Something fundamental shifted in 2025. For the first time, a meaningful percentage of product and service searches started happening outside Google. People began asking ChatGPT for recommendations, using Perplexity for research, and relying on AI assistants to shortlist vendors. Traditional SEO still matters, but it is no longer the complete picture.
The Shift From Keywords to Conversations
Traditional search works on keywords: a user types "best web design agency London" and Google returns a ranked list. AI search works on understanding: a user asks "I need a web design agency in London that specialises in conversion optimisation for B2B SaaS companies" and the AI returns a curated, contextual answer. The difference is that AI search rewards specificity, authority, and structured information — not just keyword density.
“40% of Gen Z now use TikTok or AI tools as their primary search method. By 2027, Gartner predicts traditional search traffic will drop by 25%.”
What Is GEO?
Generative Engine Optimisation (GEO) is the practice of structuring your website so that AI systems can understand, cite, and recommend your business. Unlike SEO, which optimises for crawlers, GEO optimises for language models. It involves clear entity definitions, structured data, authoritative content, and explicit expertise signals.
- Add structured data (Schema.org) to every key page so AI can parse your offerings
- Write authoritative, specific content that answers real questions in your domain
- Build topical authority through interconnected articles, not isolated keyword pages
- Ensure your business information is consistent across all platforms AI models train on
The businesses that adapt early will dominate the next decade of customer discovery. The ones that wait will wonder where their traffic went.
Written by Mihai Diaconita
Founder & CTO
Building conversion-focused websites since 2009. Passionate about data-driven design and helping businesses turn their websites into growth engines.
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