SEO is Dead Long Live GEO
About six months ago, I wrote a post about how AI was starting to change the way we use the web.
In the world of technology, six months is a lifetime.
Back then, we were guessing how things might pan out. Now, we know. The landscape of search has shifted so dramatically that the old rulebook hasn't just been rewritten, it has been thrown in the shredder.
If you want your business to be found in 2026, you need to stop thinking about SEO and start thinking about GEO.
What the heck is GEO?
I know, I know. Another acronym. Sorry.
GEO stands for Generative Engine Optimization.
In plain English? It means optimising your business so that AI engines (like ChatGPT, Claude, and Google’s new AI Overviews) recommend you.
You see, "Old SEO" was about tricking a computer algorithm into putting your website at the top of a list of blue links. You did this by stuffing keywords into your text and getting other sites to link to you.
GEO is different. AI doesn't care about your keywords. It cares about Authority.
When a user asks Google AI, "Find me a reliable plumber in Chichester," the AI doesn't just look for the website with the word "Plumber" on it the most times. It looks for the business that it "trusts" the most.
The Rise of the Google Business Profile
In this new AI world, your Google Business Profile (that map listing you probably ignore) has become your front line.
Why? Because for an AI, your Business Profile is the "Source of Truth".
Your website might be full of sales waffle, but your Google Profile contains facts. It tells the AI where you are, when you are open, and crucially, what real humans think of you via reviews. When Google's AI builds an answer for a user, it leans heavily on your Business Profile because it trusts that data.
So, Is My Website Dead?
Absolutely not. But it does need to change.
In the past, we built websites that were huge. We created page after page of service listings, stuffing them with keywords to try and catch Google's attention.
That era is over.
Your website is no longer a fishing net designed to catch keywords. It is now your Shop Front and your Authority Hub.
Here is the new role your website needs to play:
1. The "Human" Validator While the AI might find you via your Google Profile, the human customer still wants to check you out before they call. They want to visit your site to see if you look professional, trustworthy, and real. If your site looks like it was built in 1999, you lose the sale.
2. The Authority Hub This is the big one. To rank in the new GEO world, you need to prove you are an expert. Your website is where you do that. * Blogs: Not "news" posts, but helpful articles answering specific questions. * FAQs: Detailed answers to the problems your customers face. * Case Studies: Proof that you have done the job before.
3. Simpler is Better (and Cheaper!) Here is the good news. Because we don't need to stuff pages with keywords anymore, your website can be much simpler. We can strip away the fluff. A cleaner, punchier site is better for the user, better for the AI, and yes... often cheaper to build. Woohoo!
The Winning Strategy for 2026
The strategy for the next few years is actually simpler than the old one.
- Feed the Google Profile: Treat your map listing like a social media feed. Post updates, add photos, and get reviews. This feeds the AI.
- Build a "Shop Front" Website: Get a professional, clean website that proves you are legitimate.
- Create Authority Content: Use your website to host the blogs and FAQs that prove you know your stuff.
The game has changed. The old tricks are dead. But for honest, hardworking businesses? This is the best news in years. You don't need to game the system anymore. You just need to show up and prove you're the expert.