Let’s start with the good news. Right at the beginning, Google confirms that:
The best practices for SEO continue to be relevant because our generative AI features on Google Search are rooted in our core Search ranking and quality systems.
Naturally, you might have doubts, given how different AI Mode and the impact of our SEO efforts seem in 2026. It’s true that the SERP itself has changed and that LLMs operate differently from traditional information retrieval systems, but the key here is that Gemini-powered search — including FastSearch — still heavily relies on the search index (whether you call it “search grounding” or retrieval-augmented generation).
Is it SEO, GEO, or AEO?
According to Google, “… optimizing for generative AI search is optimizing for the search experience, and thus still SEO.” Ok, it’s a bit of a cheat, based on a shifting definition of search. Personally, I think “GEO” reflects some of the specific aspects of GenAI and LLMs, and can be a useful distinction. If that distinction helps you get the job done, then great. If it’s just another buzzword to pitch on LinkedIn, then good luck.