If you're still creating content with Google in mind, you may be becoming invisible to the people who matter most: the new AI-powered search engines.
After all, the way people search has changed. And with it, the rules of the game have changed. Now, what defines a brand’s visibility is no longer just its traditional ranking, but its ability to be cited, summarized and recommended by artificial intelligence. Welcome to the era of AI search — and the need to think about GEO (Generative Engine Optimization).
In this article, we will explore in depth what changes with the search for AI, what GEO is in practice and, most importantly, how to adapt your content strategy to remain relevant, attract leads and build authority in a scenario increasingly generated by algorithms.
Introduction to GEO
The internet has always been a battle for attention. In recent years, we have learned to optimize content for keywords, backlinks and Google algorithms. But while many professionals are still trying to understand technical SEO, a new type of search is already shaping the future of digital visibility: AI search.
In this sense, we are talking about platforms like ChatGPT, Gemini, Perplexity and Google's Search Generative Experience (SGE), which no longer deliver a list of links, but rather conversational and contextualized responses. In this way, they select, summarize and reorganize content — without necessarily taking the user to their website.
This changes everything. And that’s where GEO comes in — Generative Engine Optimization —, a new optimization model designed to make your brand appear directly in AI-generated responses. In short, it’s the next step in digital evolution: if in the past we wanted clicks, now we want to be cited by AI itself as a reliable source.
What is AI Search and How Does it Work?
From links to answers: the paradigm shift
Previously, search engines like Google operated based on indexing pages and ranking by keywords. Users would type their questions and choose from the links listed. Now, with AI search, the user asks a more complex, conversational question, and the system returns a direct answer, written by a language model, which often already gathers, interprets and synthesizes several sources at the same time.
This experience has become standard on platforms such as:
- ChatGPT with navigation enabled (real-time search mode);
- Perplexity.ai, which displays cited sources in real time;
- SGE (Search Generative Experience) from Google, in testing in the US and with global expansion planned.
The main difference? Clicks are no longer the main objective. Today, the most well-structured, reliable and relevant content is cited directly by the AI, which responds in place of your website.
Practical examples
Let's suppose someone asks Perplexity:
“How to do inbound marketing on a limited budget?”
So, if your blog has an article on this topic, structured with natural language, real examples, best practices and a clear title, it can be cited directly by the AI, with a link included. The same happens if the content is published on LinkedIn as an article or even in a guest post on an authority site.
The AI will “read” hundreds of sources and choose the clearest, most reliable and contextualized excerpts. However, repeating keywords is not enough — you need to write intelligently, with structure and depth.
How AI chooses information sources
AI search doesn’t just pick the first links on Google. Above all, it selects sources that offer clarity, authority, structure, and real usefulness to answer the user’s question. In other words, it’s not enough to be ranked — you need to be understood and cited by AI.
EEAT and the new curation of artificial intelligence
Google has already been reinforcing the concept of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness), and AI generative mechanisms follow this same logic.
- Experience: written content based on real experiences.
- Expertise: depth and technical mastery of the subject.
- Authority (Authoritativeness): backlinks, mentions, digital presence.
- Trustworthiness: safe, up-to-date and ethical sources.
AI reads the context and naturalness of what is written. Therefore, it prefers phrases like:
“In our experience with mid-sized clients…”
or
“When we ran a test with X leads, we observed that…”
This type of construction shows practical experience and makes your content more “citable.” In other words, it’s not about technical SEO — it’s about authority perceived by both machines and humans.
“For AI to recommend your content, it needs to feel like it was written by a real person — with expertise, clarity, and purpose.”
What is GEO (Generative Engine Optimization)
Definition and origin
GEO (Generative Engine Optimization) is a set of techniques and strategies to optimize content with the goal of appearing in responses generated by AI engines — such as ChatGPT, Gemini, Perplexity, and SGE. Unlike traditional SEO, which aims to attract clicks, GEO aims to be cited directly in the response, with or without a link.
GEO vs SEO: what changes?
| Aspect | Traditional SEO | GEO (Search for AI) |
| Main objective | Ranking and clicks | Being quoted by AI in generated responses |
| Key metrics | Google Position, CTR, Visits | Citations in AI, Content Authority |
| Writing style | Keyword Optimized | Optimized for clarity, context and naturalness |
| Content format | Scannable (for humans and bots) | Conversational, with storytelling and experience |
GEO does not replace SEO. It primarily expands your digital presence to searches that do not end in a click, but directly influence the user's perception of authority and decision.
“GEO, or Generative Engine Optimization, is the content optimization strategy focused on making your brand be cited by artificial intelligence in the responses generated by mechanisms such as ChatGPT, Google SGE and Perplexity.”
Practical Optimization Strategies for AI Search
Now that we understand what GEO is, how do we apply it? Here are some essential strategies:
Structure your content well
- Use H1, H2, H3 with clear logic and defined topics.
- Include lists, real-world examples, and sentences with context (“Na Vero Contents…”).
- Use simple, natural language.
Create specific sections that favor AI
- FAQs (real questions) with direct answers.
- Glossary or mini-wiki with clear definitions.
- Testimonials and lived experiences.
Be human — for real
- Storytelling with vulnerability, mistakes and learning.
- Own data and exclusive analysis.
- Avoid sounding like “fabricated” text. AI notices.
“At Vero Contents, we’ve noticed that content with natural language and a clear structure is much more likely to be cited by AIs.”
How to Turn Old Articles into AI-Optimized Content
You don’t have to start from scratch. After all, your old content can be a great asset if restructured for the new scenario.
GEO Reoptimization Checklist:
- Update data and broken links.
- Insert FAQ sections with real questions from the public.
- Replace generic phrases with practical experiences.
- Add clear structure (headings, subheadings, lists).
- Insert a glossary with key terms from the article.
- Sign with the brand: “At Vero Contents, we observe that…”
“As we tracked our clients’ results, we saw that including FAQ and storytelling sections significantly increased visibility on platforms like Perplexity and ChatGPT.”
Distribution and Authority: Where GEO Connects with Branding and Reputation
AI reads more than just your website. In other words, it analyzes your presence on multiple channels: LinkedIn, YouTube, Medium, podcasts, newsletters, backlinks. In other words, all of this influences the responses it generates.
Strengthen your digital authority
- Publish articles on LinkedIn (Article mode) with your perspective on the topic.
- Create threads on X (Twitter) with mini-reviews.
- Distribute the same content across Reels, podcasts, and newsletters.
- Build real backlinks with partners and interviews.
AI understands your digital reputation holistically. GEO is less about “hacking Google” and more about building true relevance on the internet.
Benefits of adopting GEO now
- Appear in AI responses even without being on the 1st page of Google.
- Gain brand authority in a new and growing landscape.
- Attract indirect traffic and leads that are aware of your brand through AI responses.
- Stand out before the competition, educating the market while it still doesn’t understand the movement.
Conclusion
The world of search has changed — and so has content marketing needs to evolve with it. However, the search for AI is not a threat, but rather a new window of opportunity for brands that want to be perceived as trustworthy, relevant and human.
Furthermore, GEO is not just a technique. It is a mindset. In this way, it is writing with the aim of educating, generating value and being a reference — for humans and machines. Therefore, the sooner you adapt your content, the greater your advantage will be.
At Vero Contents, we’ve already begun this transition. Because the next generation of results will come from the next generation of search.
So if you’re looking to transform your content into an asset that AI can recognize and recommend, talk to Vero Contents. We help brands like yours adapt to the new AI search landscape with strategy, depth, and real results.
Let's talk? Schedule a strategic meeting on GEO and AI search!
FAQ – Frequently Asked Questions about AI Search
1. What is GEO in practice?
GEO is the optimization of content to be cited by artificial intelligence in conversational search results. Thus, it goes beyond traditional SEO and focuses on authority, natural language and clear structure.
2. Will GEO replace traditional SEO?
No. GEO and SEO should go hand in hand. SEO attracts clicks and rankings. On the other hand, GEO generates authority and visibility in AI responses.
3. What tools help optimize for AI search?
The same as SEO (Semrush, Ubersuggest, PageSpeed), plus features like optimized FAQs, glossaries and content restructuring based on AI performance analysis (like Perplexity.ai or Search Console + Clarity).
4. How do I know if my content is showing up in AI responses?
You can use tools like Perplexity.ai or ChatGPT itself with navigation enabled to search for your topics and see if your brand or website is mentioned. You can also monitor indirect traffic and mentions on platforms with integrated AI.
5. What is the ideal frequency to update my articles considering GEO?
It is recommended to review the most strategic content every 3 to 6 months. This allows you to include new questions from the public, update data and adapt the language so that it continues to be understood and cited by artificial intelligence.
Image: Freepik
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.
