AI Is Changing SEO: Why Your Marketing Strategy Needs an Upgrade
- Heather Pieczonka
- Jun 24
- 3 min read
Search engine optimization (SEO) used to be simple. Pick some keywords, add them to your website, write a few blog posts, and you’d show up on Google. But the digital world is shifting fast - thanks to artificial intelligence.
If you’re still using the same old SEO strategy from five years ago, you’re already behind.
Now, with tools like ChatGPT, Google SGE (Search Generative Experience), and Bing Copilot answering questions directly, your customers may never even see a traditional search result.
This is where GEO (Generative Engine Optimization) enters the game - and it’s something small business owners can’t afford to ignore.
Let’s break it down.
What Is SEO vs. GEO?
SEO (Search Engine Optimization) is what you already know:
Using keywords
Earning backlinks
Optimizing titles, metadata, and content
Ranking on Google or Bing when someone searches for your product or service
It’s still important. But here’s the catch: people aren’t just “Googling” anymore - they’re asking AI.
That’s where GEO (Generative Engine Optimization) comes in.
GEO is all about getting your business or website mentioned when someone asks a question in an AI chatbot like:
“What are the best hiking companies in Colorado?”
“What should I bring on a day hike?”
“How do I market my local bakery?”
If AI doesn’t know you exist - or doesn’t trust your content - you’ll get skipped.
Why You Need to Evolve Your Marketing Strategy
AI is becoming the first stop for people searching for recommendations, ideas, and even local businesses. If your content isn’t structured and trusted enough to be quoted by AI, you’re invisible. That means you can’t rely only on:
Keyword stuffing
Generic blog posts
Outdated SEO tricks
You need a more complete online presence - something that builds trust, authority, and clarity in the eyes of both search engines and AI engines.
5 Smart Moves Small Businesses Can Make
Want to show up in AI results and still rank in search? Here are some action steps:
1. Add Structured Data (Schema Markup)
This is code that tells AI and search engines what your site is about. For example:
Are you a local bakery?
Do you offer home cleaning in Phoenix?
Do you have a list of services or FAQs?
Use schema markup like FAQPage, LocalBusiness, or Product so AI knows exactly what to show users. You can hire a web developer or use plugins if you’re on WordPress.
2. Write Like You’re Answering Questions
AI loves to pull answers from websites that speak clearly and directly. So, instead of writing a wall of text, try this:
Use headings that are actual questions
Keep your answers short, punchy, and useful
Think like your customer: “What would I type into Google?”
Bonus: Add an FAQ section at the bottom of your posts or service pages.
3. Update Your “About” and Service Pages
AI looks for trust signals. Is your business real? Is it active? Is it an authority? Make sure your website includes:
Your full business name and location
Staff bios or company history
Real photos (not just stock images)
Links to your social media
This helps AI (and real people) see you as a reliable source.
4. Be Present Everywhere (Not Just Google)
AI tools crawl tons of data - not just websites. That means your business should also be active on:
Google Business Profile
Yelp, TripAdvisor, Thumbtack (if relevant)
Facebook, Instagram, YouTube
Podcasts, guest blogs, press mentions
The more places your business shows up, the more likely AI will consider you a trusted source worth mentioning.
5. Keep Blogging - but Smarter
Yes, blogging is still alive. But now it needs to serve both humans and machines. Here’s how:
Stick to real questions people ask
Focus on clear, helpful answers
Add internal links to your services
Keep paragraphs short and easy to skim
You don’t need to blog every week. One solid, optimized blog per month can make a huge difference.
SEO Isn't Dead - It's Upgrading
SEO isn’t going away. But it’s no longer just about keywords and links. With AI changing how people search, your marketing strategy needs to keep up.
Think of GEO as the next level of visibility. You’re not just trying to be found - you’re trying to be trusted by AI enough to be recommended.
And guess what? That’s good news. Because the businesses that invest in helpful, structured, human-friendly content will win in both search and AI-powered answers.
Ready to Level Up?
If you're a small business owner who wants to show up in both Google and ChatGPT, now’s the time to optimize your website, your content, and your presence. Don't just chase clicks - be the answer.