Is SEO Dead? What to Know About GEO and AI Search

“SEO isn’t dead. It’s just evolving as search gets better at understanding people rather than keywords.” — Danny Sullivan, Google Search Liaison

Welcome to the central pillar of our multi-part series, SEO, GEO, and AI Search for Indie Authors, designed to help you feel empowered and confident in improving your online visibility.
This writer’s guide explains the evolving world of search, including:

SEO (Search Engine Optimization)
GEO (Generative Engine Optimization)
AEO (Answer Engine Optimization)
How AI tools like ChatGPT, Gemini, Bing Copilot, and Perplexity deliver answers
How indie authors can stay discoverable in a changing search landscape

This is your home base.
The rest of the writer’s guides in the series will dive deeper into specific strategies, but this is where everything connects.

Contents

1. Is SEO Dead? The Real Answer

You may hear headlines claiming “SEO is dead,” and wonder if it still matters for new indie authors.
Here’s the truth:

SEO isn’t dead. But the old way of doing SEO is.

Outdated tactics like keyword stuffing, spammy backlinks, or over-optimized text no longer work. Search engines and AI tools are now far better at understanding:

Meaning
Intent
Clarity
Expertise
Value to the reader

For new indie authors, that’s good news. You don’t need to try to “game” search engines anymore.
You simply need to write helpful, well-structured content grounded in real experience.

“SEO isn’t dead. It’s just evolving as search gets better at understanding people rather than keywords.” —Danny Sullivan, Google

If your content genuinely helps readers, both search engines and AI systems will surface it.

This is your home base for understanding how AI search, GEO, and AEO are transforming discoverability, inspiring you to stay proactive in adapting your strategies.

The shift is massive:
Search is no longer just about Google’s ten blue links.
We now have:

AI-generated summaries
Chat-style answers
Citation-based responses
In-search generative overviews
Stand-alone answer engines
AI referencing trustworthy websites and authors

To understand where AI surfaces your content, you need to know two terms:

GEO (Generative Engine Optimization)

GEO is about optimizing your content so AI models quote or reference you in their answers.

AI tools favor content that is:

Well-structured
Clear
Skimmable
Supported by sources
Written with authority

Even if the reader never clicks your site, your content can appear inside the AI’s answer.
That’s GEO.

AEO (Answer Engine Optimization)

AEO focuses on helping AI choose you as the preferred answer.

Answer engines (ChatGPT, Perplexity, Gemini) look for:

Direct explanations
Defined terms
Lists
Clear steps
FAQ sections
Summaries
Evidence

If your content is structured this way, you dramatically increase your chances of being surfaced by AI.

3. SEO vs GEO vs AEO (Simple Comparison for Authors)

Approach	Goal	Where It Matters	Why Authors Should Care
SEO	Rank in Google/Bing	Traditional search	Helps readers discover your website
GEO	Appear inside AI-generated answers	ChatGPT, Gemini, Copilot	AI quotes your content even without clicks
AEO	Become the AI’s preferred response	Answer engines	Establishes you as an authority

These are not replacements.
You use all three together to stay competitive in modern search.

4. Understanding User Intent

Search has changed, but user intent hasn’t.
People still search because they need something.

There are four types of intent:

1. Informational: “How do I self-publish a book?”

2. Commercial: “Best editing tools for authors”

3. Transactional: “Buy indie sci-fi novel on Kindle”

4. Navigational: “Kickass Writers Guide website”

If your content doesn’t match the intent, search engines and AI won’t surface it.

“If your content doesn’t satisfy search intent, nothing else you do will matter.” —Neil Patel

Matching intent is one of the strongest factors in modern SEO and AEO.

5. Relevance vs Keywords (What Matters Now)

Keywords still matter, but they are not the point.
Relevance is.

Search engines and AI models now understand:

Synonyms
Related ideas
Topic clusters
Natural language
Context

This means you can, and should, use natural language.

Instead of writing: “best book marketing tips” or “cheap book marketing.”

Write: “Here are the most effective book marketing strategies new indie authors are using right now, and how to apply them step by step.”

Relevance wins over repetition, every time.

6. How to Structure Content for SEO + GEO + AEO

AI systems prefer content that is easy to parse.
Readers prefer the same.

Use this structure for every article:

A. Strong Headings: H2 and H3 help AI understand the outline.

B. Short Paragraphs: 1–3 sentences per paragraph.

C. Bulleted Lists: AI loves lists because they’re clear.

D. Direct Answers: Start sections with the key answer first.

E. FAQ or Q&A Blocks: These are heavily used by answer engines.

F. Summaries + TL;DRs: AI frequently pulls from these.

This structure makes your content both reader-friendlyand machine-friendly.

7. Practical Steps for Indie Authors

Write for real readers: What do they ask you in emails or DMs? Start there.
Use natural keywords: Let related terms appear organically.
Include stats, quotes, or examples: AI values verifiable information.
Diversify formats: Blog posts, images, short videos, and infographics all help.
Update content regularly: AI tools favor fresh, accurate information.
Build authority (E-E-A-T): Share your experience and expertise clearly.

8. TL;DR: SEO Isn’t Dead. It’s Evolving

SEO helps readers find your website.
GEO helps AI include your content in its answers.
AEO helps you become the AI’s preferred explanation.

The path forward for indie authors is simple. Do these, and search engines and AI will reward you:

Help readers.
Answer real questions.
Structure content clearly.
Keep learning and updating.

9. Updated SEO & GEO Checklist

Before You Write

Identify reader questions
Research trends
Outline subtopics and FAQs

While Writing

Use headings (H2/H3)
Short paragraphs
Clear lists
Natural keywords
Direct answers
Examples + sources

After Publishing

Share in your email list
Post on social media
Update regularly
Track new reader questions

10. SEO, GEO & AI Search for Indie Authors Series Overview

This pillar article introduces the main concepts. The full series will expand on each topic in depth. Here’s what’s coming next:

1. SEO vs GEO vs AEO. What Indie Authors Must Understand

Clear comparisons, examples, and use-cases.

2. How AI Search Engines Discover Author Websites

What ChatGPT, Gemini, and Copilot actually “see.”

3. Keyword Research for Authors

What readers search for — with tools and examples.

4. Understanding Reader Search Intent

How to write content that meets readers where they are.

5. E-E-A-T for Indie Authors

How to build credibility that AI recognizes.

6. How to Write GEO-Friendly Blog Posts

Templates for authors to copy and use.

7. AEO for Authors

How to become the “preferred answer” in AI tools.

8. The 12-Month SEO & GEO Content Plan

What to publish and when.

9. Common SEO Mistakes That Hurt Author Visibility

And how to avoid them.

10. Tools Indie Authors Can Use for SEO, GEO & AEO

Author-friendly, budget-friendly tools.

We hope you’ve found the writer’s guide helpful and motivating. We hope it equips you with the insights and tools to succeed as a new author.

For more guidance, see other writer’s guides, such as AI Empowers New Indie Authors: 5 Best Hacks.

Becoming an indie author is a journey of continuous learning and improvement. You don’t have to go it alone. We’re excited to continue the journey with you, providing guidance and encouragement every step of the way. Our goal is to provide essential insights and practical advice to help you navigate the writing world with increased confidence.

If you have a draft you want to publish and are wondering how AI can help, read it. Is Your Book Ready to Self-Publish? Lastly, for help writing a non-fiction book, read Write Your First Non-Fiction eBook: a 30-Day Workbook for Getting It Done.

Don’t wait. Start today!

How can we help? To let us know, please fill out our Contact form. Happy writing!