How generative AI is changing SEO (again)

Every few years SEO reinvents itself. First it was links, then content, then user experience. Now it is generative AI: more and more searches end in a direct answer rather than a click.

What really changes is not the technique but the question you have to answer: ranking a page is no longer enough, you have to earn a place inside the answer itself. That means clearer, more verifiable content, from a source the AI can cite with confidence.

I have been applying this with clients since 2023, before the term GEO even existed. The conclusion so far: whoever writes with clarity and real authority wins in both worlds — the classic search engine and the AI assistant.