For more than two decades, digital positioning strategies have revolved around one key question: How can brands rank at the top of Google search results?
Today, that question is no longer enough.
The rise of generative AI is transforming the way people search for information and, with it, the way brands need to build their digital presence.
In the latest episode of Digital Talks by t2ó ONE, Esther Checa speaks with Jorge Pisabarro, CX Director at t2ó, about how SEO is evolving into a new discipline known as GEO (Generative Engine Optimization) and the changes businesses need to embrace to remain visible in an increasingly conversational search landscape.
🎧 What will you hear in this podcast?
Beyond explaining what GEO is, the conversation explores some of the key shifts already reshaping digital visibility:
- Why SEO isn’t disappearing, but becoming the foundation of GEO.
- How AI is changing the way people search for information.
- What makes a brand a trusted source for large language models.
- How authority is evolving from domain strength to brand reputation.
- Why content strategies need to adapt to AI-driven search.
- How to measure visibility when clicks are no longer the primary success metric.
Search is no longer limited to Google.
More and more users are turning to AI assistants such as ChatGPT, Gemini and Claude to answer informational queries, while traditional search engines remain the preferred destination for transactional searches, such as buying a product or booking a service. At the same time, search queries are becoming longer, more specific and increasingly conversational, allowing AI models to better understand context and provide more complete answers.
This shift is also changing how brands need to approach visibility. For years, the objective was to optimise web pages capable of ranking for specific queries. Today, the challenge goes far beyond that: brands must establish themselves as trusted sources of information. AI models generate answers by combining information from multiple sources, deciding which companies, products or experts deserve to be referenced. Visibility therefore depends not only on a website, but also on the credibility and presence a brand builds across the entire digital ecosystem.
This evolution is also redefining the concept of authority. While SEO strategies traditionally focused on increasing domain authority through backlinks, AI models now seek to identify which brands demonstrate genuine expertise in a particular subject. Mentions in specialised media, proprietary research, third-party references, recognised experts and consistent information across digital channels all play an increasingly important role. It’s no longer just about earning links—it’s about becoming a recognised authority within your industry.
Content creation is evolving as well. AI models need to locate relevant information quickly and accurately, making it essential to organise content more effectively, improve semantic structure and surface key information from the very beginning of a page. The goal is no longer simply to produce comprehensive content, but to make it easier for both people and AI models to find and understand the information they need.
Measurement presents another major challenge. Traditional SEO metrics such as impressions, clicks and rankings are still valuable, but they no longer tell the full story in conversational environments. When users receive answers directly from an AI model, they often never visit the original website.
As a result, new metrics are becoming increasingly important, including how frequently a brand is cited, its visibility compared to competitors, and how its authority evolves across different AI models.
Although there is not yet a definitive framework for measuring this new form of visibility, one thing is already clear: SEO remains the foundation, but the rules are changing. In an ecosystem where AI generates answers from multiple sources, brands must focus not only on positioning, but also on building trust.
If you’d like to understand how organic search is evolving and discover the changes brands need to make to remain visible in the age of Artificial Intelligence, you can now listen to the full episode of Digital Talks by t2ó ONE on Spotify, Apple Podcasts, YouTube and iVoox.
If you enjoyed this episode and found it valuable for your business, don’t miss the rest of the series. You’ll learn from some of the industry’s leading experts.
