Traditional search still sends the majority of traffic, but a growing share of questions is answered directly by AI assistants. Being cited there is a different game from ranking on a results page, and it rewards a different kind of content.

The common thread is clarity. Pages that answer a question completely, in plain language, with structured data and trustworthy sources, perform in both. Thin pages written for keywords do not.

Treat generative engine optimisation as an extension of good SEO rather than a replacement: clear structure, original expertise and technical hygiene come first.