Digital media are undergoing one of the most profound transformations in recent years. The rise of AI search, generative assistants and zero-click answers is reshaping the way content is consumed. Users increasingly receive information directly in search results or through conversations with AI, without visiting websites. In this environment, media and content platforms are turning to GEO (Generative Engine Optimisation) – an approach focused on visibility and citation within generative systems.

The end of the classic traffic logic
For a long time, media strategy revolved around SEO: the higher the ranking, the more clicks. Generative search disrupts this logic. Algorithms aggregate data from multiple sources and deliver a ready-made answer. For media, this means losing a share of organic traffic even while maintaining strong positions. GEO shifts the goal: instead of chasing clicks, the priority becomes appearing in the answer itself and building brand recognition as a trusted source.

The value of structure and meaning
AI systems struggle with vague or overloaded content. Media moving towards GEO are rethinking how they publish. Articles become more structured, with clear logic, subheadings and direct answers to key questions. Excessive keyword optimisation fades away; meaning, context and user value take centre stage. Such content is easier to interpret and more likely to be used when answers are generated.

Expertise as a competitive advantage
For generative systems, trust is everything. Media and platforms with recognisable authors, strong editorial standards and transparent data sources gain an edge. The GEO approach strengthens the role of expertise: opinion columns, analysis, research and specialist commentary become more valuable than recycled news. This allows media to reinforce their position not only with readers, but also with algorithms.

A shift in monetisation
Declining direct traffic is forcing media to explore new revenue models. GEO encourages the growth of branded content, native formats and subscriptions. Even if users do not click through, they remember the source that appears consistently in AI answers. This builds brand trust and increases the likelihood of direct visits, subscriptions or engagement with paid products.

Adapting to markets and languages
Generative search actively takes geography and language into account. Media operating across multiple markets use GEO to localise content: adapting examples, terminology and emphasis for specific regions. This allows a single piece to perform effectively in several countries and surface in answers for different audiences.

A long-term strategy rather than short-term tactics
SEO was often driven by rapid adjustments to algorithms. GEO calls for a strategic mindset. Media begin investing in content quality, brand reputation and sustained expertise. This reduces dependence on algorithm volatility and makes platforms more resilient in a constantly evolving digital environment.

The move by media and content platforms towards GEO is not a trend, but a necessity. In a world where information is increasingly consumed through AI assistants, those who become part of generative answers come out on top. GEO enables media to retain influence, strengthen their brand and adapt to a new model of audience engagement, where not only visibility matters, but trust as well.