SEO IS DEAD. WELCOME TO GEO: Generative Engine Optimization
?? Milton N.
Managing Director Europe | Chief Strategy Officer. Driving Innovation, AI, & Design to create empathy-driven solutions that fuel growth in tech, retail, and finance. Passionate about impactful strategies. @miltonix
(And if you're not paying attention, you're already late)
When was the last time you opened Google to search for something… and didn’t go straight to ChatGPT, DeepSeek or Perplexity?
Exactly. What seemed unthinkable just a year ago is now part of millions of people’s daily routine.
While you're reading this, thousands of users have stopped Googling things like “best marketing agencies in Madrid” and instead are asking an AI directly:
“Which technology company in Madrid has the most experience with premium brands and personalized attention?”
And the answer doesn’t come from Google. It comes from the AI.
But it doesn’t stop there. More and more young people don’t even consider Google their default search engine anymore. To find where to eat, what to buy or how to do something, they go straight to TikTok or YouTube and type:
“Vegan restaurants in Barcelona” “Gift ideas for my girlfriend” “What is shadow work explained easily”
Search behavior is radically changing. Google is no longer the starting point.
And if you have a browser plugin like ChatGPT for Search or WebChatGPT, you can configure your browser to stop using Google or Bing as default, and instead send all your queries directly to ChatGPT, Claude or DeepSeek.
THE END OF SEO AS WE KNEW IT
For over 20 years, traditional SEO was the reigning strategy to gain online visibility. Landing on Google’s first page was digital gold.
But let me ask you a tough question:
What’s the point of being #1 on Google if your customer doesn’t use Google anymore?
The game has changed. You're no longer competing for a spot in a list of links. You're now competing to be present in AI-generated responses.
And that’s called GEO: Generative Engine Optimization.
GOOGLE SEARCH IS DYING. YOUR BRAND NEEDS TO RANK IN AI. And most businesses haven’t even realized it yet.
WHAT IS GEO, AND WHY SHOULD YOU CARE RIGHT NOW?
GEO (Generative Engine Optimization) is the new digital visibility paradigm. It’s no longer about getting your site to rank on Google, but about ensuring that your content is understood, interpreted and cited by AI models in their generated answers.
Imagine this: someone asks ChatGPT or Perplexity:
“What’s the best CRM for startups in Europe?”
The AI won’t return a list of links like Google does. It will generate a single coherent response, mentioning specific brands and explaining why.
And if your company, your content or your name isn’t in that answer… You simply don’t exist for that user.
GEO is visibility without clicks.
Having a nice website, a blog full of SEO keywords, backlinks, or even a YouTube channel is still valuable. But it’s not enough anymore.
Now, your content needs to meet new criteria:
In other words: your authority now has to matter to the AI, not just to Google.
SEO IS USELESS NOW. THE AI DECIDES WHO EXISTS. If you're still optimizing for Google, you're losing clients every day.
AND HERE'S THE MOST CHALLENGING AND FASCINATING PART OF GEO:
There are no clear rules yet. No rankings. No visibility metrics to track your AI presence.
There’s no plugin that says “you’re ranking #1 in ChatGPT responses.”
But there are signals you can work on. So let's break it down.
5 REAL WAYS TO START WITH GEO: GENERATIVE ENGINE OPTIMIZATION
1. Create useful, deep, human content
AIs no longer prioritize just keywords. They look for clear, relevant and well-explained answers.
Your content must solve a real search intent with empathy and expertise.
Forget rehashing the top 10 Google results. Instead, make sure your content:
?? Real example: If someone asks “how to launch a luxury brand without an initial budget”, a basic step-by-step won’t be enough. An AI will value a case study with real challenges, insights and actionable tips.
2. Show up in trusted media and authoritative sources
AI models are trained on content from reputable, high-authority websites: Wikipedia, academic sites, major media, expert YouTube channels, newsletters.
The more you're mentioned or featured in those sources, the more likely you are to be part of the AI's “collective memory.”
Strategies:
?? Pro tip: Tools like Perplexity and Claude often show sources in real time. Study which ones they cite—and find ways to be included there.
3. Write like you're talking to a person—but thinking about a machine reading it
AI doesn’t see your design, branding or animations. It sees structure, clarity and context.
That means your content should be:
?? Tip: Add FAQs or “quick answers” to specific questions. This content type is highly scannable and easy for AIs to use.
4. Leverage multi-channel presence: it’s not just about your website
Today’s AI pulls knowledge from:
The more semantic footprint you leave across platforms, the more “findable” you become for AI.
But it’s not about posting everywhere—it’s about adapting your message to each channel.
?? Example: A short, clear TikTok video explaining a complex idea can get referenced in YouTube recaps or blog posts—and eventually become part of what AI models learn from.
5. Explore AI-SEO tools and browser extensions
There are already tools and plugins that help analyze what AIs consume and cite.
You can:
?? Bonus tip: Use tools like AlsoAsked or AnswerThePublic to find real questions users ask. Then create content that directly answers them—perfect fuel for AI referencing.
THIS ISN'T A TREND. THIS IS THE FUTURE AND IT'S ALREADY HAPPENING.
If you still think this will become relevant “in a few years”… You’re already behind.
This isn’t sci-fi or long-term change. It’s happening now—and the early adopters are already gaining visibility and clients because they understood how to adapt to AI-driven search.
While most businesses are still pouring their budgets into traditional SEO, others are becoming the trusted sources that AIs learn from, reference, and recommend.
Here lies the opportunity:
But in a few months, when everyone rushes into AI-first positioning, those who moved early will own the space.
THE GOOD NEWS? YOU'RE STILL ON TIME TO CATCH THE WAVE.
The sooner you start building your GEO strategy, the higher your chances of becoming a recognized reference in your field.
AI won't give 10 links. It gives one answer—based on what it learned. So the real question is:
WILL YOU BE PART OF THAT ANSWER... OR LEFT OUT OF THE CONVERSATION?
STOP CHASING GOOGLE. START TRAINING THE AI TO SAY YOUR BRAND NAME. This is the new digital positioning game—and it’s brutal.
?? Message me on LinkedIn. Let’s talk about your digital presence and GEO Strategy.
BECAUSE SEO AS WE KNEW IT IS DEAD. AND THE ONE WHO MASTERS GEO... TAKES IT ALL.NEW IT IS DEAD. AND THE ONE WHO MASTERS GEO... TAKES IT ALL.
Managing Director Europe | Chief Strategy Officer. Driving Innovation, AI, & Design to create empathy-driven solutions that fuel growth in tech, retail, and finance. Passionate about impactful strategies. @miltonix
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