With the increasing prevalence of answers in the SERP (Search Engine Results Page) and generative AI chatbots such as ChatGPT, the conversation has shifted from traditional SEO (Search Engine Optimisation) to new disciplines: (AEO) Answer Engine Optimisation and GEO (Generative Engine Optimisation). While some argue this represents a complete overhaul of everything SEO specialists have worked towards for the past 25+ years, the reality is that the core principles of trust, reliability, experience, and authority remain just as vital, with strong SEO forming the foundation for success in both AEO and GEO. We have moved beyond simply ranking webpage links to an ecosystem where helpful, high-quality content and user experience are key, surfacing the most valuable sites and answers across both traditional and AI-driven platforms.
For our client partners here at Medialab, we are seeing that SEO fundamentals are mattering more than ever across clients and platforms, as AI engines overwhelmingly reference sites that demonstrate high trust and expertise. Quality content and structure outperform scale, with clear ’Q&A’ formats delivering more consistent results than sites that are pumping out volume, while named experts and consistent messaging across owned and earned channels continue to demonstrate authority.
When the SERP becomes the destination
The argument we have often heard is that site traffic and conversion numbers will inevitably suffer. With the introduction of ‘featured snippets’, ‘people always ask’ and Generative AI, the SERP has moved from a click gateway to a destination in its own right. And yes, while it may be true that CTRs (click-through rates) are down, users are doing more searches than ever and what should really matter is search intent.
Top of funnel and ‘how to’ queries traditionally drove large volumes of traffic to site, which is now not resulting in a click. This means that the mindset of brands must shift, as being cited and referenced in these queries can drive ad recall and trust further downstream, so when that ‘how to’ turns into ‘where to buy’ they can win the click. Conversion rates are on the way up when customers do make that step to site, as half of the work has already been done.
Taking a holistic approach to search
Predictability has decreased with this shift in what the SERP is designed to do, but on the flip side that increases the strategic importance of paid results. Paid search can reliably capture that high-intent demand and reinforce brand presence alongside AI and organic outputs, acting both as a safety net and an amplifier. A holistic strategy that encompasses both Paid and Organic, layered with data, audiences, combined reporting and AI is crucial going into 2026. Using Apollo, Medialab’s proprietary operating system, we help clients understand how search contributes across the funnel and interpret an increasingly complex landscape to deliver not just better performance, but better decision making and confidence in where to invest in a world where search no longer always equals a click.
The key message, therefore, is that in the new world of AEO and GEO we don’t need to think about an entirely new search strategy. Instead, the alignment between content, SEO and Paid Media becomes closer as we look to deliver better, more aligned customer experiences than ever before.
| Abbreviation | Definition |
| AEO | Answer engine optimisation |
| CTR | Click-through-rate |
| GEO | Generative engine optimisation |
| SEO | Search engine optimisation |
| SERP | Search engine results page |
