Is Generative Engine Optimisation (GEO) the New SEO?

Over the last few years, we've noticed a clear pattern in conversations with both Australian and global businesses. Quality websites that once generated strong organic traffic are now seeing steady declines, even though they're still "doing everything right".

As traffic drops, many teams are scrambling to understand what happened and how this relates to the emergence of AI overviews and LLMs like ChatGPT and Gemini. In this new search landscape, most of our clients are asking us the same question: "How do we get our brand to show up on AI search results?"

In this article, we discuss how SEO hasn't disappeared; it's just fundamentally changed, and how businesses can keep up — or even get an edge over their competitors.

What is generative engine optimisation (GEO)?

AI / GEO is the practice of creating content that LLMs (ChatGPT, Gemini, Google's AI Overview, etc.) can understand. When these platforms understand your content and see your website as a trustworthy source, they are far more likely to bring up your brand in their answers.

For example, if you have customers searching for window washing services in Sydney, you'll want your business to be listed in the generated response.

LLMs decide which businesses to display based on the exact wording of the prompt and what they infer the user's intent is. This means they don't pull from a fixed list or ranking — instead they look for businesses that are consistently positioned as serving that specific need, audience, or use case across the internet.

If you're already familiar with SEO, you'll likely recognise the similarities between traditional SEO and its contemporary counterpart, GEO. This is why we tell our clients that GEO is an evolution of SEO, not a replacement.

How search behaviour has changed

You've likely already noticed that your search experience has changed, particularly over the last two years. The same is true for your customers. Instead of being presented with a list of websites promising answers, they're now shown an instant AI overview — or bypass Google entirely to ask an AI chat directly.

The biggest area this has an impact on is your top-of-funnel informative content. The content that once existed to drive traffic to your website now serves a different purpose. Rather than bringing traffic to your site, having this content helps establish your brand as a trusted source — to be referenced, cited, or summarised by AI.

In the GEO era, traffic loss doesn't mean you're losing visibility

While it's easy to feel panicked when your traffic report is trending downwards, it's important to know that in the GEO era, less traffic is expected — and not an indication of less interest.

Put simply, top-of-funnel SEO has shifted from a traffic driver to a brand and discoverability play. Being cited, referenced, or named as a source in AI-generated answers and search overviews still builds awareness and trust. Then, when customers are ready to buy, your brand will be the one they associate with credibility and quality.

SEO is not truly dead — look at your funnel

SEO isn't dead, but it looks different at each stage of the funnel.

At the top of the funnel, SEO is now primarily about discoverability. This is where GEO and AI-driven search have had the biggest impact. They have the ability to mention your brand and provide citations that connect to your content.

However, when we look at the middle and bottom of the funnel, it's a bit different. As you know, these stages are driven by intent. Users are already at the stage where they are comparing options and wanting to identify how well your product or service fits their needs. At this stage, SEO still remains one of the most effective channels. When customers are making a buying decision, they still want to visit your website and read your content directly.

What this means is that you may be seeing a drop in traffic, but a higher conversion rate from the users who do arrive.

The biggest mistakes brands are making with GEO

Overall, one of the biggest mistakes is assuming this shift means handing everything over to AI — or treating GEO as a short-term trend to chase. In reality, GEO still requires strategy and quality human-written content.

Since GEO is still new and developing, here are a few common mistakes we see and how you can easily course correct.

Mistake #1: "The LLM will answer it anyway, so why bother creating content?"

Some teams assume that, because AI can summarise information, creating original content no longer matters.

In reality, LLMs can only surface and reference ideas that already exist. Because of this, unique, human-written content is particularly attractive for AI systems looking for fresh and trustworthy material.

Mistake #2: Putting reports behind lead forms so AI doesn't take them

Another common mistake is hiding valuable insights behind forms or paywalls. While this may feel protective (or lead-generating), it limits your content's ability to be discovered and cited by AI-driven search platforms.

Even ungating parts of your reports — or writing articles based on the data within them — gives AI something to reference, helping pique prospects' interest and directing them to your site for more information.

Mistake #3: Ignoring AI completely

On the other end of the spectrum, some brands are choosing to ignore AI altogether. While web traffic across the board is declining due to AI-driven search, ignoring AI means experiencing the downside without any of the upside of being visible in AI-generated results.

Since many brands still don't have an AI discoverability strategy in place, this creates a huge opportunity for your brand to get a head start on the competitors who are slower to adapt.

Mistake #4: Jumping on SEO panic trends

Reacting to unproven tactics or "SEO is dead" narratives often leads to rushed decisions and low-quality output.

We find that the more impactful approach is to step back, focus on your customers' intent, and treat GEO as a strategic evolution in how visibility is earned. This isn't a problem you can solve with quick fixes or by simply AI-ifying your content. Instead, GEO needs to become a natural part of your broader discovery strategy.

AI isn't replacing original content

It's important to highlight the huge opportunity that exists for brands that can produce high-quality content with a fresh perspective. We're already seeing AI tools being used to write content, which is creating a closed loop of information. Customers are noticing this, too. Everything is starting to sound the same, and unique nuggets of wisdom are becoming few and far between.

This is where your brand can elevate itself by putting in the time to analyse research, conduct studies, share unique opinions, and write about what you've learned from your real experience. We are seeing time and time again that content that offers a fresh perspective, original data, or practical experience is far more likely to be cited or mentioned by AI systems.

The Earned Media approach to content creation

Earned Media brings more than 50 years of combined experience in organic search marketing. From day one, our focus has been on high-quality links, human-led content, and SEO strategies that are built to last — rather than focusing on short-term wins.

That approach hasn't changed with the rise of AI. If anything, it matters more.

We prioritise originality, data-backed insights, and content that's genuinely useful to real people. This is the kind of content that performs in traditional search and is surfaced in AI overviews and LLMs.

'Search everywhere' optimisation

At Earned Media, we work to get your brand everywhere that people search. This includes:

• Search engines
• LLMs
• Social media
• Other websites
• Local directories

If you're ready to build a future-proof SEO and content strategy, we can give your business a free consultation. During the consultation, we'll learn about your business and share our insights into how we could help you reach new customers. Request your free consultation here.

Wrapping it all up: SEO isn't dead, and AI is here to stay

The good news is that GEO and LLMs are not the end of SEO or content marketing. Instead, they highlight how important quality content is and open up big opportunities for forward-thinking brands.

As the search environment continues to change, finding success is less about chasing short-term wins and more about getting the fundamentals right. This means quality over volume, and brand visibility over site traffic.

If you're ready to invest in high-quality content, contact our team. We're always ready to chat about all things SEO and GEO, and share how we can support your business.