{"id":24857,"date":"2026-05-20T02:24:58","date_gmt":"2026-05-20T00:24:58","guid":{"rendered":"https:\/\/nadinewilmanns.com\/?p=24857"},"modified":"2026-05-20T23:00:54","modified_gmt":"2026-05-20T21:00:54","slug":"seo-geo-and-the-new-shape-of-search","status":"publish","type":"post","link":"https:\/\/nadinewilmanns.com\/de\/seo-geo-and-the-new-shape-of-search","title":{"rendered":"SEO, GEO and the new shape of search"},"content":{"rendered":"
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Portrait\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Text und Fotografie: Nadine Wilmanns<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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SEO, GEO and the new shape of search<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In Conversation with Sadie McMaster<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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What happens to search when people stop typing keywords into Google and start asking AI for direct answers? That is one of the big questions shaping digital strategy right now. If you ask Sadie McMaster of the Digital Web Agency Kooba<\/a>, the answer is refreshingly grounding: \u201cSEO still relevant \u2013 google is not going anywhere especially when it comes to search,\u201d she says. At the same time, she is clear that something new is taking shape: \u201cGEO is becoming as important as SEO.\u201d SEO optimises content online to rank in traditional search engines like Google, while GEO takes it a step further, ensuring content is also surfaced and referenced by AI tools like ChatGPT or Claude. In other words, this is not about one discipline replacing another. It is about the search landscape getting broader, faster and more complex.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What do you want your website to do for you?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kooba is a digital agency specialising in web design, development, and digital strategy. I was founded in Dublin and now has a growing presence in London and Berlin. The agency is focused on what Sadie calls \u201chigh performing websites.\u201d That practical mindset runs through everything she says. Rather than beginning with design for design\u2019s sake, the agency starts with the fundamentals: \u201cWe help clients build the brief by asking, ‘ What do you want your website to do for you’?\u201d It is a simple question, but an important one. It shifts the conversation away from looks alone and towards performance, purpose, and outcomes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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AI wants answers<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sadie\u2019s explanation of the difference between SEO and GEO is clear: \u201cThe difference is how they work: Google is looking for info, AI is looking to find answers and wants them fast,\u201d she says. It is a neat way of describing a real shift in user behaviour. Traditional search still matters when people want to explore, compare, or dig deeper. But generative tools are changing expectations by collapsing that process into a direct response. People are no longer just searching for sources. Increasingly, they are searching for an answer.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Understand prompts<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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That has consequences for the way content is written. As Sadie puts it: \u201cIf you want to be coming up in the answers, you need to have answers to problems on your website, and you need to know the prompts.\u201d She comes back to that point more than once: \u201cUnderstanding the prompts is most important.\u201d It is an insight that captures the difference between writing to be indexed and writing to be surfaced in response to a real-world question. The challenge for brands is not only to cover a topic, but to anticipate how users will ask about it and to respond in language that is clear, useful, and easy to extract.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Research, refine, repeat<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kooba\u2019s process sounds hands-on and highly intentional. \u201cWe have a team to research prompts,\u201d Sadie explains, \u201cand we make sure that what is showing up in your answers to the problems you address on your website is tailored to the prompts.\u201d She also points to the practical side of that work: \u201cWe have a tool to import the prompts, to measure that and to report back on visibility and sentiment and then adjust.\u201d The goal, she says, is to \u201ctailor the content so that it\u2019s scannable by AI.\u201d That makes GEO feel less like buzzword territory and more like an emerging workflow: research, test, measure, refine, repeat.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Start and experiment<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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There is also a competitive edge to all of this. Sadie talks about \u201ctracking against competitors \u2013 measuring whether you come first \u2013 adjusting the answers to the questions.\u201d That idea will be familiar to anyone who has worked in SEO, but it takes on a different urgency in AI-driven discovery, where visibility can feel less transparent and more volatile.<\/p>

\u201cIf you start now you have an advantage over those who wait\u201d, Sadie explains. It is not hype so much as a strategic reminder. While many businesses are still figuring out what GEO means in practice, those already experimenting may be better positioned for what comes next.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Clarity and understanding<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The way people discover information is changing, and websites need to adapt to that shift. The result is a more layered view of digital visibility: one that values strong fundamentals, clear answers, and a sharper understanding of how people actually ask questions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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You can find out more about Kooba here: www.kooba.ie<\/a><\/em><\/p>

Are you interested in strong visuals that make visitors of your website stay? You can find out more about working together at nadinewilmanns.com\/business-offer<\/a>.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

What happens to search when people stop typing keywords into Google and start asking AI for direct answers? That is one of the big questions shaping digital strategy right now.<\/p>","protected":false},"author":2,"featured_media":24858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"WHY IT PAYS OFF TO NICHE DOWN YOUR BUSINESS. When it comes to doing any form of art as a profession finding a niche is pretty much vital for success. 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