In France, 51% of users now prefer asking an AI rather than Google for their searches, according to Webmarketing-com (2025). Globally, that figure reaches 58% (Cap Gemini – What matters to today’s consumer survey), with particularly strong adoption among younger generations. Meanwhile, Google’s AI Overviews are radically transforming the search landscape: 60% of queries now result in zero clicks—meaning no visit to an external website.
The direct consequence: by 2028, Gartner predicts a 50% or greater drop in organic website traffic as consumers embrace AI-assisted search. Faced with this upheaval, brands must rethink their visibility. GEO (Generative Engine Optimization) doesn’t just replace SEO—it rewrites the rules of the game. How can you adapt your content strategy to stay visible in AI responses? Here’s a breakdown of the key issues and actions.
GEO: A New Paradigm for Online Visibility
Generative AI: The New Arbiters of Credibility
Large Language Models (LLMs) don’t work like traditional search engines. Their priority: source reliability and reputation, far more than backlink volume. According to Yext (2025), 40% of users struggle with nuanced queries, and 37% cite the lack of reliable sources as a major barrier. AIs therefore favor content aligned with E-E-A-T criteria (Experience, Expertise, Authority, Trust), especially for complex or local queries.
A concrete example: a brand mentioned in authoritative industry publications stands a much better chance of appearing in a ChatGPT response than a brand with 100 backlinks but no coverage in recognized media.
Why? AIs have been trained to trust certain sources more than others. They naturally favor authoritative media, institutions, and well-structured, properly sourced content. One caveat, though: some media outlets (the largest and most visible) typically block AI access to their content.
The Fragmentation of Search Behaviors
The revolution isn’t just coming from LLMs. Search habits are diversifying:
- TikTok: Nearly one in two women under 30 regularly uses it for searches (HubSpot, 2025)
- Amazon: In the United States, the giant accounts for 50% of product queries (Jungle Scout, 2025)
- Local queries: According to Yext, fewer than 20% of users trust LLMs for local information, often preferring human sources or specialized platforms.
The takeaway: brands must multiply their channels and tailor content to each platform while maintaining overall consistency. A presence on TikTok, Amazon, or local media can offset the decline in traditional organic traffic.
Content Strategy: The 3 Pillars of GEO
Press Relations: Building Authority and Trust
PR remains a key lever, but its role is evolving:
- Mentions & links: AIs value brands mentioned in authoritative media, even without a backlink. A mention in a recognized outlet or an industry-leading blog carries significant weight.
- Frequency and consistency: Regular presence in reliable sources strengthens credibility—and therefore the chances of being picked up by AIs.
- Semantic alignment: Press releases must address user (and AI) search intent. For example, a release on “the best cybersecurity solutions in 2025” is more likely to be cited than generic corporate copy.
Key action: Target credible media and influencers, prioritizing quality over quantity. Use tools like Superlines or Otterly AI to measure “Citation Frequency” and “AI Share of Voice.”
SEO: Optimizing for Both AIs and Users
Traditional SEO isn’t going away, but it needs to adapt:
- Semantic markup: Structure content to facilitate AI comprehension (short paragraphs, lists, data points, schema.org tags).
- Regular updates: AIs favor recent, relevant content. Updating your pages with fresh data is essential.
- Collaboration with PR: Mentions in authoritative media boost both organic rankings AND visibility in AI responses.
Tools: AnswerThePublic, AlsoAsked—to identify search intent. Google Search Console to track performance in AI Overviews.
Content Marketing: Creating “GEO-Ready” Content
Content must be clear, expert-driven, and aligned with user expectations:
- Adapted formats: FAQs, practical guides, case studies, expert op-eds. AIs favor structured, well-sourced responses.
- Data and sources: Include statistics, expert quotes, and references to recognized media.
- 100% end-user focus: Answer your audience’s real questions, not abstract keywords. Use tools like AlsoAsked to identify nuanced queries.
Example: A cosmetics brand that publishes a comparison piece—”The 5 Science-Backed Anti-Aging Ingredients in 2025″—with academic sources and expert opinions maximizes its chances of being cited by an AI.
Measuring Impact: The New GEO Metrics
To evaluate strategy effectiveness, track:
- Citation Frequency: How often the brand is cited in AI responses (tools: Superlines, Otterly AI)
- AI Share of Voice: Share of voice vs. competitors in generated responses
- Source Authority: Average quality of media outlets mentioning the brand
- Indirect traffic: Visits generated by mentions in AI responses (even without a direct click)
Benchmark: Monthly testing of 10–15 strategic queries in ChatGPT, Gemini, Perplexity, and others. Who gets cited? In what order? What sources are missing?
Toward a 100% End-User Mindset
In conclusion, GEO doesn’t replace SEO or PR. It unifies them around a common goal: creating useful, reliable content aligned with user expectations. The real disruption? Shifting from a channel-based mindset (SEO, PR, social media) to a global relevance mindset, where every piece of content is designed to meet the real needs of your audience—whether they’re searching on Google, TikTok, Amazon, or an AI.
The question is no longer “where should we publish?” but “how can we be useful?” Brands that embrace this approach will gain visibility, trust, and influence, regardless of the channel.
