Did you know that nearly 60% of Google searches now end without anyone ever clicking a link?
A majority of Google searches – 58.5% in the U.S. and 59.7% in the EU – result in zero clicks. A zero-click search happens when users end their session or enter a new query without clicking on any results, according to clickstream data from Datos.
That’s a major shift happening right now and it means your old SEO strategies might not be enough anymore. With AI search results and overviews dominating the top of Google’s pages, visibility is no longer just about ranking high.
The good news? There’s a new way to stay visible. It’s called GEO, or Generative Engine Optimization.
What Is GEO (Generative Engine Optimization)?
GEO is the evolution of SEO for the AI age.
If SEO helps your website rank on Google, GEO helps your content get quoted by AI platforms like ChatGPT, Perplexity, and Google’s AI Overviews.
Traditional SEO still matters, but it needs to be complemented by GEO to ensure your brand continues to appear not only in search results, but also inside AI-generated responses where your customers are now finding information.
In short: SEO gets you seen. GEO gets you cited.
Why GEO Matters Now
Search behavior has changed. Discovery no longer happens in one place — it happens everywhere.
- Google still processes over 417 billion searches per month (Search Engine Land)
- ChatGPT now sees over 72 billion messages per month (Search Engine Land)
- Users under 44 use an average of five platforms to search for information (Search Engine Land)
From TikTok to Reddit, YouTube, and AI chat tools, discovery is diversifying and your marketing strategy must follow.
GEO ensures your business remains visible across all these touchpoints by optimizing your content, structure, and authority signals for both humans and machines.
GEO vs. SEO: The Key Differences
While GEO and SEO share the same goal—helping people find your brand—they differ in how they achieve it.
1. SEO Targets Search Pages > GEO Targets AI Responses
SEO is about ranking on traditional search results (SERPs).
GEO is about being referenced in AI-generated answers.
2. SEO Relies on Keywords > GEO Relies on Context
SEO depends on keywords, links, and meta data.
GEO depends on clear structure, question-based formatting, and contextual clarity so AI can understand your message.
3. SEO Is Click-Driven > GEO Is Exposure-Driven
SEO success is measured in clicks and traffic.
GEO success is measured in mentions, citations, and AI visibility.
Even if users never click, if AI references your brand, you’re still gaining awareness and trust.
4. SEO Optimizes Pages > GEO Optimizes Information
SEO makes your web pages technically strong.
GEO ensures your information can stand on its own. It should be readable, quotable, and AI-friendly.
The Four Human Search Drivers
GEO starts with understanding why and how people search.
Modern discovery maps to four main user motivations:
1. Fact-Finding: Looking for clear, rational, objective answers
2. Crowd-Sourcing: Seeking validation and opinions from communities
3. Taste-Tuning: Searching for inspiration that fits their identity or style
4. Habit-Driven: Returning to familiar sources and brands they already trust
To succeed with GEO, your content strategy should align with these motivations and show up in the platforms and formats your audience prefers.
How to Optimize for GEO
You don’t need to overhaul everything overnight, just start evolving your approach in these five areas:
1. Strengthen Your SEO Foundations
Keep doing what works: fast load times, strong backlinks & citations, and structured data.
GEO builds on top of your existing SEO efforts.
2. Write in Q&A Format
Use question-based headings and concise, self-contained answers.
This makes your content easier for AI models to interpret and cite.
3. Build Entity Authority
AI doesn’t “crawl” like Google does. It needs to understand who you are and why you’re credible.
- Include author bios and “About” pages
- Use structured data (schema)
- Publish transparent “How We Do It” content
- Link related resources logically
When your brand’s logic and expertise are visible, both people and machines can trust it.
4. Prioritize E-E-A-T (Experience, Expertise, Authority, Trust)
The same principles Google values are even more important for AI:
- Publish original research, data, and case studies
- Earn mentions and citations on credible websites
- Collect reviews and testimonials
- Showcase experience through author credentials and examples
5. Measure Visibility Differently
GEO success isn’t just about traffic. It tracks:
- Mentions and citations in AI responses
- Brand visibility across social search
- Assisted conversions where AI initiated the journey
- Familiarity across multiple touchpoints
Real-World Example
Niel Patel’s marketing blog is a great model. We have adapted the model here with our newest content, utilizing:
- Question-based headings
- Short, structured paragraphs
- Credible citations
- Screenshots and visuals
- Key takeaway bulleted summaries
- FAQ sections
This makes content easy for AI to understand and reference, while staying engaging for readers.
Examples using screenshots:
Example of key takeaway summary:
Planning for GEO in 2026: A Strategic Approach
To prepare for 2026, start building a GEO-aligned strategy that integrates audience insight, authority, and content diversification.
1. Audience Research
Understand where your audience is searching — not just what they’re typing.
Combine analytics, social listening, and feedback to map behavior patterns.
2. Multi-Platform Content
Invest across formats:
- Long-form guides for fact-finders
- Short-form videos for taste-tuners
- Reviews and UGC (user generated content) for crowd-sourcing trust
- How-to demos for habit-driven users
3. Budget for People, Not Just Platforms
GEO is a skill shift. Your team needs to think across formats, audiences, and technologies.
Invest in training, partnerships, or agency support to build these capabilities.
The Future: Search Everywhere Optimization
Search is no longer a single destination, it’s a journey made up of typed, spoken, tapped, and prompted moments.
GEO ensures your brand stays visible across this entire journey — not just on Google, but everywhere your audience asks questions, looks for inspiration, or makes buying decisions.
The old SEO game was about being #1 on Google.
The new GEO era is about being trusted, cited, and visible across every platform that shapes discovery.
The organizations that start adapting now will own visibility in 2026.
Those that wait will fade into the background of AI-generated search results.
At VanDenBerg Web + Creative, we help businesses prepare for this shift, combining proven SEO foundations with forward-thinking GEO strategies that build trust, visibility, and credibility in the age of AI search.
Key Takeaways
- GEO (Generative Engine Optimization) helps your content appear in AI-generated answers, not just search results.
- SEO drives clicks; GEO drives citations, mentions, and visibility in AI tools.
- Optimize using clear Q&A formatting, strong entity authority, and E-E-A-T principles.
- Track success through AI mentions, brand visibility, and assisted conversions, not just traffic.
- The future of search is multi-platform. GEO keeps your brand visible everywhere people discover.
Written by Rebecca VanDenBerg, CEO of VanDenBerg Web + Creative, a Michigan-based web design and SEO agency helping local businesses grow through strategy-driven websites.