How search is changing with the introduction of AI and the emergence of GEO
AI is now routinely used in the way people search and process information, with users relying on systems to interpret their intentions and provide direct responses, especially in the medical field. Discovery spans multiple environments, where conversational queries and answers are evaluated in context. This requires traditional SEO experts to evolve into generative optimization experts to understand how AI systems consume information and how brand influence plays within these new paradigms.
These changes impact how impact occurs and shape expectations prior to website engagement. Traditional metrics (rankings, impressions, clicks) can no longer fully account for a brand’s contribution to AI-mediated discovery and how visibility translates into impact. Generative optimization experts must distinguish between meaningful effects and effects that simply exist.
From SEO to GEO: The rise of the generative engine optimization expert
Organic strategies have evolved from traditional SEO to generative engine optimization (GEO). GEO expands the role of SEO with a focus on AI-powered search capabilities, large-scale language models (LLM), and the expression of brand information in advanced discovery environments. This applies optimization expertise to a measurement framework that is centered around outcomes and efficiency, not just visibility.
For generative optimization experts, the focus shifts from securing “10 blue links” to intelligently feeding AI. This includes optimizing content for AI-driven responses across platforms to ensure accuracy, reliability, and contextual relevance. Experts prioritize curation and connectivity of branded content, as AI answers often rely on content beyond general brand assets. anywhere. Their work includes LLM content strategy, knowledge graph optimization, semantic accuracy, and identifying information gaps in AI, becoming the architects of digital understanding for AI.
Block out noise and measure impact
The biggest question for marketers is: How will these changes affect brands? Generative optimization experts focus on outcome-driven signals to identify true impact signals. They understand that demand is changing, being filtered, or being captured more efficiently, rather than disappearing into AI.
- Organic traffic by intent: measure what’s important as your traffic changes AI-driven search has an uneven impact on organic traffic. Informational queries see the biggest drop in clicks, even when rankings are stable, because AI-powered responses directly answer the question. More intent, brand-driven queries remain resilient and deliver efficient engagement despite reduced top-of-funnel volume. Generative optimization experts analyze these patterns and focus on intent-based performance measurements such as click-through rate, click yield, and downstream conversion efficiency. They interpret these changes as indicators of AI’s direct response capabilities and its role in deeper exploration.
- Scale and quality of paid search AI can reduce the visibility of ads, especially in early searches. Strong quality signals about paid search performance are paramount for experts to demonstrate the effectiveness of residual clicks. Fewer clicks isn’t a bad thing if it results in better conversions and is cost-effective. This demonstrates precise AI-driven targeting.
- Increase in brand demand and decrease in non-brand demand AI tools often recommend brands without sending them directly to a website. The increase in branded search and direct traffic, combined with the decrease in non-branded information traffic, indicates that AI is acting as an awareness and consideration layer. Experts see this as a positive, demonstrating the impact of AI in building brand equity and trust. in front Direct site visit.
- Total search-driven conversions If overall qualified conversions from search are stable, then AI isn’t hurting your business, it’s changing the way your customers arrive. If qualified conversions decrease, an expert should diagnose because search is no longer the first touchpoint and brand enhancements may be needed to increase demand.
With these signals, generative optimization experts help leaders focus on results, not noise, and make decisions with confidence in AI-driven search environments.
Pharmaceutical companies prepare for the next wave of search advertising
Many marketers are keen to flag the emerging AI advertising landscape, but patience is required. Opportunities are emerging at Google, Microsoft, and across generative AI experiences, but pharmaceutical companies have yet to receive a formal invitation. When that door opens, brands will enter with confidence, guided by experts in proactive production optimization. Others will scramble.
Now is the time to prepare. Production optimization experts are very important. Teams should be aligned around clear business goals, such as promoting appropriate patient education, supporting provider engagement, and raising awareness. Emerging platforms rely on robust optimization signals. Without defined goals, performance stagnates. It is equally important to connect your goals directly to the platform. The algorithm is as strong as the data. If your conversion events, engagement signals, and value-based results are not carefully configured, your engine will operate blindly. Generative optimization experts ensure this infrastructure.
Finally, experts should use campaign performance data and search trends to create a continuous feedback loop. Search behavior changes rapidly, with longer conversational queries and more multimodal input. These changes provide valuable insight into patient/provider intent and guide keyword strategy and creative messaging. The engine adapts to new ad formats. Production optimization experts must test and iterate carefully. Adapting to the changing search and evolving advertising landscape ensures effective and relevant efforts. Platforms evolve rapidly. Preparation led by seasoned production optimization experts is the real differentiator.
Andrew Miller, Vice President of Digital Activation
Franco Maffei, SVP, SEO/GEO
Courtney Mullen, Senior Vice President, SEM
