SEO, GEO & tomorrow's search: how to stay relevant
For over twenty years, SEO (Search Engine Optimization) has been an integral part of any digital strategy. But with the advent of generative artificial intelligence, new search interfaces and instant answers, many are asking : Is SEO dead?
The simple answer is no. But it's changing. And fast. In this blog, we take a look at the trends, what remains fundamental and, above all, how to adapt your strategy to stay visible in this new world.
SEO, GEO, AEO... what do they mean?
The marketing world loves acronyms. Here are the main ones:
SEO (Search Engine Optimization): optimize your content so that it appears in classic search results.
GEO (Generative Engine Optimization): a new trend that involves adapting your content to be picked up by generative search engines (AIs that produce complete answers).
AEO (Answer Engine Optimization): optimization to appear in "direct answers" - those famous boxes or extracts that Google displays at the top of the page.
LLM SEO: adjust your content so that large language models (like ChatGPT) use it in their responses.
Behind these words lies a reality: the foundations of SEO remain the same, but the formats are evolving. Don't forget: ChatGPT today represents less than 0.2% of our network's traffic. Optimizing for micro-segments of traffic is not a strategy.
What's new in organic search
AI Overviews and intelligent extracts: Google and other search engines are already testing AI-generated answers directly in results.
The increase inzero-click searches"The user obtains the answer without visiting a site. Fewer clicks, but more impressions.
Longer, more precise queries: thanks to AI, people ask questions like an expert.
The growing role of Google Discover and suggested content: search also becomes a discovery experience.
In short: more "off-site" visibility, but also more competition for attention.
What hasn't changed: the pillars of SEO
Despite all these changes, modern SEO remains valuable and effective.
Creating content for people: relevance, clarity and added value remain the cornerstones.
Quality and expertise: E-E-A-T (Experience, Expertise, Authority, Reliability) remains at the heart of the algorithm.
Technique: a fast, well-structured and optimized site is still a major advantage.
Branding: more than ever, search engines favor credible, recognized sources.
AI changes the form of search, not the need for solid content.
How to adapt your SEO strategy
Produce deep, differentiating content: generic articles are no longer enough.
Structure your texts with clear headings, lists and short paragraphs.
Think AI extracts: formulate your content in the form of concise, contextual answers.
Keep it fresh: update your articles, add new data, stay up-to-date.
Diversify your channels: classic SEO + Google Discover + social networks + newsletters.
Analyze your results differently: impressions, visibility in responses, awareness, not just clicks.
Let's be optimistic!
Every time there's been a major change, some have predicted the "end" of SEO. This was true with the arrival of Google Ads, with mobile, with social networks... and yet, SEO is still here.
The truth: quality content always finds its audience. The tools may change, but the basics remain the same. In 2025, building on trust, clarity and real value for your audience is still the best strategy.
In a nutshell
The future of SEO is not one of disruption, but of transformation.
To sum up:
Continue to focus on quality.
Structure your content to be understood by humans... and by machines.
Adapt to new formats, without giving in to all the buzzwords.
SEO isn't dead. It's evolving. And those who know how to adapt will find new opportunities. Planning Media customers have seen their strategies adapt to the new realities of modern SEO.
Want to take advantage of this new opportunity? SEO?
