From SEO to GEO: How generative AI is changing discoverability.
Key takeaway
Search is evolving at lightning speed. With ChatGPT, Google’s AI Overviews, and Perplexity answering questions directly, people often get what they need without clicking a single link. That means the traditional SEO playbook isn’t enough on its own anymore. The new opportunity is Generative Engine Optimisation (GEO) - ensuring your brand is part of the answers AI gives and is trusted as a source.
Just as mobile transformed marketing a decade ago, GEO is the next big wave. It’s an exciting moment to explore, experiment, and stay ahead.
Insights from Azoma’s Max Sinclair
I joined the session “From SEO to GEO: Thriving in the Search Apocalypse,” led by Max Sinclair with Mark Evans and Ritchie Mehta. It was both eye-opening and energising. The clear message? GEO isn’t theory - it’s here and unfolding in real time.
“The funnel is collapsing - and GEO is what helps brands show up where decisions are made now.” Max Sinclair
🎥 Watch the full session here: From SEO to GEO: Thriving in the Search Apocalypse
Why this matters
AI-powered search is already reshaping discovery. A few numbers bring this to life:
Pew Research (2025): 58% of U.S. users saw AI-generated summaries in just one month.
The Guardian (2025): Traffic dropped by as much as 79% when AI Overviews appeared, with click-throughs sometimes only 1%.
Search Engine Land (2025): AI Overviews appear in 13% of U.S. desktop searches, and in some sectors as high as 47%.
Analysts forecast 18–64% declines in organic traffic as generative search scales.
“If your brand isn’t feeding the machine, you’re invisible.” Max Sinclair
What GEO means
GEO is about making your content usable, memorable, and quotable for AI. SEO is still important, but GEO is the natural next layer.
“GEO is about making sure you train the machine to trust your brand.” Max Sinclair
It’s not just about ranking anymore - it’s about being the answer.
Six actions to take now
1. Structure content for people and machines
Don’t just write for humans - make sure AI can parse it too. Use clear headings, FAQs, bullet points, and summaries. Structured content helps both your audience and the algorithms.
2. Add schema markup
Schema (like Article or FAQ tags) makes your site machine-readable. This extra layer of data helps AI categorise your content properly and increases your chance of being cited in an answer.
3. Focus on depth, not just volume
Rather than chasing dozens of thin keyword blogs, build deeper, authoritative resources. Think of pillar pages supported by sub-articles that show expertise and trustworthiness.
4. Check your AI visibility
Run practical tests. Ask ChatGPT, Perplexity, or Google AI who the top companies are in your sector. If you’re missing, it’s a red flag. Max suggested checking quarterly to track shifts as AI “memory” evolves.
5. Tell your story clearly
Make About pages, bios, and services simple and consistent. If you don’t make your positioning clear, AI systems may fill in the blanks themselves - and not always accurately.
6. Layer GEO onto SEO
Don’t stop SEO or PPC. Instead, layer GEO on top. Adapt content so it is easy for AI to reference, while continuing to optimise for traditional search traffic.
Max’s four steps to measure GEO impact
Max highlighted that GEO isn’t just about doing new things, but also about measuring results differently. He suggested tracking:
AI citation share - How often your brand is cited or included in generative answers compared to competitors.
Answer quality - Are AI tools summarising your brand accurately and with the right positioning?
Traffic replacement - Where organic traffic declines, is AI visibility compensating through new lead sources?
Trust signals - How consistently your brand appears in multiple AI engines, not just one.
These metrics help marketers prove progress and spot gaps.
Perspectives from industry leaders
The bigger picture is exciting - and these voices highlight why.
Sam Altman, CEO of OpenAI, on the future of memory in ChatGPT:
“Memory is my favorite feature we’ve launched this year… You’ll have this entity that gets to know you, connects with your stuff, and proactively helps you.”
This shows how AI will increasingly remember and reuse trusted, well-structured content - making GEO critical.
Tim Cook, CEO of Apple, on the scale of the change:
“There was PC before the Mac. There were smartphones before the iPhone. This is how I feel about AI.”
Apple is expected to launch its own AI-powered agent. With its reach, brands that prioritise trust will be best positioned.
Final thoughts
Max and the Azoma team made one thing very clear: GEO isn’t just coming - it’s already shaping how people find and choose brands. The good news? It builds on principles we already know from SEO and PPC. The exciting part? There’s huge room to explore and lead.
At Beachside, we see GEO as another turning point, much like mobile and social were in their day. We’re not fully applying GEO yet, but we’re experimenting, learning, and excited about what’s possible.
“This is the new SEO frontier. But it’s not a threat - it’s an opportunity for the brands that lean in.” Max Sinclair
What to do next
Connect with Max Sinclair and the Azoma team to explore a GEO audit and see how your brand appears in AI search.
Reach out to Beachside Marketing if you’d like to discuss your wider marketing challenges and how to prepare for this new landscape.
Why act now
Generative search isn’t tomorrow’s trend - it’s today’s reality. Brands that adapt early will win trust and visibility. Those that wait, risk being left behind.
Contact Beachside Marketing - let’s explore the opportunities together.
Because in tomorrow’s search world, being ranked won’t be enough. You’ll need to be trusted.
