Key Takeaways
- Zero-click searches are the new normal
- Generative Engine Optimisation (GEO) is reshaping how we define visibility
- Traditional SEO isn’t dead, but it’s only one piece of the puzzle now
- You need to optimise for influence, not just traffic
- Structured, human-friendly, and AI-ready content is the way forward
Search is changing…
Not in a “watch this space” kind of way, but in a fundamental, here-we-go-again kind of way.
If you’ve been watching your SEO dashboards lately and wondering why your rankings are climbing but your clicks are dipping, you’re not alone. AI and SEO are converging, and zero-click searches are becoming the new standard.
AI has been a hot topic for the past few years, and understandably so. It’s changed how we analyse data, write content, create designs, and more. So naturally, it’s also changing how we search (and how we’re found). With tools like ChatGPT, Gemini and Google’s AI Overviews summarise answers on the fly, we’ve entered the era of Generative Engine Optimisation (GEO), where showing up in the conversation matters more than just ranking on page one.
The Rise of AI in Search: What It Means for SEO and GEO
AI-powered tools like ChatGPT, Perplexity, Gemini, and Google’s AI Overviews are shifting how people access information. These platforms summarise content and surface answers directly, often without users needing to click through to your website at all.
And while traditional search engines still play a key role, the way users interact with them is becoming more fragmented, more conversational, and more driven by generative technology.
Change can be hard, we know, but keeping up with the times is non-negotiable here. This isn’t a blip, it’s the new baseline.
High Rankings, Lower Clicks: The Reality of Zero-Click Searches
You may still be winning top rankings, but if you're seeing fewer visits from those positions, it's likely because of zero-click searches. These happen when AI tools or search engines serve users everything they need upfront, often pulling from your content, but not directing them to your site.
That means KPIs like organic traffic and CTR are no longer the full picture of SEO success. Visibility now lives inside the AI results, not just on the search results page.
So what do we do when the clicks disappear?
Well, we redefine the goals.
SEO vs GEO: Complementary, not Competitive
While traditional SEO helps you rank, Generative Engine Optimisation (GEO) is about making sure your content shows up (and shows up well) inside generative engines. That means optimising for platforms that summarise, cite, or extract content to serve users directly.
Let’s talk about the new touchpoints:
- ChatGPT custom GPTs: custom tools pulling from your site to serve niche content.
- Google’s AI Overviews: summarising multiple sources with limited direct attribution.
- Perplexity citations: often linking directly to well-structured, authoritative content.
- Gemini’s integration into search: presenting AI summaries before organic links.
- Google’s AI search experience: already rolling out in the US and expanding to other regions.
Where your brand appears within these summaries and conversations will soon carry as much weight as your rank on page one. The future of search won’t be about finding content. It will be about surfacing content that’s ready for generative engines to use.
In short, SEO gets you found; GEO gets you featured in the answers.
How we’re Adapting at Spitfire Inbound
This shift isn’t theoretical for us, it’s something we’re navigating alongside our clients every day as we help them adapt to the rise of AI and SEO convergence.
Here’s how we’re putting Generative Engine Optimisation into practice:
- Tracking brand mentions across AI tools like Gemini, Perplexity and ChatGPT
- Reworking top-performing content for structure, factual clarity, and citation readiness so it performs well in AI overviews and SEO summaries
- Experimenting with new formats like FAQs, AI-friendly outlines, and conversation-style content that improve visibility in zero-click searches
- Rethinking performance metrics beyond clicks, looking at visibility in GEO vs SEO environments
We’re learning that it’s not just about showing up on search results anymore, it’s about showing up where answers happen. That means content needs to be not just discoverable, but useful, quotable, and credible enough to earn trust from both AI and human readers.
We need to shift our mindset from publishing for algorithms to preparing content for conversations. And this shift changes everything from how we brief content to how we measure success.
What This Means for Your Business
The implications are big—and urgent. Here’s what you should be thinking about:
- Traditional SEO still matters, but it’s no longer enough on its own
- Optimise for influence and visibility, not just clicks
- Content must be structured, summarisable, and factually strong
- Generative visibility leads to trust, authority, and future proofed relevance
- AI engines are the new gatekeepers. If you're not visible there, you're invisible
5 Practical Strategies to Stay Visible in AI Search
Not sure where to start? Here’s what we recommend:
- Re-optimise your cornerstone content
Update your foundational pages and blogs using clear subheadings, concise answers, key takeaways, and FAQ sections to make your content easier to skim and summarise. This will help your content surface in zero-click searches and AI overviews.
- Monitor your AI visibility
Search for your brand or topics in tools like Gemini, Perplexity and ChatGPT to see what’s being surfaced (or what isn’t). This is key for understanding your GEO presence.
- Double down on E-E-A-T
Strengthen trust and credibility by showcasing expertise, author bios, trust signals (like reviews or awards), and up-to-date facts. These elements boost both SEO and GEO relevance.
- Write for humans and machines
Yes, your tone matters; but so does clarity, context, and semantic richness. Don’t forget: LLMs are reading too.
- Create a content refresh plan
Align your updates with algorithm and AI changes to stay relevant and “AI-citable.”
You can learn even more about GEO best practices in our podcast episode: [PODCAST] What is GEO? The New SEO That’s Redefining Online Visibility.
Let’s Navigate This Together
We’ve been working closely with our clients to adapt content strategies, test new formats, and redefine what SEO success really means in the age of AI and GEO. We’re not just watching this change; we’re helping drive it.
If you’re unsure where to begin or what to focus on first, we’re here to help! We’ll walk you through what’s working, what’s worth experimenting with, and how to stay visible where it counts most.
FAQs: Navigating the Shift from SEO to GEO
What is Generative Engine Optimisation (GEO)?
GEO is the process of optimising content for visibility within AI-powered platforms like Gemini, ChatGPT, Perplexity, and Google’s AI Overviews, not just traditional search engines.
What’s the difference between SEO and GEO?
SEO (Search Engine Optimisation) is about improving your content’s visibility on traditional search engines like Google. GEO (Generative Engine Optimisation) goes further, making your content accessible, usable, and citable within LLM’s (Large Language Models)..
Is SEO still relevant?
Yes, but it’s no longer enough on its own. You need to optimise for AI engines that summarise content, not just for search rankings and clicks.
What are zero-click searches?
These are searches where users get the answer without clicking through to a website, often via AI-generated summaries or featured snippets.
How can I see if my content appears in AI tools?
Test prompts in ChatGPT, use Perplexity to check citations, and monitor brand presence in AI Overviews. These tools often surface well-structured, factual content.
How do I optimise my content for GEO?
Focus on clarity, structure, and trustworthiness. Use FAQs, headings, concise answers, and refresh content regularly to stay relevant. Use Google’s E-E-A-T framework as a guide.
What is Google’s E-E-A-T framework?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s Google’s way of evaluating how reliable and helpful your content is. Content that demonstrates real-world experience, clear knowledge, and credible sources is more likely to be surfaced in both traditional and AI-powered search.
