The Rise of Generative Engine Optimization (GEO): How AI is Reshaping Search

Search as we know it is undergoing a seismic shift. Traditional search engine optimization (SEO), long dominated by Google’s ranking algorithms, is evolving as artificial intelligence (AI) takes center stage. Instead of just optimizing for search engines, brands, agencies, and media outlets now face a new challenge: Generative Engine Optimization (GEO)—ensuring their content is properly interpreted and surfaced by AI-driven search tools like Google’s Gemini and OpenAI’s ChatGPT.

AI’s Impact on Search: What’s Changing?

For years, Google’s rankings were built on backlinks, keywords, and structured data. Then came knowledge panels, offering quick, curated information at a glance. Now, AI-generated summaries—driven by large language models (LLMs)—are taking over, delivering conversational responses that reduce the need for users to click on traditional search results.

This shift is evident in user behavior. A Vox Media study found that 61% of Gen Z and 53% of millennials now turn to AI tools instead of Google for information. StatCounter data confirms this trend, with Google’s global search market share dropping below 90% for the first time since 2015.

What This Means for Earned Media and SEO

With AI summarizing information instead of simply linking to articles, earned media is at risk of losing visibility.
This raises critical questions:

• Will AI-driven search decrease traffic to media sites?
• How will brands manage their online reputation in an AI-dominated landscape?
• What role will authoritative content play in shaping AI responses?

The Rise of Generative Engine Optimization (GEO)

GEO is emerging as a critical discipline in digital marketing. Unlike SEO, which focuses on optimizing content for search engines, GEO prioritizes authoritative, AI-friendly content to enhance visibility in generative AI platforms.

Todd Ringler, head of U.S. media at Edelman, explains, “Unlike SEO, GEO prioritizes credibility to improve discoverability within AI-generated results. Earned media, multimedia integration, and brand reputation will play a key role in this new era.”

Strategies for Success in the AI-Driven Search Era

To adapt to this transformation, brands should focus on:

1. Monitoring AI Responses: Brands need to track how AI platforms like ChatGPT and Gemini summarize their information. Services like rf.aio (Ruder Finn’s LLM-optimization service) help brands understand how AI presents their content.
2. Prioritizing Authoritative Content: AI favors sources with established credibility, such as major news outlets and expert-driven sites.
3. Enhancing Content Structuring: Clearly written, well-structured content improves AI visibility, similar to traditional SEO best practices.
4. Optimizing for AI Training Models: Some companies are exploring direct content partnerships with AI platforms to ensure their information is accurately represented.

As AI-driven search evolves, businesses must adapt their digital strategies to stay visible in AI-generated results. At Earn SEO, a trusted SEO company in New York, we help businesses adapt to changing search trends with expert keyword optimization, technical SEO, and content strategies that enhance rankings across Google and other platforms. Whether you’re looking to improve organic traffic, boost local visibility, or refine your content strategy, our team ensures your brand stays competitive.
Stay ahead in search—partner with us today!