Forget SEO - Welcome to GEO: Generative Engine Optimization and the Future of Search

We’re living through one of the most exciting shifts in digital marketing in a long time. Search is no longer just Google—it’s smart, conversational, and driven by advanced AI-powered discovery.

In 2025, the game is changing. Forget about SEO. Welcome to GEO.

Earlier this year, while attending the National Hotel Marketing Conference at St. George’s Park in the UK, I was introduced to the future of online visibility: Generative Engine Optimization (GEO). Thanks to an excellent presentation by Sam Weston from 80 DAYS, a global leader in hospitality marketing, my perspective on digital presence was completely reinvented.

What is GEO?

GEO—or Generative Engine Optimization—is the strategy of making your brand and content chosen by AI-powered search engines, not just visible. Instead of optimizing for a list of links, you’re focused on being the answer that generative platforms select and serve to users.

The way people look for information online is fundamentally changing. Search is evolving from keywords and “ten blue links” to instant, curated responses. Platforms like ChatGPT, Perplexity, and Gemini now deliver answers, blending text, visuals, and video—tailored instantly to a user’s query.

SEO helped us rank. GEO helps our content get chosen.

Why GEO Matters—Especially in Hospitality

• A tidal wave of AI referrals: Between July 2023 and February 2024, AI-driven traffic to U.S. travel and hospitality sites jumped 1,700%. And this growth is going global.
• Consumer behaviors are changing rapidly: Adobe reports that AI-generated referrals increased tenfold across industries in just seven months.
• Travelers embrace generative AI: Studies show that 41% of North American travelers have already used generative AI tools for trip inspiration or planning—a figure that grows every quarter.

How Do You Get Chosen by AI Search?

1. Speak the language of AI
   Make your content conversational, clear, and genuinely helpful.
2. Think beyond text
   Add graphics, infographics, and short videos—AI engines prioritize multimodal content.
3. Know what your audience wants
   Use research tools to find top questions and topics your customers would naturally ask AI—and focus your content around them.
4. Get technical
   Schema markup, lightning-fast site speed, and robust accessibility help AI index and feature you.
5. Expand your footprint
   Share your content beyond your own site—post on forums like Reddit, Quora, and relevant online communities to boost your exposure.

Who wins in the GEO era?

‍The brands who create content that AI can trust, understand, and choose to showcase.

Ready to make your brand visible in the age of conversational, AI-first search? If you want practical steps or examples, reach out or drop a comment below—always happy to share real-world strategies as search continues to evolve.