SEO, AIO and GEO: what search looks like in the new AI era for creative and purpose-led businesses

There’s no denying it: the age of AI has truly arrived. Tools such as ChatGPT, Perplexity and Gemini have transformed how we search, create and consume information online – and that shift is only accelerating.

In this post, I’m exploring how AIO is changing the landscape of SEO, and what that means for your creative or purpose-led business website. As a copywriter who specialises in SEO-friendly content for values-driven brands, this is an area I’m deeply curious about, and one I’m following closely so I can continue creating copy that helps my clients get found by the right people.

A few personal reflections on AI before we dive in

I believe AI can be a force for good, especially in fields like healthcare, accessibility and education. But it’s impossible to ignore its environmental and ethical costs: the vast amounts of energy needed to power servers, the water required to cool them, and the ongoing questions around data scraping and creative ownership.

Because of that, I think it’s important to use AI intentionally. Just because we can use it for something doesn’t necessarily mean we should. I’d much rather see it harnessed for work that benefits society, rather than just for generating cartoon versions of ourselves or writing a shopping list.

When it comes to my own writing, I don’t use AI to create copy or content. I love the craft of writing too much, plus I don’t believe AI can yet replicate the originality, nuance and emotional connection of human language. Far too often AI just creates word soup – copy and content without proper intention, meaning or purpose.

All that said, AI isn’t going anywhere (at least not anytime soon). So, I’m focused on understanding how it’s changing the way people search, and how I can use that knowledge to help my clients’ websites show up in front of the right audience.

What are AIO and GEO – and how do they differ from SEO?

SEO (search engine optimisation) is the process of setting up your website so that platforms like Google can crawl, index and display your pages in search results.

AIO (artificial intelligence optimisation) and GEO (generative engine optimisation) are newer terms that describe optimising your site for AI-driven tools such as ChatGPT and Perplexity – making sure your content is recognised and returned as a suggestion when users ask questions within those platforms.

What’s changed in the world of search?

Search has evolved dramatically in recent years, with two major shifts standing out:

1. The AI Overview

Google’s introduction of its AI Overview feature (the summary box at the top of many search results) has fundamentally changed how people find information. Users can now get instant, AI-generated answers without ever leaving the results page.

Combine this with the existing quick answers, snippets and video panels, and it’s no wonder that around 65% of searches now stay entirely within Google.

There was also a major change to Google's algorithm on 8th September, with a greater emphasis on 'intent satisfaction metrics' – does a user get their full answer without needing additional searches? (This is a great article explaining the change in more detail.)

You may have clocked that this change if you regularly check Google Search Console and got worried when you saw your impressions (the purple line) drop way down in September. (The good news is that your average position (the orange line) should be way up.)

2. Using AI tools as search engines

Many people are skipping Google altogether and turning to tools such as ChatGPT or Perplexity for their searches. Instead of typing short, keyword-based phrases, such as 'branding photographer in Bristol’, they’re asking conversational, nuanced questions: for example, ‘I’m looking for a purpose-led branding photographer in Bristol who works with sustainable businesses.’

In fact, search terms of 7-9 words long have nearly doubled since the arrival of ChatGPT, compared with the 1-4 word search terms that have long been a staple of a Google search.

Another difference is that AI search doesn’t just give one answer – it refines. It might follow up with, ‘Are you looking for someone who also offers strategy sessions?’ Over time, these platforms learn a user’s preferences, meaning the results get more tailored and personal.

The result of these these two shifts is that website traffic from search engines is likely lower than it used to be. The upside? The visitors you do get are far more qualified and warm: people who already know you align with what they’re looking for.

So, what do the changes to SEO and AIO mean for your creative or purpose-led business?

First things first – don’t panic. The fundamentals of SEO still apply. Each page on your website should still have a clear focus keyword (or key phrase), used naturally in your headings, copy, page title and meta description.

Google is focussing more on geographic intent, so make sure you highlight your locality and the areas you serve. Adding a line about where you're based to your footer is a really easy way to do this, as well as writing it in the body copy of your home and about pages.

As searches become longer and more conversational, it’s important to reflect that in your website language and blog content. The good news is that you no longer need to obsess over repeating exact keywords, because AI understands context and meaning far better than traditional search algorithms.

Blogs are still incredibly valuable, though increasingly they’re less about driving direct clicks and more about being referenced by AI summaries or featured in generative search responses. When your content comprehensively and directly answers real-world questions, it’s more likely to be surfaced by AI-powered tools.

Make sure your posts highlight your expertise and depth of knowledge of the subject, rather than being just a topline overview. Showing you're an expert is much more likely to get your content returned by search engines.

One smart approach is to make a list of every question your clients or customers have ever asked you, then turn each one into a blog post that offers a thoughtful, useful answer.

Finally, link related blogs together to create content clusters – groups of posts around a shared theme. This signals to both AI and traditional search engines that you have deep expertise in your area. Here’s a great article on content clusters and how they tie into AIO/GEO, if you’d like to explore further.

SEO and AIO help for your creative or purpose-driven business

If SEO and AIO just isn't your cup of tea (or oat milk flat white), drop me a line. From website audits that highlight DIY steps for improving SEO to well-written (and human-written!) crafted blog posts that showcase your expertise, I'd love to help.

With thanks to Chris from BrisTechTonic for a fascinating talk earlier this month and sharing his insights on SEO in the age of AI.