Many people are new to the term generative search optimization. Some people also refer to it as AIO or artificial intelligence optimization. The way users search today is evolving. So as leaders in digital marketing, we need to be prepared for what the future of search looks like. One of the questions we most often get asked is how search optimization is changing with the development of AI, and how AI impacts SEO today. Our SEO experts are here to break it all down for you.
What is generative search optimization?
Generative Search Optimization is the process of optimizing and adapting digital content for improved visibility within the various AI agents and platforms such as Perplexity, ChatGTP, Microsoft CoPilot, Claude, Google Gemini, etc. Visibility can include mentions which is the total number of prompts which trigger an AI response mentioning your brand. In addition to cited pages, which are the pages from your website included in AI generated search results.
What does generative search mean?
Generative search uses AI to answer user’s search queries in a direct and conversational manner. Searches are becoming more query based as users look for solutions to a specific problem or answer to a specific problem they are experiencing.
According to a May 2025, NP Digital study, in one year from Aug. 2024 to Aug 2025 question based searches increased from 38-87%. In a similar manner, it is no surprise that questions and longer search queries are more likely to produce AI summaries according to a July 22nd Pew Research study. For example, queries with question words such as who, what, when, where or why produce AI summaries 60% of the time. On a similar note, searches with 10 or more words trigger AI overviews 53% of the time. What does this mean, your content should meet the audience where they are and provide the best possible answer to a specific issue they are experiencing.
Is Generative Search optimization replacing search engine optimization?
No, generative search optimization is not replacing search engine optimization. It is evolving along with user’s search habits which are developing with the adaptation of AI.
Think helpful content and what others are saying about your brand outside of your website. In addition, provide helpful content on other sites where people are looking for answers from industry experts. Build your brand up with trust and show your expertise. In the same Pew Research Study mentioned above, Wikipedia showed in the first 3 spots for 6% of AI summaries. Government sites had the same number followed by Reddit not with 5% visibility in the first 3 spots of AI summaries. You also will want to consider reviews as well. Google reviews are great and are recommended for SEO. However, AI agents typically can not crawl them and they are not shown within the various AI agents and platforms. Other 3rd party sites are like Yelp, Trustpilot, Facebook, etc. and can be a great source of validation and visibility.
All this to say that yes the fundamental SEO elements still matter like local SEO, technical SEO, on page and off page SEO. In addition, content is still king. Content that is helpful and provides answers and solutions, not sales pitches or plain summaries of what services you offer. Think about how what you do is different from your competitors and why users should choose you. Make that clear to the user on your sites and others. Remember, AI pulls data from sources outside of your own website. So brand reputation and what others say about you is very important, not what you say about yourself on your own website. People want to do business with those that align with their values and that they trust.
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Sal Graci has over 20 years experience helping companies grow their business through SEO. He has worked for agencies, had his own agency and continues to act as a SEO consultant for many businesses in the Delaware County, PA area. He also has published many articles on search engine optimization and is considered an expert in the field.