Search engine optimisation (SEO)
The practice of improving a page so that search engines can find it, rank it and show it to people searching. It is still the foundation, but AI-generated answers have changed what a good result looks like.
What it means in practice
Both search articles on this site say ranking and being cited are now separate things, because an AI Overview can answer a query before anyone clicks. The citation article notes that generative engine optimisation techniques build on SEO fundamentals rather than replacing them.
How we use it
The citation article treats SEO as the base layer and generative engine optimisation as what sits on top of it. For the current picture, read how AI Overviews are changing what counts as SEO.
FAQ
Questions about Search engine optimisation (SEO)
What is SEO?
SEO is the practice of improving a page so search engines can find, rank and show it. It remains the foundation for being found, including by AI answer engines.
Is SEO still worth doing?
Yes. The citation article says generative engine optimisation builds on traditional SEO fundamentals rather than replacing them, and the AI Overviews article says authority signals matter more under the new model, not less.
How AI Overviews are Changing What Counts as SEOWhat Actually Gets Content Cited in AI-Generated Answers
What it means for a business
A high ranking no longer guarantees a click or a citation. Authority, structure and direct answers decide whether a page is chosen as a source.
Ready to put this to work?
Tell us where your team is with AI and we will tell you honestly what would make the biggest difference.