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The shift from SEO to GEO
Financial Express Pune
|January 21, 2026
HOW AI IS REWRITING THE RULES OF SEARCH
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THE MARKETING LANDSCAPE is evolving faster than at any point in the past two decades. For years, Search Engine Optimisation (SEO) defined digital visibility: rank high, earn the click, drive traffic. Keywords, backlinks, and technical optimisation ruled the playbook.
That era is ending.
AI is no longer just a productivity aid — it has become an indispensable partner in decision-making.
In the Intelligence Economy, data is the raw material and AI is the refinery, transforming fragmented information into synthesised insight. Customers no longer scroll through pages of results. They ask a question and receive a direct answer from AI-powered interfaces and copilots.
This shift introduces Generative Engine Optimisation (GEO).
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