Why is everyone worried about GEO replacing SEO?

The concern comes from data showing that Google's AI Overviews can lower the click-through rate for traditional number one search results. This shift means the old goal of just 'ranking first' is changing, causing anxiety about the future of website traffic from search.

Is SEO still important for AI search?

Yes, SEO is a critical foundation. AI models like ChatGPT often use search indexes like Bing to find real-time information. Without good SEO, your site won't be visible to the AI in the first place. Think of SEO as the engine of the car; it's non-negotiable.

What is GEO's new job then?

GEO (Generative Engine Optimisation) is a new layer of strategy built on top of SEO. Its job is to make your content so trustworthy and well-structured that the AI chooses to cite you in its answer. It focuses on new trust signals like E-E-A-T and brand mentions, rather than just keywords and backlinks.

Is GEO really replacing SEO? (What the data says)

Tiguida Dembele
Sep 3
3 min read

If you're in the marketing world, it probably feels like someone has set off a fire alarm. Everyone is running around shouting "GEO is the future!" and "SEO is dead!", leaving you wondering if you've missed a very important meeting. It’s enough to make anyone nervously sip their tea.

So, let's put the kettle on, ignore the panic, and look at what's really going on.

Let’s clear this up right away: no, GEO is not replacing SEO. Think of it less as a replacement and more as a promotion. SEO has been promoted and now has new, more complex responsibilities under the Generative Engine Optimisation (GEO) umbrella.

First, why is everyone panicking?

Let's be honest, there's a good reason for the concern. It feels like the moment streaming services like Netflix appeared, and everyone in traditional television started to sweat. We are seeing a genuine shift in how people find information.

The data shows that when one of Google's AI Overviews appears at the top of a search, the click-through rate for the #1 traditional organic spot can drop by as much as 34.5%. That's a real change, and it means the old game of "get to number one and win" is officially over.

Why SEO is still the engine of the car?

Before we talk about GEO, we need to remember one simple fact : AI models are not magic. To give you an answer about today's news or the best local restaurant, they need to get that information from somewhere. That "somewhere" is the live Internet.

And how do they search the Internet? With a search engine. For ChatGPT, that search engine is often Bing.

Here’s a real-life comparison: Think of your digital presence as a car. Your SEO is the engine and the wheels. It's the non-negotiable foundation. It covers all the technical basics that make your car run : a solid chassis (site health), a good engine (fast page speed), and clear signs (sitemaps). Without good SEO, your car is going nowhere, and the AI will never even know you exist.

So, what is GEO's new job?

If SEO is the engine that gets you on the road, then GEO is the satellite navigation (satnav) and the shiny paint job. It's the extra layer of optimisation that makes your car the most attractive, trustworthy, and easy-to-understand option for the AI to choose as its recommended destination.

GEO's job is to focus on new signals of trust, such as:

E-E-A-T: Proving you're an expert with real, first-hand experience.
Structured Content: Organising your information into a Q&A format that the AI can easily read.
Brand Mentions: Building a "surround sound" of authority across the web.

The data: what AI actually trusts

This isn't guesswork. We have real data on what makes an AI trust one source over another.

The 58% Rule (Trust over Relevance): A groundbreaking usability study found that 58% of users click on a brand they recognise in an AI answer, even if it’s not the most perfectly relevant result. GEO is the job of becoming that recognised, trusted brand.
The Reddit Phenomenon (Authenticity over Polish): AI models love authentic conversation. An incredible 6% of all citations in ChatGPT and Perplexity come from Reddit alone. GEO is about showing up helpfully in these real-world conversations.

Takeaways

So, is GEO replacing SEO? No. You need both to win.

SEO is the engine of your car. It's the technical foundation that gets you on the road.
GEO is the advanced satnav and shiny paint job. It's the layer of trust and clarity that gets you chosen by the AI.
Without the engine (SEO), your beautiful car goes nowhere. Without the satnav (GEO), your powerful car will get lost in the crowd.

Feeling more reassured? If you're ready to upgrade your SEO from a simple engine to a fully-equipped, AI-ready vehicle, let's talk.

Author Bio :

Hey! I'm Tiguida, "AI Enthusiast" growth consultant with over a decade of experience helping organisations navigate digital transformation. I specialise in creating actionable AI strategies that turn technological complexity into real-world business opportunities.