More and more companies are asking us the same question:
“If people no longer search on Google as much and now ask ChatGPT or Gemini directly… why do I need SEO?”
The answer is simple:
Because without good SEO, it is very difficult for Artificial Intelligence to take you into account.
What is changing is not the need for SEO, but the way search engines use that information.
Artificial Intelligence needs reliable sources
When someone asks ChatGPT, Gemini, Perplexity or Copilot a question, the AI does not make up the answers.
It needs to rely on information published online that it considers:
- useful
- up to date
- well structured
- relevant
- authoritative
And how does it identify all that?
Precisely through many of the signals that SEO has been working on for years.
In other words, SEO is still the foundation on which artificial intelligence tools decide which companies to mention.
SEO is no longer just for Google
A few years ago, the goal was clear:
Appear among the top results on Google.
Today the landscape is much broader.
A company can now receive visits from:
- ChatGPT
- Google AI Overviews
- Gemini
- Microsoft Copilot
- Perplexity
- voice assistants
- traditional search engines
All of them need to find quality content.
That is why a new concept has emerged:
GEO (Generative Engine Optimization)
GEO means optimising a website so that artificial intelligence tools can understand it, trust it and use it as a source of information.
It does not replace SEO.
It extends it.
You could say that:
Without SEO, there is no GEO.
What does an AI take into account when recommending a company?
Although each model uses its own algorithms, there are many common factors:
Useful content
Superficial answers are worth less and less.
AI tools look for pages that genuinely answer questions.
Authority
Companies that demonstrate expertise in their sector are much more likely to be cited.
Clear structure
Well-organised headings.
Frequently asked questions.
Information that is easy to interpret.
All of this helps both Google and artificial intelligence tools.
Freshness
AI tools prioritise recent information and pages that keep their content alive.
An abandoned website loses relevance over time.
User experience
A fast, secure and easy-to-navigate page sends better quality signals.
So… is SEO dead?
Quite the opposite.
SEO is undergoing one of its biggest transformations.
We used to optimise for one search engine.
Now we optimise for a whole ecosystem of traditional search engines and artificial intelligence tools.
The goal is no longer just to get clicks.
We also want our brand to be the source AI tools use when they answer millions of users.
Companies that start now will have an advantage
The adoption of AI-powered search is growing very quickly.
Many companies are still only thinking about appearing on Google.
Meanwhile, others are already working to become reference sources within generative engines.
Those who build a good strategy today will be in a much stronger position over the coming years.
How to combine SEO and GEO
A modern strategy should include:
- Content that answers real questions.
- Technical website optimisation.
- A clear site architecture.
- Schema markup.
- Up-to-date information.
- Brand authority.
- A quality link-building strategy.
- An excellent user experience.
- Content designed for both people and artificial intelligence.
All of this increases the chances of appearing both on Google and in AI-generated answers.
The future is not SEO or GEO. It is SEO + GEO.
At Akrolih we have spent years helping companies improve their online visibility. Today that mission is evolving towards a new reality: making sure our clients appear not only on Google, but also in the answers of the artificial intelligence tools that more and more people use to search for products, services and information.
Because the future of search visibility is not just about taking the top search result. It is about becoming a trusted source for AI engines.
And that journey starts with a solid SEO strategy, reinforced with GEO techniques.
