Search Engine Optimization (SEO) isn’t going anywhere. The basics—quality content, strong links, fast performance, and great user experience—are still critical. But the way people search is changing, and with it comes Generative Engine Optimization (GEO).
GEO is all about structured data and authority. Search engines aren’t just looking for keywords anymore—they’re looking for trusted, reliable sources they can cite directly in AI-powered answers.
From Rankings to Recognition
Not long ago, SEO was the go-to strategy for visibility online. Marketers optimized every page with keywords and backlinks, chasing the top spot on Google’s results page. The focus was on climbing the rankings, even if it meant writing content more for algorithms than for people.
Fast forward to today, and search looks very different. Users don’t just type a few keywords anymore. They ask full questions and expect clear, direct answers. Google’s AI Overviews—sometimes called AI citations—are leading the charge.
And here’s the key shift: it’s no longer about clicks. It’s about being recognized as a source of truth.
How AI Overviews Changed SEO
AI models like ChatGPT and Gemini are changing how people use search engines. Instead of scanning links, users now expect Google to provide full answers instantly.
According to a September 2024 Semrush study, more than 75% of searches that trigger AI Overviews are informational. People want comparisons, summaries, and clear explanations—all without leaving the results page.
For brands, this means the SEO game has evolved. If SEO is about visibility, GEO is about credibility. The goal isn’t just traffic—it’s having your brand cited as an authority in AI-generated responses.
Why GEO Matters Now
Getting cited by AI doesn’t mean abandoning SEO. It means building on it. The rules of the game have shifted from rankings to influence.
For example, if your content already shows up in Google’s featured snippets, there’s a strong chance it will also appear in AI Overviews. That makes structured content and authoritative insights more valuable than ever.
Our Own Shift Toward GEO
At Inorbital, we’ve relied on SEO best practices for years. But we knew we had to adapt. Instead of checking technical boxes, we started asking:
- Is this content genuinely helpful?
- Could it be cited by AI in an answer?
We’ve leaned into original research, client insights, and practical expertise. The goal isn’t just to be found—it’s to be trusted.
SEO still matters, but today, trust signals matter more. Following E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trustworthiness) is no longer optional—it’s essential.
How to Bring GEO Into Your Strategy
Here are three ways to start building GEO into your workflow:
1. Optimize for intent and long-tail queries
Searches are more conversational. Target the kinds of questions your audience is asking, and front-load key facts so AI can easily pick them up.
2. Create structured, authoritative content
Use clear headings, bullet points, and tables to make your content easy to scan. Include verifiable facts, figures, and examples. Go beyond text—images and videos also help AI recognize authority.
3. Build authority beyond your website
AI looks at your brand reputation across the web. Secure reviews, get mentioned in industry publications, and keep your thought leadership consistent across platforms.
The Takeaway
GEO doesn’t replace SEO—it extends it. Traditional SEO still gets you visibility, but GEO ensures you’re cited as a reliable source in an AI-driven search world.
It’s less about chasing clicks and more about earning trust. And in many ways, it’s a return to what matters most: sharing knowledge and helping people find the answers they’re looking for.
Tony
Director and Founder
Inorbital founder and digital solution architect with over 20 years’ experience planning and directing dynamic web presence and web applications for all types of savvy organizations. When not directing Inorbital you can find him actively trying something completely new. You can schedule a meeting with me here