"SEO's old playbook is losing ground. AI-generated summaries are now answering a growing share of questions before users even click a link, making "showing up" in search results less of a win and more of a participation trophy. That's a shift Alina Benny, Aura's head of content and SEO, has been watching up close. With years in performance marketing, she's seen SEO evolve from a quick-hit traffic tactic into what the industry is calling Generative Engine Optimization (GEO)."
"Rankings alone don't cut it anymore. The real work is creating multi-format content with statistics, expert quotes, original research, and tool comparisons. This is content that meets users where they are across search, social, and other platforms. At Aura, she's putting that philosophy into action, shaping how the cybersecurity brand is discovered where AI determines what users see first. From Engineering to SEO Leadership Alina's path into marketing wasn't linear."
AI-generated summaries now answer a growing share of search queries, reducing organic click-throughs and inflating visibility metrics without actual visits. SEO has evolved into Generative Engine Optimization (GEO), which emphasizes multi-format content that includes statistics, expert quotes, original research, and tool comparisons to meet users across search, social, and platform-specific surfaces. Alina Benny shifted from engineering into tech marketing, led major traffic growth at Sales Hacker and Nextiva, and advises and mentors other companies. At Aura, she applies GEO principles to shape cybersecurity brand discovery and counteract declining value of raw SERP rankings.
#generative-engine-optimization-geo #ai-generated-search-summaries #multi-format-content-strategy #seo-evolution
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