Search engines remain a primary source of information for AI systems. Pages still need to be indexed, accessible, and credible. In that sense, SEO remains essential.
SEO is the discipline of making content discoverable and technically readable by search engines.
What has changed is its role. High rankings no longer guarantee influence. AI systems prioritise clarity and confidence over position. Content that ranks well but explains poorly is less likely to be referenced.
SEO provides the foundation. Generative Engine Optimisation (GEO) builds on it by making content easy for AI to interpret, summarise, and reference.
Together, SEO and GEO form a complementary strategy: SEO ensures content is found; GEO ensures it is understood.