Since the explosion of generative artificial intelligence tools like ChatGPT, Bing Copilot, and Perplexity.ai, one question keeps coming back: Is SEO on its way out? A new discipline is shaking up the rules of the game: GEO (Generative Engine Optimization). But should we see it as a rival to SEO… or as its natural evolution?
SEO vs. GEO: Two visions of visibility
SEO focuses on optimizing a website to appear in traditional search engine results (Google, Bing, etc.) using keywords, internal linking, technical structure, and more.
GEO, on the other hand, aims to make content understandable, credible, and reusable by a generative AI.
With GEO, the goal is no longer to get clicks, but to be cited in the AI’s answer. The user asks a question, and the AI generates a response based on multiple sources. If your site is considered reliable and relevant, it may be included in the response… even if the user never clicks on your link.
User habits are shifting – Key 2025 stats
Data reveals a rapid shift in user behavior, especially among younger generations:
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43% of 18-34 year olds now prefer interacting with an AI over doing a traditional Google search (Statista, 2025)
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31% of Bing searches are now made through Copilot, with this share growing by 5 points per quarter (Microsoft, Q2 2025)
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Perplexity.ai, an AI-powered search engine, now has over 20 million monthly active users (April 2025)
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Over 60% of Google SGE answers tested in France don’t display a visible link to the source website (MySEOlabs study, March 2025)
Conclusion: Access to information is changing channels. Google remains dominant, but AI is becoming part of daily habits — especially for complex queries, comparisons, advice, or smart local searches.
Why GEO is not just “another version” of SEO
GEO doesn’t replace SEO — but it does transform how we think about visibility:
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It’s no longer about ranking positions, but about being present in the AI-generated answer
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It’s no longer about title tags, but about semantic clarity, perceived authority, and logical structure
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It’s no longer about your Google position, but about the likelihood of being cited in an AI synthesis
GEO also implies a shift in content formats: FAQs, tables, structured data, external citations — everything that helps an AI understand and reuse your content.
How to appear in AI-generated answers
Here are some key tactics to improve your visibility in generative engines today:
Structure your content logically, with clear subheadings, short paragraphs, and concrete examples.
Include facts, figures, and sources to build credibility with AI tools.
Create expert or niche content — the more specific you are, the higher your chances of being selected.
Build your online presence through backlinks, press mentions, and citations in structured sources like Wikipedia or Wikidata.
And don’t forget to experiment for yourself: run queries on Perplexity, ChatGPT, or Bing to see if your business, brand, or content is mentioned. If not, ask yourself: why is the AI not seeing me?
Should you give up on SEO? Definitely not.
Google is still the #1 entry point to the web. Traditional SEO remains essential, especially for:
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Transactional searches (contact, bookings, local purchases)
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Google Business Profiles, which remain crucial for small businesses and local artisans
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Directory listings, marketplaces, and niche websites
However, it’s clear that GEO will complement — and eventually replace — parts of informational SEO, especially blog content, guides, and FAQs.
How to track your visibility in generative AI?
Unlike traditional SEO, there are no universal tools (yet) to track your rankings in generative engines. But some methods can help you monitor your AI presence:
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Use Perplexity.ai or ChatGPT (with web access) to test queries and see if your brand is cited
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Run manual tests on SGE Labs (when available) or Bing Copilot
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Track traffic sources (referrals) from AI tools using your analytics platform (e.g. Perplexity, Claude.ai, Bing, etc.)
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Set up alerts with Google Alerts or tools like BrandMentions to monitor spontaneous citations
SEO + GEO: The new winning strategy
Tomorrow’s most visible brands will be those who understand that visibility is no longer earned solely on Google. It’s also earned within AI interfaces.
At Linkeo, we’re already helping our clients adapt their content to be understood, cited, and valued by generative AI.
This doesn’t replace your current SEO strategy — it complements it smartly.
👉 Want to know if your business shows up in ChatGPT or Perplexity?
Contact Linkeo for a free GEO audit.
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