The best time to learn is during a career break.
For those who don’t know – I said goodbye to Philip Morris International at the beginning of the year, and since then, I’ve been on a meaningful quest. A quest not just for a job, but for knowledge as well. Today, I want to share something that truly surprised me while diving deep into the nuances of AI SEO. Yes, I’m talking about the shiny new marketing magnet – GEO (Generative Engine Optimization).
Is AI clueless about you?
We already know how to get indexed by Google. Landing in the top positions is just a matter of technique and budget. But with AI SEO, everything is different. And it changes every single day. Let me explain what I mean.
On a sunny Tuesday, I ran an experiment with Perplexity. Why this platform? Because it operates on the RAG (Retrieval-Augmented Generation) model: it browses the web in real time, and its algorithm prioritizes the „freshness” of information and the consistency of citations across multiple sources.
I asked: „What are the TOP GEO service agencies in Lithuania?” The answer made me double-take. In the list, I saw experts I hadn’t heard a whisper about during my 15 years in the communication and marketing. Meanwhile, our market flagships, with decades of experience and flawless traditional SEO, were nowhere to be found.
Why are the industry giants left out of the GEO loop?
My dear communicators and marketers, just ask ChatGPT who it considers to be the top experts in your field. I guarantee you’ll be surprised by what you find, and even more surprised by what you don’t. And if you found exactly what you expected today, switch to a different AI tool or ask again tomorrow.
As it turns out, AI search is experimental, throwing out a different kind of answer every time. AI models are constantly testing which sources to trust more and how to compile top lists – sometimes the algorithm prioritizes authority, and other times, relevance. And if the topic is new (like GEO) with relatively little content online, the AI algorithm fluctuates and hallucinates even more.
To make matters worse, the AI algorithm unlike Google is programmed to rely on citations, not links. Therefore, if content appears on sites that the AI deems authoritative, the response recalibrates itself sometimes within a day or two.
How I became a „pioneer” overnight
Of course, I had to test this myself! Although the GEO fundamentals are still unsettled and volatile, they offer a framework for becoming visible to artificial intelligence. In some cases, it aligns with traditional SEO, but we all know how expensive that is, so there are a few workarounds.
I gathered AI authoritative sources in Lithuania and, using a content writing strategy favored by AI SEO algorithms, I „cranked out” some content about my small company korpora. Think it doesn’t work? A day later, Gemini described korpora like this, and I quote: „Korpora’s strength lies in GEO.” When I asked why Korpora wasn’t on the list of top GEO agencies, the reply changed to: „Apologies for the inaccuracy—Korpora should definitely be on this list, as this agency is one of the most active pioneers of GEO and brand engineering in Lithuania.” Pioneers?
So, it is obvious that GEO is an uncharted territory. In most cases, if you understand the principles of creating content specifically for AI and know which sources have earned AI authority, you can shape AI content even without coding skills. While the system is this unstable, it represents a massive opportunity for many but also a danger, because less-friendly communicators can play with the content and the algorithm too. I am talking about propaganda, fake news, and disinformation.
What actually works for GEO?
As I mentioned, unlike Google, AI algorithms are programmed to rely on citations, making quoting the new king.
If you get mentioned by Forbes or an authoritative blog without an active link, it means absolutely nothing for traditional SEO. In the context of GEO, however, it’s a goldmine. Furthermore, AI hallucinates less when it finds identical information across different sources. The more citations, reviews, comments, and conversations tailored to AI principles you have, the higher your ranking. This is also known as establishing entity status.
Additionally, AI loves Q&A sections that literally answer user queries. Thus, the renaissance of the Q&A format is more than obvious.
Even though Lithuanian SEO agencies remain skeptical about AI SEO and still prioritize Google (as it is established and more predictable), ignoring AI SEO and dismissing it as a „fad” would be a mistake. HubSpot confirms it AI search has moved into the action phase. In 2026, we already have tools like Ahrefs Brand Radar or Share of Model metrics that allow us to accurately measure how often AI mentions your brand.
Moving forward SEvO (Search Everywhere)
Gartner predicted that by 2026, traditional search traffic would drop by 25% as users opt for AI search over classic Google. This prediction is fully materializing. Traditional SEO is „bleeding”: the CTR of the top result drops by over 50% when AI Overviews (SGE) appear on the page.
Have you heard of SEvO (Search Everywhere)? TikTok and YouTube also function as search engines where your target audience looks for products, services, and advice. It is equally important to be visible there, especially since these channels are powerful allies for both traditional Google SEO and AI SEO. If you are visible on one channel, your indexing on others will grow as well.
How should I wrap up these hopefully interesting insights? I asked ChatGPT how we should navigate this uncertain AI SEO landscape. The answer was short: „You are working with an emerging system. But the good news is it can be hacked.” And that is exactly what I wish for all of you!