Today, the central question is unavoidable: Invisibility or Authority? In a world where AI-based response engines mediate the relationship between brands and people, the role of the website changes profoundly. It is no longer enough to simply exist, be aesthetically pleasing, or even perform well in traditional SEO. The website needs to be understood, interpreted, and trusted by Artificial Intelligence systems.

In this set of questions and answers, we share how we see this transformation and, above all, how technology and strategy must converge to transform the website into an asset that not only protects your business but also positions it to lead in an increasingly AI-dominated world.

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Is my website more or less important in this era of AI?

The website has become the source of truth that feeds large language models (like ChatGPT, Gemini, or Copilot). It is from this source that AI gathers facts, services, prices, positioning, and reputation signals to construct responses for users.

If the website is poorly structured, semantically weak, or technically fragile, AI will not be able to interpret it at all. And if it cannot interpret it, it will not cite it. If it does not cite it, your brand does not exist in the response.

The website has ceased to be merely a destination for visits. It has become the strategic database where Artificial Intelligence decides whether your business is the right solution for the customer.

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With the rise of GEO and AEO, has traditional SEO lost its importance?

The direct answer is: no, SEO has not lost its importance; it has evolved. SEO (Search Engine Optimization) remains fundamental for digital visibility. What has changed is the ecosystem and user behaviour.

Traditional SEO continues to be the foundation: SEO practices, such as keyword research, technical optimisation of the website, information architecture, and the creation of relevant content, are crucial for search engines and artificial intelligences to find, understand, and rank a website.

GEO and AEO are the accelerators: GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) are natural extensions of SEO. They focus on structuring content so that language models—LLMs (like ChatGPT, Gemini, or Copilot)—can extract clear, reliable, and immediate responses. The goal shifts from merely generating clicks to generating answers.

In summary, a strategy should integrate all three approaches. Without SEO, a site is invisible; without GEO/AEO, AI cannot use the content to generate the responses that reach customers.

We will continue to share these and other questions surrounding Artificial Intelligence, which have been at the centre of strategic decisions for brands. Our goal is to help companies understand, anticipate, and lead the ongoing transformation.

In an ecosystem where AI redefines visibility, authority, and trust, we believe that the right information, at the right time, is as strategic as the technology that makes it possible.