Search behavior is undergoing a transformation. While traditional search engines still matter, a growing number of your prospective customers and clients are likely turning to AI-powered platforms for answers. They’re querying tools like ChatGPT, Claude, and Perplexity directly, while relying on Google AI Overviews for instant information without a follow-up click. Without optimization for these generative AI tools, your brand risks fading from view.
Does this signal the death of traditional search engine optimization? Absolutely not. SEO continues to be essential for online visibility. The reality, however, is that SEO by itself is no longer enough. Your strategy must now embrace both approaches: traditional SEO and GEO (Generative Engine Optimization) working together to ensure you’re discoverable across both search methods.
GEO represents a new approach to content optimization, designed specifically for AI-driven platforms. The goal is simple: when AI systems generate responses to user questions, your brand should appear as the source these tools reference and trust.
Because this area is still nascent, you’ll encounter varying terminology. For example, some marketers refer to it as “AIO” (AI Optimization), while others use “GEO.” Regardless of the label, the principle remains the same: your content must be structured and positioned to become part of AI-mediated knowledge sharing.
Here’s the key difference: with traditional search, success looks like a top position on the results page. With generative engines, success means your expertise becomes embedded in the answer itself. This means you’re not just listed as an option; you’re cited as the authority.
Think about your own online search habits. When researching a topic, how often do you now skip the search engine entirely and simply ask an AI platform? This behavioral shift is accelerating, especially among younger professionals who view AI tools as their primary research assistants.
The distinction is important: while SEO brings visitors to your digital doorstep, GEO establishes your thought leadership in spaces where decisions are being made. These strategies complement rather than compete. Traditional optimization maintains your presence in standard search, while generative optimization establishes your expertise for AI platform queries. As AI becomes increasingly central to how people gather information and make choices, brands without a GEO approach risk becoming cut out of conversations that shape their industries.
Unlike SEO, which has matured over time with established best practices and (fairly) predictable patterns, GEO currently operates in murkier territory. Each AI platform functions differently. For instance, the algorithms powering ChatGPT don’t match those running Perplexity or Google’s AI features. A tactic that works brilliantly on one platform might not always produce similar results on another.
The opacity creates additional complications. You’re optimizing for systems whose inner workings remain below the surface. Standard SEO metrics like rankings and click-through rates don’t translate. Analytics for tracking AI citation frequency are still in their infancy. Proving return on investment becomes challenging when the measurement tools are still being built.
Perhaps most frustrating is the instability. AI platforms change constantly. The system that prominently featured your content one month might ignore it the next after an algorithm update. Success requires ongoing testing and adaptation, not a set-it-and-forget-it approach.
The encouraging news? Research indicates a strong connection between traditional search performance and AI visibility. Content that ranks well in conventional search results tends to get cited more frequently by AI systems. Investing in strong SEO basics lays a solid foundation for your GEO strategy.
Start by producing high-quality material that warrants citation. Focus on comprehensive resources demonstrating real expertise rather than light content chasing keywords. When you write, think about the questions your audience asks out loud. People frequently interact with AI platforms using complete sentences and natural phrasing. For example, “What are the best ways to retain employees?” instead of “employee turnover strategies.” Shape your content to address these spoken queries.
In addition, go deep on subjects where you have legitimate authority. AI platforms gravitate toward thorough, well-documented information from genuine experts. Don’t leave your credentials to chance. You want to explicitly establish who you are and why your company’s perspective matters. Make the connection between your brand and your insights crystal clear throughout your content.
On the technical side, structure matters enormously. Use schema markup to help AI systems understand your content’s context. Organize information with descriptive headings that create clear hierarchies. Format everything for easy parsing. The simpler you make it for AI to extract and attribute your information, the more likely you will be cited.
Most organizations today lack the in-house capabilities to execute effective GEO strategies. You need highly skilled AI specialists who understand both content strategy at a sophisticated level and the technical architecture of AI systems. These professionals remain in very short supply.
This skills gap is exactly where 24 Seven provides critical value. As leaders in marketing, creative, and technology talent solutions, 24 Seven’s AI experts can assess your content strategy and implement GEO best practices. Whether you need high-level consultation or hands-on optimization (or both), we can help you bridge the skills gap and position your brand for success in the AI era.