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Studies show significant shifts: According to Forrester, 95 % of B2B buyers plan to use generative AI in their purchasing process. At the same time, traditional SEO traffic has already fallen by 15-25 %. Forecasts by SEMrush suggest that AI-powered search could overtake traditional search within three years.
While classic SEO remains important, Generative Engine Optimization (GEO) addresses a different challenge: How do you ensure that your brand appears – and is represented correctly – when AI systems answer questions about your industry? The difference is this: Google still displays a results list – now increasingly complemented by AI Overviews – while systems like ChatGPT, Copilot or Perplexity generate a single, synthesized answer. If your brand is not mentioned there, it is effectively invisible for that query.
Unlike in the early years of SEO, the shift to AI-powered search is happening at a rapid pace. Companies that are already making measurable progress are approaching GEO systematically across multiple dimensions rather than selectively.
Webflow's AEO Maturity Model – developed based on hundreds of CMO interviews and data analysis – provides a structured framework for this with four key categories, each divided into five maturity levels.
The challenge goes beyond mere visibility: years of brand building can be diluted by generic responses – or even damaged by inaccurate, outdated information. At the same time, data from pioneers shows clear success: Webflow reports a 42 % increase in traffic and a 14 % increase in signups within two months through systematic content updates. In some cases, 8 % of all new sign-ups already come directly from LLM sources.
Most companies are still in the early stages (Levels 1-2): content is keyword-focused, often outdated, and lacks a coherent structure. More advanced companies organize content into thematic clusters with a central “cornerstone” piece – such as a comprehensive study or detailed guide – as an anchor. Research shows that 95 % of ChatGPT citations refer to pages that have been updated in the last 10 months. The highest levels of maturity are characterized by personalization according to industry and personas, as well as continuous updates every 3-6 months.
While basic SEO focuses on crawlability and metadata, higher levels of maturity involve machine-readable structure. Schema markup is key here: 73 % of top results use it, but 88 % of all websites do not. Advanced companies have implemented schema on most pages, comprehensive sitemaps with last-modified data, and clear heading hierarchies. The highest levels automate schema generation and pilot new standards such as llms.txt or MCP servers.
AI systems place significant weight on mentions of your brand via trustworthy sources. Digital PR – podcasts, guest posts, industry publications, community discussions – plays a greater role than in traditional SEO. E-E-A-T signals (experience, expertise, authoritativeness, trustworthiness) are strengthened by concrete measures: detailed author profiles with qualifications and professional experience on each content page, proprietary studies and research results that others want to cite, and verifiable sources and references.
Advanced companies systematically build authority – for example, by documenting successful customer projects and placing them in trade media, which then appear as references in AI responses. They actively maintain their Wikipedia entries and Google Knowledge Panels with up-to-date, accurate information and help shape industry discussions through continuous thought leadership contributions.
Traditional keyword rankings no longer work with AI search. New metrics focus on: Is your brand being mentioned? How often compared to competitors (share of voice)? With what sentiment? Is the information correct? Early stages begin with manual checks in LLMs. Advanced users utilize specialized GEO tracking tools for daily monitoring across various LLMs. The highest levels of maturity utilize real-time data that flows directly into content, technical, and authority decisions.
GEO maturity is not a binary state, but rather a continuous development process. The gap between early and advanced maturity is primarily not a question of budget, but rather one of strategic focus and systematic implementation. Companies with limited resources but clear priorities often make faster progress than larger organizations with scattered approaches.
As the field continues to evolve, the direction is clear: AI-powered search is growing rapidly. Brands that build systematic optimization capabilities now will establish positions that will become increasingly valuable. The question for B2B decision-makers is: Where does your organization stand today – and what concrete steps will you take in the next quarter?
Uhura supports B2B companies with GEO audits, maturity assessments, and technical optimization to systematically improve visibility in AI-driven search. Simply click on the button below to download your GEO checklist. Any questions or requests? Just get in touch with us.
