AI is changing the rules of search. In 2025, it’s not just about keywords, it’s about intent, trust, and whether your content is built to be chosen by machines. This article breaks down how to stay visible in an era dominated by AI Overviews, AEO, and GEO.
Search is no longer just about finding information; it’s about discovering insights. It’s now about whether your brand stands out in a world where AI decides what gets seen and what gets skipped. Today, search engines don’t simply retrieve information; they interpret, summarise, and recommend it. They are smarter, faster and more intuitive.
At AdVisible, we’ve watched this transformation unfold up close. As AI reshapes how Google interprets and delivers content, businesses aren’t just competing for clicks anymore; they’re competing for relevance and exposure in Google’s AI Overview, ChatGPT, Gemini, and other LLMs.
SEO has evolved, but core foundations, quality content and understanding of user intent are as vital as ever. While Generative Search Optimisation (GEO) and Answer Engine Optimisation (AEO) introduce new layers, they build on traditional basics rather than completely replacing them. Businesses that nail proven SEO principles and embrace emerging techniques stay ahead of the curve, maintaining visibility and a competitive edge.
So here’s the real question: Is your business showing up in AI results the way you want it to?
The SEO Power Trio You Can’t Ignore in 2025: Intent, GEO and AEO
If you’re still stuffing keywords into your blog posts, hoping to climb the rankings, it’s time for a reality check. Google’s algorithm has long outgrown that tactic. Having a high keyword density is not only outdated, but it also feels unnatural to both readers and AI. Google looks for semantic richness, clear intent, and contextual relevance, rewarding natural language and related phrases.
While early models like BERT and MUM helped search engines grasp meaning and still play a role in understanding natural language, in 2025, three new forces are shaping who gets seen:
- Search intent: It’s no longer about stuffing keywords. Today, Google rewards semantic richness by favouring content written in natural language, covering related topics, and clearly answering what the user is really looking for.
- Answer Engine Optimisation (AEO): It’s about structuring your content so it becomes the answer users and AI are looking for. It’s particularly relevant for Google’s AI Overviews, featured snippets, and voice searches, where users often get what they need without even clicking a link.
- Generative Engine Optimisation (GEO): It’s about increasing the chances that your content appears as one of the top results when AI tools like ChatGPT, Gemini, or Perplexity generate responses. The goal isn’t just to rank, it’s to be cited, summarised, or referenced by AI as a trustworthy source of information.
Churning out content for the sake of it doesn’t cut it anymore. It’s a waste of time and resources, and if that’s your current approach, it’s time to seriously rethink your content strategy.
If you want to stand out, you need to create content your audience is actually searching for. Content that answers real questions instead of just ticking SEO boxes. Tools like AnswerThePublic, AlsoAsked, and Google Search Console reveal the questions people are asking, helping you create purposeful, high-impact content that aligns with search intent.
Google AI Overview: The New Gatekeeper of Search, What Does It Say About Your Brand?
If you want to stay visible at the very top of Google Search, it’s time to understand how AI Overviews are changing the search game.
Previously known as Search Generative Experience (SGE), these AI-generated summaries now appear right above traditional search results, pulling together answers from trusted sources to deliver fast, conversational responses.