Traditional SEO is in decline because AI search is increasingly answering questions directly and deciding what to mention based less on website rankings and more on how well a brand is understood and connected across the web. This shift can make even a #1 Google result far less valuable than it used to be.
The shift to GEO (Generative Engine Optimization), where visibility comes from entity relationships rather than keywords and backlinks alone, is clearly illustrated in the video below by the example of Microsoft OneNote outperforming Evernote in AI-driven recommendations even if Evernote is stronger in traditional Google results. Additionally, Google’s AI rewriting of meta descriptions can further reduce your control over classic SERP messaging.
The recommended “new tactics” seen in the video now center on building and clarifying entities. This means treating your brand, product, people, and category as entities that AI systems can confidently identify, connect, and cite, supported by practical strategies focused on entity optimization and real-world corroboration. In this framing, genuine mentions, real customer conversations, and a durable multi-channel presence become key GEO levers because they create distributed, consistent signals that strengthen entity credibility and relationships. This, in turn, increases the probability that your brand is included in AI answers and category recommendations.
