Search engine optimisation remains important, but the digital landscape of 2025 shows us the game extends beyond Google. Whilst traditional SEO continues to deliver results, the emergence of ChatGPT, Claude, and Gemini brings new visibility opportunities that agile companies can leverage.
Instead of typing queries into Google, people now converse with ChatGPT, Claude, or Gemini to find answers. This seemingly simple shift conceals a profound transformation in how information flows on the internet and how businesses can be discovered.
From Searches to Conversations: A Natural Evolution
User behaviour is evolving in fascinating ways. Alongside traditional Google searches, more and more people now converse with AI assistants to find answers. But here’s where complexity emerges: unlike Google searches where we use precise terms, with AI, people speak naturally and often vaguely.
Here’s a real example: I asked ChatGPT simply “I have this air conditioner that won’t start anymore. I turn it on, the flap opens and then closes. The green LED is flashing“.
The AI must then interpret and guide through multiple questions: What make and model is it? Which LEDs are flashing? How many flashes? Is it making sounds? Have you checked the fuses? What error code appears?
Notice the complexity: I didn’t search for “error U4 Daikin FTX25KMV1B communication outdoor unit” as we would have done on Google. I simply described my problem. The AI had to deduce from context, ask clarifying questions, interpret responses (“flashing continuously” vs “3 flashes with pause”) and offer step-by-step solutions, from simple reset to contacting authorised service in the area.
This ambiguity creates both challenges and opportunities. For an air conditioning service to be recommended by AI when someone asks “my air conditioner’s broken”, the system must find relevant information from multiple sources.
Here’s where complexity comes in: AI doesn’t just search for “Daikin service Târgu Mureș”. It aggregates data about the company’s competencies from Google reviews, perhaps even presence on specialist forums, published case studies, certifications mentioned on LinkedIn, generally the history of online interactions. Even answers provided in Facebook groups or technical comments on YouTube contribute to the image AI builds about a company’s expertise.
RAO and GEO: Complementing Traditional SEO Strategy
In this new era, a complete digital strategy includes three pillars: traditional SEO, RAO (Retrieval Augmentation Optimisation), and GEO (Generative Engine Optimisation).
SEO remains the foundation and ensures your site is found in traditional Google searches. RAO and GEO add a new layer of optimisation for the AI era.
RAO focuses on optimising content for systems that use Retrieval Augmented Generation (the process by which AI searches and synthesises information from multiple sources to provide clear answers).
GEO goes a step further, specially preparing content for generative engines, those AI systems that don’t just search for information but process it, understand it contextually, and generate personalised responses. Essentially, GEO means ensuring that when ChatGPT, Claude, or Gemini “think” about your industry, information about your company is prioritised as trusted sources.
For a company in Romania, integrating RAO and GEO into existing strategy means several strategic adjustments:
Evolution from keywords to complete context. Keep existing SEO optimisations but add layers of context. If you already have “consultancy Bucharest” optimised, enrich with information about specific methodologies, industries served, and concrete results. AI systems appreciate this depth.
Authority demonstrated through substantial content. Language models evaluate source credibility. A detailed case study about how you helped a company reduce costs by 30% through automation is worth more than ten pages of generic content about “innovative solutions”. This is the essence of GEO, content that educates and informs AI about real expertise.
Consistent presence across multiple platforms. AI systems aggregate information from various sources. Updated LinkedIn profile, Google reviews, published articles, and presence on specialist platforms all contribute to the image AI builds about your business. GEO means holistic optimisation of this presence.
How to Integrate RAO and GEO into Your Existing Digital Strategy
The good news is that SEO investments aren’t lost; they form the foundation on which you build your expanded strategy. Here’s how to add RAO and GEO dimensions:
1. Content audit from AI perspective. Evaluate your website and online presence not through the lens of traditional search engines, but asking: “If an AI system had to understand and recommend my business, would it find clear and authoritative information?” This is the foundation of GEO strategy.
2. Restructuring information for conversations and generation. Instead of pages optimised for specific keywords, create content that answers complex questions and provides rich context. GEO means anticipating how an AI would synthesise information about you when generating responses for users.
3. Optimisation for semantic understanding. Unlike traditional SEO, GEO relies on deep semantic understanding. Use natural language, clear explanations, and logical connections between concepts. AI understands context and nuances, not just keyword matches.
4. Investment in authority and specificity. Publish detailed case studies, participate in relevant industry conversations, demonstrate expertise through accessible technical content. In the GEO world, information quality and depth take precedence over quantity.
The Opportunity of the Moment
Many companies in Romania still invest heavily in traditional SEO, unaware of the change taking place. This creates a window of opportunity for agile organisations that understand and adopt RAO early.
Imagine the advantage when potential clients receive your company’s recommendation from ChatGPT or Gemini, whilst competitors remain invisible to these systems. This difference will become increasingly pronounced as AI assistant adoption grows.
Preparing for a Hybrid Future
Success in the modern digital environment means excellence on multiple fronts. For business leaders and marketing teams, this means:
- Educating the team about how both traditional search engines and modern AI systems work
- Diversifying investments by maintaining SEO processes whilst exploring RAO and GEO
- Holistic success measurement not just organic traffic from Google, but also visibility in AI responses and conversion from all digital sources
Conclusion: Evolution, Not Revolution
SEO doesn’t disappear; it evolves and expands. RAO and GEO represent the next chapter in the online visibility story, not a complete rewrite. Companies that understand this evolution and build on existing SEO foundations will dominate digital presence in the coming years.
Success comes from adopting a complete digital strategy that leverages both traditional searches and new ways people discover and evaluate services. In today’s dynamic digital economy, this balanced and comprehensive approach makes the difference between leading the market and following behind.
The question isn’t whether to choose between SEO, RAO, and GEO, but how to integrate them harmoniously for maximum impact. Start with what you have, build on the existing foundation, and strategically expand into the new era of digital visibility.