From SEO to GEO: How AI is changing the rules of search
The rules of digital marketing are changing. In the past, Google determined visibility. Today, AI systems such as ChatGPT and Gemini provide direct answers. Anyone who wants to remain visible in this new landscape needs to rethink their approach. Visibility is no longer determined solely by SEO (search engine optimization), but also by GEO (generative engine optimization).
But before we talk about strategies, it's worth taking a look at the fundamentals.
WHAT IS GEO?
Generative Engine Optimization (GEO) means preparing content in such a way that it is optimally recognized by AI-supported search systems and integrated into responses. The goal is not only to be found, but also to be preferentially processed, linked, and cited by generative models.
Unlike traditional SEO, GEO is based on large language models (LLMs). These systems not only search content for keywords, but also analyze semantic relationships. For content to be visible in AI responses, it must be clearly structured, comprehensibly formulated, and enriched with reliable sources.
There are three types of engines:
Training-based engines such as ChatGPT draw on previously learned knowledge.
Search-based engines such as Google Gemini also access current information in real time.
Hybrid engines combine both approaches to deliver particularly accurate and relevant answers.
GOOGLE SEARCH IN TRANSITION
With the introduction of AI Overviews, the presentation of Google search results has changed significantly. Traditional hits are pushed down the page, as the AI response is prominently displayed at the top of the page. These overviews can often be expanded, taking up even more space on the results page – and leaving organic links with correspondingly less visibility.
A recent study by the Pew Research Center (March 2025) shows that the click-through rate on links in a Google search drops significantly when an AI-based summary is displayed. The click-through rate falls from 15% to 8%. This illustrates how much AI results are already changing traditional search engine searches today.
A practical example
2022 – Classic Google search: An IT manager searches for “best CRM systems for international companies.” He receives a list of comparison portals, manufacturer websites, and blog articles. After several clicks, he finally lands on an agency's website, downloads a white paper, and contacts the sales team.
2025 – GEO search in AI systems: The same IT manager asks ChatGPT: “Which CRM system is best suited for an international B2B company in the mechanical engineering sector?” The answer is a curated recommendation with two to three CRM providers, supplemented by feature overviews, integration options, and industry references. The manager no longer has to click through comparison sites, but immediately receives a shortlist. Providers that do not appear here lose visibility and leads.
This example clearly shows how AI is changing search: from clicking through many links to direct answers. This is precisely where the key differences between classic SEO and GEO lie.
Overview of key differences
GEO: Very important – even mentions without links are evaluated by AI as a relevance signal.
GEO: Central – AI prefers in-depth content with figures, studies, quotes, and clear evidence.
GEO: Very important – AI parsers require direct access to content, otherwise it will be lost.
GEO: Highly relevant, as generative models prioritize current information.
GEO: Essential, AI prefers to use trustworthy sources.
GEO: Important component – content on YouTube & Co. is increasingly being incorporated into AI responses.
BEST PRACTICES FOR GEO: CLEAR, STRUCTURED, CITABLE
Making content visible in AI-generated responses requires more than traditional SEO. Four success factors for GEO:
Precision & clarity: Short paragraphs, clear language, subheadings. Example: A blog post with an FAQ section (“What is GEO?”) is easier for AI to pick up than a long continuous text.
Citation-worthy: AI prefers content with evidence. Example: A statistic from a recognized study (“According to Pew Research, the click-through rate is falling...”) increases the chance of being cited in responses.
Timeliness and relevance: Generative systems prefer sources that are up to date. A blog article containing figures updated in 2025 has a much better chance of appearing in an AI response than an article with data from 2021.
Technical readability: For AI systems to reliably capture content, it must be technically accessible. Structured data such as Schema.org markup helps to correctly classify content and clarify its meaning. It is equally important that parsers and bots have direct access – for example, through server-side rendering (SSR), which ensures that content is not “hidden” in JavaScript but can be captured immediately.
5 content ideas for GEO
GEO SUCCESS METRICS
The effectiveness of GEO can be measured by how often a brand appears in AI responses. This can be in the form of a direct quote or a paraphrase. It remains valuable even if no link is clicked. Another strong signal is the growth in direct brand searches, which indicates that users consciously recognize the brand. Similarly, presence in voice searches and highlighted quotes in generative systems are clear indicators that content has arrived in the new search ecosystem and is developing real relevance there.
FROM NUMBER ONE TO THE ANSWER: THE NEW GOAL IN MARKETING
SEO isn't dead – it's evolving. But the rules of visibility have changed. GEO adds a new layer: content must not only rank, but also be part of the answers generated by AI. The future of search is no longer determined by ranking number 1 on Google, but by whether you appear in the answers provided by ChatGPT, Gemini, and others. Act now to secure your visibility tomorrow.