The importance of Generative Engine Optimization or GEO and Answer Engine Optimization as part of your GTM motion.
The latest report from Bain* makes sober reading for companies who are still reliant of traditional marketing techniques. Especially if they are doing it in isolation and hoping for the best. I wrote about how to appear in AI search results back in 2024. But now the latest news from Bain shows how the landscape has changed – dramatically.
- About 80% of search users rely on AI summaries at least 40% of the time
- On traditional search engines, about 60% of searches now end without the user progressing to another destination
- Search engine optimization will not be enough for brands looking to succeed in this new reality
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The decline of search‑referral traffic
For years, Google has been the go-to referral source for businesses but the game is changing.
As of April 2025, Bain reports 80% of consumers now use AI-generated results for at least 40% of their searches, reducing traditional organic traffic by up to 25%.
Moreover, 60% of searches end in zero-clicks, meaning users get answers directly, no website visits required
Despite Google’s impressive +10% in ad revenue during Q1 2025, the shift toward AI search agents like ChatGPT, Claude, and Perplexity is unmistakable, and it’s eroding the dominance of traditional SEO.
AI Search is the new traffic frontier
AI-powered search is gaining ground fast:
- ChatGPT captures 61.3% of the generative AI search market, albeit with lower query volumes (~37 million/day), compared to Google’s massive 14 billion daily keyword searches
- Perplexity and others are rapidly building traction, experimenting with sponsored follow-ups and ad integration
- Fintech case in point: Ramp, using Profound’s AI visibility tools, saw brand mentions leap from just 3.2% to 22.2% in AI-generated answers, transforming invisibility into dominance
In short, if you’re not optimized for AI engines, you’re missing out: out of sight, out of mind.
What Is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the process of preparing your content to be discovered, understood, and cited by AI-driven answer engines like ChatGPT, Claude, Google AI Overviews, and Perplexity.
It builds on SEO but pivots from keyword ranking to contextual structure, authority, and clarity, the signals AI systems use to determine which content to surface in a conversational answer.
GEO vs SEO vs AEO: A Shift in Strategy
| Optimization Type | Goal | Key Focus |
| SEO | Rank in Google SERPs | Keywords, backlinks, technical optimization |
| AEO (Answer Engine Optimization) | Get answers in featured snippets or Q&A formats | Structured content, FAQ, templates |
| GEO | Appear and be cited in generative layers | E-E-A-T, conversational structure, metadata like llms.txt |
In 2025, a “hybrid strategy” that integrates SEO, AEO, and GEO is essential—each plays a distinct role in maintaining visibility across search paradigms.
Practical GEO Tips You Can Use Today
Drawing from Writesonic’s guides and proven case studies, here are actionable steps to boost your AI search presence:
- Conduct Generative AI Research
Identify questions AI users ask; track where your brand ranks using tools like Profound or Writesonic GEO - Write in a Conversational Tone
AI loves natural, spoken-style writing. Use plain language and answer queries upfront - Structure Content for Readability
Break text into Q&A, bullet points, and bold headers. Add schema markup and llms.txt metadata to help AI parse your info. - Boost E‑E‑A‑T
Use EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). Cite credible sources, quote experts, and include data and statistics. Establish domain authority and trust. - Update & Reiterate
Keep content fresh. GEO matched pages with up-to-date info perform significantly better - Monitor Performance
Use GEO platforms for share-of-voice and sentiment insights across ChatGPT, Gemini, Claude, and others.
A journey through time & early SEO
Back in the late 1990s, I launched one of the UK’s first Google-focused agencies. Search was a wild frontier, algorithm updates felt seismic, and being on page 1 meant life or death for businesses. Agencies like mine thrived on mastering those technical nuances.
Today’s landscape mirrors that early web – AI search is in its primitive or “embryonic” phase. Brands that invest now in getting cited by AI will secure a strategic advantage. GEO is not just another tactic, it’s the new front line.
Practical wins and risks
Ramp saw a ~19-point increase in ChatGPT AI visibility using GEO tactics.
Bain warns that without adaptation, brands could face 25–40% losses in organic traffic
Tools like Profound and Writesonic GEO are surfacing across over 100 brands (Ramp, Indeed, U.S. Bank) to track and optimize AI presence
Visibility Isn’t Optional, It’s Essential
The future of search is conversational, contextual, and AI-driven. The bleak truth? If your site doesn’t show up in AI-generated answers, you’re rendering your brand invisible to a growing audience.
A hybrid strategy – integrating SEO, AEO, and GEO, is now table stakes. Begin with audits to see where you’re already mentioned. Then, follow these GEO best practices: write conversationally, format clearly, reinforce authority, and continuously monitor AI visibility.
Just like I bet on Google in the early web, your chance to own AI search visibility is here, and the brands that act first will dominate the next era of discovery.
Want to learn more – get in touch here
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