Generative engine optimisation (GEO) focuses on making a brand accessible and quotable by generative AI systems. Traditional search engine optimisation (SEO) focuses on making pages rank high in search engine results. While many of the underlying signals that search engines and AI use to rank pages are similar, the output and measurement of success for each type of optimisation are different.

Most articles on GEO and traditional SEO outline the differences between the two types of optimisation. This article will discuss what has changed in the world of SEO and GEO.

What changed, precisely

Between 2023 and 2026, three things changed. Only one of them is the obvious change.

The answer to a question asked in a search engine now appears above the search results, in the form of an AI-generated overview of the topic. Google’s AI Overviews have replaced the featured snippet, and instead of quoting information from pages, they synthesise information to provide an answer to the user’s question. For many questions, users receive a complete answer from the AI without having to search through the results.

Search queries have become longer and more conversational. Instead of typing keywords into a search engine, users ask more natural questions of a chat-style interface. For example, rather than searching for “best CRM small business,” a user might ask, “what’s the best CRM for a 12-person agency that integrates with Xero?” This change has had the most significant impact on how pages are built and searched for, but is the least discussed.

Search engines have shifted from returning a list of results to recommending a shortlist of answers that includes reasoning for each recommendation. Instead of searching for pages that rank well for a given query, search engines now search for pages that can be recommended as answers to that query.

Do the old signals still count?

Yes, for the most part.

Crawlability and indexation are still essential. AI cannot quote information that it cannot access. For instance, if your site is blocking AI crawlers with security plugins, you will not appear in those AI-generated answers.

Backlinks still matter, but they are used differently in GEO. Instead of ranking a page based on how many links it has to it, AI systems use backlinks to determine whether a page is credible. The language that is used in those links is as important as the number of links itself.

Topical authority is more important in GEO. AI systems rank pages based on whether a page and a website have authority on a topic. It is better to have a website with several pages on a topic than to have one page that is well optimised for that topic.

Keyword research is still necessary for GEO, but instead of researching keywords, you research questions and prompts. For example, some of the most popular keywords in the AI and GEO space have low competition for specific queries, such as “generative engine optimisation agency.” These specific queries have higher cost per click (CPC) than general keywords like “generative engine optimisation.”

Page speed and Core Web Vitals still matter, but indirectly. Pages that load slowly are crawled less often by AI.

What genuinely stopped working?

Keyword density is no longer effective for GEO. AI systems do not count the number of times a keyword appears in a page. Instead, they focus on the meaning behind the content.

Publishing thin content at volume will no longer work with GEO systems. AI systems only quote from content that adds something to the topic. If you publish content in high volume that is generic and does not add anything to the topic, AI systems will ignore it.

Exact-match anchor text at scale no longer works. AI systems recognise this as a form of manipulation.

Writing content for the crawler will no longer work. Most crawlers do not understand the content of the page, but AI systems do. AI systems are trained to recognise unnatural phrasing. If your content reads oddly to a person, it will perform worse with AI systems.

Ranking well for a topic will no longer guarantee that you will be visible in search results. This is the most consequential change in the world of SEO and GEO.

How content structure has to change?

Traditional SEO rewards pages that are comprehensive. They want you to cover every topic related to a query. For GEO, pages that are modular and clear perform better. Each page should be made up of self-contained content blocks that answer a single question.

Open each page with an answer. The first 40–60 words after the page’s H1 should answer the query completely.

  • Use question headings for each content block.
  • Keep paragraphs short, with only 2–4 sentences.
  • State the fact in the first sentence of each section.
  • Use tables for any content that compares two or more topics.

Attach numbers to any claim that you make on a page. Use exact numbers to perform better with AI systems.

Do the two need separate teams?

No.

Because most of the signals for GEO and SEO are the same, the same teams can do both. The only difference is in how success is measured for each type of optimisation.

What a combined 2026 strategy looks like

  • Create fewer, better pages with more depth.
  • Use answer-first page structures on all pages.
  • Ensure clarity of entities by using schema, NAP, and other descriptive information about the company or brand.
  • Focus on digital PR and earned media to increase authority.
  • Ensure the technical aspects of the website are up to date.
  • Track prompts and queries instead of keywords for ranking.
  • Re-measure rankings every quarter instead of annually.
  • How long does it take?

GEO strategies take between 2 and 6 months to see changes in how frequently you are cited in AI-generated answers. Traditional SEO strategies take between 3 and 9 months to see changes in ranking.

Because AI systems continuously synthesise information from websites, pages that answer questions can begin to appear in AI-generated answers within weeks. Authority and entity work will take longer.

Key takeaways

  • Many of the traditional SEO signals still work with GEO, but the way success is measured is different.
  • Backlinks count as credibility references rather than ranking votes.
  • Page structure should be based on answering questions first.
  • Specific queries for commercial topics have higher CPCs than general keywords.
  • GEO and SEO do not need to be managed by separate teams.