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.
Search is undergoing the most significant transformation since the rise of Google.
For more than two decades, businesses have optimised for search engines. Rankings, keywords, backlinks, and technical performance have defined digital visibility.
But search behaviour is evolving.
Search has evolved beyond ten blue links. Today, generative engines synthesise answers, summarise content, and connect entities across the web in real time.
Search has entered a new phase.
Search has shifted from a list of blue links to a layer of intelligence sitting between the user and the web.
Search has moved from keywords to meaning.