SEO in the AI Era: How GEO and ASE Change the Game (But Don’t Replace It)

Everyone’s asking the same thing lately: does SEO still work when AI search keeps taking over? The truth is yes, SEO still matters, but the way we approach it is shifting. Instead of being replaced, SEO now works side by side with two newer strategies: GEO (Generative Engine Optimization) and ASE (AI Search Engine Optimization).

Think of it this way: SEO is the foundation, while GEO and ASE are new layers on top of it. If businesses want to stay visible in 2025 and beyond, they need to understand how these three interact and how to adapt both content and off-page strategies.

What SEO Looks Like in 2025

SEO hasn’t gone anywhere. It still drives a massive share of traffic. In fact, 68% of online experiences begin with a search engine. Businesses continue to rely on SEO because ranking on Google, Bing, and other traditional engines brings consistent, high-intent visitors.

Modern SEO covers three main areas:

• On-page optimization - keywords, structure, metadata, and user experience

• Technical SEO - site speed, mobile optimization, and indexability

• Off-page SEO - backlinks, digital PR, and brand mentions
  

So what’s changed? AI-powered search engines and generative tools now shape how users discover answers. That’s where GEO and ASE enter the conversation.

What Is GEO (Generative Engine Optimization)?

Generative Engine Optimization is all about making your content visible inside AI-generated answers from platforms like ChatGPT, Perplexity, or Gemini. Instead of sending users to a list of links, these tools summarize answers in natural language and often cite sources.

If you want your brand to show up there, you need:

• Clear, factual content that an AI can easily pull into its response

• Structured data (think schema markup and FAQs)

• Author credibility - expertise, authority, and trust (EEAT)

For example, a skincare brand that publishes dermatologist-reviewed guides on acne treatments has a better shot of being cited by ChatGPT than a random blog with thin content.

Lily Ray said, “Rather than chasing loopholes, SEOs should invest in sustainable strategies that search engines can’t take away.”

What Is ASE (AI Search Engine Optimization)?

ASE focuses on AI-driven search engines like Google’s AI Overviews or Bing Copilot. Unlike GEO, which is about being cited in AI chat answers, ASE is about how your content is summarized and presented within traditional search results that now include AI insights.

The big shift: users don’t always click through to websites anymore. According to a 2025 Morning Consult survey, 58% of U.S. adults say they refer to AI-generated summaries when searching online, and 10% say they rely only on those summaries without scrolling further.

That means your content has to be direct, digestible, and accurate so Google’s AI feels confident using it.

Take e-commerce as an example. A shoe retailer can’t just optimize product pages for keywords like “running shoes.”

They now need to include comparison tables, FAQs, and concise descriptions, the kind of structured info AI loves to summarize in an Overview.

SEO vs GEO vs ASE: The Key Differences

It’s easy to mix up SEO, GEO, and ASE since all three deal with search visibility. But they’re not the same thing. Each plays a different role in how people find your content, and knowing the differences helps you build a stronger strategy.

Strategy	Main Focus	Where It Shows	Example
SEO	Optimize for traditional search engines	Google, Bing, Yahoo	Ranking blog posts, product pages
GEO	Optimize for AI-generated answers	ChatGPT, Perplexity, Gemini	Getting cited in ChatGPT’s response
ASE	Optimize for AI-powered search engines	Google AI Overviews, Bing Copilot	Being summarized directly in AI snippets

The big takeaway? SEO is still the backbone. GEO and ASE add new layers, but they don’t exist without solid SEO. If your site isn’t technically sound or lacks authority, AI won’t cite you anyway.

As Aleyda Solis, an international SEO consultant, recently said: “SEO has always evolved with technology shifts. GEO and ASE are just the next chapters, not the end of the book.”

How Businesses Can Adapt Their Content and Off-Page Strategies

So, what should businesses do today to thrive in this mix of SEO, GEO, and ASE?

1. Create content AI can trust.

• Write with clarity, use real data, and cite sources

• Add author bios and credentials to boost EEAT

• Keep FAQs and how-tos up to date, AI loves fresh, structured content

• Review all content and optimize the content funnel
  

2. Optimize for AI search summaries.

• Break down complex topics into scannable sections

• Use comparison tables and numbered steps

• Add schema markup for reviews, products, and events

• Strengthen off-page signals.

• Build backlinks from trusted sources like Search Engine Journal or industry-leading blogs

• Secure brand mentions in reputable media and niche communities. Even unlinked mentions matter since AI models and search engines both recognize authority behind your name

• Don’t chase sheer volume, but remember that content quantity still plays a role. The more high-quality, consistent content you publish, the more chances AI and search engines have to pick it up

• Join active communities such as Reddit or Quora. Mentions in these forums help your brand appear where conversations are happening, and they’re increasingly used as training data for AI models

Read the full guide on how to optimize your link-building strategy with a new approach.

3. Think omnichannel.

• GEO doesn’t just mean text, AI also pulls from videos, podcasts, and social posts

• Repurpose your content across formats so it’s everywhere AI looks

Take a small local restaurant as an example. With SEO, they’d optimize their Google Business Profile and local keywords.

With ASE, they’d add structured menus and customer reviews so Google’s AI can summarize their offerings.

And with GEO, they’d publish trusted, data-driven content like “Best wine pairings for Italian food” to increase their chances of being cited by an AI tool.

Conclusion

SEO isn’t dead, it’s just evolving. GEO and ASE don’t replace SEO, but they expand the way users discover brands. Businesses that adapt by focusing on trust, clarity, and structured information will not only survive but thrive in the AI-powered search era.

The rule of thumb? Keep your SEO strong, layer in GEO and ASE, and always ask: “Would an AI want to cite this?”