5 Questions for Michal Čížek

Web search is experiencing its biggest revolution since its inception. Traditional keywords are making way for AI, and a new phenomenon is taking center stage – GEO. How can brands maintain their top positions in this new era? In the latest installment of our series, Michal Čížek, SEO Team Leader at Marketup, provides the answers. Read on to find out how user behavior is shifting, whether AI will soon replace copywriters, and what still keeps him so passionate after years in the agency world.

1. Traditional SEO is starting to be complemented by GEO. Why is this shift so crucial for brands?

GEO, or more simply, AI optimization, isn’t just about having a well-built technical website—that's just the baseline. It’s much more about brand building, content, sentiment, and whether AI tools perceive you as a preferred and trustworthy source.

2. How is user behavior changing with the rise of AI? Do we search differently today?

There’s no doubt about it. Studies show that before making a final purchase, people search for information across multiple sources. Technology makes it easy nowadays, so why wouldn't they? In the past, users would type two to four words into Google and start clicking. Today, they can type full sentences or complex queries into ChatGPT, describing exactly what they are looking for and want to know, and they very often get a high-quality answer.

3. What is an absolute "must-have" in modern SEO and UX today to extract maximum business performance from a website?

Every website visit has always mattered, but today it’s even more critical. Traditional click-through rates (CTR) from organic search are dropping, partly due to AI Overviews. While SEO helps you in one important traffic vertical, UX impacts the entire website—and that’s exactly what clients care about: revenue, leads, and performance. UX/UI should receive the same ongoing care as SEO, especially since user behavior and habits are constantly evolving.

4. Can AI generate a successful website without human intervention, or is human expertise still irreplaceable?

Human expertise is still irreplaceable. However, AI is an excellent tool that can help us produce higher-quality outputs and move projects forward faster—provided, of course, that it is approached the right way.

5. You’ve been working in digital marketing and SEO since 2014. What still makes agency life at Marketup so fulfilling for you?

I always tell the people we recruit into our team: agency work is never repetitive, and you definitely won't get bored. Maybe I'm a bit of a dreamer, but that’s exactly what I still love about agency life. Every client is different and brings new challenges—and often rewards, too. And honestly, you never stop growing...🙌🏻