Nick Grinberg on shifting from SEO to GEO
AdNews has explored how Google’s AI Mode is reshaping the search and advertising landscape – and the industry consensus is clear: the old rules of SEO are being rewritten. Among the voices unpacking this shift is Next&Co’s Head of Strategy, Nick Grinberg, who highlights the volatility, opportunity and long-term strategic changes emerging from the rollout.
Nick notes that traditional search behaviour has already transformed, with AI Mode delivering answers directly on the results page. “It’s the brands with the largest content marketing footprints that have been hit the hardest by this,” he explains, pointing to fluctuations in keyword-driven traffic as AI overviews increasingly bypass clickthroughs.
But he also emphasises a critical upside: the quality of AI-driven traffic. “Early signs show that AI traffic seems to convert better than standard organic search – users arrive more informed and prequalified.” Nick stresses that while isolating Google AI Mode traffic is challenging, LLM-driven referrals are already proving valuable across categories.
For brands and publishers adapting to this new environment, Nick says GEO must now sit alongside SEO as a core capability. “We’ve pivoted to incorporate generative engine optimisation into our organic search strategies. It has changed the way we look at content strategy, technical on-page SEO and link-building.” He adds that longer, more conversational search journeys will influence how planning and search buys are structured moving forward.
With Next&Co having been hands-on during the US rollout earlier in the year, Nick says Australian clients are approaching the change with more clarity and confidence.
Read the full article here: https://www.adnews.com.au/news/ai-mode-has-shaken-but-not-spilled-the-advertising-cocktail
