GEO vs SEO: What Brands Need to Know About AI Search

The race to improve visibility in AI search is accelerating, but many brands may be overestimating how much has actually changed.

As consumers increasingly use AI tools for buying advice, businesses are exploring new approaches such as Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO). In an article for AI Journal, our Head of SEO shares why these emerging disciplines should be viewed as an extension of SEO rather than a replacement for it.

“Technical performance, content quality and brand authority are still the foundations of online visibility,” he explains.

“AI search introduces new opportunities for experimentation, but the brands that perform well are often those with strong SEO fundamentals already in place.”

The article also highlights the growing importance of structured data, third-party mentions and authoritative content, while cautioning against claims of guaranteed GEO success.