GEO: What Does It Mean for Your Website’s Click-Through Rate (CTR)?

Search is changing. With Generative Engine Optimisation (GEO), AI-powered search tools such as Google’s AI Overviews, ChatGPT and other generative search platforms can provide users with answers directly, often without requiring them to click through to a website.

For businesses, this creates a new SEO challenge: visibility no longer automatically means traffic.

Your website may be cited or referenced in an AI-generated answer, increasing brand awareness and credibility, while potentially reducing traditional organic click-through rates (CTR).

This means SEO strategies need to evolve. It’s no longer just about ranking #1 on Google — it’s about creating authoritative, useful content that search engines and AI platforms want to reference.

The future of search is changing. Is your SEO strategy ready for GEO? Contact us today at Invernetwork to help.