Why SEO isn’t enough: GEO is how brands get seen today

FOR decades, search engine optimisation (SEO) has been at the forefront of digital marketing and the key to online visibility. Accordingly, businesses invested heavily in keywords, backlinks and content strategies to climb Google’s rankings.

This model worked well in a version of the Internet defined by static queries and linear results. But new technology in the form of artificial intelligence (AI) has arrived and users have quickly evolved, with their searches becoming more specific and personalised.

For businesses across Singapore and the rest of Asia, mobile-first consumers are increasingly expecting instant, relevant responses to their queries. When consumers ask AI search engines such as OpenAI’s ChatGPT, Google’s AI Overviews or Perplexity, they are no longer interested in sifting through pages of links, hoping to find one with the answer they are looking for.