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.
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.
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.
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:
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.
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:
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.
The implications are big—and urgent. Here’s what you should be thinking about:
Not sure where to start? Here’s what we recommend:
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.
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.
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.