We hate to see it happen so close to Valentine’s Day; however, it appears that some brands’ long-time affinity for SEO (Search Engine Optimization) could be cooling off. What started as curiosity — typing a question into ChatGPT “just to try it” — has grown into something more serious. At first, it seemed like innocuous flirtation. But let’s be honest: AI adoption is no longer just an innocent crush. It’s likely here for the long haul.
The proof is in the skyrocketing usage rates for large language models (LLMs) such as ChatGPT, Perplexity and Gemini, which are pushing traditional search engines such as Google into the “friend zone.”
To stand out from competitors, many brands are rethinking their search strategies. The new rules for achieving visibility and credibility are making Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) the new search darlings.
For firms in industries built on trust and authoritative guidance, such as finance and wealth management, this evolution presents a new wave of opportunity.
Does this mean it’s over for SEO?
Although traditional search is taking a back seat, it isn’t completely out of the picture. Conventional search engines still have a place in the hearts of marketers and PR practitioners, but the rules of engagement are changing.
For years, brand discovery was marked by a simple process: type in keywords, scan through a list of links and click for results. Many brands built marketing strategies around that sequence for decades, but consumer behavior is shifting. AI tools now give people something they’ve long wanted but struggled to articulate: answers, instead of links.
Ask ChatGPT, Claude, Perplexity or Gemini a question, and you get synthesized answers. Following that lead, you can now also ask Google a question and get an AI-generated summary with links out to sources just above traditional search results to help you find an answer.
In this new environment, brands that don’t appear in generative answers may never surface for prospective clients. Those who work to optimize their GEO and AEO will hold an upper hand.
Here’s where things get interesting
AI systems do not process content the same way humans do. They evaluate factors such as trustworthiness, expertise, relevance and tend to favor earned media from credible third-party sources. Even without understanding the precise logic behind their assessment, it’s apparent that the freshest, clearest, most credible content captures their attention first.
This supports the case that strategically leveraging content improves GEO rankings, similar to how optimizing keywords boosts SEO rankings. For example, publishing thought leadership articles in niche outlets, such as industry trade publications, can reinforce one’s authority and elevate one’s credibility as an industry expert. Sending press releases that lead to credible media coverage appears to offer the same benefit. This type of earned media coverage not only creates exposure for a brand but also becomes training data for generative AI engines, which could further increase brand exposure.
It’s Not Who You Know. It’s GEO
Generative Engine Optimization is rewriting the rules. Just as SEO rewards keywords, backlinks and technical tricks, GEO rewards clarity, structure, authority and third-party validation.
That is why keyword-stuffed articles, which were the staples of SEO for decades, are often being ignored by LLMs that instead seek content they deem credible, such as:
- Fresh, timely thought leadership
- Well-structured, easy-to-read blogs
- Corporate explainers
- Press releases with clean data, strong action verbs and scannable bullet points
- Journalistic coverage in credible outlets
That helps explain why brands that rank well on Google or other search engines might be missing entirely from ChatGPT’s or Perplexity’s recommendations. Simply put, their content is not GEO-ready.
And Then There’s AEO, the Other New Search Interest
GEO shapes what AI cites, and AEO determines how content appears in answers. AEO favors content that answers questions directly, plainly and specifically. This is different from high-level product pages and vague product overviews. Instead of a generic “Retirement Planning” page header, AEO engines prefer a specific question, such as:
“When is the Ideal Time to Hire a Financial Advisor?”
The more content resembles a direct answer, the more likely it is to appear as one in both traditional and AI-powered search engines. This kind of content can be published in formats such as:
- LinkedIn articles and newsletters
- Q&A pages on websites
- Corporate blogs that offer step-by-step explanations
- Published industry-specific interviews and expert commentary
These channels create “echoes” in the AI ecosystem, reinforcing brand credibility.
The Heart of the Story: PR and Thought Leadership Content are AI Training Data
Public relations has long been an effective way to amplify brand awareness.
What’s different now is how that content is leveraged. Earned media informs model training. Press releases act as structured indicators. Owned media functions as reference material. Shared media builds credibility. AI engines process this collective content, form working “opinions” about brands, and surface that which they deem most credible and relevant in AI-powered searches.
What might have started as a casual dalliance with AI is evolving into something more permanent. Producing AI-optimized content is now a determining factor in whether a brand surfaces in generative answers or lets competitors occupy that space.
And about that once-coveted top SEO ranking, here’s more on that.
It’s Complicated. Google Still Matters — Just Differently
AI’s elevated presence does not necessarily mean this is a hard breakup with traditional search engines. Google search remains useful, particularly for fact-based queries where people want documentation, legal language, product specifics or regulatory details. And SEO fundamentals still support content architecture.
But for discovery, recommendations, shortlists and brainstorming, AI is becoming the first stop. So perhaps they can all still be friends — at least for now.
The Relationship Status Update
Brands still care about SEO, and they need it. But AI-powered search is making GEO and AEO increasingly appealing. That irresistible charm is relegating traditional SEO to the passenger seat.
AI-powered search engines are in the driver’s seat now, and brands are leaning in to see where this journey takes them.
The final destination? Who knows! By next year, maybe SEO, AEO and GEO will all be making way for something new. But for now, it might be best to buckle up and enjoy the ride, while keeping your eyes on the road ahead.
