GEO vs. SEO: The Search Engine Existential Crisis No One Saw Coming
Remember when SEO was the ultimate game? Get your keywords right, rack up backlinks, and Google will reward you with top-of-the-first-page ranking. This position translates into traffic.
Then AI search barged in, flipping the script. Now, instead of users clicking through to your website, they get instant answers—directly from AI-generated summaries.
Suddenly, SEO isn’t just about ranking. It’s about making sure AI even mentions you. That’s where GEO (Generative Engine Optimisation) comes in.
Ignore it, and you might as well be optimising for MySpace.
Let’s break down the battle of GEO vs. SEO—what’s changing, what still matters, and how to make sure AI doesn’t forget you exist.
What Is SEO?
SEO, or Search Engine Optimisation, is the process of improving a website’s visibility on traditional search engines like Google and Bing. The goal is to rank as high as possible on search results pages so users can find and visit your site.
SEO is built on three core pillars:
1. Keywords: Helping Search Engines Understand Your Content
- Keywords are the words and phrases people type into search engines when looking for information.
- Search engines scan your content to see if it matches user intent.
- Best practice: Use keywords naturally in titles, headings, and throughout the content without overloading them.
2. Backlinks: Building Authority and Trust
- Backlinks are links from other reputable websites to your site.
- Search engines see these as signals of trust and credibility.
- Best practice: Earn backlinks from authoritative sources in your industry to strengthen your ranking.
3. Technical SEO: Ensuring Search Engines Can Crawl and Index Your Site
- Site Speed: Faster pages improve rankings and user experience.
- Mobile-Friendliness: Google prioritises mobile-optimised sites.
- Structured Data: Helps search engines understand your content format (e.g., FAQs, product details, blog posts).
- Secure and Accessible Website: HTTPS encryption is now a ranking factor.
Why SEO Matters
SEO ensures that when someone searches for your product, service, or expertise, your site appears in the results. Higher rankings mean more visibility, more visitors, and, ultimately, more business.
If you want to learn more about mastering SEO searches, check out our guide!
But AI-powered search is changing how people find information. Instead of clicking links, they often get answers directly from AI-generated responses—which is where Generative Engine Optimisation (GEO) comes in…
What Is Generative Engine Optimisation GEO? (And Why AI Is Now the Search Librarian You Need to Impress)
Generative Engine Optimisation (GEO) is the process of optimising content for AI-powered search engines, such as Google’s AI Overviews, ChatGPT, and Perplexity AI.
Unlike traditional SEO services, which focuses on ranking in search results, GEO ensures that AI uses your content when generating answers to user queries—even if the user never clicks on your website.
How AI Search Works
Instead of displaying a list of links, AI search engines scan the web, extract relevant information, and summarise it into a single response. The process follows these steps:
AI Scans the Web for Information
- AI tools like ChatGPT, Google SGE, and Perplexity search across multiple sources to find relevant content.
- They prioritise clear, structured, and authoritative information.
AI Selects the Most Relevant and Trustworthy Sources
- Unlike Google’s ranking system, which orders websites from best to worst, AI search evaluates content based on accuracy, clarity, and credibility.
- Sources with structured data, well-defined answers, and expert-backed content are more likely to be cited.
AI Summarises and Generates an Answer
SEO used to be about getting users to click through to your site. Now, AI search delivers answers directly—often without sending visitors anywhere. That means businesses relying on organic traffic need a new strategy to stay visible.
- The AI does not send users to multiple websites—instead, it creates a single, synthesised response using the sources it trusts most.
If your content is well-structured and informative, AI may feature it in its response, sometimes with a citation.
GEO vs. SEO: What’s The Difference?
Feature | SEO (Search Engine Optimisation) | GEO (Generative Engine Optimisation) |
Goal | Get clicks from search results | Get cited in AI-generated answers |
How It Works | Keywords, backlinks, technical SEO | Clarity, structure, source trustworthiness |
User Behavior | Users click through websites | Users get answers directly from AI |
Traffic Source | Direct website visits | Mentions and citations in AI responses |
Optimisation Focus | Writing for Google’s search ranking | Writing for AI comprehension and summary |
In SEO, visibility means ranking high. In GEO, it means being cited in AI’s response—and appearing early enough for users to notice.
Next, we’ll explore how GEO and SEO complement each other—and what you need to do to adapt your content for AI search.
How GEO and SEO Work Together (Yes, You Need Both, and Here’s Why)
Once upon a time, SEO was the only game in town. You optimised your site, climbed the rankings, and reaped the rewards in clicks. But then, AI search arrived—not just listing websites, but answering questions outright.
This is where GEO comes in. SEO helps AI find your content. GEO ensures AI actually uses it. Without both, you’re either invisible or ignored—neither of which is great for business.
How SEO Supports GEO
- SEO gets your content indexed. AI still needs search engines to crawl and store pages—it can’t use what it doesn’t find.
- SEO builds credibility. Backlinks, rankings, and domain authority tell AI that your content is worth considering.
- SEO improves discoverability. The better your traditional rankings, the more likely AI is to pull from your content.
How GEO Complements SEO
- GEO structures content for AI extraction. AI doesn’t scroll—it skims. Clear headings, lists, and direct answers make your content usable.
- GEO aligns with AI’s thinking. AI doesn’t rank results; it summarises them. The more digestible your content, the better your chances of being included.
- GEO makes AI trust you. Cited sources, structured data, and authoritative language signal reliability to AI models.
Why You Need Both
SEO lays the foundation; GEO ensures visibility. A high-ranking page without AI optimisation might as well be invisible in an AI-generated search. Likewise, the most AI-friendly content won’t matter if AI never finds it in the first place.
🔹 SEO makes your content discoverable.
🔹 GEO makes your content AI-friendly.
🔹 Together, they make sure you stay visible—no matter how search evolves.
Next, let’s break down how to optimise for GEO without losing your SEO edge.
How to Optimise for GEO Without Losing Your Mind
Optimising for Generative Engine Optimisation (GEO) isn’t about replacing SEO—it’s about ensuring that AI can easily find, understand, and use your content when generating responses.
Unlike traditional search engines, AI doesn’t rank pages—it extracts and summarises information. That means your content needs to be clear, structured, and authoritative to be selected.
Here’s exactly how to optimise for GEO while maintaining strong SEO foundations.
1. Write for AI’s Short Attention Span
AI doesn’t browse content the way humans do. It scans for direct answers and structured information. If your content is too complex or buried in long paragraphs, AI is more likely to ignore it.
To ensure your content is AI-friendly:
- Use short, clear sentences. AI favours clarity over creativity.
- Organise information with headings, lists, and bullet points. These help AI quickly extract key details.
- Be direct. Instead of writing long-winded explanations, get to the point.
Example:
❌ “Website speed is important for user experience and conversion rates.”
✅ “To speed up your website, do these three things: [list specific steps].”
2. Become a Trusted Source (AI Loves Experts)
AI prioritises content that is authoritative, well-sourced, and factual. Unlike traditional search engines that consider backlinks and keywords, AI focuses on content reliability.
To establish credibility:
- Cite sources and studies. If AI can verify your claims, it’s more likely to include them in responses.
- Avoid vague statements. AI doesn’t guess—it either trusts your content or ignores it.
- Use expert insights where possible. AI favours content that reflects knowledge, authority, and expertise (E-E-A-T).
Example:
❌ “Many experts agree that site speed is crucial.”
✅ “According to [trusted source], websites that load in under 3 seconds have a 35% higher engagement rate.”
For instance, GEO is the first framework to optimise content for generative engines, improving visibility by up to 40%! We did not just make this up, or claim that “studies have shown” or our buddy Paul told us. The 2024 scientific paper resource is hyperlinked.
3. Answer Questions Directly (Think Like an AI FAQ Page)
AI search is question-driven. People ask AI tools for solutions, and those tools generate direct answers based on available content.
To make your content AI-friendly:
- Anticipate common questions related to your industry and answer them clearly.
- Write in a Q&A format when possible. This improves your chances of appearing in AI-generated answers.
- Keep responses factual and structured.
Example:
❌ “We offer carpet cleaning services that work well.”
✅ “The best carpet cleaning methods are steam cleaning and dry cleaning. Our service offers both.”
By phrasing your content in a way that mirrors how AI delivers responses, you increase your chances of being cited.
4. Use Schema Markup (It’s Like AI’s Label Maker for Your Content)
AI search engines process structured data more effectively than unstructured content. Schema markup helps AI understand, categorise, and extract information from your site.
The most important types of schema markup for GEO:
- FAQ Schema – Formats your content into clear question-and-answer sections.
- HowTo Schema – Useful for step-by-step guides and instructional content.
- Article Schema – Helps AI recognise your content as an informational resource.
By using schema, you increase the likelihood that AI will select your content for its generated responses.
5. Check AI Citations & Adapt
AI is already generating answers—the question is, are you being cited?
To check:
- Look at Google’s AI Overviews to see what sources it references.
- Search for ChatGPT citations related to your industry.
- Review Perplexity AI results to see if your content is included.
If your content isn’t being referenced, revisit it and ask:
- Is it structured clearly?
- Does it provide direct, factual answers?
- Is it authoritative and well-sourced?
If not, revise to improve clarity and reformat key sections for better AI readability.
Final Takeaway: GEO Isn’t an Option—It’s the Next Step in Search Optimisation
The final verdict on geo vs. seo… is why not both. Optimising for GEO isn’t about abandoning SEO—it’s about making sure your content is usable in AI-generated search results.
By ensuring your content is structured, direct, and authoritative, you’ll be well-positioned to maintain visibility in both traditional search engines and AI-driven responses.
As AI search evolves, so will the rules of GEO. The key isn’t just visibility today—it’s staying adaptable for tomorrow.
Not sure where to start? We help businesses optimise for both SEO and GEO, ensuring they show up in search—whether it’s Google’s top results or an AI-generated answer. Get in touch with us to future-proof your content.
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