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How GEO and social search are reshaping content strategy
Search is evolving.
While SEO remains essential, AI-driven search engines and social platforms are changing how content is discovered. Businesses now need to consider generative engine optimization (GEO) and social search, alongside traditional SEO strategies.
The key takeaway? Content should always be optimized for people first.
What are SEO, GEO, and social search?
SEO (Search Engine Optimization) – The traditional method of optimizing content for search engines like Google, focusing on keywords, backlinks, and structured data.
GEO (Generative Engine Optimization) – A new approach that optimizes content for AI-driven platforms like ChatGPT, Google Gemini, and Perplexity. These models generate responses based on their internal databases and sometimes provide links to sources.
Social search – Platforms like TikTok, LinkedIn, and Instagram have built-in search functions that prioritize popular, engaging, and relevant content within their ecosystems.
Why search is shifting
AI-powered search engines prioritize context and conversation over keyword matching. Instead of short queries, users are asking longer, intent-driven questions, and AI models generate responses based on structured knowledge and user interactions.
At the same time, social platforms are reshaping search behavior. TikTok, for example, is now a go-to search engine for product recommendations and industry insights, especially among younger audiences.
What this means for content strategy
Write for people first: AI search favors well-structured, meaningful content over keyword stuffing.
SEO still matters: While GEO is rising, traditional SEO remains important, especially for B2B brands that rely on structured search visibility.
Leverage social search effectively: Since social platforms only search within themselves, businesses need to be present on the right platforms and create conversational, industry-relevant content that resonates with their audience.
Search is becoming more conversational, but that doesn’t mean businesses need to chase every new trend. The best approach is to focus on creating valuable, well-organized content that resonates with real people.
For a deeper dive into search and digital strategy, you can access SiVA's Website: Search Engine Optimization document in our digital collection.
