SEO is dead… again. Is AIO or GEO the Future of Search?

Search engine optimisation (SEO) has survived more “death announcements” than an Eastenders character. Every few years, a new technology emerges, and the world declares SEO obsolete – only for it to adapt and prove everyone wrong.

This time, the threat is artificial intelligence. With search engines shifting towards AI-generated answers and personalised results, some argue that AI Inclusion Optimisation (AIO) or Generative Engine Optimisation (GEO) is the new game in town. So, is traditional SEO being replaced? Or is this just another phase in its long evolution?

Let’s separate the hype from reality and figure out what businesses actually need to do next.

The alphabet soup of digital optimisation

First, let’s decode the latest buzzwords:

• AIO (AI Inclusion Optimisation): Tailoring content to be favoured by AI-driven platforms.
• GEO (Generative Engine Optimisation): Crafting content that aligns with AI-generated responses.
• AEO (Answer Engine Optimisation): Optimising for direct answers in search results.

The rise of AI-driven Search: What’s changing?

Search, as we know it, is undergoing a major transformation. The classic model – where users type a query, browse through links, and click on a result – is giving way to AI-powered overviews, personalised suggestions and dynamically generated content.

A few key shifts are driving this change:

• AI-generated answers: Search engines like Google are integrating AI to provide direct answers instead of just ranking pages. This reduces clicks on traditional search results
• Generative Engine Optimisation (GEO): As platforms like ChatGPT and Google’s SGE (Search Generative Experience) take over, businesses will need to optimise for AI-generated summaries and responses – not just for standard search rankings
• Voice and conversational search: More people are asking questions instead of typing keywords, requiring content that mimics natural language
• Personalised and intent-based search: AI tailors results based on user behaviour, location and preferences, making context more important than ever

This is where AIO and GEO come in – adapting content so that AI-powered search engines can easily interpret, surface and integrate it into their answers.

Does this mean SEO is over?

Not quite. SEO isn’t dead; it’s evolving.

The fundamentals of SEO (quality content, strong technical foundations and user-focused optimisation) are still essential. But businesses now need to adapt to the way AI processes and presents information.

Think of it this way: Traditional SEO was about optimising for search engines. AIO, GEO, and Answer Engine Optimisation (AEO) are about optimising for AI-powered results and machine-driven decision-making.

So, what does this mean in practice?

How to optimise for AI-Powered Search 

According to Gartner, ‘By 2028, brands’ organic search traffic will decrease by 50% or more as consumers embrace generative AI-powered search.’

If you want to stay visible in an AI-first search world, you need to start thinking beyond rankings. Here’s how:

1. Write for people first

Google’s AI models prioritise helpful, relevant and well-structured content. Focus on answering real user questions with clarity and depth. Forget keyword stuffing – AI understands context.

“One of the most common questions we’re getting from clients is ‘should I be doing all of my content using AI’. My answer is; not unless it is drip-fed, optimised and humanised.” – Ashley, Agency Director

Our tip: Structure content with concise answers upfront, followed by detailed explanations. AI tools often pull the first few sentences into summaries.

2. Optimise for Generative Search

Generative search engines pull snippets and sources into AI-generated responses. To be included, your content needs to be authoritative, well-structured and easy to summarise.

Our tip: Use bullet points, structured headers and schema markup to help AI understand your content better.

3. Embrace schema markup & structured data

AI relies on structured data to interpret content’s meaning. If you haven’t implemented schema markup, you’re already behind.

Our tip: Add schema markup for FAQs, how-to guides and product pages to increase visibility in AI-driven results.

4. Adapt for conversational and voice search

People are using search differently – asking longer, more natural questions instead of typing keywords. AI prioritises conversational, human-like content.

Our tip: Create content in Q&A formats, focusing on how people really speak.

5. Think beyond Google: AI tools are the new search engines

Not all search happens on Google. AI assistants like ChatGPT, Bing Copilot and Perplexity are shaping the future of content discovery.

Our tip: Experiment with AI-generated responses by testing how your content appears in ChatGPT or Bing AI searches.

6. Build authoritative, trustworthy content

While up until now, AI content creation has been mediocre at best, it is quickly getting more sophisticated. You just have to know how to feed and optimise it”. – Ashley, Agency Director

AI prioritises sources that are credible and widely referenced. Businesses need to demonstrate expertise and authority to be included in AI-driven answers.

Our tip: Publish original research, expert insights and well-referenced content to strengthen credibility. Topical authority is crucial for ranking in AI.

7. Monitor & adapt as AI Search evolves

AI-powered search is still evolving and ranking factors are shifting fast. Businesses that monitor changes and experiment with new formats will stay ahead.

Our tip: Tune into one of our monthly LinkedIn Live sessions to keep up with the latest in Search and AI.

The bottom line: Adapt or get left behind

While the digital marketing landscape is in constant flux, the essence of SEO remains. Stay informed, adapt and continue to prioritise delivering value to your audience.

So, is AIO replacing SEO? Not exactly. But if you’re still treating SEO like it’s 2015, you might want to rethink your approach.

Looking to future-proof your SEO strategy? Our team can help you navigate the AI-driven search world. Get in touch to make sure your content stays visible – no matter how search evolves.

References

1. Search Engine Journal – “How Google’s AI Overviews Affect SEO”
2. Search Engine Land – “What is Generative Engine Optimization (GEO)?”
3. Forbes – “Generative Engine Optimisation”
4. Gartner

Author information

With 15 years of hands-on SEO and digital marketing experience, agency director Ash is the driving element behind our digital team. Ashley heads our digital execution team, delivering innovative strategic and tactical marketing initiatives and campaigns; helping propel our clients’ growth and success.

Learn more about Ash

Emily, our content manager joined SeventhElement in 2018 and is behind the creative thinking and SEO content strategy that fuels our client projects.

Learn more about Emily