‘Companies that can serve both human and agent audiences will be the ones that survive’: WordPress VIP CTO…
The internet is undergoing a major shift, with publishers, ecommerce platforms and everyone in between struggling to grow visibility and remain relevant in an AI-dominated era.
Today, AI overviews and summaries dominate traditional search, while agentic assistants autonomously browse the web for consumers who have already shifted their browsing habits to their favorite chatbot.
But for decades, the web has been designed for human visitors, with search engines acting as intermediaries that help direct human traffic toward specific web pages. With more and more online content now being consumed by machines and AI taking over the decision of which information and products reach consumers first, traditional SEO alone is over.
GEO, or generative engine optimization, is already a term that publishers are throwing around, but few are certain of what it means and how they should balance it with their SEO strategies.
Publishers need to target two audiences… but...
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