Recently, we have been seeing more and more claims in professional forums and social media that the time for search engine optimisation (SEO) is over. Many attribute this to the rise of artificial intelligence, others to the rise of generative search. The truth is that SEO has not gone away - but its role and approach is indeed changing.
Demand is still there - it has changed shape
Google remains the world's number one search platform, with billions of queries per day. The proportion of searches that indicate a purchase intent has not decreased, and in fact, users continue to choose services and products based on online searches. The difference is that search journeys have become more fragmented and new platforms (such as generative AI) have entered the decision-making process.
SEO and GEO - complementary tools
Classic SEO is about visibility in search results, while generative SEO (GEO) is about visibility in content generated by artificial intelligence. The two approaches are not substitutes for each other - they are effective together. A modern digital strategy takes both aspects into account.
What strengthens the GEO presence?
- Participation in authentic, thematic content
- Links to trusted sites
- Positive, contextual brand mentions
- Presence on platforms used as learning resources by AI models
Brand awareness is a decisive factor
Increasingly, users are choosing familiar brands from search results - whether they're doing organic or AI-based searches. A well-built brand is therefore not just a marketing tool, but also a competitive advantage in search.
What is part of a modern search strategy?
- Technical and content SEO - to help searchers find you
- Digital PR - to be present on credible external sources
- Thematic content marketing - to be the answer to the target group's questions
- Branding and community presence - to make your brand known and sought after
5 steps to stay visible in the long term
1. Build your position in key areas
Classic search results are still the basis for AI models. If you're not in the top results, you have less chance of appearing in AI.
2. Get featured on recognised platforms
Both Google and AI models rely on reliable, professionally recognised sources. Press releases, industry interviews and professional blogs are key.
3. Use real testimonials and case studies
Authentic customer reviews, case studies and expert interviews not only drive conversions, but also strengthen your brand's online reputation.
4. Think multichannel presence
Customer journeys are now multi-channel. Searches often start on TikTok, YouTube or Reddit. It's important that your content is available in multiple formats and platforms.
5. Focus on product and service quality
Even the best search engine optimisation is worthless if the product or service itself is not compelling enough. A genuine customer experience and testimonials are worth far more than any optimisation.
Conclusion: the future of search is more complex, but more predictable
SEO has not ceased to exist, it is evolving. Generative search and classic search engine optimisation are not mutually exclusive, but mutually reinforcing. Businesses that recognise this early and adopt a sophisticated digital strategy will remain visible and competitive in the long term.
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