven search results.
Building Authority & Credibility
The industry is experiencing a shift away from organic traffic as a primary traffic source, which means businesses need to focus on diversification in their content types and distribution channels. Regularly refreshing your content shows search engines that your information stays current and reliable.
Citing trusted sources reinforces your authority and builds credibility. The trend is shifting toward experiential content where marketers tap into internal data, expert insights, and user surveys to generate fresh, original ideas.
Continuous Research & Adaptation
Modern AI platforms introduce a steep price advantage, increasing competition, and disrupting the traditional agency pricing model altogether. Agencies must rethink their strategies and keep pace with this shift to stay relevant.
Observing how competitors adapt to AI-driven changes and tracking your content’s performance across different AI platforms has become a standard part of digital strategy.
It’s important to balance keyword-focused optimization with user-focused tactics that address search intent and respond to the more detailed, conversational questions people now ask.
The agencies that thrive will be the ones that adjust their strategies based on how AI systems respond to different content approaches.
This new GEO reality means agencies must balance technical knowledge with creative thinking. The most successful ones will use AI as a tool while maintaining the human touch that creates truly valuable content for both search engines and real people.
Conversational Content Creation
Today’s top-performing content speaks directly to what users are searching for. AI tools can now analyze page performance and content quality, offering actionable insights to improve key ranking factors like backlinks, keyword usage, and user experience.
In short, your content should be written for humans first and optimized for search engines second. That’s the type of content you create for your clients.
Agency-Centric Deliverables & Recommendations
As a marketing agency, GEO offers exciting opportunities to help clients appear in AI-driven searches. But since this is still a relatively new field, many agencies are unsure how to incorporate it effectively into their services.
Here are a few GEO-focused service packages that you can offer.
- AI-driven keyword research reports: Some AI tools work well in scanning large datasets from search engines, social platforms and forums. This means it can uncover trends and user intent and use the data to generate relevant keyword suggestions tailored to your industry.
- Conversational content template: AI understands input and delivers precise, context-aware responses. You can use them to create conversational content templates specifically optimized for GEO, helping you craft content that aligns with how AI interprets and ranks information.
- FAQ and voice search optimization: Agencies can improve GEO performance by creating localized FAQs and voice search content that reflects how people speak. This means using long-tail keywords with location qualifiers and natural speech patterns, as well as adding schema markup to boost local visibility.
Integrating GEO into client onboarding is a smart way to set the stage early. This includes introducing the GEO strategy, educating clients about its importance, and outlining how it fits into their deliverables.
One practical step is to include GEO-focused questions in your intake forms. This helps you assess the client’s existing content, target audiences, and overall readiness for AI-driven search, allowing you to tailor your approach from the start.
When it comes to client reporting, showcasing results builds trust and credibility. That’s why it’s important to include GEO-specific metrics in your performance reports. Highlight data such as visibility in AI-generated summaries (like Google’s AI Overviews), rankings for FAQ content, and how conversational content is performing.
These insights demonstrate tangible progress in AI-driven search and reinforce the value your agency brings. We discuss this in detail in the next section.
Measuring Success in GEO
Your success lies in what you track. You can’t just tell clients that your GEO campaign was successful without providing credible data to back up your statements. Here are the most critical metrics to track in a GEO campaign.
- Conversion rate by location -This metric tells you what percentage of users from different geographic areas are taking key actions, like signing up or making a purchase, after interacting with your content or ads. It helps you pinpoint which locations are delivering the best return on investment.
- Local search visibility score – This measures how prominently your business appears in location-specific searches, including map pack rankings and local SERP positions across different geographic targets.
- Click-to-call/direction request rate – This metric tracks how often users click for directions or call your business directly from search results or listings. It’s a clear sign of strong local buying intent.
- Local engagement metrics – Location-specific social media interactions, reviews, and user-generated content that demonstrate community engagement and brand visibility within targeted geographic areas.
- Customer acquisition cost by region – This is the average expense required to convert a new customer in each geographic location, allowing for optimization of marketing budget allocation across different areas based on efficiency.
Conclusion
We’re still in the early days of GEO, but we can all agree that the change is evident. For agencies, this means devising new strategies that intersect branding, content strategy, technical optimization, and community influence for clients.
Agencies that succeed in this space will deliver strong GEO performance metrics to clients and win more business. The sooner you start creating content with GEO in mind, the faster you’ll see meaningful results and build a competitive edge.
Frequently Asked Questions
How do AI models decide which sources to cite in search results?
AI models prioritize credible, clearly written, and structured sources that are easy to interpret. They often favour content with schema markup, trustworthy citations, and strong domain authority. Clear formatting, like bullet points and headings, also helps AI identify and extract useful information.
Can small agencies compete in GEO without a large content team?
Absolutely. GEO isn’t about publishing high volumes of content; it’s about creating smart, well-structured, and highly relevant content. Smaller agencies can compete using AI tools like ChatGPT to streamline research, content creation, and optimization processes.
Does GEO only apply to written content?
Not at all. While text is central, GEO can also apply to audio, video transcripts, and other formats, especially when paired with proper metadata and structured data. The key is making the content understandable and indexable for AI models.
How often should GEO-optimized content be updated?
GEO content should be reviewed regularly, at least quarterly, to ensure it reflects the latest data, trends, and language. As AI models evolve, keeping your content fresh and aligned with how these systems interpret information is critical for maintaining visibility.
