The new rules of search

FOR NEARLY TWO decades, Search Engine Optimisation (SEO) has defined digital visibility through rankings, keywords and clicks. But as artificial intelligence reshapes how people access information, a new approach is emerging: Generative Engine Optimisation (GEO)

- RISHABH SHEKHAR

Unlike traditional search engines that list links, generative engines deliver direct, conversational answers. Users are no longer just searching-they are asking, comparing and seeking recommendations.

As a result, influence is no longer about page rank alone, but about whether a brand's voice is referenced or reflected in AI-generated responses. That is where GEO differs from SEO. While SEO optimises content for search algorithms, GEO focuses on credibility, context and clarityensuring brands are recognised by AI systems as trusted sources.

Ask any Indian CMO what success in SEO looks like and the answers are familiar: higher rankings, more traffic, more backlinks. In an AI search world, that list is no longer enough.