The world of search is changing so rapidly these days that even seasoned marketers are suddenly re-examining their playbooks.
The the latest update of SEO and SEM changes in reports for 2025 that AI isn't just changing the way you search, it's “literally dictating the entire nature of where you can find, rank, and share information!”
This change is an emerging reality, and Generative Engine Optimization, or GEO, plays a key role in it – certainly when you consider what AI-powered engines have to offer today (more on this later, when we look at how AI currently selects and synthesizes responses, rather than displaying links from WebProNews).
You can see this for yourself as you watch platforms talk about the new evolution of SEO and SEM for 2025.
What really struck me was that the old “fill the page with keywords” strategy is falling out of favor.
AI systems perform better with structured information, clear, entity-based writing, and content that looks credible enough to cite.
(Here's an even more detailed one that kind of reminds me of how AI-powered search is “turning SEO upside down” and explains some details about how generative results go to high-trust sources to fill in the gaps, rather than relying on old ranking signals).
There is also an interesting dynamic between an organic strategy and a paid strategy. Marketers are forced to adopt a mixed approach as AI reviews, voice assistants, and multimodal searches scatter traffic across different surfaces.
The view I've read about management being the next SEO battleground really resonates with me – especially the advantage of credible, well-researched work being a major factor in whether or not AI deems your site citation-worthy.
And honestly, it's not surprising. When AI systems like ChatGPT or Gemini summarize the network, they draw from information that appears accurate.
Writer Cathy Pearl describes how conversational search is displacing competitors from traditional rankings and creating entirely new ways to bring content to the surface.
On one hand, it's refreshing to see quality and transparency triumph over link stuffing and dusty tactics.
On the other hand, I see smaller creators worrying about how to quickly “prove” their authority in order to compete with high-profile publishers who already meet all EEAT criteria.
I understand why people think SEO is turning into public relations mixed with data science and a bit of “please tell me AI likes me today.”
However, I like that the entire industry seems to be moving towards a more human-centric model: write in plain language, refer to real information, write as if you have half a brain and it won't kill you to appreciate your audience.
If GEO pushes us all in this direction, maybe chaos is good. If you want, I can explain what GEO-ready content means from a practical standpoint – without the jargon; rather, what actually works today.
