The Future of Search: Are you ready for GEO?

Generative Engine Optimisation (GEO) is an emerging concept which affects the future of search.  

It is essentially like SEO; however, it focuses on making content easy to read so AI can digest and regurgitate content in mass so its end user can resolve their enquiry.

With constant changes, it’s a battle for search marketers to stay on top. Now, Artificial Intelligence, ChatGPT and Gemini are changing traditional search behaviours. 

We’re gaining a better picture of how people are using AI search thanks to a recent survey carried out by Dialogue. 

They gathered 1,000 US respondents, who roughly mirror US census data.  

Key findings: 

• More than half of the respondents (57%) use AI daily and roughly half use it multiple times daily.  

• 49% see search and AI as interchangeable. 

• 67% think AI will replace traditional search engines over the next few years.  

The Evolution of Search: From Keywords to Conversations 

SEO traditionally focuses on keywords to take advantage of the algorithm. We look at how we can utilise short or long-tail keywords to get our content ranking the highest. Most strategies are based on testing and reviewing to see what works as we try to conquer algorithms. 

ChatGPT and Gemini take a step further by allowing users to create a conversation which is changing the future of how search tools work. The ability to ask questions back and forth alongside the conversation element creates a unique experience. Real-time answers and feedback with sources at your fingertips provide curated results compared to standard search results. A challenge that traditional SEO cannot address alone. 

What the Data Says: Changing User Behaviour 

The way consumers engage with search platforms is changing dramatically, as revealed by the data collected by Greg Sterling using Dialog. Traditional search engines are facing new competition from conversational AI tools like ChatGPT. This isn’t just a blip or a phase; it signals that user expectations and behaviours evolve in ways businesses must understand and adapt to.  

The survey revealed several key insights into how users are adapting to AI-driven Search Platforms:   

• Increased Adoption of ChatGPT for Search: Consumers increasingly turn to ChatGPT for their search needs, favouring conversational and generated responses over ad-heavy, SERP-featured results. ChatGPT has even surpassed Bing in terms of traffic. 

• Preference for Generative Responses: Users appreciate AI tools’ ability to generate complete, context-aware responses rather than just a simple list.  

Changing User Intent and Expectations:  

The survey also highlights how intent behind searches is shifting:  

• From Discovery to Decision-Making: Users are not just looking for information; they are seeking actionable insights. For example, instead of searching for “Top 10 snacks,” a consumer using AI can ask, “What are the healthiest snack options for kids under 10 that are easy to pack for school lunch?”  

• Contextual Relevance Over Broad Keywords: Generative AI’s ability to understand the context behind a query means users expect tailored answers that meet their specific needs rather than generic results.  

• Demand for credibility and Clarity: Users are drawn to authoritative and trustworthy content, making it critical for businesses to align their content with experience, expertise, authority and trust (E-E-A-T) principles. 

Implications for B2B, D2C & FMCG Businesses:  

Declining Effectiveness of Traditional SEO: Keywords alone don’t guarantee visibility. Content must align with the user intent and provide comprehensive answers.  

Higher Expectations for Content: Businesses must create relevant, engaging, authoritative content demonstrating expertise.  

Opportunity for Early Adopters: Companies adapting to the new landscape by embracing GEO will stand out as industry leaders.  

Why Generative Engine Optimisation (GEO) Matters to B2B, D2C and FMCG Marketing Leaders 

Generative Engine Optimisation (GEO) is the practice of creating content that is optimised for generative AI tools like ChatGPT. For B2B & FMCG Marketers, GEO is a game-changer. Unlike traditional SEO, which focuses on ranking, GEO emphasises:  

• Conversational Relevance: Ensuring content answers specific, context-rich questions that users can pose.  

• Authority and Trust: Establishing credibility through well-researched content that provides insights. 

• Structured Information: Using metadata and schema to help AI understand and generate the most accurate response possible.  

As consumer behaviour shifts, B2B & FMCG brands must ensure their content is ready to meet these new demands. Failing to do so risks losing visibility in a competitive market. Staying adaptable to how future search engines evolve is a concept that we all need to stay familiar with. 

Key Strategies to Optimise for Generative Search  

1. Focus on Quality over Quantity – Generative AI prioritises deep and valuable content. Invest in creating well-researched, high-quality content that offers solutions to user problems.  
2. Adopt a Conversational Tone – Write content that mimics natural languages and addresses questions that users will likely ask. Ensure that your answers are clear, concise and actionable.  
3. Leverage Structured Data – Content requires metadata, schema markup and other structured data elements.  
4. Prioritise E-E-A-T Principles – Demonstrate experience, expertise, authoritativeness and Trustworthiness in your content. Building credibility by publishing relevant, valuable information to your audience is vital for all industries, such as B2B, DTC and FMCG. 

How ChatGPT’s Search Feature Accelerates the Shift 

ChatGPT has expanded its search capabilities and allows all users free access to its conversational AI, accelerating adoption among consumers and businesses. This shift means businesses must act quickly to optimise their content for this growing audience or risk being left behind. 

C-Suite & Marketing Leaders: Are You Ready?   

The rise of GEO (Generative Engine Optimisation) demands immediate attention from C-level Leaders and heads of marketing. To remain competitive, here’s what you need to do: 

• Conduct a Content Audit: Assess your existing content for relevance and readiness for generative AI optimisation. 

• Align SEO with GEO: Transition from keyword-focused strategies to intent-driven, conversational approaches. 

• Invest in AI Tools: Leverage AI technologies to monitor trends and optimise content accordingly.  

• Educate Your Team: Ensure your marketing team understands Generative Engine Optimisation and its importance in driving future success. 

• Stay in the Know: The search landscape is changing quickly. Staying up to date with the news using webinars/seminars, articles, emails or podcasts will ensure you stay relevant to AI topics.   

Preparing for the Future of Search   

The future of search lies in generative AI. Businesses embracing Generative Engine Optimisation will be best placed to thrive in this landscape. For B2B, D2C and FMCG businesses, this means creating high-value, context-aware content that meets the demand of a new generation of search users.  By adopting GEO principles, business can secure their place at the forefront of this search revolution and drive long-term success.