Thanks for joining our AI GEO and SEO Masterclass, here’s the notes from our session…
Where did you last search for a business’s details?
Search Habits have changed
– Want a video? Search straight on Youtube or TikTok
– Want a location-based business? Straight to Google Maps
– What’s the best company to do x? Asking ChatGPT first
SEO or GEO
Traditional SEO (Search Engine Optimisation) focuses on ranking in search engines via keywords, links, site structure, etc.
GEO (Generative Engine Optimisation) focuses on being included in AI-generated answer content — e.g., clear structured answers, entity depth, semantic coverage and machine interpretability.
In 2025, 58–60% of Google searches ended in “zero-clicks”, with users getting answers directly from SERP or AI summaries rather than clicking through Stats: McKinsey and Co https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/new-front-door-to-the-internet-winning-in-the-age-of-ai-search
AI-Powered Search Stats
*50% of Google searches already have AI summaries, a figure expected to rise to more than 75% by 2028
*50% of consumers now intentionally seek out AI-powered search engines, with a majority of users saying it’s the top digital source they use to make buying decisions.
*Use of AI-powered search spans all ages, including a majority of older generations (for example, baby boomers) already adopting it.
*Unprepared brands may experience a decline in traffic from the traditional search channels: anywhere from 20-50%
*Remaining clicks from traditional search will shift in importance, and will now be more likely to come from informed consumers further along the purchase funnel, as decision-making moves to AI platforms before the click happens.
What is Generative Search Looking For?
- •Structure
- •Consistency
- •Authority
- •Real signals (reviews, videos profiles)
Platform Focus
•GMB – categories, services, descriptions, reviews, photos (keyword review requests) Youtube – titles (questions), descriptions (mini answers), spoken words, captions, video transcripts
•Content – FAQs, “How tos”, problem-solution, location-service, real examples
•