There’s a lot of talk about AI — and even more about tools like Microsoft Copilot and ChatGPT. But there’s a big difference between having access to AI and having AI that actually understands your digital reality. For anyone working with Optimizely CMS, CMP, DAM, or the full suite, Opal can become a key player. It’s not just another tool that generates text — it’s an intelligence engine built for your workflows, your language, and your customers. Here are five reasons why Opal should be a natural part of your digital strategy in the coming year.
How to Optimize for AI Search – Evolving from SEO to GEO
AI is transforming how we appear online.
As ChatGPT, Perplexity, and Google Gemini interpret content on their own terms, traditional SEO is no longer enough.
Here’s how to optimize for AI-driven search with GEO — Generative Engine Optimization — and make your website visible in the next generation of search results.
As AI search engines like ChatGPT, Perplexity, and Google Gemini become more common, the rules for online visibility are changing.
It’s no longer about where you appear — but how well AI understands and uses your content.
The emerging concept of GEO (Generative Engine Optimization) focuses on exactly that: optimizing for how generative AI systems read, interpret, and cite website content.
What does it take to become visible in AI search?
AI models don’t just look for keywords. They look for context, authority, and semantics.
To help AI present your content as a reliable source, you need to make it easy to understand:
Implement structured data
Use Schema.org with JSON-LD to clarify purpose, entities, and relationships.
This helps AI “read between the lines” and understand context.
Write semantically clear content
Question–answer formats work particularly well in AI-generated summaries.
Think about how users actually ask questions — not just how they search.
Build on E-E-A-T
Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness.
AI systems favor sources with clear authorship and verifiable expertise.
Optimize for GEO
According to research published on arXiv (2025), GEO represents the next evolution beyond SEO — a new framework for visibility in AI-driven search results.
Analyze and follow up
Zero-click and AI-referenced traffic won’t always show up in Analytics.
Instead, measure how often your content is cited, referenced, or summarized in AI responses.
Lower volume — but higher value
A positive trend: according to Semrush (2025), the value of an AI-search visitor is 4.4 times higher than traditional organic traffic.
In other words: even if volume decreases, the quality of visits increases.
This means the right content, context, and structure can deliver fewer — but far more qualified — leads and greater business value.
Stop chasing clicks
SEO is no longer just about driving clicks.
It’s about creating content that AI can understand and confidently reproduce.
Organizations that want to remain visible, credible, and relevant need a new strategy — one where GEO becomes a natural part of both content and technical development.
Want to know how ready your website is for AI search?
Book a GEO Audit with our specialists and discover how you can strengthen your visibility in the next generation of search results.
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Optimizely Opal is the next step in Optimizely’s commitment to intelligent digital development. Rather than being just another standalone tool, Opal acts as a layer of AI intelligence that amplifies the value of the entire Optimizely platform — from content creation to personalization and experimentation.
AI is rewriting the rules — and creating a clear advantage for those who adapt. As Google, Perplexity, and ChatGPT take over the act of summarizing the web, visibility isn’t just about rankings anymore. It’s about whether AI understands you — and chooses to cite you. Brands that learn to speak AI’s language will dominate the new search economy.