Pulp Strategy, creativity and innovation fuel our cutting-edge digital consulting

For over two decades, brands lived and breathed SEO. Rankings, backlinks, and clicks were the currency of visibility. But 2025 marks a fundamental change in how people discover information. With generative AI systems like ChatGPT, Gemini, and Perplexity leading the way, discovery is no longer about search engine results pages, it’s about whether AI cites your content in its answers. This is the rise of GEO: Generative Engine Optimization .   The New Reality: From Ranking to Recall   Traditional SEO rewarded websites that mastered keywords and link structures. But AI-driven search has triggered an era of zero-click results , where users get answers directly without visiting websites. For brands and creators, the key question shifts from “Can I rank?” to “Will AI recall and cite me?”   This is where LLM SEO becomes critical. Large Language Models (LLMs) don’t just scrape links; they rely on structured, clear, and trustworthy content. That means visibility now depends o...