By Callum Macrae, Marketing Director
“Is SEO dead? No. But the game has changed and if you’re still playing by the old rules, you’re already losing.”
Your next client isn’t Googling you. They’re asking ChatGPT. More people are turning to AI tools like ChatGPT, CoPilot, Perplexity and Google’s AI Overviews to find answers and make decisions.
AI overviews are those snippets that appear nearly every time you do a Google search, in case you didn’t know.
They’re changing the entire way we do Search Engine Optimisation (SEO), our approach to getting names in front of eyes and removing entirely the utility of some information on websites.
This is the reality of Generative Engine Optimisation (GEO), the evolution of SEO in an AI-powered world.
Gartner predicted that by 2026 (now), traditional search engine volume would drop by 25 per cent as more of us turn to AI-powered tools for answers.
McKinsey, on the other hand, say that “about 50 per cent of Google searches already have AI summaries” and they expect this to be more like 75 per cent by 2028.
It’s no longer just about where you rank. It’s about whether you appear at all in the places people are actually looking.
GEO and the rise of the machines
GEO has shifted how we approach SEO, especially as AI-powered search engines continue to get better, smarter and quicker.
With GEO, you focus on creating content that is optimised for AI-generated summaries and content generation engines that deliver rich snippets, FAQs, and other AI-driven content directly in search results.
These AI-powered engines, like Google’s AI Overviews, Google AI mode or ChatGPT, rank your website based on context, structure, and the purpose of content.
In the past, SEO was centred around keywords.
You had to find the right ones, create content around them, and make sure those keywords appeared in strategic places across your website. Google knew most users wouldn’t click beyond the first few results. So, whoever could rank top through clever use of keywords, backlinks and structure… won the race.
The introduction of AI search flips that on its head.
ChatGPT, Perplexity and Google’s AI Overviews give you an answer and a recommendation.
It’s not about ranking anymore, it’s about being chosen.
This has major implications for how we approach SEO and what visibility actually means in today’s landscape.
The real shift: from visibility to preference
GEO isn’t just a new form of SEO. It’s a new question:
How do I show up where my clients are actually looking?
Now, you need to optimise for AI and not just search engine algorithms. Your website, your brand content and your expertise must be packaged in a way that AI understands and trusts your business.
That’s what GEO is about. Not stuffing keywords into a blog post, but:
- Structuring your content in a way that clearly signals expertise
- Earning backlinks and citations that prove authority
- Using schema and structured data so AI knows what your content is
- Building trust signals through client reviews, testimonials, and third-party mentions
Personalisation gone wild (my prediction)
Here’s a prediction for you…
We’re in for a crazy future of personalisation that GEO is about to introduce.
AI engines are becoming hyper-intelligent and they’re not just spitting out generic answers anymore.
They’re digging deep into the individual user’s context.
They know where you are, what you’ve searched for before, what’s in your browsing history, and they probably know what device you’re using to read this.
(If you thought cookies were intrusive, get ready for what’s next).
GEO’s role in SEO is taking that personalisation to the next level and your content isn’t just going to be for anyone anymore.
It’s now going to be for someone specific, tailored to their wants, needs, and web habits.
With 77 per cent of ChatGPT users utilising it as a search engine and over a third (36 per cent) have discovered a new product or brand through it. So, if you’re not showing up there, your competitors probably are.
So, does GEO make SEO redundant?
Of course not… but it changes the rules of the game.
SEO isn’t dead, but the way people find and trust brands is changing fast. Those who adapt will be the ones clients discover, trust and choose.
It’s your choice…
Get on board or get buried.
