Photo (above): Photographer: Le regard d’Edouard
Why it’s recommended to change your approach now
According to recent analyses, Google search volume will decline by 25% by 2026. This means fewer traditional searches, but not necessarily less visibility. Clicks to websites are decreasing, while impressions (how often your brand is shown) are actually increasing—especially in AI-generated answers.
That’s why, today, it’s not enough to simply rank high in Google. You also need to stand out in AI answers and curated lists. And that’s exactly where GEO comes in.
From SEO to GEO
SEO (Search Engine Optimization) remains the foundation: you make sure your website is technically sound, your content is valuable, and you’re discoverable on Google for important and relevant keywords—terms that people search for frequently.
On top of that, there is now GEO (Generative Engine Optimization): being visible in AI answers.
Example:
A couple asks ChatGPT: “What are the most beautiful reception venues in Brussels?”
AI shows a list. If you’re not on it, you lose visibility—even if your website is perfectly optimized.
How AI chooses what it shows
AI systems rely on two things:
Language models: the algorithms that determine how an answer is put together.
Reliable knowledge sources: places where AI knows: “Here I can find safe, up-to-date, and relevant information.”
Those knowledge sources include:
Wikipedia
Review platforms like Trustpilot
Reliable, valuable blogs and news articles
Authoritative platforms and curated lists (carefully compiled lists or recommendations) such as House of Weddings
Important to know: AI trusts frequently cited, structured sources more than isolated pages.
In addition, AI (still) can’t read JavaScript well: a site that displays crucial information only in JavaScript risks remaining invisible in AI results.
What’s changing right now?
Google AI Overviews are taking up more space in Google search results. These are the AI summaries at the top of the page, often including recommendations, mentions, and links. As a result, the classic search results are less visible and get fewer clicks—even if you rank #1 on Google.
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