July 30, 2025
ChatGPT, Search Generative Experience (SGE), AI Overviews, AI Mode. Phew, you’re bombarded with AI developments from all sides. The emergence of all these new features and LLMs is inevitable and fundamentally changing how people search and find.
A few times a year, every healthy SEO specialist wonders: Is SEO dead? And it’s still a pressing question. Should we optimize for LLMs? And if so, is this different from what we’re used to? And more importantly: how?
The search world is changing rapidly, and we’re trying to adapt to that as best (and as quickly) as possible. So buckle up, let’s dive into the world of GEO!
Why Google sweats and users change
The introduction of ChatGPT, which feels as recent as the first Google Panda update in 2011, and then the rise of SGE and AI Overviews, responded to a new kind of user search.
Besides the fact that younger searchers are also frequently using other platforms (such as Instagram and TikTok), their querying is also different: instead of simply entering keywords, they're more likely to engage in conversational conversations, rather than simply asking and answering questions. This seems to be the new way to go, as Google is losing market share and tools capable of handling conversational searches (known as LLMs), which are actually growing rapidly.
It's precisely for that reason that Google isn't standing still (after all, they have to keep up; standing still means falling behind) and last week they rolled out AI Mode in the UK as well. AI Mode is expected to be available in the rest of Europe soon.
The new reality: Generative Engine Optimization (GEO)
With the shift in search behavior, there's also a shift in the world of search specialists (currently still SEO specialists). Namely: optimization is also possible for the "new" way of searching. And that's what we call GEO, Generative Engine Optimization.
The question isn't whether GEO is the same as SEO, but whether it complements it, or even replaces it entirely. One thing is clear: it's more than just a buzzword.
If we were to follow Google blindly, GEO is nothing and normal SEO should work fine to rank in AI Overviews. However, if we would always follow Google's guidelines, we wouldn't be unique and would miss opportunities to stand out.
What we do know is that the fundamentals remain the same: quality content, technical SEO, and strong authority are still incredibly important. The difference, however, lies in the crucial nuances that distinguish GEO from traditional SEO. Consider:
Direct answers
The new way of searching is through conversation. Questions are asked instead of keywords. Therefore: Write content that answers questions directly and unambiguously.
Show, don’t tell
Make sure everything demonstrates that your company is the leading specialist. Think not only of positive reviews and media mentions, but also of your content packed with in-depth analyses, case studies, and unique insights that demonstrate your authority. You don't want to tell readers you're the leading specialist; you want them to realize it for themselves.
Structured data
When a user views the content on a page, LLMs first look at the structured data. That's why it's essential that you have this in order. So, check which Schema.org is essential for your website.
Comprehensibility & context
Besides structured data (for machines), human writing remains essential. Content must be not only informative but also logical and structured so that AI models can process it.
Measure visibility
SEO efforts can always be easily measured: use a rank tracker or Search Console to track your rankings in the SERP and see how much traffic you're getting.
For LLMs, tracking visibility is (currently) a bit of a black box. Slowly, some tools are becoming available to help you gather insights and get a clearer picture. Consider tracking referral traffic in Google Analytics and combining this with an LLM rank tracker to see how your GEO efforts translate into improved visibility.
The GEO checklist: Your foundation for success in the LLM world
These nuanced differences with SEO aren't just interesting; they require concrete action to optimize your website for geo-preparation. Below, you'll find the absolute basics for preparing your website for the generative future. Review these points and discover your opportunities right away.
Content for AI
- Answer-oriented writing: Answer your target audience's questions directly. Every paragraph is a potential answer!
- Structured depth:Make sure your information is complete, logically structured and easily scannable for AI.
- Clear and simple:Avoid jargon and get to the point quickly. No room for unnecessary fluff.
- E-E-A-T score: Make sure your content exudes experience, expertise, authority, and reliability. This is your seal of quality.
Technical Foundation
- Structured data: Ensure correct implementation of structured data.
- Logical site structure:Ensure a clear internal link structure, so AI can understand the relationships between pages.
- Speed & mobile:Make sure your website loads lightning fast and is perfectly optimized for mobile. It's the foundation that always counts.
- LLM.txt:Remember that this does not play a role (yet) and focus on the real profit points.
User Experience (UX)
- Optimize your website primarily for a top-notch user experience. Ultimately, AI follows the lead of humans.
Authority
- Brand Mentions: Make sure your brand is mentioned online, even without direct links. AI picks up on this as a sign of relevance and influence.
- Strong link profile: Develop a strong link profile with high-quality backlinks from relevant and authoritative sources. This remains a powerful signal.
- Online reputation:Show, don’t tell! Build a positive and trustworthy online presence. Reviews, mentions, and expert status count for a lot.
Conclusion: prepare for the generative future
The search landscape is changing at a dizzying pace. Its evolution requires constant adjustments to your strategy, because standing still means falling behind in this new era.
What's clear is that LLMs are here to stay, and with them, Generative Engine Optimization (GEO). This isn't a replacement for SEO, but rather an extension that places slightly different emphasis than SEO. Websites that ignore the generative search engine will lose the battle for visibility and conversion.
Seeders is your guide in this new landscape. We help you navigate and excel in this reality, so your website seizes the opportunities presented by the generative search future.
Ready for the next step? Are you thinking, "Okay, I've got the basics covered, but where do I really stand?" Then a GEO Audit is the next logical step. We'll delve deeply into your website and reveal exactly where the opportunities lie to dominate generative search results. Contact us for a free consultation!
Senior SEO specialist
Guido is a Senior SEO Specialist at Seeders and the Lead of the AI Knowledge Center. He focuses on what’s next in search: how brands stay visible as AI Overviews, SERP features, and LLM-driven answers change the way people discover and choose.
In that role, Guido helps shape how Seeders translates new developments into practical, future-ready SEO approaches. He’s known for connecting strategy and innovation and for bringing clarity to complex topics, both internally and in client-facing conversations. The result is a forward-looking perspective on search visibility, authority, and decision-making in an increasingly AI-influenced landscape.
