GEO vs SEO
For years, search engine optimization (SEO) has been a primary tool in marketing efforts. But, with the rise of AI and software like ChatGPT, there’s a new sheriff in town: Generative Engine Optimization (GEO). Google maintains that Google Search is 373 times bigger than ChatGPT searches, but that’s for now. Companies like Apple, OpenAI, and Meta are pressing hard to make chatbots the de facto way in which people search for information. Heck, even Google is getting in on the game with Gemini and their AI overview search results that top “organic” results. The world of online search is changing, and while traditional search isn’t dead yet, the way people get information online is evolving.
That means that you need to understand the difference between SEO and GEO and how to fit both into your marketing strategy. Let’s start with a brief refresher course and get into the meat of it.
What is SEO?
Search engine optimization is the practice of tailoring your website and content so that search engines rank it higher in the results. This includes:
- Keyword research: Identifying terms people search for.
- On-page optimization: Structuring content with headers, meta tags, and keywords.
- Technical SEO: Ensuring fast load times, mobile responsiveness, and clean site architecture.
- Backlinks: Building authority by having other trusted sites link to yours.
The goal is simple: when a customer types a query into Google, your page shows up on the first page, ideally in the top three results.
What is GEO?
Generative engine optimization is an emerging practice focused on optimizing content for AI-powered search engines and chatbots. Unlike traditional search engines that return a list of links, generative engines provide a direct answer synthesized from multiple sources.
Think of it like this: instead of typing “best CRM for small businesses” into Google and scrolling through the ten blue links, someone might ask ChatGPT, “What’s the best CRM for a 10-person company?” And get an immediate answer that blends content from across the web.
With GEO, the focus shifts to:
- Answerability: Writing content that AI models can easily pull into clear, direct answers.
- Context-rich content: Providing detailed explanations, comparisons, and FAQs.
- Structured data: Using schema markup, lists, and tables that are AI-friendly.
- Brand mentions: Increasing visibility so AI engines recognize and reference your company by name.
In short, GEO is about making your content the kind that generative AI wants to quote.
How They Differ
While SEO and GEO overlap, there are key differences:
Output
SEO optimizes for rankings on search result pages while GEO optimizes for inclusion in an AI-generated answer.
User Behavior
SEO assumes the user will click through to your site, and GEO assumes the user may never visit your site, but they’ll see your brand mentioned in the response.
Content Style
SEO favors keyword density, scannable sections, and technical structure. GEO favors comprehensive, authoritative, and natural-language explanations that align with how people ask conversational questions.
Metrics
SEO measures clicks, impressions, and rankings, while GEO requires new metrics, like brand citations in AI answers, share of voice in generative responses, and traffic driven by AI assistance.
What This Means for Your Marketing Efforts
The rise of generative engines doesn’t mean you should abandon SEO; it means you need a dual strategy. Remember, Google search still rules the roost. Here’s what you can do.
Keep SEO Strong
Traditional search still drives massive traffic. Your website should remain optimized for Google, Bing, and other engines.
Invest in GEO Now
While Google search is still king, the upstart GEO is gaining steam quickly. Now is the time to adapt content for AI-driven discovery. Add FAQs, conversational blog posts, and structured data. Make your content not just findable, but usable by AI.
Focus on Authority
People value trust and authority, and everyone knows how chatbots like ChatGPT can make mistakes. That’s why you need to focus on ensuring your content is accurate and trustworthy, because that’s what the chatbots are pulling from.
Keep Content Fresh
The downside of AI and chatbots is that many people are using generative AI to make their content. The problem is that AI pulling from AI-generated content creates a negative feedback loop that will eventually degenerate.
If you’re producing static or outdated content, or letting a chatbot do it for you, there’s a chance that the AI engines will pull from your competitors or use recycled summaries of old material, which isn’t good for you or the people searching.
Publish Regularly
New, original content keeps your brand relevant in the eyes of the search engines and generative engines. It ensures that AI has something fresh and authoritative to pull from.
Generative engine optimization isn’t replacing SEO yet, but complementing it. As more users turn to AI-driven tools for answers, companies that prepare early will gain a competitive edge.
The businesses that win in this new landscape will be the ones that show up everywhere their customers are looking for answers, whether in a search engine, a chatbot, or an AI-powered search assistant.
Contact Brandtastic today if you need help with SEO, GEO, or any other aspects of your marketing.