Introduction

The digital marketing landscape is shifting once again - and this time, generative AI is leading the charge.

Recent developments from the likes of OpenAI and Google mark a turning point in how search functions and how marketers must respond. OpenAI’s autonomous Deep Research tool and Google’s enhanced Gemini 2.5 Pro, featuring advanced multimodal capabilities, are transforming both how content is discovered and how users engage with it.

But while the technology is moving fast, the implications for visibility and click-through rates (CTR) are raising eyebrows.

The Rise of AI Overviews — and the Fall in Clicks

Google’s expanding use of AI Overviews and experiments with a dedicated AI Mode for search results have introduced a new challenge for marketers. While these features promise quicker, more intuitive answers for users, they come at a cost.

A recent study by Seer Interactive and Ziptie.dev revealed that when an AI Overview appears on a search results page, CTR can drop by as much as 70%. That’s a significant impact — one that’s fuelling concern about the rise of zero-click searches, where users get the answers they need without ever leaving the search results page.

For digital marketers who’ve long relied on SERP real estate for visibility, this presents a clear signal: the rules are changing.

Introducing Generative Engine Optimisation (GEO)

In response, a new discipline is emerging — Generative Engine Optimisation (GEO).

GEO refers to the practice of optimising content not just for traditional search engines, but for AI-driven interfaces that summarise and synthesise content directly in the results. These generative models evaluate content differently, pulling from multiple sources to form comprehensive responses. If your content isn’t referenced or summarised, your traffic may take a hit.

The good news? GEO isn’t a total rewrite of SEO. In fact, many GEO tactics closely mirror established best practices — with a few important tweaks.

Key GEO Strategies for Digital Marketers

To maximise visibility in AI-generated summaries and Overviews, marketers should focus on:

• Creating high-quality, in-depth content
  AI models favour comprehensive content that thoroughly addresses user intent and queries.

• Implementing structured data with Schema markup
  Schema helps AI and search engines better understand your content and its context.

• Citing credible and authoritative sources
  Trustworthiness is key. Referencing high-quality sources improves your chances of being included in AI-generated responses.

• Writing in a conversational, accessible tone
  Content that feels natural, clear, and user-focused aligns well with how AI presents answers.

• Monitoring performance in AI Overviews
  Just as with traditional SEO, analytics and testing are crucial. Tools and strategies to track AI Overview inclusion will become increasingly valuable.

What This Means for Marketers

The move towards AI-integrated search is not a short-term trend — it’s a foundational change in how people find and interact with information online.

Generative Engine Optimisation is likely to become a core pillar of search marketing strategies. Digital marketers who adapt early will be better positioned to maintain visibility, protect traffic, and drive meaningful engagement in an increasingly AI-mediated search landscape.