In the ever-changing landscape of digital communication, Artificial Intelligence (AI) is transforming the way we approach email writing. Explore the impact of intelligent algorithms and natural language processing in crafting engaging email content and optimizing delivery strategies in this blog series. Whether you’re a seasoned marketer or a communication professional, discover the powerful synergy between AI and effective email communication strategies.
Identify traffic-stealing competitors
Find untapped opportunities
Create outperforming content
mt logo
MarTech » Search marketing »
Chat with MarTechBot
Does it feel like your organic traffic is disappearing? You aren’t imagining it. AI Overviews and answer engines are sidelining classic SEO results.
To stay visible, brands need to adapt – fast.
The good news: you don’t need to rewrite your entire SEO playbook. With a few smart tweaks, you can shift from SEO to GEO and reclaim your share of search in the age of generative AI.
GEO, or generative engine optimization, focuses on entities – not just pages. That means your brand, products, services, and experts. By strengthening these signals, you increase the chances your business is cited, referenced, and recommended inside AI-generated answers and conversational search results.
This shift to GEO matters because AI search tools work differently from traditional engines. Instead of a list of blue links, AI delivers answers that anticipate follow-up questions and add context. Users get what they need faster, but brands get fewer clicks.
Organic search demand isn’t disappearing, but traffic is drifting away from it. As clicks decline, visibility inside AI-generated responses becomes more critical than ever.
You don’t need to reinvent your strategy to move from SEO to GEO. GEO builds on the principles you already use, with added focus on structure, clarity, and consistency.
AI engines reward clear, authoritative content that signals real expertise. When your content aligns with established quality guidelines, it’s more likely to be used in generative answers.
While Googlebot handles JavaScript well, many AI crawlers don’t. Fully rendered HTML, clean structure, and predictable layouts make it easier for AI systems to understand your content and reference it accurately.
Schema markup, complete metadata, descriptive alt text, and transcripts help AI models understand your content and connect it to the right entities. These behind-the-scenes signals make it more likely your content appears in AI-generated conversations.
Traffic is no longer the north star. Focus instead on conversions, deeper funnel impact, sentiment, and your brand’s visibility inside generative results.
If you’re ready to pivot from SEO to GEO with confidence, explore proven best practices, frameworks, and real-world examples on Contentful’s GEO Hub. It’s your go-to resource for understanding the shift – and staying ahead.
Opinions expressed in this article are those of the sponsor. MarTech neither confirms nor disputes any of the conclusions presented above.
Related stories
New on MarTech
About the author
Related topics
Fuel up with free marketing insights.
See terms.
Coming this fall: Two, one-day virtual events on marketing and AI. Join us for free and learn to reimagine marketing in the age of AI.
Now available: MarTech spring
Now Available: Data & AI : MarTech
Now Available: AI & Agents: MarTech
Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.
Start training now:: SMX Advanced
November 14-15, 2022: SMX Next
March 8-9, 2022: Master Classes
Free 14 day Semrush trial
Get 55+ tools to gain insights and grow your audience.
Top Plays From 100+ Events That Generated $18M in Pipeline
Beyond Awareness: Putting AEO into Action for AI-Powered Search and Conversion
AI’s Next Leap: How First-Party Data And Governance Unlock Personalization At Scale
Agentic AI, Decoded: A Practical Guide for Marketers
Email Marketing Platforms: A Marketer’s Guide
Generative AI for Content Creation: A Marketer’s Guide
Beyond Traditional Search: Exploring Alternative Platforms
Meet your new AI-powered marketing assistant!
Fuel up with free marketing insights.
Topics
Our events
About
Follow us
© 2025 MarTech.org is a Trademark of Semrush Inc.
Third Door Media is a business-to-business media company. It is the publisher of MarTech and the producer of the MarTech Conference. Third Door Media offers marketing solutions that help vendors connect with an engaged audience of B2C and B2B marketers. The company headquarters is 800 Boylston Street, Suite 2475, Boston, MA USA 02199.
