SEO in the AI era: GEO
- Websters
- Sep 10
- 2 min read
Yes, it was that time again: our six-weekly Inspiration Talk! Last Thursday, a much-discussed topic was on the agenda: SEO for AI (GEO). How do you remain visible online as a company in a world where AI increasingly determines search behavior?
Arto was the speaker for the evening. He has been studying SEO for years and delved even deeper into the latest developments in AI and GEO for this session. We also invited Niels Castermans, an experienced and independent SEO specialist with whom we regularly collaborate.
What is SEO?
SEO stands for Search Engine Optimization, which is improving the organic findability of your website. Three pillars play a crucial role in this: technology (a fast, user-friendly, and well-structured site), content (valuable texts and photos around the right keywords), and authority (backlinks and user signals that reinforce your reliability).
🔍 Greater visibility → 📈 More visitors → 💰More customers
From SEO to GEO
The rise of AI and Google's Search Generative Experience (SGE) is changing our search behavior. You've probably experienced it yourself: as soon as you enter a search query in Google, an AI-generated answer often appears at the top of the results. LLM models (such as ChatGPT or Gemini) are also increasingly being used to search for information. This is convenient for users, but presents a new challenge for businesses. Whereas we used to optimize for Google as a search engine, we now have to focus on LLM optimization.
The secret to GEO: parasite SEO
A notable development within Generative Engine Optimization (GEO) is Parasite SEO. With this approach, you don't publish content (only) on your own website, but on external domains with high authority (think of platforms such as Reddit, Wikipedia, YouTube, or LinkedIn). Why does this work so well? Because both search engines and AI models consider these domains to be reliable sources.
Of course, a well-optimized website remains the foundation, but Parasite SEO can be a smart additional tool to accelerate your visibility.
How do you rank with GEO?
It all starts with a smart selection of keywords. Keep in mind the user's search intent. “What will someone actually type into Google or ask an AI?”
When writing website content, the Information Gain Rate is a useful benchmark. Consider whether adding extra information actually adds value for the user in relation to how easy this information is to find. In other words: provide relevant facts, write in a structured way, and avoid unnecessarily long sentences and texts.
As with traditional SEO, classic optimization techniques remain important in GEO: structured data, backlinks, and well-chosen title tags make your content easier to find.
Conclusion
SEO isn't dead, it's evolving!
By combining traditional SEO elements such as structured data, title tags, and backlinks with smart GEO strategies such as Parasite SEO and LLM optimization, you can only strengthen your online visibility!
Upcoming Inspiration Talks
More Inspiration Talks are planned for the coming months:
October 16: Employer branding, how does it work?
November 26: Marketing & sales, how does it work?
You don't want to miss this! Register now!
