For years, SEO has relied on a combination of quality content, backlinks, and technical optimisation to help websites rank in search engines. While traditional search engines like Google and Bing still use backlinks as a ranking factor, AI-driven search is on the rise, with its own requirements for success.
Generative Engine Optimisation (GEO) is not replacing SEO but evolving alongside it, introducing new ways for brands to establish authority. AI search tools like ChatGPT, Gemini, Perplexity AI, and Google’s AI Overviews are changing how information is retrieved—moving beyond ranking web pages and towards understanding digital authority based on content relevance and brand credibility.
If search engines once measured authority primarily through backlinks, AI search models are now also assessing credibility based on who is talking about you, where, and how often.
By 2027, nearly 90 million people in the U.S. are expected to use generative AI as their primary search tool—a shift that will fundamentally change how brands gain visibility. As AI search becomes more widely adopted, search engine optimisation is moving toward a broader approach encompassing traditional search and AI search engines.
“The game has shifted from link-building to voice-building. AI doesn’t need hyperlinks to understand authority, it reads context like humans do. Your digital footprint is now measured by who’s talking about you, not just linking to you.” — Britney Muller (AI Consultant, SEO Expert, Data Science Obsessed).
SEO is not dead—it’s just adapting. The future of search isn’t just about technical optimisation; it’s about becoming quotable, creating original insights, and standing out in a sea of AI-generated sameness.
Traditional SEO remains a critical part of digital marketing, with backlinks continuing to signal authority to search engines. However, AI-driven search engines operate differently from Google’s traditional algorithm. Instead of relying on backlinks to determine authority, AI models:
AI search is adding another layer to how authority is recognised online. SEO needs to expand to accommodate this shift, encompassing traditional search strategies and strategies relevant to AI search engines.
AI tools are generating more content than ever before, which means that standing out requires more than just surface-level content. Both AI-driven and traditional search engines are prioritising content that demonstrates real expertise and value. This means:
How can brands establish authority in both traditional and AI-driven search?
1. Become a Source AI and Search Engines Can’t Ignore
The easiest way to increase visibility in both traditional and AI searches is to become an expert that search engines trust.
Example: If an AI model generates a response about “AI search marketing trends”, and your company is frequently cited in industry reports, discussions, and media, it’s more likely to reference your insights over a competitor’s generic content.
2. Align with AI’s Citation Patterns
AI models generate responses by detecting patterns in how information is structured and referenced. To increase the chances of being cited:
Test how AI models generate responses in your industry by searching ChatGPT, Gemini, and Perplexity AI. If your competitors are being referenced but you’re not, adjust your content strategy accordingly.
3. Expand Your Digital Footprint
Think beyond Google; AI search visibility depends on the strength of your entire digital presence. A few ways to increase your presence include:
Final Thoughts on SEO, GEO, and the Future of Search
Search optimisation is growing to encompass more than traditional search engines. When it comes to being found by and referenced by AI search engines, focus on what truly matters: saying something worth repeating!
The brands that succeed in AI search won’t be the ones trying to manipulate rankings; they’ll be the ones producing genuinely valuable content that earns recognition naturally.
Want to future-proof your brand’s visibility in AI-driven search? Check out our full guide on GEO vs. SEO: How to Optimise for AI Search Engines for deeper insights into AI search strategies.