Search engines are changing again and this is of course because the world in which they operate is constantly changing. You’d be wise to pay attention though. The risk of ending up on page 2 is very real and you know what’s on page 2 don’t you? Actually, no one knows ‘cos no one ever goes there and that includes your customers.
So, here goes. The latest change in the world of search engines and rankings is called GEO (Generative Experience Optimisation) and to help you get your head around it, I’m going to tell you a quick story.
Imagine walking into a massive department store filled with everything you could ever need from clothes to gadgets and books to lots of other stuff. Everything right? How it used to work was that you’d ask the shop assistant to point you in the direction of what you’re looking for and they’d take you to the most popular items or whatever was the closest match to what you’d asked for. It was a reasonably god system but it didn’t always get it spot on and they you were left on your own to wander around, sorting through racks and shelves to find exactly what you wanted.
Now, picture a highly skilled personal shopper by your side. Let’s call them Geo. This expert doesn’t just understand your request; they get your style, preferences, location, past choices and even the latest trends. Instead of making you search, they curate a selection of items that are specifically tailored to what you want. Ultimately, this saves you a lot of time and effort while ensuring you’ll get you’re looking for first time.
Now, I think most of you will have seen through my story and actually realised that I was talking about GEO. Unlike traditional SEO, which optimises content based on keywords and search algorithms, GEO focuses on user intent, context and behaviour. It actually adapts to your individual needs so doesn’t just give you generic results. It gives you more accurate information as and when you need it.
That’s Just Fancy SEO Isn’t It?
Err no. In fact, it’s actually a fundamental shift in how search engines give you results. Here are some big differences:
It Understands Context: GEO won’t just search for results, it will take your situation into account. This means it also considers where you are, what device you’re on, and even what you might really mean. So, if you’re searching on a mobile while running to a meeting, you can expect to get concise, skimmable results. At home on a laptop, you’ll get options for resources with more depth.
It Learns From You: If you always click on video results rather than articles, GEO will remember that and give you video results first. Basically, it knows you.
It Uses AI To Serve You Better: GEO can summarize articles, generate helpful snippets, or even create new content on the fly to give you the best answer possible.
How You Can Adapt
GEO is basically rewriting the rules and if search traffic is important to you, you may have to change some practices you previously relied on.
Content Quality and Relevance Are Non-Negotiable
Keyword stuffing? Forget it. Ranking now depends on how well your content actually helps people. That means:
· Answering questions clearly and completely
· Having unique insights, not just regurgitated fluff
· Keeping content fresh, engaging and user-friendly
Personalisation is more Important than Ever
There’s no one-size-fits-all solution anymore. This means that if two people are using the same search term, they might see different results based on their previous behaviour, location and needs. If your content isn’t adaptable and tailored, it’s not ranking.
Technical SEO Gets Smarter
Yes, site speed, meta tags, and mobile optimization still matter but now there’s an extra layer:
Structured Data: Help search engines understand your content with schema markup
Diverse Content Formats: Some users prefer articles, others want infographics or interactive tools and GEO ranks based on those preferences
Engagement Metrics Matter Massively
GEO tracks user behaviour to gauge actual relevance. If people click on your page, read for 10 seconds and bounce. That’s no good. But, if on the other hand, they engage, scroll, watch and share, you’re rewarded with a ranking boost.
AI Can’t Stand AI
Yes, some AI-generated content can work, but only if it’s really good. Low-effort, generic AI text won’t cut it though. People don’t like it and nor does GEO. In fact, GEO prioritises helpful, well-crafted content (which still requires a human touch).
How to Thrive in a GEO-Optimised Future
If you want to stay ahead of the curve, here’s what you should be focusing on:
Prioritise User Experience: Fast load times, easy navigation, and intuitive design are key. If users struggle on your site, GEO will notice.
Go Beyond Just Blog Posts: Think video, interactive tools, podcasts or whatever helps your audience best.
Leverage Analytics: Pay attention to user behaviour. What’s getting engagement? Double down on that.
Stay Agile: AI-driven search is evolving fast. Keep testing, tweaking, and staying ahead of updates.
As a final point, GEO has moved the goalposts and to react to that change requires a shift in our collective mindset. We’re no longer trying to trick the algorithm into thinking we’re doing what it wants, what we need to do is align with the algorithm so we get what we want. If that means creating content that’s GEO worthy, then so be it.
Ready to get started?
For a no obligation consultation, just fire over a quick email to brendan@brandingiq.rocks, message me in the contact section or call +31 6 27 11 91 11.
Looking forward to speaking to you.