SEO’s Evolution: Generative AI Takes Center Stage – Breaking News
Vienna, Austria – September 25, 2025 – Is search engine optimization (SEO) on its last legs? That was the burning question at today’s Digital Marketing Experts Talk in Vienna, as nearly 90 digital marketing professionals grappled with the implications of generative AI for the future of online visibility. The consensus? SEO isn’t dying, it’s transforming, giving way to a new era of Generative Engine Optimization (GEO). This is breaking news for anyone involved in digital marketing, and a signal that adaptation is no longer optional.
The Rise of Generative Engine Optimization (GEO)
For years, SEO has been the cornerstone of digital marketing, focused on ranking websites higher in traditional search engine results. But the landscape is shifting. With AI-powered chatbots increasingly providing direct answers to user queries, the need to optimize content for these generative models is becoming paramount. GEO focuses on ensuring that content is easily understood and integrated into the responses generated by AI assistants – essentially, staying visible even when users aren’t clicking on traditional links.
Lukas Hetzendorfer, Head of Revenue Growth at Otago, a leading online marketing agency, addressed the crowd, dispelling myths surrounding GEO and Large Language Model Optimization (LLMO). “Geo is the logical consequence of SEO,” Hetzendorfer emphasized. “The two complement each other instead of replacing themselves.” He pointed out that companies with a strong SEO foundation are well-positioned to succeed with GEO, while others will need to build from the ground up.
Practical Strategies for the AI-Powered Future
The event wasn’t just theoretical. Thomas Urban, Managing Director of digitalists, provided attendees with actionable strategies for navigating this new terrain. He highlighted that classic SEO approaches still hold value, particularly for eCommerce businesses, but stressed the importance of exploring new platforms like chatbots. “Don’t be afraid of change,” Urban urged. “Hug the AI with SEO hands – it is your strongest ally in the struggle for visibility and relevance.”
This isn’t simply about tweaking keywords. It’s about understanding how AI interprets information and structuring content to be easily digestible by these models. Think concise, informative answers, clear data presentation, and a focus on providing genuine value to the user. Consider the questions users are *asking* AI, and ensure your content provides the answers.
The Importance of Industry Collaboration
Stephan Kreissler, Board Member of the Marketing Club Austria, underscored the rapid pace of change in the digital marketing world. “The changes in this area were extremely rapid and an exchange between theory and practice was accordingly essential,” he stated. The Digital Marketing Experts Talk, co-hosted by Otago, provided a crucial platform for this exchange, fostering collaboration and knowledge-sharing among industry professionals.
The event, held at the flower factory in Wiener Neustiftgasse, wasn’t all business. Attendees enjoyed networking opportunities over pizza and drinks, further solidifying the sense of community and shared purpose.
The shift towards GEO isn’t a threat to SEO professionals; it’s an evolution. It demands a broader skillset, a willingness to experiment, and a deep understanding of how AI is reshaping the way people find information. Those who embrace this change will be best positioned to thrive in the future of digital marketing. The conversation has begun, and the future of search is being written now.
For more insights and impressions from the Digital Marketing Experts Talk, visit www.marketingclub.at and explore the gallery on Leadersnet.
