Shifts in SEO Expectations: The Rise of Generative Engine Optimisation
Last month, a mid-sized direct-to-consumer (D2C) skincare brand embarked on what it presumed to be a fail-safe Search Engine Optimisation (SEO) initiative. This campaign was meticulously crafted, featuring extensively researched keywords, strategic backlinks from lifestyle blogs, and a consistent flow of influencer-generated content.
However, when prospective customers entered their queries into Google’s AI Overview, the brand’s name was conspicuously absent; instead, the platform showcased two of its competitors. For the marketing team, this revelation acted as a jarring epiphany, highlighting the obsolescence of years spent honing keyword-focused SEO strategies in an era dominated by artificial intelligence.
This scenario exemplifies the momentum fueling an increasing demand for Generative Engine Optimisation (GEO) training.
Jitendra Kumar, chief technology officer at Simplilearn, remarked on the transformation: “The way information is discovered through platforms such as ChatGPT, Perplexity, and Google’s AI overviews is altering significantly.” According to Kumar, there has been a pronounced rise in interest in AI-search and GEO content among learners.
Shantanu Rooj, founder of TeamLease EdTech, further elucidated that digital marketing is evolving into an increasingly data-driven and AI-enhanced field. “AI-search and GEO modules now constitute over one-fifth of all digital marketing enrolments on our platforms and among HEI partners, a significant increase from less than 10% last year,” he noted.
Rooj articulated that much of the interest stems from marketing professionals with three to eight years of experience who are cognizant of the impending challenges traditional SEO faces. This trend aligns with a staggering 150% increase in AI-related job listings in India over the past five years. Subsequently, recruiters are actively engaging with learners who possess GEO certifications.
Rooj highlighted, “Graduates frequently transition into roles such as growth marketing, performance marketing, and digital strategy, all with clear GEO-targeted key performance indicators. Our placement rates for GEO-trained individuals consistently surpass those focusing solely on traditional SEO.”
The enthusiasm for GEO training is not confined to metropolitan areas. Although Bengaluru, Mumbai, and Delhi-NCR remain pivotal markets, Rooj noted that tier-2 cities like Kochi, Indore, and Jaipur are rapidly catching the attention of startups, D2C brands, and agencies pursuing both national and international clientele.
By 2026, GEO-centric programmes may encompass as much as 30-35% of all digital marketing enrolments. “Both learners and employers now recognize GEO as the future of discoverability within the digital landscape,” he asserted.
Kumar indicated that over 45% of their learners have a professional background, often holding bachelor’s or master’s degrees in marketing, IT, financial services, and media. “Although GEO is a nascent concept, it is swiftly gaining traction as businesses seek innovative methods to enhance visibility in an AI-dominant environment,” he stated.
Simplilearn is in the process of integrating modules on AI-driven SEO and GEO into its digital marketing curriculum, beginning with two cornerstone courses in the near future.
At upGrad, learner preferences also reflect a burgeoning appetite for AI-led training. Rohit Sharma, president of the consumer business at upGrad, stated, “If SEO was akin to television advertising, then GEO parallels social media feeds—personalized, curated, and AI-enhanced.” He emphasized that although GEO is still in its infancy, marketers are actively deciphering its intricacies in real time.
Sharma explained that while the foundational principles of GEO share similarities with SEO, the distinction lies in the necessity for specialized tools, content rich in facts, and a willingness to experiment with AI-driven search engines.
To illustrate the demand, he noted that upGrad’s free Basics of SEO course experienced one enrolment every two hours in the last four months, while its advanced U&AI certification in collaboration with Microsoft and NSDC garnered over 100,000 paid sign-ups within three months.
Prashasti Rastogi, director of Coursera for Campus and Government India, asserted that “GEO transcends the realm of mere technical skill—it embodies a strategic capability essential for brands aiming to solidify visibility and reliability in an AI-centric economy.”
Research from Adobe reveals that 90% of Indian consumers believe generative AI has already augmented their online shopping experiences. Rastogi conveyed, “For learners today, it is no longer solely about achieving higher search rankings; it’s about ensuring content remains discoverable and credible within AI-generated responses.”
Source link: Economictimes.indiatimes.com.
