From SEO to GEO: The New Rules of Search, Discovery, and Strategy in the AI Era

For the first time in years, Google’s market share has dipped below 90%, a sign of how profoundly generative AI is reshaping the search landscape. In fact, studies show that over 60% of U.S. adults now use AI tools like ChatGPT for information discovery, bypassing traditional search altogether.

Join Semrush and Jasper as we explore how generative AI, large language models (LLMs), and answer boxes are transforming the rules of visibility, and why new approaches like GEO and AEO are emerging as a critical strategy for forward-thinking marketers.

In this session, you’ll learn:

• Why the traditional SEO playbook is no longer enough, and what a modern strategy looks like in an era of zero-click search and generative responses
• What types of content, structure, and brand signals surface in LLM-driven environments, and how to future-proof your content strategy
• How Jasper's Optimization Agent in partnership with Semrush is helping enterprise teams create scalable, search-optimized content that performs across both legacy and emerging discovery channels

Whether you're rethinking your entire organic strategy or looking to lead in an AI-first discovery landscape, this session offers insights and real-world applications to stay visible and valuable at every step of the customer journey.