AI-powered search is taking over... or is it? Is SEO really dead? Do we need a whole new playbook?

Prerequisite

Participants should have a basic understanding of how search engines (like Google) work and a general familiarity with the concept of LLMs (Large Language Models) like ChatGPT or Gemini. Basic knowledge of SEO is useful, though not a must.

Target Audience

Primary: marketeers, webmasters. Secondary: developers

Outline

Generative Engine Optimization (GEO) is quickly becoming the new buzzword. In this session, we take a step back from the hype.

Drawing on over 15 years of hands-on SEO experience, I’ll separate myth from reality and show what actually changes in the shift from traditional search engines to AI-driven answer engines, and what fundamentally stays the same.

We’ll explore:
- The biggest misconceptions about GEO
- Where AI search truly impacts visibility and traffic
- Why technical foundations and high-quality content matter more than ever
- The significant overlap between SEO and GEO
- Practical adjustments that make sense

Rather than chasing the latest acronym, this talk provides a clear view for navigating AI-powered search with confidence.

Whether you're a marketer, strategist, developer, or product owner, you’ll leave with a grounded understanding of how to evolve your search strategy without overreacting to the noise.

Because in the end, GEO isn’t a replacement for SEO. It’s an evolution.

Learning Objectives

By the end of this session, attendees will be able to:
- Differentiate between traditional SEO and Generative Engine Optimization (GEO) to prioritize marketing efforts effectively.
- Identify which areas of their current site strategy are "AI-proof" and which require immediate adjustment for generative search.
- Implement practical content and technical tweaks that improve visibility in both traditional and AI-driven search engines.
- Communicate a clear, hype-free search evolution strategy to stakeholders, avoiding unnecessary pivots based on industry buzzwords.

Experience level
Intermediate