Generative Engine optimization tools (GEO), such as ChatGPT and Google Gemini, based on gen AI inputs, are rapidly being adopted by consumers for their searches, surpassing the traditional Google (a Search engine optimization tool). With consumer searches becoming more versatile with data visuality gaining more significance, and with AI curation helping in that delivery, GEOs are gaining an edge. This article discusses this trend and analyzes the long-term outcomes of using GEO versus SEO.

The Advent of Regen AI

In the rapidly evolving digital landscape of 2025, the visibility of brands on digital media has been a key factor influencing a person’s decision to purchase a product from that brand. Google has been a dominant search engine, creating a near-monopoly situation for itself, holding a share of 91.52% of the search engine market as of 2019. However, internet accessibility has enabled users to access information from short-length videos on YouTube and Instagram, which require minimal attention ¹. By the time brands grasped the sudden change in users’ attention span and visual interest, ChatGPT was introduced to the public at the end of 2022. Initially, people used ChatGPT for casual searches and for academic purposes. Soon, the tool’s versatility came into play for collecting and summarizing data, and making suggestions and recommendations. Replicating OpenAI’s ChatGPT, several other AI answering engines were launched soon after. Consumers suddenly believed they could converse with AI and obtain real-time answers to their queries. Thus, the GEO was born.

GEO’s Growth

GEO has a different impact on the users. It is leaving far behind what Google SEO has developed, by way of an AI inclusion in its search display, where the AI summarizes the information, making it a zero-click search rather than finding our answer in an entire website directed from a blue line link. As of 2024, nearly 60% of Google searches in the U.S. end without a click to an external website. This trend is particularly pronounced on mobile devices, where over 75% of the searches are zero-click ones². However, AI-powered search tools are gaining traction, offering users more intuitive and efficient ways to access information. Innovations such as OpenAI’s ChatGPT and Google’s AI overviews are transforming search experiences by providing direct, conversational answers to user queries. For instance, AI Overviews now appear in 7.6% of Google searches, indicating a significant shift toward AI-generated content in search results and user engagement. During the 2024 holiday season, AI search referrals for U.S. retail sites increased by 1,300%, and more time was spent on websites by such referrals, in addition to a 23% lower bounce rate.

Is the GEO Here To Stay?

Though the introduction of GEO has set new waves in the digital data influence on the search engine users, the traditional search engine still has a significant impact on the viewers. Upon discovering a new brand, consumers turn to search engines like Google to learn more about the company and its products or services of interest. Meeting those consumers at each stage of the consumer decision-making funnel is valuable³. Even though GEO provides its opinionated and summarized data on the requested topic, SEO tends to give much elaborate information that the summarized content of GEO fails to provide. SEO‘s output is as per the keyword instruction given by the user, and provides the respective links to the website or information that holds a similar keyword. For example, in 2023, YouTube videos 60 seconds or shorter (averaging 19M views) received 27% more views than videos longer than 60 seconds (averaging 15M views)⁴

Research studies show that the dynamic, quickly consumable content is redefining digital engagement, making it vital for marketing success and audience connection. Instagram reels bridge the gap between consumer engagement and purchase intentions. The key factors that influence consumers are content creativity, purchase intentions, and user interactivity. Instagram Reels’ short-form, visually driven format makes it an ideal platform for creating engaging content.

As an emerging perspective that influences the audience through AI’s assistance, brands must understand how AI extracts information and ensure that their brand is visible in these areas. Traditionally, SEO practices were built for indexing-based search engines like Google, which relied on search engine algorithms to rank content based on target keywords, backlinks, and other technical factors. In contrast, Generative AI tools such as Perplexity, Gemini, and ChatGPT deliver direct answers instead of directing users to lists of links, reshaping the very nature of online content discovery. In contrast, Generative AI tools such as Perplexity, Gemini, and ChatGPT provide direct answers instead of displaying a list of links, directing users to a particular website. Generative AI is growing as a major search tool largely due to shifting consumer behaviours and diverse generative search capabilities. As AI curation replaces traditional search engines, the focus is shifting from external links to high-quality, relevant content. To remain visible, brands must produce trustworthy material that directly addresses user intent and aligns with emerging AI-driven search trends.

However, given the surge in GEOs, several new GEO optimization tools, such as Semrush, Frase, and OtterlyAI, have emerged ⁵.

Figure 1: SEO vs GEO: A Comparison⁶

Way Forward

The evolution of search to an AI-first model requires a shift in SEO strategy. Since generative engines evaluate content based on its semantic depth and quality rather than keyword density, practices like keyword stuffing are no longer effective. The new imperative is to move beyond keyword tools and prioritize creating content rich with topical authority and genuine insights. The rise of “zero-click” searches, driven by AI’s instant answers, is causing a decline in organic traffic and challenging traditional SEO metrics. To mitigate these effects, marketers need to evolve their strategy to enhance content visibility through key initiatives like building a strong brand, creating content at scale, and mastering GEO⁸. Search engine algorithms now reward topic depth and brand authority, making shallow, keyword-stuffed posts ineffective. To rank well, content must be high-quality and demonstrate genuine expert insight, requiring a strategic shift from surface-level articles to in-depth coverage⁹. AI-powered search engines crawl and synthesize information from credible sources, assessing content quality through factors like its structure and factual reliability, such as academic journals, research papers, and trusted publications. This makes it imperative for marketers to focus on publishing well-structured, fact-checked, and relevant content. Ultimately, the more trustworthy your content portfolio is, the higher the likelihood it will be cited in AI-generated answers¹⁰. AI models are designed to provide natural-sounding responses. Consequently, they favor content that uses natural language patterns, avoids unnecessary jargon, and addresses the reader directly. This contributes to the model’s ability to synthesize information clearly and concisely.

Further, the development of real-time AI learning creates a new wave of information supply to the consumer. Grok AI, which is using the X’s APIs to be updated on the recent tweets to have a source of real-time information. Such evolution in this field will influence users’ choices in the products they consume.

Thus, overall, it appears the GEO tools are here to stay and overtake SEOs, given the changing consumer preferences of searches.

References

1. Adobe. “The Marketing Potential of YouTube Shorts.” Adobe Express, May 2024. 
2. SEO.com. “How Does SGE Affect SEO? (And How to Adapt to AI Overviews).” Accessed August 24, 2025. 
3. Mackie, Kayla. “How SEO Can Influence a Consumer’s Perception of Your Brand.” Hive House Digital, February 2021. 
4. Connell, Adam. “35 YouTube Shorts Statistics from 2025 (Growth & Trends).” January 2025. 
5. AccuraCast. “Top 5 GEO Tools to Boost Your AI Search Visibility.” Accessed August 24, 2025. 
6. Cyberclick. “SEO vs. GEO: What’s the Difference and Why It Matters Now.” June 2025. 
7. Jha, Samarth Harsh. “SEO vs. AI Search: The Future of Digital Visibility in a Changing Landscape.” LinkedIn, March 2025. 
8. Goodwin, Danny. “New Data: Google AI Overviews Are Hurting Click-Through Rates.” Search Engine Land, April 2025. 
9. Phukan, Priyanka. “Is Your SEO Strategy Missing AEO and GEO? Here’s How to Keep Up.” Specbee, July 2025. 
10. Deans, David H. “GEO: Optimizing Content for AI-Powered Search.” Medium: Digital Marketing Journal, July 2024.