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The era of website search optimization is fading, and it is now the era of GEO, the brand marketing chosen by AI.

1. 2025: Transition to an 'Answer Engine' (SGE and Zero Click)

As of 2025, AI search such as Google's SGE (Generative Search Experience) and Perplexity has become commonplace.

  • Changes in the meaning of top exposure:Now better than first place on page 1 AI answer(AI Overview)Being cited internally has become much more important.
  • Zero Click(Zero-Click)Deepening of:As AI provides answers directly in search results, the rate at which users leave websites without clicking is skyrocketing.
  • EEATabsolutization of:AI prioritizes summarizing content with verified Experience, Expertise, Authoritativeness, and Trustworthiness over information from unclear sources. 2026: The Era of 'Personalized Assistants' and GEO

AI changes

2. By 2026, AI will go beyond simple search tools and take on the role of a user's assistant.

  • Generative Engine Optimization (GEO)The birth of:Generative Engine Optimization becomes the core strategy instead of traditional SEO. Rather than keywords, the technology to **structure (Schema Markup)** data in a way that makes it easy for AI to collect information is essential.
  • quotation(Citations)This is a backlink:In the past, it was important to link from other sites, but now, our brand is embedded in AI responses in the style of “According to Expert A…” mentionBecoming so becomes the highest authority signal.
  • Interactive Long Tail Keywords:People search using long and specific sentences, such as “Recommend a quiet Japanese restaurant near Gangnam Station that is good for a company dinner for 6 people,” instead of “Gangnam Station restaurants.”

AI News Search

3. After 2026: 'Brand Reputation' and Multimodal Search

Search is no longer limited to text.

  • Multimodal SEO:The proportion of searches conducted by taking a photo or asking via voice exceeds 50%. Optimizing metadata for image and video content becomes the key to achieving top rankings.
  • Verified human value:As AI-generated content floods in, paradoxically, writings containing **'original insights written by real people'** are recognized for their scarcity value and are selected by algorithms.
  • Platform diversification:Since traffic is distributed not only across Google but also through ChatGPT, Gemini, and AI search within social media, a 'multi-channel strategy' that leaves brand signals on multiple channels is essential.

We are now in an era where we must market our brands to AI , not to searchers , as AI becomes a trusted source of information , rather than relying on technology to trick machines (algorithms) .

First, it is a good idea to check how well your current content or website is being read by AI.

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