As a Digital Marketing Agency specialising in SEO, it’s no surprise that our opinion of GEO is that it’s not really “a thing” and it’s actually just specific SEO. So we welcome this suggestion from them that GEO is dead. We understand that at first glance, that sounds dramatic. But the reality is more nuanced.
During Google Marketing Live, Google unveiled significant changes to Search, including its new Intelligent Search Box, AI-powered search agents, expanded booking capabilities, and deeper integration of AI-generated responses. These developments signal Google's determination to compete directly with AI platforms like ChatGPT, Claude, and Perplexity.
While Google is positioning AI as the future of search, many SEO experts remain sceptical. Industry leaders such as Lily Ray have questioned whether users genuinely want AI-generated answers replacing traditional search results, particularly as publishers continue to report declining organic traffic. Now we understand the concern with Clicks and Impressions previously being a major KPI for many SEO accounts, but it is undeniable that that AI tools are being used to replace traditional Google search, so Google has to compete and it has to match what it’s users are getting used to.
Adding to the debate, Google released its long-awaited guidance on "Optimising Your Website for Generative AI Features." The document effectively dismisses terms like Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), arguing that traditional SEO best practices remain the foundation for visibility in both search results and AI-powered experiences.
This announcement led many to proclaim that "Google says GEO is dead."
In reality, Google isn't saying optimisation for AI doesn't matter. Instead, it's saying that quality content, expertise, authority, trust, technical SEO, and strong user experiences remain the core ranking signals.
Meanwhile, the May 2026 Core Update reinforced a familiar message: Google continues to reward websites that demonstrate genuine value and authority. Sites that experienced ranking volatility during the rollout should focus less on chasing AI-specific hacks and more on strengthening content quality, topical expertise, and technical performance.
For marketers, the takeaway is clear.
GEO isn't dead because AI search is irrelevant. GEO is dead because Google wants AI optimisation to be viewed as part of SEO not a replacement for it.
As search evolves, businesses that focus on creating trustworthy, original, and useful content will continue to succeed, whether users discover them through traditional search results, AI Overviews, AI Mode, or the next generation of search agents.
The future isn't GEO versus SEO. It's SEO powering AI discovery.
