"Denis Sinelnikov is the CEO of Media Components and Curis Digital, an award-winning, full-service digital marketing agency. SEO used to be the sole way to increase your internet presence. Not anymore. Many people are rapidly switching from conventional search engines to AI-powered platforms. ChatGPT currently has 300 million weekly active users. Gartner predicts that search engine volume will decline by 25% by next year, mainly due to the increasing use of AI chatbots."
"GEO is about optimizing content for AI tools, including ChatGPT, Gemini and Claude. The goal is to be mentioned on these platforms, which combine knowledge from several sources to provide conversational replies to users' queries. Before proceeding, let's clarify: GEO is essentially the same thing as answer engine optimization (AEO), which I wrote about previously. It isn't about replacing SEO. It is about broadening your plan."
"With traditional SEO, you focus on Google rankings. The idea is to get people to click on links to your site. With GEO, the goal is to get your information to show up in AI responses. SEO focuses on keywords and backlinks within content. With GEO, structured data and reliable citations are essential. This means using trustworthy research, reliable sources and experts in your field as sources in your writing."
Generative engine optimization (GEO) focuses on preparing content to be included in AI-powered platforms like ChatGPT, Gemini and Claude. GEO aims to have content appear in conversational responses by providing structured data, trustworthy citations, and expert sources. The shift toward AI chatbots reduces traditional search engine traffic, with ChatGPT reaching 300 million weekly users and Gartner projecting a 25% decline in search engine volume. GEO complements rather than replaces SEO by prioritizing conversational queries and long-form, context-rich answers. Research from Princeton and IIT Delhi indicates GEO can increase visibility in AI responses by up to 40%.
Read at Forbes
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