In the evolving landscape of search, Contentful's experts Allan White and Joshua Lohr discuss the transition from traditional SEO to Generative Engine Optimization (GEO), which is driven by AI and large language models (LLMs). They present three playbooks focusing on content, technical, and brand strategies to adapt to this AI-first era. GEO builds on SEO fundamentals but emphasizes entity-based content optimization to ensure visibility in AI-generated responses. The content playbook advises creating AI-ready content with structured data and natural language, while the technical playbook stresses the importance of ensuring AI bots can access content without barriers. The brand playbook focuses on building authority through consistent messaging and presence across trusted sources. Contentful's platform supports these GEO needs with its structured content model, providing a strong foundation for generative engine visibility. Despite the challenges of GEO, the experts reassure that good SEO practices still apply, and adapting to GEO requires only incremental changes rather than an overhaul.