What happens when discovery no longer starts with a search box? In this provocative interview, digital strategist Jono Alderson argues that the traditional website is becoming obsolete as AI systems increasingly mediate how people find and trust information. Exploring the rise of “Generative Engine Optimization (GEO),” Alderson reveals how reputation, authenticity, and behavior now shape visibility more than keywords ever did. This piece dives into how brands can adapt to a world where AI builds reality from patterns of trust — and why differentiation, credibility, and human connection are the new cornerstones of optimization.

Last month, we introduced our new project, Mapping GEO—a year-long project where we ask experts, 'How do people find stuff today?' How will people find things tomorrow? Our goal is to tell the story of what’s happening in GEO (Generation Engine Optimization) and how that impacts us in the experimentation community. We’ll achieve this by conducting in-depth research and interviewing experts, collating the data and insights, and sharing all of this with you, our TLC community. 

For our very first Mapping GEO interview, I sat down with Alisa Scharf of Seer to talk zero-click searches and AI overviews… and mostly just realized how little I know. (Spoiler: she’s brilliant, I’m fumbling.) The takeaway? Traffic may dip, but conversions don’t have to — if you know how to track the right metrics and your brand’s visibility. This article has the real wisdom (from Alisa, not me).