From SEO to GEO: Our thoughts on AI Discoverability

Search used to be a browsing exercise. A query, a results page, followed by lots and lots of clicks.

But as new AI tools and browsers have started to increasingly mediate discovery, ranking is no longer the whole story. And search itself is becoming less transactional, more conversational.

In a recent exploration, Jasper Bell, Bernadette’s Head of Business Design, examines what this shift means for brands navigating a brave new LLM-driven world. His findings are clear: visibility is evolving fast.
The real question is no longer whether someone clicks your link, but whether AI systems cite your content when shaping decisions. And it is this shift that’s given rise to a new design and content strategy discipline: Generative Engine Optimisation (GEO).

Where traditional SEO prioritised keywords and backlinks, GEO calls for something more structural and semantically rich. Content must engage audiences while remaining legible to machines. In terms of brand discoverability, it’s meant a shift from ranking pages to influencing answers.

Jasper has gone on to explore what this means in practice, from structured intent and schema foundations to where brands can find foothold advantages in an AI-mediated landscape.

Read his full article here.