Search behaviour is changing faster than it has in two decades. With conversational AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews stepping into the spotlight, people are finding answers directly in search results, without ever visiting a website.
If you lead a non-profit, charity, or membership body, this shift might feel daunting. It raises a fundamental question: Does your website still matter in an AI-first world?
In short: Yes, absolutely, but its role is evolving.
While total site traffic might drop, visitors coming from AI search engines arrive with clearer intent, spend nearly twice as long exploring your content, and convert at higher rates.
To stay visible and effective, we need to adapt our approach from traditional Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO).
1. The big shift: From SEO to GEO
Search is moving away from simple keyword matching toward natural, context-rich conversations.
|
Traditional Search (SEO) |
AI Answer-Based Search (GEO) |
|---|---|
|
Keywords: "donate to dogs" |
Questions: "What is the best dog charity to donate to?" |
|
Output: Page of blue links |
Output: Summaries, FAQs, structured guides, citations |
What the data tells us
- Rapid adoption: AI platforms now drive nearly 2 billion monthly search referrals, delivering an astounding 778% year-over-year referral growth. (Source: Similarweb)
- The zero-click trend: Over 60% of Google searches now end without a click through to an external website. (SparkToro/Semrush 2024-25)
- Impact on non-profits: Non-profit and charity domains have experienced up to a 29% drop in traditional page rankings -the sharpest decline of any sector. (Source: Tank, 2025)
- Quality over quantity: Despite lower overall visitor numbers, people arriving via LLMs like ChatGPT spend an average of 15 minutes on-site (nearly double traditional search traffic) and show 7% higher conversion rates.
Our takeaway: Think of AI as an intelligent filter. When people click through from an AI summary to your site, they arrive better informed, more motivated, and ready to act.
2. Real-world inspiration: RCOT & Manifesto
In a recent Hart Square webinar, Anna (Head of Digital Channels at the Royal College of Occupational Therapists, or RCOT) and Dominika (Digital Marketing Strategist at Manifesto) explored how RCOT tackled this shift head-on.
The challenge
Inheriting legacy platforms (Drupal 7) alongside a separate member portal, RCOT undertook a major platform consolidation onto Drupal 11. But as Google AI Overviews rolled out, even top-ranking page positions (1–3) were pushed further down the screen.
The pragmatic GEO strategy
- Hybrid on-site search: Rather than discarding keyword search, RCOT and Manifesto introduced a hybrid search model. This combines instant AI-generated summaries with highly accurate, traditional search results.
- Outcome-focused metrics: Moving beyond vague metrics like "time-on-page", the team established two clear KPIs to guide continuous testing:
- Average result position clicked
- Searches per Session - Structured content libraries: RCOT built a global question library equipped with proper Schema markup. This allows external AI answer engines to easily read, synthesise, and cite their authoritative advice.
3. Practical steps for Generative Engine Optimisation
You don't need to rebuild your digital strategy from scratch, but focusing on these practical principles will help keep your organisation visible and trusted:
Build for recognition, not just ranking
Focusing solely on ranking #1 on a search page is no longer enough. Your main goal is becoming the trusted authority that AI engines naturally reference and cite.
Structure your knowledge
While people love engaging stories, AI systems thrive on structured data. You can make your content accessible to both by using:
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Clear Schema Markup (such as FAQ and Author Schema).
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Clean, expandable accordions for contextual Q&As.
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Verified data, clear statistics, credentials, and citable references.
Prioritise genuine depth and expertise
AI tools quickly detect thin, repetitive, or generic content ("AI slop") and down-rank it. Focus on publishing deep, original insights grounded in real human experience and domain expertise.
Nurture your broader digital ecosystem
Around 95% of AI citations draw from sources outside your primary website including directories, press mentions, third-party publications, and social channels. Effective GEO means managing your brand’s presence everywhere it appears online.
What this means for your strategy: common questions answered
How does GEO actually differ from traditional SEO?
Traditional SEO focuses on helping specific web pages rank higher for key phrases. GEO focuses on directly answering conversational questions and structuring your knowledge so AI systems understand who you are and cite you as an authority.
Can AI search engines read our gated member content?
No. Information sitting behind a paywall or member login stays protected from search crawlers, much like unindexed files. To encourage discovery, share public-facing summaries, key takeaways, or sample FAQs that highlight the value of joining your community.
If our overall website traffic drops, how do we measure success?
Look beyond surface-level page views. Focus on metrics that reflect genuine engagement and real-world outcomes such as conversion rates (e.g., event sign-ups, donations, or membership applications), journey depth, and brand citations across AI tools.
Moving forward together
Websites aren't disappearing - they are becoming the essential, trusted repositories behind the AI interface. By structuring your content clearly, demonstrating true authority, and designing for both human connection and machine readability, your digital presence will continue to thrive.
Watch the full talk on the Hart Square website