What is systems theory?

What is Systems Theory? 

Systems theory is an interdisciplinary framework that studies the interrelationship and interdependence of components of entities and systems. The study of isolated components of a system fails to account for the properties and augmentation that can occur from interconnectedness. Ludwig von Bertalanffy’s General System Theory (1968) is widely recognised as the formal foundation of this framework, articulating that one must examine the relationships and feedback loops that allows a system to become interconnected.  

Effectively, systems theory is the study of how components of a system interact to create a higher emergent value than the inputed value.  

How does Systems Theory apply to SEO? 

Search engines often get described as digital ecosystems, I believe this is an accurate metaphor. The digital landscape is multifaceted and requires balancing technical, content and behavioural components to ensure organic ranking and indexing in search results. Many SEO practitioners study these techniques as isolated contributors to an SEO campaign. However, applying systems theory offers a more holistic perspective. By emphasising wholeness and interdependence, hierarchy and nested systems, and feedback mechanisms- systems theory provides a framework for developing adaptive, resilient SEO strategies that align with the complexity of search engine algorithms and user behaviour. 

How does Systems Theory apply to GEO?  

Generative engines represent a paradigm shift in information retrieval, moving from keyword-based indexation toward contextual, conversational outputs powered by large language models (LLMs). Visibility within these engines depends less on keyword density and more on clarity, structured information, topical authority, and alignment with natural language processing (NLP). GEO is thus an adaptive system, operating within the broader digital ecosystem of AI and search. Systems theory provides a useful lens for understanding and enhancing GEO, as it underscores the interconnected, hierarchical, and feedback-driven nature of optimisation.