As we highlighted in our previous piece, SEO and GEO generate two different brand awareness mechanisms. Their logic is different and so is the way they are used in search. GEO is not about volume, but arbitration: fewer clicks, more recommendations. This shift in logic inevitably has an impact on GEO impact on lead generation and conversion.
Let’s look at how. And why!
Search intent is moving closer to decision-making
In AI search, we are seeing a rise in long, contextualised queries. Where Google encouraged relatively short and fragmented searches (“best HR software”, “fintech PR agency”), AI pushes users to express a complete intent:
- “Which solution should I choose to equip an SME with a secure, compliant IT system?”
- “Compare X, Y and Z with pros / cons / budget”
- “What mistakes should I avoid if I launch a PR strategy in a regulated industry?”
This is no longer navigation logic — it is advisory logic. The consequence? Brands must produce content adapted to this new type of search:
- structured pages,
- clear answers,
- comparison formats,
- enriched FAQs,
- concrete use cases,
- explicit proof.
At this stage, visibility is no longer only a keyword game: it becomes a matter of readability, authority and proof. This “advisory logic” also affects lead generation: fewer leads, but stronger ones, because they are further along in the decision-making process.
What about conversion? What we already know
Gartner predicts a 25% decrease in traditional search engine volume by 2026, driven by the adoption of AI chatbots and other virtual agents. As a result, one of the most discussed questions is:
“Does AI search convert better than Google?”
The honest answer is: it depends. The market has not yet produced standardised metrics as robust as those of traditional SEO. However, several trends are already emerging.
1) Lower traffic… but sometimes higher quality
Traffic generated by AI tools may represent a minor share of visits in many industries. However, when a user clicks from an AI-generated answer, they often arrive with:
- a clear intent,
- a shortlist in mind,
- partially pre-built trust.
In some contexts, this can generate highly qualified traffic. That is the first GEO impact on lead generation. Moreover, this high-quality traffic can sometimes deliver conversion rates higher than traditional organic search.
2) “Zero-click” is amplified
AI weighs, compares, synthesises and sometimes answers fully without sending users anywhere. As a consequence, even when a brand is present in the response, it may lose the click. The journey becomes hybrid:
- direct conversion (click → lead),
- indirect conversion (AI cites the brand → trust increases → conversion happens later).
GEO does not replace SEO: it adds a recommendation layer on top of the web.
FAQ
1) How do you measure GEO performance?
Not by clicks. You measure:
- citation frequency,
- shortlist presence,
- share of voice in AI answers,
- and indirect impact: higher-quality leads / shorter sales cycles / increased trust.
2) How can you adapt to the shift from SEO to GEO without breaking everything?
In practice, three implications:
- Strengthen “choice / comparison / objections” content (the content that supports arbitration).
- Accept visibility measurement without clicks: citation, shortlist presence, recognition, reassurance.
- Combine GEO + SEO as a dual engine:
SEO = volume / broad intent; GEO = arbitration / conversion / trust.
3) Does GEO replace SEO?
No. SEO captures “Google demand”. GEO captures the “I want a recommendation” phase. The two coexist.
4) What content should you prioritise to perform in GEO?
- comparison formats (“X vs Y”),
- “method / criteria” pages,
- client cases (including limitations + results),
- enriched FAQs (real questions — not marketing).
