Beyond SEO: The Complete Guide to Generative Engine Optimization (GEO) and AI Search Visibility in 2025

Twenty years ago, I wrote an article about the fundamentals of SEO: Three Cs of Search Engine Optimization. Since then, I have been told SEO is “dying” numerous times. However, I do understand that the adoption and integration of artificial intelligence (AI) into a variety of tools, platforms, and processes is going to have a significant and permanent impact on what we view as traditional SEO. To maintain relevance in the world of AI overviews in search engines, and AI Platforms like Claude, ChatGPT, Gemini, Copilot, and Perplexity, organizations must adapt or die.

Here are a few compelling statistics to consider:

• The Semrush AI Overviews Impact Study (2025) provided analysis of 10 million keywords, suggesting a fundamental shift toward hyper-targeted content strategies for generative engine optimization.
• According to Gartner,  25% of all search queries could shift from traditional search engines to AI-powered search experiences by 2026.
• According to Statista, over 90 million online users are projected to use generative AI for search by 2027, with 68% of adults already using generative AI for answering questions

The latest evolution of SEO is most referred to as Generative Engine Optimization (GEO), which is the art of ranking website content in popular search engines and AI platforms. Since this is a relatively new discipline, and I am an SEO guy, I am also going to include alternative monikers for AI-focused SEO: Answer Engine Optimization (AEO) and

AI Search Optimization (AISO). Whatever you call it, it is the new SEO and should be a part of your digital marketing program.

The same techniques are used for both AEO and GEO since all generative engines prioritize understanding user intent, incorporating relevant keywords, structuring content effectively to align with algorithms and AI crawlers, and using unambiguous language throughout your content

However, GEO requires a more sophisticated approach to content structure, entity relationships, and real-time optimization compared to traditional SEO practices.

Although I am a seasoned digital marketer, I have spent far more time managing teams than doing the SEO personally. As a result, it is more appropriate to be a messenger on behalf of experts than to be considered an expert myself. I kicked off my research for this article by reading a very thorough and compelling summary of GEO best practices: How to Rank in ChatGPT and AI Overviews. I have pulled out some of the highlights from the article, assuming your time is limited, but your interest in learning is high.

• Focus on semantic relevance, topical authority, and structured content with clarity, intent alignment, and factual accuracy
• Optimize each page to align with specific questions or themes.
• Make every paragraph count. Use clear headings, tight sections, and direct answers to commonly searched questions.
• Add clear authorship, sourcing, and citations
• For local search: create in-depth, authoritative pages on your services, using language that aligns with how customers ask questions. Add FAQs, comparisons, and process explanations to boost topical coverage

As a trusted messenger, I have synthesized information from my agency peers, SEO experts, and, of course, AI. I have elected to package effective GEO strategies and best practice tactics under the fundamental 3 “C”s of SEO: content, code, and credibility. While the fundamentals of SEO still apply to ranking in AI overviews and platforms, there are a few notable modifications required to truly master GEO today.

Content: Intent-Focused

The primary shift in SEO strategies for content relates to intent. AI is able to rapidly assess terabytes of content instantly and understand intent in ways search engines have not traditionally been able to accomplish. As a result, marketers should look beyond keywords to the user’s intent behind a given search. The best results will appear tailored to the searchers’ intent. To understand the intent behind a given search, research long-tail questions both with search engines and AI platforms. Create content that directly addresses that question with clear and concise copy. The focus should be on solving a problem instead of increasing keyword density for the target search term. For bonus points, create content for various stages of the buying cycle (aka sales funnel).

The second intent-focused content strategy is to create content that most commonly ranks for searches during the user’s journey. Common content that ranks well for buyer journey queries includes “best of” lists (aka listicles), product or service comparisons, resource pages or directories, guides, how-to’s and tutorials. A related strategy we will address in the Credibility phase is to identify and contact third-party listicles, product comparisons, resource guides, and directories to secure placement for your organization.

The third intent-focused content strategy is to create original, high-quality content via thought leadership strategies. The three most common thought leadership strategies include pitching the media, syndicating articles on industry websites, and speaking at industry events. These assets perform well as they are unique by nature and often more compelling and engaging than academic or technical content. Thought leadership content can also be in the form of webinars, video, and podcasts, interviews, as a guest or as host of your own show. The additional benefit of creating video and audio content is that it can be transcribed and formatted into a blog post or article.

From a credibility perspective, content should be responsibly sourced, and citations added where appropriate. AI algorithms tend to trust sources that consistently cite trustworthy sources, regularly and consistently update content. The best way to address this evaluation criterion is to link to authoritative sources within your content, especially recent or timely data or statistics. Where possible, citing industry or academic research is recommended. Lastly, since real-time data is highly valued, consider incorporating a live feed to your home page or elsewhere on your website.

Code: Format and Structure Optimization

To be most attractive and digestible to AI platforms, your website’s content should have a clear hierarchy and structure. For example, header tags have been a staple of SEO for decades. With AI, however, it is important to utilize more than just the H1 tag to create hierarchy and follow SEO best practices. Take advantage of the H2-H6 tags to enhance your content with headers that help AI platforms understand structure and context. Breaking up content with bullet lists, tables, and other media increases context for AI platforms and engagement for humans.

The more “skimmable” the content, the more likely AI platforms will index and display your assets in search results. One good example of skimmable content that both humans and AI platforms appreciate is frequently asked questions (FAQs). Long a fundamental SEO strategy, FAQs have increased in value in the past few years. Additionally, topical FAQs naturally create content “clusters” that AI algorithms value. Topic clusters are an essential part of GEO overall, beyond just FAQs, however.

A key component of using code to enhance format and structure is entity optimization. As it has been for semantic search since 2012, optimizing entities helps AI platforms understand context more effectively. To establish clear entity relationships and related topical authority, you must define clear brand, product, and persona entities with all assets accessible via the web. Beyond using the proper coding, it is essential that comprehensive entity pages are developed and optimized within broader topical clusters. The more authoritative the website and the greater the consistency of the content, the greater the likelihood of being featured in an AI overview.

Expanding on content format, implementing schema markup, and structured data is essential to ranking in search results. AI platforms value and rank content that is easily readable, and structured data provides an invaluable guide. Specifically, schema markup provides critical context and structure to any content on your website, making it easier to understand and index. Schema is particularly effective for organizations, products, and people, but can be used for marketing assets like press releases, videos, FAQs, ratings, and reviews.

Credibility

The third and final component of a successful GEO program is addressing websites and asset credibility. In the old days of SEO, credibility came in the form of the quality and quantity of inbound links to your website. Social media created additional credibility signals. For GEO, credibility goes beyond links (which are still a thing) into conversations. Citations (brand mentions without links) have always had value, but AI leans into citations from a contextual standpoint, increasing their value. This is particularly true for retail-based businesses where location matters most.

In addition to securing links from industry websites, the media, and business directories, there are more advanced strategies to build credibility, particularly in the eyes of AI platforms. One of the more effective strategies of late is to secure visibility on third-party “top 10” lists or “best of” listicles for your industry. Examples might include “Best enterprise SEO companies” or “Top 10 Portland hotels.” While you can create your own listicles on your blog or website, gaining visibility (and a link) from authoritative third-party sites offers much greater credibility. Lists can take different forms, including industry roundups and reviews.

Another effective credibility strategy is to gain trustworthiness via public relations best practices. I started my career over 30 years ago in the PR world and have carried those tools with me ever since to significant effect. Crafting and distributing press releases, which can get picked up by search engines and AI platforms, can build credibility quickly. Similarly, pitching the media to gain press coverage also lends to authority and credibility. Finally, regularly monitoring and participating in threaded forms with timely, helpful, and thorough responses to relevant questions is increasingly important in both SEO and GEO ranking factors. The best place to start your community engagement is on Quora & Reddit.

Do not forget the importance of measuring the impact of your GEO efforts with analytics and reporting. There are a host of AI-specific metrics you can track to augment your current SEO efforts, including the following:

• Citations in AI responses
• Referral traffic from AI platforms
• Brand mentions in AI-generated content
• Response structure analysis

Incorporate these key performance indicators (KPIs) into your existing marketing reports to set a benchmark and inform future efforts. The good news is that Google recently added an AI Mode to Search Console, to enhance and inform reporting.

The evolution from traditional SEO to Generative Engine Optimization (GEO) represents a fundamental shift in how organizations must approach digital visibility. As AI-powered search experiences capture an increasing share of user queries, success requires adapting the foundational “Three Cs” of SEO—content, code, and credibility—to meet the sophisticated demands of generative engines. By focusing on intent-driven content creation, implementing structured data for machine readability, and building authoritative entity relationships, organizations can maintain relevance in an AI-dominated search landscape. The transition to GEO is not just an evolution of SEO practices; it is a strategic imperative for any organization seeking to remain discoverable and competitive as search behavior fundamentally transforms over the next decade.