GEO and SEO: what actually changed
14 August 2026 · 9 min read
Answer engines summarise rather than list. That shifts what you optimise for — and most of the old work still counts.
Search used to end with a list of links. Increasingly it ends with a paragraph, and the question becomes whether that paragraph describes you accurately.
The good news is that most technical SEO work carries over. Clean heading structure, fast pages, and honest metadata help a model read you for the same reason they helped a crawler.
What is new is the value of unambiguous facts. Models paraphrase, and paraphrase is where details get lost. Marking hours, prices and service areas as discrete structured data is the difference between being quoted and being approximated.
The other new thing is the summary file. Publishing a short, plain description of what your site covers at a predictable path gives assistants something authoritative to read instead of inferring from your navigation.
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