In recent years, there has been a clear trend for those who keep up with SEO: fewer clicks, but those that do come are of higher quality. What’s going on? We must adapt to the changing times and market conditions. And it’s not that we tweak SEO to lose clicks, we tweak it to gain voice.

We move from the endless list of blue links to the “room” where new stories are written: Google AI Overviews, ChatGPT Search, Perplexity, Bing Copilot and Gemini. That is the positioning for AI or Geo (Generative Engine Optimisation), ensuring that your brand is the source cited within those responses. If you’ve noticed too, you’re doing something right. If you still don’t see these trends on your website, we need to talk. 

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What is GEO, and why is it so important for international brands?

Geo does not replace traditional SEO. Quite simply, it is mature SEO, SEO after puberty. While international SEO ensures indexing, tracking, CWV and a solid technical foundation, Geo positions you as a leading voice in generative engines. Change the metric: it is no longer just ranking, it is Share of Answer/Share of Citation (SoA/SoC). Your goal is not to “be number one”, but to appear within the response with your full name to reinforce the E-E-A-T content profile. 

From beautiful content to quotable content: writing for AI positioning 

Escribiendo contenido SEO citable

The first lesson in dealing with change was harsh: the content was correct, but too vague for artificial intelligence that summarises by default. Now it’s time to rewrite with intention and clarity. It was essential to include brief answers to frequently asked questions, which a human would appreciate in a meeting, along with the context, nuances, and evidence. We do not “hack” anything; we look for ways to make life easier for people and, at the same time, for engines. 

Entities before pages: how does AI “read” your website?

LLMs do not “see URLs”; they recognise entities. Now is the time to organise according to schema patterns (Organisation, Person, Product, etc.). We reinforce biographies of real authors, professional profiles, and visible signs of trustworthiness (contact details, policies, consistent branding). The content ceased to be a flat block and became an understandable graph. 

Multilingual SEO with a focus on GEO 

Translating is not enough. Multilingual SEO, international SEO and GEO require localisation and, when necessary, even transcreation: the same value proposition in Spain, Mexico, the United Kingdom, Canada or Germany, but making it feel local. A well-applied reciprocal hreflang, a subdirectory architecture, examples and references from each market, and consistent terminology that avoids ‘dissonance’ penalised by generative engines. 

E-E-A-T in practice: credentials, evidence and dates 

The “E” for Experience carries more weight than it seems. The GEO requests authors with verifiable credentials, first-hand experience, their own data, and discreet yet credible primary references. We are not talking about sounding like a professor, with a solemn tone, but rather about being verifiable. The AI is grateful, and so is the user. 

Structured data without magic (but with a method) 

There are no hidden labels or tricks: consistency is what matters. When what is visible matches what you declare in schema.org (Article, FAQPage, Organisation, Person, Product/LocalBusiness), you facilitate extraction and attribution. The key is that the text and the markup tell the same story. 

Section hierarchy: what goes into the summary and what does not 

In GEO, you also choose which parts can appear in a summary of results. To control this, use snippet directives (nosnippet, data-nosnippet, max-snippet) that limit what and how much can be displayed. Google-Extended is something else: it is used to exclude content from model training, not for snippets. The strategy leaves behind the “all or nothing” approach: decisions are made on a page-by-page and market-by-market basis. Sometimes it is in your best interest for the price to be hidden behind the click; other times, you want your definition to be what the world sees, with your signature underneath. 

Measurement without myths: from ranking to SoA/SoC 

Google Search Console does not provide a separate panel for AIO clicks, and Perplexity or ChatGPT do not consider positions. That is why we combine GSC to identify queries/pages where AIO and GA4 appear, isolating a segment of AI Traffic and comparing its engagement and conversion against classic organic traffic. What we said at the beginning of the post was clear: less volume, but more intent and more conversion. 

How does content that can be quoted sound? 

When users search, they don’t want flowery language: they want clear answers that they can then expand upon. That is why each section begins with the solution and then elaborates on it. Comparative tables and well-structured paragraphs assist AI in reinterpretation, and actual authorship with professional links provides the confidence that both machines and individuals require for attribution. 

GEO mini-plan: brief and applicable 

Now we’re going to give you a 7-step express guide to boosting your SEO with GEO.

  • Start by mapping out your potential customers’ actual questions and identifying where AI Overviews or generative responses appear.
  • Rewrite your key pieces to respond first and elaborate later, using both an expert and a human voice.
  • Align entities (Organisation/Person/Product) and verify that what the user sees matches what the models read.
  • Establish a small set of control queries per market and review your Share of Answer on a monthly basis.
  • In GA4, create an AI Traffic segment and compare it with classic organic traffic: which pages they view, how long they stay, and what they convert.
  • Adjust calmly: less noise, more clarity, more evidence.
  • Geo does not replace SEO; it elevates it.

The metrics that really matter 

Have we lost clicks? Some of them? But have we gained ground in our response? And when they decide to delve deeper, do they arrive with their ideas in order? At Nóvalo, where international SEO, localisation, and digital strategy with a technological focus coexist,we focus on what really matters: being the voice that is found thanks to AI positioning in your market. The rest—the click, the lead, the sale—happens more often than you might imagine when your name is mentioned in the correct answer.

What now?

If your brand operates in several countries, if you are concerned about appearing in AI Overviews, Perplexity, ChatGPT Search, and continuing to grow in traditional SEO, the next step is simple: a short conversation to identify your 10 key queries, review your E-E-A-T, your schema, your hreflang, and estimate where you could be quoted tomorrow. From there on, it’s no longer difficult: you write for people, structure for AI, and measure as a business.