The new era of digital marketing: GEO and the artificial intelligence revolution.

What GEO is and why SEO is no longer enough in the age of artificial intelligence

In the world of digital marketing, traditional SEO is being challenged by an innovative trend: Generative Engine Optimisation, known as GEO. The advent of generative artificial intelligence has completely transformed the way we interact with information on the web. For years, SEO was the fundamental tool for positioning a company in Google's top search results. However, today, the way people search for information has evolved towards a more interactive and direct approach with platforms such as ChatGPT, Gemini, DeepSeek or Perplexity, bypassing traditional search engines.

We are at a turning point in digital marketing. Conventional SEO is becoming obsolete and GEO is emerging as a new dominant strategy. It is no longer just about climbing search engine rankings, but about creating content that artificial intelligence models can identify, understand and use as a reference when constructing their responses.

How does artificial intelligence influence digital marketing?

GEO poses a major challenge for professionals in the sector, as it breaks with the logic established by traditional SEO. According to Maxence Marius, director of Eskimoz, understanding how AI models interpret and reuse content is key to standing out in this new scenario. GEO does not replace SEO, but the two coexist in a complementary way: while SEO generates traffic, GEO drives mentions in AI systems.

The inner workings of generative AI models remain largely a mystery. José Manuel Piedrafita, professor at ESIC University, explains that these intelligences build their answers by combining prior knowledge with real-time search mechanisms. Unlike conventional search engines, generative AIs operate with probabilities and mathematical relationships, which makes them a true «black box» in terms of transparency and predictability.

Keys to standing out in the age of artificial intelligence

Despite the opacity of how generative AIs work, key patterns are beginning to emerge. Artificial intelligences tend to prioritise content from highly authoritative, well-structured, clear and semantically coherent domains. In terms of content writing, the importance of offering complete and useful information about a product or service is highlighted, as this increases the chances of positioning in searches carried out by users, whether through chatbots or other means.

The key lies in the clarity and usefulness of the content. It is essential that the texts respond directly to the questions posed by users, offering concise and relevant information. In addition, the presence of figures, statistics, references and a professional tone contributes to the content being perceived as reliable and relevant by AIs.

In this new context, brands face a technical and strategic challenge. A deep understanding of users' needs and preferences becomes essential to stand out in AI-generated results. Beyond keyword repetition, the focus is on creating content that artificial intelligences can interpret, summarise and use effectively.

The future of digital marketing is marked by the integration of artificial intelligence into SEO and content strategies. To succeed in this new era, it is crucial to be trained in the fundamentals of classic SEO, understand how LLMs work and master clear, authoritative and useful copywriting. The key is to deliver content that is relevant and valuable to both human users and AI agents, positioning yourself as the most accurate and trusted source of information for every search.

Source: www.revistagq.com