GEO: the new era of SEO

We, SEO specialists, like to say that we operate in the most dynamic industry in the world. There’s always something changing: a new Google update, new ranking factors, or yet another “death of SEO” that the industry press announces every few months. We proudly took up the challenge and checked the veracity of Google experts. But then came a time when these changes started to seem like a walk in the park. That moment was the entrance of AI into the world of search engines. Now we’re slowly reaching a point where we’re even redefining the foundations of our actions, like the fact that in SEO, we’re no longer just fighting for traffic, but also for “mentions”.

What is GEO?

As you might have guessed, the GEO mentioned in the title is nothing but generative engine optimization. Instead of returning a traditional list of links, these engines can independently construct answers. This isn’t just another algorithm trick or a cosmetic change in how results look, as there’s a fundamental difference: users get a ready summary, not a catalog of sources.