04/06/2026
SEO doesn’t need a rebrand... it needs perspective
The whole SEO/AEO/GEO debate rages on and on...
I don’t know about you, but I’m being bombarded with emails, LinkedIn posts, predictions, and dramatic declarations about the “death of SEO” because apparently "no one Googles anymore."
And it doesn’t look like it’s slowing down anytime soon.
Firstly – yes, SEO has changed. Of course it has.
I’ve worked in SEO for over 20 years and one thing I can tell you with complete confidence is that SEO has always evolved.
Back in 1999, when I first stumbled into SEO after teaching myself HTML and joining a local web company, as their in-house marketer, the internet looked completely different.
Dial-up internet, dozens of search engines (Ask Jeeves anyone?), and plenty of small businesses that didn’t even have a website yet.
Back then, SEO was largely about keywords, metadata, headings, and helping search engines understand what a page was about.
Then websites became more common and competition increased.
- Content mattered more.
- User intent mattered more.
- Internal linking mattered more.
- Authority mattered more.
And now?
AI-powered search, AI Overviews, generative answers, and large language models are reshaping discovery again.
So yes - things have changed.
But does that mean SEO suddenly needs a completely new label?
I’m unconvinced.
What I do find interesting, though, is how quickly some people are positioning GEO as a complete replacement for SEO... as though the foundations suddenly no longer matter.
Because helpful content still matters... of course it does.
But SEO has never been just content.
- Technical foundations matter.
- Site structure matters.
- Internal linking matters.
- Authority matters.
- Brand trust matters.
- User experience matters.
- Clarity matters.
Always have.
And before anyone jumps in with “SEOs just don’t get how generative search works”…
Get what exactly?
That generative systems work differently to traditional ranking systems?
Yep. We get that.
That people are no longer only discovering businesses through ten blue links on Google?
Yep. We know that too.
Most experienced SEOs I know absolutely understand that search visibility has expanded far beyond traditional organic rankings.
We know this isn’t just about Google anymore.
It’s about visibility across the entire ecosystem where discovery happens:
- Google search.
- AI Overviews.
- ChatGPT.
- Perplexity.
- Voice search.
- Whatever comes next.
And yes - there is a difference between traditional SEO and what many are now calling GEO or AEO.
Traditional SEO largely focused on helping websites rank prominently in search results so users would click through to a site.
Generative search changes that dynamic slightly.
Not because the fundamentals have disappeared, but because discovery and decision-making are increasingly happening within AI-generated experiences rather than only through traditional search listings.
That means businesses now need to think not just about rankings and clicks, but also about how clearly their brand, expertise, products, services, and reputation are understood across the wider web.
In many ways, that’s still good SEO.
It’s just SEO adapting to a new search environment.
And I think that’s where some of the conversation around this becomes overly simplistic.
Because being mentioned by AI systems is not the end goal any more than rankings ever were.
The gap between:
“We’re being cited by AI” and “We’re generating meaningful revenue from organic visibility” is enormous.
And that commercial gap is the part many people are brushing over.
- Visibility matters.
- Recommendations matter.
- Traffic matters.
- Conversions matter.
The real job has always been connecting the right businesses with the right people in ways that build trust and lead to action.
That hasn’t changed.
- The tools evolve.
- The platforms evolve.
- The terminology evolves.
But the underlying principles are far more consistent than some are making out.
So call it SEO. Call it AEO. Call it GEO.
Use whichever label makes you happy.
Personally, I still call it SEO.
Not because nothing has changed - clearly it has - but because the foundations underpinning good visibility, trust, discoverability, and decision-making online are still very much alive and well.
The environment has evolved.
So good SEO evolves with it.
That’s the job.
Right, rant over.
For a very non-ranty person, I quite enjoyed getting that off my chest!
So, what are your thoughts?
I’d love to hear them - especially from those working in marketing, SEO, or running a business right now.