Search is dead, long live generation. We’re entering a world where your brand isn’t discovered by Google’s crawlers but by GPT’s responses. With Google starting to roll out AI Overviews, and GPTs replacing keyword search, this shift is happening faster than SEO playbooks can adapt. This talk explores the transition from Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO), and what that means for how we design content, retrieval, and schemas.

I’ll connect this shift to my earlier writing (From Google to GPT: The Branding Shift for an AI-native World - https://indranildchandra.medium.com/from-google-to-gpt-the-branding-shift-for-an-ai-native-world-454bf26e8c0e), and show how content pipelines now need to be designed not just for ranking but for retrieval into RAG/LLM workflows. That means: writing with embeddings in mind, structuring knowledge for semantic chunking, and designing metadata that LLMs actually use.
We’ll do a live experiment: I’ll pit a traditional SEO-optimised page vs a GEO-optimised knowledge base and trace how differently they surface in GPT responses. The audience will see how small changes in content design can make or break visibility in generation-first platforms.

This isn’t a marketing talk; it’s a systems architect’s take on growth in the GenAI era, where engineering, retrieval, and branding collide. If SEO made or broke companies in Web2, GEO will decide who wins attention in Web3.