From ranking to recommendations

TL;DR
As zero-click searches rise and AI platforms like ChatGPT shape early discovery, UK brands are moving beyond ranking-first SEO toward GEO and AEO. In 2026, visibility depends less on clicks and more on credibility, expert insight, and being cited as a trusted source inside AI-generated answers.

For the last decade, the goal was simple: rank #1, get the click, drive traffic. But as we move into 2026, that model is breaking down. With 'Zero-Click' searches now accounting for nearly 60% of Google queries in Europe, and platforms like ChatGPT and Perplexity becoming the go-to for discovery, the "blue link" is no longer the primary way our customers find us.

The new acronyms, GEO, AEO, and LLM, are dominating our social feeds and industry news. What they signal is a fundamental shift: we aren't just optimizing for algorithms anymore, we’re optimizing for answers. The question is no longer "How do we rank for this keyword?" but "How do we ensure an AI model trusts us enough to recommend us?"

What this article covers:
– Why ranking-first SEO is no longer enough in 2026
– How AI search is reshaping discovery for UK brands
– What GEO and AEO mean in practical terms
– How brands can stay visible in a zero-click world

What are GEO and AEO?

• Generative Engine Optimisation (GEO) focuses on making brands discoverable within AI-generated answers from platforms like ChatGPT, Google’s AI experiences, and Perplexity.
• Answer Engine Optimisation (AEO) is about structuring content so it directly answers user questions in a way AI systems can understand, trust, and cite.

1. Collapsing the "messy middle"

In the past, we focused heavily on the "Messy Middle", that complex journey where customers browse dozens of sites to compare options. But as Beth Nunnington at Journey Further points out, AI search is effectively collapsing that journey by summarizing everything into a single, cohesive answer.

Beth emphasizes that in this environment, "credibility is the currency for visibility." To be cited by an AI, a brand must exist beyond its own website. This means "Resonating" in the places where trust already lives—reputable news sites, industry publications, and niche forums. If you aren't being talked about in these third-party "trust hubs," the AI is unlikely to include you in its summary.

2. The great search fragmentation

We are seeing a massive shift in how people search based on what they need. The team at House Digital notes that AI search is redefining user intent. While traditional Google search still dominates "commercial" queries (like "buy party dress"), AI platforms have become the go-to for the "informational" start of the journey.

With Gartner predicting a 50% decline in traditional search volume by 2028, House Digital suggests our SEO must become "bifurcated." We need a granular strategy: maintaining traditional technical SEO for transactional wins, while developing "AI-friendly" content: structured in clusters and using natural language to capture users during the early research phase.

3. Slaying "AI slop" with E-E-A-T

The web is currently being flooded with "AI Slop", which means low-quality, automated content that feels like it was written by a robot for a robot. This is exactly why smarter, human-led content is now a premium. Natalie Mills at The SEO Works highlights that 2026 is the year where deep expertise wins.

The technical shift here is toward Natural Language Processing (NLP). AI engines prioritize content that answers user queries comprehensively and authoritatively. For brand marketers, this means doubling down on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). If a bot can replicate your content in seconds, the AI has no reason to cite you as a unique expert.

4. Redefining value in a Zero-Click World

Perhaps the hardest change to digest is that our traffic reports look different. However, as the team at Click Consult reminds us, Zero-Click searches, where the user gets their answer directly from the AI isn’t necessarily a "loss" of value.

They argue that we must adjust our thinking around value attribution. By being the authority that the AI chooses to cite in a summary, you have "owned the space" where the customer's decision is being made. In 2026, influencing the earlier stages of the customer journey as a "Trusted Source" is often more valuable for long-term brand health than a single, random click-through.


So... What should UK brands focus on first?
Becoming cite-worthy by demonstrating credibility, expertise, and real-world experience.

The era of the "Blue Link" is fading, but the era of "Discovery" is here. It’s a challenging shift, but for brands that prioritize trust over shortcuts, the opportunity is massive.

So, how are you pivoting? Share your thought on whether SEO is evolving or being entirely replaced. If you’re feeling the 'zero-click' pinch and want a deeper look at your strategy, reaching out to the experts for a tailored recommendation is a great place to start.