Generative Engine Optimisation (GEO) is emerging as a core strategy that agencies cannot afford to ignore. The question we all have is: is GEO the future of SEO? Plainly – yes. As AI impacts how search engines process and present content, our SEO strategies must include GEO accommodations. AI-driven search trends influence how content is indexed, ranked, and featured. 

“It’s not about running two different campaigns. GEO is an evolution of your SEO strategy. They work together, not separately,” Globital’s Chief AI Officer explains.

Let’s explore the AI marketing trends guiding the future of SEO.

1. Focus on user-first strategies  

SEO has demanded a keyword-driven approach that historically overlooked the user. With the rise of AI, user-first strategies have become core to brand authenticity. Agencies must consider how AI-powered tools can help deliver these user-centric experiences. 

On one hand, AI tools can help digital agencies optimise content by pinpointing valuable content topics that deliver relevant answers. On the other hand, collecting user-generated content (UGC), including client reviews and testimonials, speaks to both AI models and online users that the brand in question prioritises its customers. This user-first approach fosters authentic connections with audiences and will differentiate successful businesses in the long term. 

Hugo continues: “Everything around user-generated content is a major factor. Google and OpenAI value content that shows expertise and trustworthiness – not just well-optimised keywords.”

2. Channel diversification will boost visibility

As AI continues to impact how search engines retrieve and rank information, channel diversification is crucial for getting website clicks. AI Overviews have significantly affected how SEO specialists drive traffic to client websites, and relying on a single platform or content form is no longer sufficient. 

Including multimedia, such as text, video and audio, in content is one way of executing this. Additionally, spreading content across numerous channels will help agencies move beyond traditional organic search and leverage multiple digital touchpoints where AI is active. These include social media platforms, voice search assistants, and AI-powered chatbots on websites.

With the help of AI tools, relooking at content and optimising it for diversification is now much easier. As long as agencies prioritise human oversight to inject the brand’s unique voice and perspective to differentiate from other AI-generated content, using this power will be worthwhile.

3. Test, track, and refine new tactics 

AI-driven search strategies should be continuously tested, tracked, and refined to ensure they work to hit client goals. Testing several strategies to help improve performance while tracking progress is key to avoiding wasted time and budget. AI can help with both of these detail-oriented, time-intensive processes. 

AI-powered analytics tools enable gaining key insights into user interactions, behavioural trends, and content performance. This information is invaluable for making quick adjustments and improving conversion rates and engagement.

By analysing real-time user data, agencies can identify which messaging and creative assets resonate most with specific audiences and adapt the content strategy to reflect those preferences. Additionally, tracking results at each touch point is crucial for understanding what content types resonate with audiences. 

4. Show your human side to connect with audiences

As AI-driven search becomes more sophisticated, showing your human side will benefit connecting with the right audiences. While AI can help optimise and analyse content, it cannot replicate the emotional connection human content creators can provide. Authentic online content is favoured by people on various platforms, so crafting content that connects with them on a personal, human level is crucial.

Storytelling, brand personality, and emotion-driven content are all factors that search engines are increasingly prioritising as they learn to assess factual accuracy and emotional resonance. Use AI as a tool to research and create, but focus on fine-tuning every content piece with a unique and memorable touch. 

Whether through user-generated content, customer stories, or behind-the-scenes snapshots, content that tells a compelling human narrative will win in the future of SEO.

5. Automate the boring stuff 

Automation is the next big thing for agency scalability. And we say: automate the boring (but necessary) stuff. The most beneficial uses include customer data analytics platforms, marketing automation, and lead intelligence software. These uses ensure that no customer or potential lead falls through the cracks while leveraging data where most useful. 

Regarding SEO, specialists can now automate aspects, such as internal linking and citation building, directly impacting the efficiency and cost of these processes without sacrificing quality. 

6. Update SEO with GEO

The future of SEO is undoubtedly AI-powered. As search engines evolve, Generative Engine Optimisation (GEO) practices have become non-negotiable for gaining a competitive edge. AI tools that leverage machine learning and natural language processing (NLP) skim content to understand it more deeply and offer immediate insights on how to optimise it.

From keyword research and search intent to recommendations for improving readability, structure, and SEO compliance, AI tools are indispensable for crafting high-performing content in AI-driven environments.

Are you ready to take the lead in the future of SEO? Led by our Chief AI Officer, our white-label SEO team now offers expert consulting on how agencies can integrate Generative Engine Optimisation (GEO) into their strategies. Book a consultation with our experts to level-up your SEO approach today.