In the digital positioning ecosystem, which is peppered every year with new trends, algorithm updates and optimisation tools, a concept is beginning to take hold that promises to transform the way we understand online visibility: GEO, short for Generative Engine Optimisation. While SEO has been helping us position content on search engines such as Google and Bing for over two decades, GEO aims to make our brands, messages and approaches visible on generative engines as well. In other words, GEO is the discipline that seeks to influence how artificial intelligence responds when users ask it about specific products, companies or services.
The emergence of this term is no coincidence. In a context where millions of users consult environments such as ChatGPT, Gemini, Perplexity or models integrated into corporate platforms (Copilot) every day, the challenge is no longer just to climb positions in Google. The challenge is to appear – and appear well – in the responses generated by AI. This opens up a new field of work for communication, marketing and, of course, SEO teams.
Are GEO and SEO compatible?
The question is legitimate, and probably the most frequently asked in professional forums: will GEO replace traditional SEO? Our answer is emphatic: no, at least in the short and medium term. We must assume, however, that both will coexist and feed off each other for a while.
SEO will remain essential for three key reasons:
- Generative engines feed on web content. To train themselves, models need reliable, up-to-date, and well-structured sources. If your website does not exist, is not optimised, or does not convey authority, it will be difficult for a generative engine to ‘recognise’ you.
- Classic searches are not going away. Google and other search engines continue to channel enormous volumes of traffic and will continue to do so. Take our word for it.
- SEO provides signals that models use. Content structure, data, links, reputation… All this meta information remains essential.
However, GEO introduces an additional layer: how AI interprets existing information about a brand and how it uses it to construct responses. Therefore, SEO and GEO will be compatible and complementary. SEO will take care of the house; GEO will take care of how AI sees it from the outside.
How will SEO and GEO coexist?
Coexistence will be marked by a division of roles. On the one hand, SEO will focus on technical optimisation, content and authority on the web. Meanwhile, GEO will address the optimisation of external signals, context, reputation and multi-channel consistency that AI tracks and synthesises.
Generative models don’t just read web pages: they analyse public databases, press releases, reviews, social media, mentions, industry reports, and any content with sufficient relevance or authority. This requires brands to think beyond Google and consider the entire information environment that feeds large language models (LLMs).
Five ideas to improve positioning in generative AI engines
Although we are still in the early stages, there are already clear strategies that can help companies influence how AI generates responses. Below, we outline several lines of work that are shaping the discipline of GEO:
1. Work on your brand’s semantic authority
Generative models work based on conceptual relationships: who you are, what you do, why you are relevant, and what context you fit into. To do this, you need:
- in-depth, well-structured and consistent content
- a clear and consistent corporate narrative across your entire digital presence
- and publications that reinforce your knowledge: guides, studies, use cases, white papers, etc. It requires effort to develop content.
Don’t just think about keywords. Think about meanings, concepts, and storytelling.
2. Strengthen your digital reputation across the entire ecosystem
Generative engines are particularly sensitive to reputation signals. They evaluate patterns and trust beyond your website: presence in quality digital media, verified reviews, spokesperson activity and qualified opinions, and even the participation of company professionals in industry forums and publications. In GEO, reputation is almost as important as content. Don’t forget that!
3. Structure your information to make it machine-friendly
AI needs organised and verifiable information. Help it by providing structured data whenever possible. Share clear and accessible corporate information (who you are, key figures, services, customers, success stories) and make press releases and documents available on your website with metadata, summaries and a clear hierarchical structure.
Bear in mind that the more readable the information is, the more likely it is that the models will use it.
4. Create content that answers questions, not just searches
Users do not ask AI questions in the same way they ask Google. This has clearly evolved in a very short time. They no longer type in ‘SEO agency Madrid’, but something much more elaborate and direct, such as ‘What is the best digital strategy for an SME?’, ‘What are the advantages of working with an agency specialising in technical SEO?’ or ‘Which agency stands out in corporate communication in Spain?’. The latter is easy to answer, right? 😉
Connect content based on natural questions geared towards real decisions.
5. Ensure consistency across all your digital channels
Generative models detect contradictions. If your website says one thing, LinkedIn says another, and a press release says something else entirely, AI will tend to ignore some of the content, prioritising external sources or filling in the gaps with incorrect interpretations.
GEO requires total consistency, because AI synthesises, cross-references and compares.
An unpredictable future
It is wise to be cautious: no one yet has the magic formula for GEO. The coexistence of generative engines, classic search engines, and new hybrid models changes from month to month, and even week to week. Each AI has its own architecture, its own way of interpreting information, and its own updating mechanisms.
The best strategy today is to test, measure, learn, and test again. There are no shortcuts, but there is an opportunity: brands that start working with GEO earlier will have an advantage when the ecosystem matures.
In communications and digital marketing, we have rarely experienced a moment with so much potential. Let’s take advantage of it. In a world where AI is beginning to recommend, explain and decide, visibility is no longer pursued, it is built.
