GEO gains can disappear after the next Google update

This visual ties to Lily Ray’s March 2026 warning about SEO/GEO tactics that looked strong at first, then fell apart after later Google ranking updates. The cases she flags include scaled content, artificial “freshness,” and AI-powered resume buttons.

The pattern is pretty clear:

– Short-lived traffic gains are easy to manufacture
– The same setup can lose visibility once rankings shift

That makes AEO/GEO look less like a stable channel and more like a moving target. The useful question is not whether a tactic can lift visibility for a week – it’s whether it survives the next update.

Data source: Lily Ray

Related read: Are we optimising for the right engine? Insights from the latest SEO / AEO research