SEO isn't everything anymore. What is GEO and why should you care?

Did you know that in 2026 almost 7 out of 10 Google searches end without a single click? According to the latest SparkToro study (data by Similarweb, US, January-April 2026), it's 68%. Two years earlier it was around 60%. People type a question, get the answer at the top of the page and close the tab. That's it.

Not long ago the whole game was about being number one on Google. Today more and more people don't even scroll through results. They ask ChatGPT, Perplexity, or just read the AI summary Google shows above the links. If your website isn't ready for that, you simply don't show up in those answers.

That's why I want to tell you about GEO.

What is GEO?

GEO stands for Generative Engine Optimization. In simple terms: SEO gets you ranked, GEO gets you quoted or recommended by AI.

One important thing: GEO doesn't replace SEO. You still need it. GEO is an extra layer that makes you visible where people are more and more often looking for answers.

Does AI get its info from somewhere other than Google?

Not really. Most AI tools, even the ones not owned by Google, still use regular search engines when they answer current questions. So the pool of information is pretty much the same.

The difference is what AI picks from that pool. And it picks content that's clear, specific and trustworthy. Stuffing keywords won't cut it here. And it won't happen on its own - you need to prepare your content for it.

How is GEO different from SEO?

There are four main differences.

1. Where you show up. SEO fights for a spot on the results page. GEO fights for a spot inside the answer AI gives the user.
2. What moves the needle. In SEO it's keywords, backlinks and the technical side of your site. In GEO it's how your content is structured, whether you actually know your stuff and whether you back it up with sources. AI has to understand your content before it can use it.
3. What kind of traffic you get. SEO was all about clicks. AI gives the answer right away, so there are fewer clicks. But your brand gets seen and remembered. Someone might not visit your site today, but they'll come back when they need you.
4. How you write. SEO looked at the page as a whole. AI pulls out single pieces. So every paragraph should make sense on its own, without reading the rest.

How did it work for me?

I tested this myself. I used to run an online store under the AS Alcohols brand, and at some point I started reworking the content with GEO in mind.

The result was pretty surprising. Impressions suddenly shot up, but clicks didn't grow much at all. At first glance it didn't look like a big win in analytics. With classic SEO you see impressions and clicks go up together. Here it was mostly impressions, because AI started quoting my site. I was showing up in Google's AI Overviews and in chatbot answers.

The most interesting part was who was actually visiting. Before, I'd get people who browsed, read a bit, maybe bought something, maybe not. Now there were fewer visits, but almost every one came from someone who already knew what they wanted. AI did all the explaining and comparing for me, and the people landing in the store were ready to buy a specific product. And that showed in sales.

The same SparkToro study actually says it straight: your traffic can drop while your revenue goes up. That's exactly what happened in my store.

So if you're doing GEO, don't just look at clicks. Look at impressions and at what's happening with your sales.

I'll write more about exactly what I did in that store in a separate post.

What does it look like in real life?

Imagine someone asks ChatGPT: “where can I get a custom wall print for my living room nearby?”. AI won't show them 10 links. It'll name 2-3 businesses and briefly say why. The question is: will yours be one of them?

Where do you start?

A few things you can do right away:

• Write your headings as questions your customers actually ask, and answer them straight away underneath.
• Make sure every paragraph makes sense on its own.
• Show that you know what you're doing - real examples, numbers, photos of your work, customer reviews.
• If you quote something, link the source.
• Fill out your Google Business Profile and keep your business details the same everywhere.
• Think about adding an llms.txt file, which is basically a map of your site for AI.
• Write like a normal person, for people. If it's clear to a human, it's clear to AI too.

Do you need to redo everything now?

No. Most of what works in SEO works in GEO as well. The only thing changing is what “being number one” means. It used to mean the top spot on Google. Now it means being a source AI trusts and recommends.

Hardly anyone is thinking about this yet, especially small businesses. If you start now, you'll be ahead before it gets crowded.

What about you? Are you already asking ChatGPT, or still typing everything into Google? And if you want to check whether AI even knows your business exists, drop me a message and we'll take a look together.