October 26, 2026 · SEO Insights
With more people using ChatGPT, you may be wondering:
Does SEO still matter?
Should I be doing GEO (Generative Engine Optimization) instead to appear in AI tools such as ChatGPT?
The reality is that Google still handles far more searches each day than ChatGPT.
GOOGLE
14 billion
searches per day
CHATGPT
1.6 billion
searches per day
Approximate figures used for illustration.
Not to mention, Google owns Gemini, another AI engine.
Although the way people find information is changing, Google still dominates.
But that's not the whole story.
SEO also plays a role in how AI tools find information.
There are two ways AI engines like ChatGPT generate answers:
1Training data
Data the model is trained on, such as websites, books, PDFs, and social media content.
2Real-time retrieval
Searching the web for the most current information when it's needed, rather than relying on previously stored data. This can include web pages, search engine indexes, news, and current content.
If you've used ChatGPT before, you may have noticed that when you ask a question, it sometimes says it's searching the web.
If your content isn't indexed or isn't ranking, it may be harder for AI engines such as Claude, ChatGPT, Perplexity, and Gemini to discover it through web search.
That's where SEO comes in.
SEO helps search engines crawl and index your content and understand what it's about.
So, should you be doing GEO?
Think of it this way: rather than treating GEO as a replacement for SEO, focus on building a strong SEO foundation that also supports your visibility in AI search.
That means:
- Creating helpful content.
- Making sure search engines can access your website.
- Building a credible online presence.
My advice? Build a website that search engines and AI tools can find, understand, and trust. That's exactly what SEO does.