Search has evolved from keyword matching to entity understanding. Modern search systems interpret people, organisations, products, locations, and concepts as identifiable entities connected through relationships.
Generative search is reshaping how people discover information online.
Generative search compresses the path from question to purchase.
Generative + Search Optimisation (GSO) is reshaping how brands appear in AI-driven answers.
Search behaviour is evolving rapidly. While Google remains dominant, users increasingly turn to conversational AI platforms such as Microsoft Copilot, Gemini, and Perplexity to research, compare, and validate decisions.
Generative + Search Optimisation (GSO) — also referred to as AI SEO — audits look beyond classic rankings to answer a different question: is your site easy for AI-driven search experiences to understand, trust, and cite?
That means auditing for:
Generative + Search Optimisation (AI SEO), or GSO, reflects a structural shift in how information is discovered, interpreted, and delivered.
Search behaviour has changed. Users increasingly ask full questions in conversational language and expect direct, usable answers.