How AI Rewrote Search (and What That Means for SEO)

Miguel Monzones
Aug 28
5 min read

*if you don't have time to read there is a TL:DR on the bottom! I know you're busy! 😉

SEO in the Age of Generative AI: From Rankings to Citations

Once upon a time, SEO was the king of search visibility.

But now, with generative AI search engines like Google Gemini, Anthropic’s Claude, OpenAI’s GPT, and Perplexity AI shaking things up, how we find info is changing fast.

This research dives into the nitty-gritty of traditional SEO versus Generative Engine Optimization (GEO).

We'll explore how each system generates results and what truly matters for staying visible in this new world.

Plus, we'll unpack what all this means for marketers trying to ride this wave without getting swept up in the chaos.

1. SEO vs. GEO

SEO: The Old Guard

Traditional SEO is like the classic rock of digital marketing. It operates within the familiar realms of Google and Bing, aiming to place your content at the forefront of those search results pages (SERPs).

The game plan?

Nail it with technical SEO, ace your on-page optimization, and build off-page authority. All roads lead to one destination: driving that sweet click-through traffic.

GEO: The New Frontier

Enter Generative Engine Optimization (GEO), the cool new kid on the block.

This isn't about replacing SEO; it's about levelling up. Instead of just climbing up a ranked list, GEO aims for something more prestigious: being cited in AI-generated answers. It's not just visibility we're after now; it's credibility in those AI-driven conversations.

The Goals at a Glance

SEO chases clicks.
GEO chases citations.

It’s also worth noting that not everything marketed as “AI” really qualifies as artificial intelligence. The term has become such a buzzword that even advanced but rule-based programs are being labeled as AI. True AI models, like Gemini, Claude, and GPT, actually learn patterns and generate responses, while many tools are simply running on sophisticated algorithms. Understanding the difference matters, because GEO strategies are built for systems that genuinely interpret, synthesize, and generate content, not just follow static instructions.

2. How Results Are Generated

SEO engines crawl and index like a diligent librarian. They rank results based on signals like relevance and authority. Meanwhile, GEO leverages AI models to generate answers that are more conversational and context-aware. It's like having a chat with someone who knows your quirks and preferences.

SEO Generation

Search engines crawl, index, and rank content like a diligent librarian. Results are ranked based on signals such as relevance, authority, and technical health.

Algorithms evaluate:

Technical health (speed, mobile readiness, structured data)
Content relevance (keywords, semantic depth)
Authority signals (backlinks, E-E-A-T)

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

Google’s algorithmic evolution highlights this trajectory:

RankBrain (2015): Interpreting ambiguous queries.
BERT (2019): Understanding context in sentences.
MUM (2021): Multimodal and multilingual comprehension.
Gemini (2024–2025): Integrating generative AI into overviews.

GEO Generation

Generative engines synthesize answers, not lists. Instead of showing “10 best laptops,” an AI engine produces a narrative response, pulling data from multiple sources.

Key steps include:

Retrieval: Collecting documents from indexed sources.
Vectorization: Converting text into semantic embeddings.
Generation: Using an LLM (e.g., GPT, Claude, Gemini) to synthesize a response.
Citation (optional): Linking back to authoritative sources, often based on confidence scores or reputation signals.

This process means content must be both retrievable (well-indexed, technically sound) and readable by AI (structured, clear, semantically rich).

3. What Matters for Ranking in SEO and GEO

In SEO, keywords and authority still reign. In GEO, content structure and trustworthiness take center stage. Think of it as crafting a story so compelling that even an AI can’t resist sharing it.

SEO Ranking Factors

Technical SEO: Site speed, mobile-first design, HTTPS.
On-Page SEO: Keyword alignment, semantic search optimization, structured headings.
Off-Page SEO: Backlinks, reviews, brand mentions, E-E-A-T signals.

GEO Ranking (Citation) Factors

Clarity of Content: FAQs, summaries, and schema markup make content AI-readable.
Topical Authority: In-depth coverage of a subject improves the likelihood of being cited.
Trust Signals: Author bios, original research, and transparent sourcing increase credibility.
Recency: Generative engines favour fresh, up-to-date content.
Engagement Data: Content cited often by users (e.g., shared, bookmarked) may influence retrievability.

4. Major AI Models in Generative Search: Gemini, Claude, GPT, and Perplexity

These aren’t just acronyms; they’re the AIs reshaping how we search.

Google Gemini

Gemini is all about precision. It’s a multimodal model that handles text, images, and video, powering Google’s AI Overviews.

Multimodal model (text, images, video).
Powers Google’s AI Overviews, summarizing SERPs.
SEO implication: Structured, comprehensive content aligned with E-E-A-T remains critical.

Anthropic Claude

Claude adds creativity to the mix, known for thoughtful reasoning and a transparent approach to citations. With real-time search integration (via Brave), it prioritizes fact-based and ethically sourced content.

Integrated real-time search (via Brave Search).
Known for transparent citations and a cautious tone.
GEO implication: Structured, fact-based, and ethically sourced content is prioritized.

OpenAI GPT (SearchGPT)

GPT is your go-to for human-like responses, blending conversational flow with real-time search. Powered by GPT-4 and GPT-5 models in ChatGPT Search, it delivers fluid answers with clickable sources.

GPT-4 and GPT-5 models integrated into ChatGPT Search.
Blends conversational responses with real-time data.
GEO implication: Conversational, natural language formatting increases chances of citation.

Perplexity AI

Perplexity is the researcher of the group, combining multiple models (GPT, Claude, Gemini, Grok, Sonar) with live web search to provide direct, cited answers.

Uses a mix of GPT, Claude, Gemini, Grok, and its proprietary Sonar models.
Focused on research-style queries with heavy citation.
GEO implication: Whitepapers, case studies, and authoritative hubs are often surfaced.

5. Additional Considerations

Zero-Click Future: As AI provides more direct answers, “zero-click” searches are becoming common. Websites may see fewer visits, but the quality of traffic improves. Users who do click are higher-intent and more likely to convert.
OmniSEO: SEO now extends beyond Google and Bing. Voice assistants, TikTok, AI chat tools, and social media platforms are also discovery engines. Visibility requires an omnichannel approach.
Metrics Shift: Success is shifting from raw traffic to qualitative metrics like citation frequency, engagement depth, and trust signals. These reveal real impact better than volume alone.

6. Conclusion

SEO is not disappearing, but it is transforming. Traditional practices remain necessary, yet insufficient in an era where AI engines decide what knowledge is surfaced.

The path forward is a hybrid approach:

Maintain strong SEO foundations.
Optimize for GEO by structuring content for AI readability and citation.
Build authority and trust, not just clicks.

The Burning Question

“As a marketer, what do I need to do if I want my brand to be seen in GEO?”

Prioritize Content Structure

Your content needs to be top-notch in both quality and structure.

Think of it like setting up a storefront: neat, inviting, and easy to navigate.

Use clear headers, concise paragraphs, and well-placed FAQs to make it skimmable and AI-friendly. Pair that structure with credibility by adding author bios, original insights, case studies, and fresh updates to give search engines confidence in quoting you.

In this era of AI, the win isn’t just about landing on Page 1. The real prize is becoming the trusted voice that AI engines draw upon for their answers, the brand that appears not only in search results but also in the conversations people rely on.

TL;DR 🌟

SEO isn’t dead, but it’s evolving. Traditional SEO still matters for rankings, but Generative Engine Optimization (GEO) is now critical if you want AI engines like Gemini, Claude, GPT, and Perplexity to cite your brand in answers.

SEO = clicks from ranked lists
GEO = citations in AI-generated answers

‣ How they work: SEO relies on crawling, indexing, and ranking. GEO uses AI models to retrieve, vectorize, generate, and cite information.

‣ What matters: SEO favours speed, keywords, and backlinks. GEO rewards structure, authority, trust signals, freshness, and clarity.

‣ The models: Gemini = precision, Claude = creativity, GPT = human-like responses, Perplexity = research depth.

‣ The shift: Zero-click searches are on the rise, OmniSEO ensures visibility across multiple platforms, and metrics now focus on trust and citations, not just traffic.

Bottom line: The goal isn’t just Page 1 anymore. It’s becoming the trusted voice AI engines pull into their answers.