This bachelor’s thesis explores how the field of search engine optimization (SEO) is transforming in response to AI-generated search results. Focusing on the emerging concept of Generative Engine Optimization (GEO), the study examines how content must be created and optimized to stay visible and relevant in a search landscape increasingly dominated by technologies such as Google SGE, ChatGPT, and Perplexity AI. The research is based on a qualitative methodology, using semi-structured interviews with five professionals in SEO, UX, and content strategy.

The findings indicate a shift from technical optimization to user-centered strategies where trustworthiness, content structure, search intent, and structured information design arekey. The EEAT framework (Experience, Expertise, Authoritativeness, Trustworthiness) is highlighted as essential for AI-preferred content. The study emphasizes the importanceof iterative development, multimodal strategies, and adapting to how AI interprets and generates information. The conclusion is that AI does not replace SEO, but reshapes it, requiring new approaches centered on user value and content quality.