As we all know, search is changing fast – and AI is now shaping how people discover and interact with content. I want to share a quick overview of what’s happening and how we can stay ahead.
What’s Changing
Traditional SEO is evolving. Search engines like Google, and new AI-powered tools like ChatGPT Search and Perplexity, are starting to generate direct, conversational answers instead of showing a list of links.
This means users might get the information they need without ever clicking through to our website – unless our content is part of those AI-generated answers.
When This Starts Affecting Us
This shift isn’t in the distant future – it’s already underway.
Google’s Search Generative Experience (SGE) is rolling out globally.
Generative search platforms are gaining massive traction.
By mid–2025, these AI-powered experiences will become a major source of information for users.
What We Need to Do Next
We’ll be expanding our SEO approach to include AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) – ensuring our content is easily found, trusted, and referenced by AI systems.
How to Adapt: From SEO → AEO → GEO
1. AEO — Answer Engine Optimization
We’ll focus on helping AI systems understand and use our content directly in their answers.
- Write clear, factual, and concise answers (think FAQ-style).
- Use structured data (schema markup for FAQs, HowTo, Products, etc.).
- Cover topics in clusters to build strong topical authority.
- Keep content aligned with E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).
2. GEO — Generative Engine Optimization
We’ll aim to be discover-able and cited by AI tools that generate answers.
- Publish unique insights, original data, and research-based content.
- Make sure our content is open to AI crawlers like GPTBot and Google-Extended.
- Strengthen our entity signals — consistent use of names, topics, and brand mentions across platforms.
- Include visuals, videos, and other media formats (AI models value multi-format content).
Summary:
| Focus Area | What It Means | Key Actions |
|---|---|---|
AEO (Answer Engine Optimization) | Optimise for AI-generated answers on Google SGE, ChatGPT, and Perplexity. | Use structured data, FAQs, and concise factual content. |
GEO (Generative Engine Optimization) | Make content discoverable and usable by generative AI tools. | Publish original data, enable AI crawlers, and strengthen entity links. |
Entity Optimization | Build brand and author credibility across AI ecosystems. | Ensure consistent mentions, schema markup, and verified profiles. |
Technical Visibility | Prepare site for AI-friendly indexing and retrieval. | Improve crawlability, speed, and semantic structure. |
Timing (2024–2025) | AI discovery is replacing traditional SEO. | Update content strategy now to stay visible and trusted. |
Bottom Line
Search visibility is no longer just about ranking high – it’s about being recognized and trusted by AI systems.
By adapting our content strategy now, we position ourselves to stay visible, credible, and competitive as this new era unfolds.
Let’s start building our roadmap for this transition together – focusing first on structured content, topic authority, and original insights.
AI is reshaping how people discover information. Stay visible, trusted, and ahead – start optimizing for AEO & GEO now!
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