As AI Use Soars, Companies Shift From SEO To GEO

When AI answers at the top of search results, what happens to traditional SEO? As companies witness AI usage skyrocketing, they're adapting by embracing a new strategy: Generative Engine Optimisation (GEO). Instead of chasing blue-link rankings, brands now aim to shape how AI platforms quote and cite their expertise, making content AI-friendly, question-driven, and structurally clear.

This shift isn’t just buzz. AI summarisation tools are transforming how users find information, reducing website clicks and traffic heavily reliant on SEO. That means content needs to be not just discoverable, but directly usable by AI. GEO prioritises clarity, topical authority, and structured formats that AI engines can easily process and reference. It’s about being part of the answer, not just part of the search results.

Read the article in full on Forbes.