The paradigm has shifted from simple indexing of “keywords” to the contextual domain and conversational mode of GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation).

Today, visibility is not only measured by your ranking position on Google but also by your brand's ability to be chosen by intelligent assistants and returned in their responses.

It is no longer enough to be on the first page! The goal is also to be the source that feeds the answers in LLMs (ChatGPT, Gemini, Copilot, among others).

This new architecture of visibility and digital presence driven by AI is based on four main pillars:

• Synthesizable Content: where information is structured to be easily cited by LLMs, ensuring that the brand is the direct answer in “zero-click” searches.
• Technical and Semantic Authority: implementing structured data and knowledge graphs that establish the context and hierarchical relationship of services/content.
• E-E-A-T: it is essential and decisive to speak with “Experience - Expertise - Authoritativeness - Trust” as proof of trust in your brand. The technical validation of reputation and experience are factors that AI algorithms use to filter credible sources of information.
• Context Optimisation: aligning content with predictive search intent, anticipating user needs even before they visit the site.

Traditional SEO had the primary objective of being found in search engines.
The new SEO goes far beyond that: it is about being chosen. Chosen by users, but above all, recognised, understood, and recommended by Artificial Intelligence.

Today, it is not sufficient to optimise keywords or positions in search engine rankings. It is essential to build authority, context, relevance, and trust, so that AI algorithms and systems identify the brand as a credible source and present it as an answer, not just as another result.