The Death (or Rebirth) of SEO in the Age of AI

Every time shifts in search trends occur, there’s a rapid move to blow taps over SEO. And each time, SEO continues on, because there will always be a need to understand and work with search engine algorithms, so websites can be more easily found. 

Even though there is a change in how people search due to AI (asking questions is becoming more frequent), we still have our laser focus on what is currently driving the most clicks to your website: (organic search results). But we also want the brand mentions and citations AI search results can provide. In other words, SEO isn’t going anywhere; it’s expanding and becoming more important.

[Most of our discussion here will focus on Google AI Overviews, but the implication is to also create authoritative content for all answer engines.]

From Search to Answers—How Generative AI Is Changing User Behavior

What’s been happening over the last few years is that people have moved to asking more questions vs. key phrase search. These questions reveal their intent (informational, navigational, or transactional). It’s our job to figure out what the user wants and to provide the very best answer to their questions. If we do that, we have the opportunity to be featured in search results (top organic positions, AI mentions, local packs, and more).

What is GEO? (and how is this affecting the search result?)

AI is an added feature within Google search that gives quick, specific answers right on the results page, mixed with the familiar list of links. What has become apparent is the degradation of click value of a high-ranking organic result. That’s because organic results are now competing with AI Overviews, with clicks to high organic results declining when an AI Overview is shown (they aren’t shown for every search query). 

Key point: Generative engine optimization (GEO) is a part of SEO that can help marketers build their visibility in AI search. Even though organic search still delivers the most clickthroughs to websites, this degradation of clicks to top organic results gives marketers the opportunity, through GEO, to try and capture additional SERP real estate.

How Does GEO Work? 

1. It focuses on creating content that explains complex topics clearly, and aligns content to top user question search prompts. 
2. GEO is not only for new content. It provides an excellent opportunity to audit your site and realign existing content with trending user questions.
3. Different answer engines apply unique algorithms that value GEO-focused resources.

Reasons Why Traditional SEO Is Flatlining (and What’s Replacing It)

There has been some rush to judgment about SEO’s future; we even pointed to fewer clicks on high-ranking organic search results due to AI Overviews. But SEO isn’t dying; far from it. Tactics like keyword optimization and backlink acquisition not only continue to build SEO organic positions, but also contribute to potential presence in AI search.

How to Win at GEO: Build on Top of SEO Strategies

Leverage Your Google Business Profile (GBP)

Your GBP is a critical component of local SEO and GEO. Optimizing this profile includes:

• Accurate business information (name, address, phone number)
• High-quality images
• Positive customer reviews
• Regular updates and posts

Even if you already have a GBP, it needs to be kept up to date with the signals that human users, organic and AI search require. Contact us now for a Google Business Profile audit and proposal.

Align GEO with E-E-A-T Principles

In 2023, when Google stated “…Those seeking success in Google Search should be looking to produce original, high-quality, people-first content demonstrating qualities E-E-A-T,” they gave us their roadmap for creating great content. That focus hasn’t changed; in fact, it is even more important, today.

Focus your content for the new GEO age and strengthen organic and AI overview opportunities by following these guidelines:

• Context-rich: AI engines prioritize content that provides comprehensive, nuanced answers.
• Semantically structured: Use headings and bullet points to help AI understand your content.
• Authoritative and trustworthy: Cite credible sources and include expert opinions.

• Answer questions directly: Use FAQ sections and Q&A formats.
• Use natural language: Write in a conversational tone that matches how users speak.
• Incorporate structured data: Use schema.org markup to make your content machine-readable.
• AI engines favor fresh, up-to-date information.

These strategies will help with both organic and AI search visibility.

How to Future-Proof Your Brand for the AI Search Era (GEO Principles)

Review your digital assets and align with these strategies:

• Keep current on top questions in your space and create content around those that answers the questions better than your competitors do.
• Optimize for services beyond Google, such as Claude and Grok, by implementing structured data for diverse query types.
• Use analytics for “AI visibility” evaluations; several new tools are providing insights into where and how your site shows up in AI search, and how you stack up vs. competitors.

Trek Marketing Can Lead You to Success in this New GEO Era

SEO isn’t dead. It’s just becoming smarter. The goal is to continue with white-hat SEO; from link building, to content creation, to site speed and crawlability. These are not changing and take on even greater importance today. GEO is a new adaptation of SEO, and it’s still evolving. Trek Marketing understands this new framework, which can strengthen your visibility in both traditional and AI search.

Contact Trek Marketing for your custom marketing proposal.