SEO vs. GEO: Understanding the Future of Search

Search is changing — and fast. While traditional Search Engine Optimization (SEO) has long focused on ranking in search results, the rise of AI-powered, generative search experiences is introducing a new concept: Generative Engine Optimization (GEO).

In this educational webinar, Andava Digital breaks down the differences between SEO and GEO, how they work together, and what these changes mean for businesses trying to stay visible online. Rather than focusing on tools or tactics, this session is designed to help attendees understand how search behavior is evolving and how content is being discovered in an AI-driven environment. 

What You’ll Learn

Attendees will gain a clear, foundational understanding of:

• Key differences between SEO and GEO in how content is discovered
• What SEO still does well and where it needs to evolve
• What Generative Engine Optimization (GEO) is and why it’s emerging
• How AI-powered search engines and generative results work
• What businesses should consider now to stay visible in the future
• Common misconceptions about AI, SEO, and search visibility

About the Speaker

Mushegh Hakobjanyan
Founder and CEO, Andava Digital

Mushegh Hakobjanyan brings over 15 years of experience in digital marketing, with a strong focus on SEO and organic growth strategies that drive sustainable traffic and long-term results. He holds a degree in Management of Information Systems and blends analytical thinking with practical execution through his interest in game theory and Management 3.0 principles. Mushegh works closely with companies of all sizes to help them optimize marketing spend and build scalable, performance-driven strategies.