Search engine optimization (SEO) has changed more in the past year than ever before. While Google traditionally dominated the search engine market, AI is transforming how users search for answers online. Companies must adjust to new SEO strategies to ensure their content remains visible to their audience.
As of October 2024, Google’s global search engine market share dipped below 90% for the first time since 2015. While it still holds a dominant position, it’s a notable decline from previous years.
With the use of generative AI models such as ChatGPT, Gemini and Copilot, traditional SEO tactics are evolving to meet new standards – SEO now stretches beyond simple ranking scores.
How is AI transforming SEO?
The use of generative AI for search queries introduces two new content optimization tactics: generative engine optimization (GEO) and answer engine optimization (AEO).
SEO, GEO and AEO are not mutually exclusive. The three strategies should be combined to create AI-optimized content. As a result, AI visibility is expected to become a key metric in marketing strategies moving forward.
While learning about new strategies may seem overwhelming, the good news is that if you’ve already implemented SEO, then you have a head start.
GEO
Generative engine optimization organizes content to be easily understood and referenced by generative AI responses. When done well, content can appear in AI summaries, for example, the one that appears on many Google searches.
It can also mean that ChatGPT and other AI applications built on large language models (LLMs) can read and "learn" your content: guest columns, white papers, case studies, etc. It would return snippets of your content and show that you and your company are key players in your industry.
AEO
Answer engine optimization creates content that answers the questions people are asking. Know who your customers are and match their search intent for your content to be referenced in AI searches.
For example, your information would be included in a search result in a question posed to Alexa or Siri, or even a simple Google search.
GEO and SEO have become known as no-click SEO because they don't require a user to click on search results to get to the answer, making the performance metrics harder to track than ever.
Practical Tips to Optimize Content for AI
Only 40.3% of U.S. Google queries resulted in clicks to organic results in March 2025, a 44.2% decrease from 2024. This decrease in clicks to search results signals that users are finding many answers to their queries through features such as AI overviews or featured snippets.
To ensure your company’s owned content remains visible in the evolving search environment, use the following tips.
- Optimize content: When generative AI looks for content to reference, it has to make quick decisions. Ensure your content is accessible for bots. Review content liquidity, embedded infographics and website schema.
- Use E-E-A-T: Your website and web pages needs to have establish experience, expertise, authoritativeness and trustworthiness. Achieve this by citing trusted sources, establishing strong domain authority and including high-quality backlinks.
- Implement 70-20-10: Use the 70-20-10 ratio to draft content: 70% generated by AI, 20% generated by humans and 10% tools fixing your EEAT. Creating optimized content is not about removing the human element. Learn how to collaborate with AI and other tools effectively.
- Utilize available tools: There are several tools available to help you learn and implement SEO, GEO and AEO. Experiment with Yoast, Agent GPT Reworked or Google Trends Console to start creating optimized webpages and content.
Start Optimizing Your Content
While AI can be a great resource to help you get started on GEO and AEO, always be transparent about your use of AI with clients, colleagues, management and other stakeholders.
Establish a set of AI team guidelines to ensure all employees know how they can and can’t use AI in an ethical manner. If your company chooses to utilize AI to get started, don’t hesitate to challenge it and fact check along the way.
SEO is a rapidly evolving landscape and whether you’re just getting started or have a solid plan, B2 Communications is here to help you. Contact our team to learn how we can help your company create visible content in the age of AI.