Key Takeaways:
- Generative Engine Optimization helps brands appear in AI-generated answers by focusing on unique, expert-driven content that offers real value.
- High-intent transactional keywords still drive strong traffic and should be a core focus of any modern SEO strategy.
- Succeeding in generative search requires rethinking content creation from the ground up with a focus on collaboration, depth, and originality.
AI is already reshaping how people find and consume information online, and the shift is happening faster than many business leaders realize.
99% of C-suite executives and 94% of employees reported being familiar with generative AI tools, according to a report by McKinsey.
Yet while executives estimate that just 4% of employees use these tools for at least 30% of their daily work, the actual number is three times higher, based on employees’ self-reports.
Tools like ChatGPT, Claude, and Perplexity are changing how users search, and they’re increasingly influencing purchasing decisions, often before someone ever visits a traditional search engine.
Editor's Note: This is a sponsored article created in partnership with eDesign Interactive.
To stay visible in this new reality, brands are turning to Generative Engine Optimization (GEO) — a strategic approach to making content more likely to be cited or summarized by AI tools.
In our interview, James Gibson, partner and director of digital marketing at eDesign Interactive, shares how his team helps clients prepare for the future of search, where discoverability depends not just on rankings, but on relevance to AI.
Who is James Gibson?
James Gibson is a digital marketing veteran and Partner at eDesign Interactive, a digital experience agency known for innovative growth strategies. With expertise in SEO, growth hacking, and emerging technologies, James is spearheading the agency’s efforts to adapt SEO for generative AI-driven search.
As AI-powered tools become go-to sources for information, the way people discover content online is shifting.
Traditional search engine optimization focused on ranking web pages for keyword queries no longer guarantees visibility.
Instead, being cited or summarized by generative engines requires a different approach, something James and his team recognized early:
“Consumer attention is a moving target, which makes marketing a field where you must pivot and accept change,” James explains.
eDesign helps clients show up in AI-generated answers, often before users even click through to a website, through early investment in GEO strategies.
This forward-thinking strategy positions the agency as a strategic partner guiding brands through emerging digital behaviors.
Signs Your Search Strategy Needs a GEO Upgrade
Many brands assume their existing SEO content will perform equally well in generative search, but that’s rarely the case.
AI tools prioritize clear, authoritative, and intent-focused content, and not keyword-stuffed or overly broad explanations.
“In the past, Google forced us into including a lot of fluff in our content,” says James. “AI wants you to answer a query in a way that adds value.”
If your content reads more like a technical manual or encyclopedia than a conversational, helpful guide, it may be a sign that your search strategy is outdated.
The first step? Rethink the creation process altogether.
“The answer is to get back to writing content that answers a question effectively and, even better, uniquely,” James advises.
Effective GEO content doesn’t aim to cover everything, but it prioritizes depth over breadth, ensuring each piece addresses the core question clearly and completely.
How to Get Your Content Surfaced in AI Search Results
Appearing in generative tools like Google’s Search Generative Experience (SGE) or ChatGPT search doesn’t happen by accident.
It requires an intentional content strategy focused on depth, authority, and user value.
“Long gone are the days when definitions and topics that have simple answers will bring interested viewers to your site,” James explains.
James recommends prioritizing content that goes beyond surface-level definitions. Simple definitional content won’t cut it anymore.
To build GEO-friendly content, businesses need to focus on what AI can’t easily summarize: experience, nuance, and buyer-driven intent.
A clear trend in generative search is the growing importance of ranking for buying-intent keywords — phrases that signal a user is ready to take action.
These are the queries that still drive meaningful traffic, even as AI-generated summaries dominate informational searches.
Focusing your content strategy on these transactional terms strengthens your position in generative results.
In fact, well-optimized GEO content naturally supports ranking for high-conversion phrases, making it a strategic win on both fronts.
Challenges in Maintaining Visibility Across AI Search
Generative search disrupts traditional performance tracking, and that’s a major roadblock for most companies.
“I think that right now, measuring the results of their effort is really hard, and there is no silver bullet currently,” James says.
“This can cause companies to turn their attention away from this channel altogether.”
Rather than relying on legacy SEO metrics like page views or CTR, James suggests taking a more practical route.
The most reliable way to understand the effectiveness of your marketing efforts is to ask your customers directly how they found you.
It’s crucial to focus on the real factors driving your business growth, rather than relying solely on traditional metrics that may no longer provide a complete picture.
GEO is not a surface-level fix, and trying to retrofit old content rarely works.
Many businesses make the mistake of assuming that minor tweaks to existing content will be enough to regain rankings in AI-driven search.
However, the rules have changed significantly.
To succeed, brands need to move beyond quick fixes and focus on creating new or thoroughly rewritten content that offers greater meaning, creativity, and depth.
This approach demands a mindset shift, not just a content refresh. GEO requires collaboration between strategists, creatives, and SMEs to create content that both AI and humans find valuable.
How eDesign Helped Clients Win with GEO
Rather than relying on outdated SEO tactics, eDesign works with clients to surface the kinds of insights AI tools value most: original, experience-based perspectives.
“Getting unique content is so important, and I think that the future will be more about quality over quantity because of how much AI can learn in just one article,” James says.
Clients are encouraged to contribute their unique viewpoints during the creation process, helping shape content that feels original and credible.
eDesign then applies GEO techniques to structure and refine that material for better performance in AI-powered search.
eDesign is in the process of redesigning and developing the website for Orthopedic Institute of New Jersey. Together, they revised content strategy with GEO in mind and saw immediate traction.
Taking the lead in drafting the initial article content, OINJ drew on internal expertise and firsthand knowledge by showing that articles were reviewed by real doctors, baking authoritativeness into every post.
eDesign then refined each piece by layering in strategic SEO and GEO components.
The result showed the client’s content now appearing consistently in answers generated by tools like Gemini and ChatGPT, with AI traffic up 226% since November 2024.
It signals that the approach resonates with generative engines where traditional SEO tactics may no longer be enough.
Trends Shaping Generative Search and SEO
As generative results grow more comprehensive, traditional traffic is thinning.
“We’re seeing lower CTRs across the board in search today. I suspect this will continue but will eventually plateau. As of right now, for buying phrases — phrases that imply they're ready to buy — we're not seeing a big change,” says James.
This shift reflects changing user behavior and the increasing prominence of AI-generated answers and rich results that often satisfy queries without a click.
But it’s not all bad news. Purchase-intent traffic remains strong, especially for content that supports the buyer journey.
However, this stability shouldn't lead to complacency. A more holistic approach to content marketing is becoming essential.
Informational content should not only educate but also reinforce and support product and service pages, helping them rank more effectively for these high-conversion keywords.
Becoming a Strategic SEO Partner in the AI Age
eDesign Interactive’s edge comes from its proactive mindset.
Interest in AI is surging, driven by a mix of curiosity and concern over its transformative impact.
Learning GEO offers a practical entry point into how AI is reshaping content discovery and search behavior.
Marketers who embrace these changes now are positioning themselves to lead in the next era of AI digital marketing.
The agencies that succeed will understand how AI shifts marketing at its core, and help clients evolve accordingly.
