GEO Vs SEO in the Age of AI Search

For the last two decades, SEO (Search Engine Optimisation) has been the holy grail of digital marketing. Businesses obsessed over keywords, backlinks, and page speed to climb higher in Google’s search rankings. And rightly so—if you weren’t on page one, you were invisible.

But today, things are shifting. With the rise of AI-powered search tools—from ChatGPT to Perplexity to Microsoft Copilot—how people find information is changing. Instead of scrolling through endless links, users are asking natural questions and receiving direct, conversational answers.

That means the rules of the game are changing.

SEO is Losing Some of Its Grip

Traditional SEO relies on matching keywords with search intent. But when an AI tool is summarising the web for the user, your carefully optimised headline might never be seen. The AI doesn’t list every result—it curates. Your visibility now depends less on whether your site ranks #3 or #13 in Google, and more on whether AI considers your content credible and relevant enough to quote.

This doesn’t make SEO irrelevant—but it does make it less decisive than it once was.

Enter GEO: Genuine Engagement Optimisation

What’s starting to matter more is what we might call GEO—Genuine Engagement Optimisation. Instead of just writing for algorithms, you’re now writing for humans and the AI models that mimic human preference.

• Authority counts more – AI tools are trained to prioritise trusted sources. If your brand is seen as an authority in your niche (via thought leadership, press mentions, or high-quality content), you’re more likely to be cited.

• Authenticity matters – Content that sparks real conversations, is shared on social platforms, or gains engagement signals (comments, reposts, citations) will feed the AI’s sense of what’s valuable.

• Geography still plays a role – For local businesses, being geo-relevant is critical. AI tools often tailor answers to a user’s location, meaning “near me” searches aren’t going away.

In short, GEO is about optimising your digital presence so that it resonates authentically with people and the AI systems they increasingly rely on.

How to Focus on GEO

1. Create high-trust content – Publish insights that only you can provide, not generic keyword-stuffed posts.

2. Build digital authority – Guest posts, podcasts, LinkedIn articles, and media features all help solidify your brand as credible.

3. Drive genuine interactions – Encourage discussion, testimonials, and user-generated content. These engagement signals are gold.

4. Don’t ignore local signals – Especially if you serve a specific region, ensure your content and profiles reflect your geographic footprint.

The Future of Search is Conversational

The search box is evolving into a chat box. People want answers, not links. In this new reality, SEO isn’t dead—but GEO is emerging as the new differentiator.

If SEO was about being found, then GEO is about being trusted, cited, and recommended by both humans and AI.

And that may well determine who thrives in the AI-first economy.