What’s the Difference Between SEO and GEO?

What’s the Difference Between SEO and GEO?

Oct 27, 2025

Reading Time: 3 minutes
We’ve been talking a lot lately about how generative AI has been changing the landscape of SEO. Optimizing for AI platforms like ChatGPT and Gemini is now such an important part of SEO that it has its own name: GEO (generative engine optimization). But what, exactly, does GEO involve, and how is it different from normal SEO?

What Is Generative Engine Optimization (GEO)?

Just like how SEO is the process of optimizing your website and content for maximum visibility on search engines like Google and Bing, GEO focuses on optimization strategies targeted at generative AI platforms like ChatGPT, Perplexity, Google’s Search Generative Experience (SGE), which appears at the top of most SERPs, and others.

Generative AI is different from traditional searching in that it provides conversational answers to users and, in many cases, provides answers without users ever having to click on anything. Before, users would make a query with a search engine and then click on the result that appeared to answer the question best. However, generative AI bypasses the need for clicking, meaning that user traffic stays with the AI platform rather than moving to the target site because users don’t have to click away.

This does represent a change in user behavior. If you’re used to thinking of traffic and SERP rankings as the primary measure of success, then it can feel like AI is ruining SEO. But in reality, while it is different, the end goal isn’t the traffic itself. It’s conversions from visitors to customers. And AI can absolutely play a role in that process.

How Is GEO Different From SEO?

Both SEO and GEO aim to make your business more visible — but they do it in different ways:

 

SEO GEO
Focus Optimizing for traditional search engines Optimizing for AI-powered search tools
Goal Rank higher on Google Be featured in AI-generated responses
User Experience Users click through to websites Users get summarized answers
Optimization Type Keywords, backlinks, metadata Entities, structured data, and factual clarity
Outcome Website traffic Brand mentions and inclusion in AI answers

SEO gets you found on Google — GEO gets you featured in AI-driven search conversations. 

Why Should Businesses Care About GEO?

Generative AI tools are changing how people search for information. Instead of typing “best local accountant near me” into Google, users might now ask ChatGPT or Google’s SGE for recommendations and get an instant, AI-generated answer.

If your business isn’t part of the information these tools pull from, you could be left out of the conversation entirely. GEO helps ensure your brand stays visible in this new search landscape, no matter where customers are looking.

Does GEO Replace SEO?

Not at all.

Think of GEO as an extension of your current SEO strategy, not a replacement.

SEO is the foundation of your online presence. It helps Google and other search engines find, understand, and rank your site. GEO builds on that by making sure AI systems can also understand and represent your brand accurately.

Both SEO and GEO are strategies that improve your visibility online, and it’s that visibility that is necessary to convert users into customers. SEO targets where your site ranks on Google search engine results pages. GEO aims to make your brand the one that an AI recommends when someone asks for the best in your industry in your area. And in many ways, the techniques to achieve both of those things are very similar.

How Are SEO and GEO Strategies Different?

If you’ve been staying on top of Google’s recommendations for your SEO strategies, then much of what you’re already doing (or what your SEO company is doing for you) is exactly what you should be doing for GEO as well. Focusing on high-quality, authoritative, trustworthy content that showcases your expertise in your area, for example, is essential for both SEO and GEO.

GEO doesn’t require the same level of keyword strategy, though, as it can parse semantic relationships between words and natural language context. Link-building is also different; while it’s still needed for SEO, GEO looks more for information that is consistent across all of your brand’s platforms.

The bottom line is that both SEO and GEO should form vital parts of your marketing strategy. GEO isn’t replacing SEO; it works alongside it and complements it. 

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How Is AI Changing Keyword Strategy?

How Is AI Changing Keyword Strategy?

Sep 8, 2025

Reading Time: 3 minutes
How Is AI Changing Keyword Strategy?
Keyword strategy has been a major part of SEO since the beginning of the Internet. Originally, black hat SEO techniques like keyword stuffing were common until Google updated its algorithm to negatively impact the search rankings of websites that were gaming the system in such a way. Since then, though, keyword strategy has still been a foundational part of SEO: find high-volume phrases, match user intent, optimize page content.

With the rise of AI-driven search, however, the rules are shifting. Now it’s not just about the right words — it’s also about context, entities, authority, and conversational intent.

What Makes Generative AI Different From Past AI Search Updates?

Artificial intelligence is not new to the search engine world. Google has used AI in its core algorithm for decades. What is new, though, is the generative AI experience (Google’s Search Generative Experience (SGE)) at the top of the SERP. Instead of the search engine matching queries to a list of pages (which it still does, just further down the page), the search engine now pulls data from multiple sources and compiles it into a single AI-generated overview that it presents to users at the top of the SERP.

How Are Keywords Used in AI Overviews?

In the generative AI environment at the top of the SERP, keywords may not match users’ queries directly to a list of web pages, but that doesn’t mean that they’re not still useful. With generative AI, keywords instead serve as signals that can help the AI connect your content to a larger topic or intent cluster.

For example, if a user searches for “best running shoes for flat feet,” what shows up in that generative AI experience may not actually be a list of the best running shoes for flat feet. Instead, it’ll generate an overview of the topic, citing sources from across the Internet. Whether or not your web page is included as one of those sources depends less on whether your keywords are exact-match for the topic and more on whether your content:

  • Covers the broader topic cluster (in this case, running shoes, performance, and foot health)
  • Answers the question asked in clear, structured language
  • Provides unique and authoritative insights
  • Is considered a trustworthy source

Why Does Context Matter More Than Keyword Volume?

Traditionally, keyword strategy was more about volume and competition. The ideal keywords to try to rank for were those that had a high volume of search queries but had a low number of others trying to compete for the top search rankings. And while that’s still relevant for the search results below the generative AI overview, that’s not really the case for the generative AI section itself.

Because AI can interpret synonyms, vocabulary variations, and related user queries, over-optimizing for just one keyword isn’t as effective. It’s more likely for your content to be selected for the AI overview if it’s informational and authoritative across the larger topic rather than just a single keyword.

Why Do Human Insights Matter in AI-Driven Content?

Despite the heavy integration of AI throughout the search process, ultimately, it’s designed to match human users with the answers to their queries. There’s a lot of surface-level content, including content produced by AI, available on the Internet. This means that what makes content stand out is what only humans can add: unique insights, original research, and expert knowledge. Making sure that your content delivers more than what a machine can generate on its own–the creativity, experience, knowledge, and insights that make us human–is what increases the likelihood of ranking at the top of the SERP within the generative AI overview.

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How Long Does SEO Take To Work?

How Long Does SEO Take To Work?

Jul 25, 2025

Reading Time: 3 minutes
How Long Does SEO Take To Work
SEO can be a very rewarding marketing strategy, but it’s the one that can take longer to show results. But how long can it take for your SEO strategy to start producing that return on investment? The short answer is that it depends. There are a lot of factors involved, from what your SEO strategy involves to your industry to Google’s latest algorithm update.

Keep reading to learn what can affect timelines and how to know if you’re on the right track with your SEO strategy.

Why Is SEO a Long-Term Strategy?

While paid ads can generate immediate results, SEO does not. This is because SEO is more of a long-term trust-building exercise. It takes time for Google to recognize your website as a reliable source of information about your chosen keywords. Google doesn’t just look for technical soundness or content relevance; it also looks for things like trustworthiness and authority, both of which are built up over time, as well as consistency over time. 

By nature, SEO has to work over a longer period of time because it takes time to build trust with users, which translates into trust with Google.

What Is a Typical SEO Timeline?

While no SEO timeline is exactly the same, and a lot of factors could influence the actual amount of time it takes for an SEO strategy to start producing results, it’s possible to start seeing some early results in 3-6 months from when you implement the strategy. Most likely, you may start seeing real results between months 6 and 12. However, be aware that this is only a general estimate, and the actual timeline could be different. Most SEO vendors who promise results on a strict timeline may be using black hat SEO techniques that could backfire in the long run for shorter-term gains.

What Factors Impact the SEO Timeline?

How long it can take for your SEO strategy to produce results can depend on a range of factors, including:

The Age of Your Website

Newer websites have farther to go to establish trust and authority. If your site and domain have been in use for longer, you may have a slight time advantage because if you have established traffic and a foundation in technical SEO on your site, you may be able to gain momentum more quickly.

The Quality of Your SEO Strategy

How good your SEO strategy is also plays a major role in your results. Too small a budget or inconsistent efforts can make it take longer to see any return on your investment. If you aren’t including all possible SEO techniques (technical SEO, regular content creation, keyword research, ongoing link-building), then your SEO strategy just won’t be as effective as if you’d budgeted for all of these efforts. SEO also builds on itself over time, so pausing your SEO initiatives can derail the progress you’ve made.

The Competitiveness of Your Keywords

What this boils down to is that how quickly you can see results may depend on your industry. If you’re trying to rank for specific keywords that are highly competitive, then it may take longer. This is because a lot of others are targeting those same keywords and have had much longer to build trustworthiness for those keywords. You may have quicker success by targeting long-tail keywords, more niche keywords with less competition, or local SEO.

Google’s Algorithm Update

Lately, it seems like Google is constantly updating its algorithm. This can disrupt the rankings, either positively or negatively, which could either set back your timeline or push it forward, depending on how the update affected you. Google tends to make updates with the purpose of improving the algorithm’s ability to deliver the highest-quality results to searchers. This means that focusing on high-quality, trustworthy content that showcases your expertise and experience can help to protect your site from being negatively impacted by a Google update.

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SEO vs. PPC: Where Should Your Marketing Dollars Go?

SEO vs. PPC: Where Should Your Marketing Dollars Go?

Jun 9, 2025

Reading Time: 4 minutes
SEO vs. PPC Where Should Your Marketing Dollars Go
If you’re marketing your business online, you already understand how important visibility on search engines like Google can be to your success. But earning those top spots isn’t always easy, especially if you’re working with a limited budget. In a perfect world, you’d have unlimited time and resources to invest in every aspect of your business, including your marketing strategy. In reality, however, businesses, especially smaller ones, have to make smart, strategic choices about where to focus their budget and efforts.

One of the more common decisions we see business owners grappling with is whether to invest more in SEO or PPC. Both can offer powerful benefits, but they work in very different ways. Which choice is right for you depends on a number of factors, including your budget, your goals, and how quickly you need to see results. Understanding what each strategy brings to the table and how those benefits align with your business goals and needs is the first step towards making the decision that’s right for you.

At a glance, SEO and PPC may look similar. They’re both marketing strategies designed to make your business visible online to potential customers. How they work, however, and the possible ROI can be very different.

SEO (Search Engine Optimization)

SEO is a long-term strategy that focuses on earning long-term visibility through high-quality content, website optimization, and authority with search engines. This strategy takes time and won’t deliver results overnight. But if you do it well, you’ll end up with consistent traffic, strong brand credibility, and a better long-term ROI.

PPC (Pay-Per-Click Advertising)

PPC, on the other hand, is all about speed. You don’t have to wait to earn a top spot on a search engine results page because you’ve bought a place there. You can even target specific groups of people to narrow the focus down to just your target audience, so the ads appear for those most likely to click.

What’s the Difference?

SEO is like planting a garden. Seeds you plant may not bear fruit for a long time, but when they do, they can be incredibly abundant. PPC, on the other hand, is like flipping a switch. Once you turn those ads on, they can have instant results. However, that immediate reach is tied directly to how much you’re willing to spend.

 

Factor Speed of Results Cost Traffic Longevity Click-Through-Rate Trust and Perception Best Use
SEO Slower build, can take 3-6 months or more to gain traction No cost per click, but can be labor-intensive up front and requires maintenance Long-lasting traffic if your SEO efforts are maintained over time Typically higher for high-ranking organic results Generally viewed as more credible by users
PPC Instant visibility as soon as the ads go live Cost per click, and also requires time and labor to set up ads Traffic stops as soon as you stop the ads Often lower than organic listings They’re clearly ads, and many users find them less trustworthy

 

Factor SEO PPC
Speed of Results Slower build, can take 3-6 months or more to gain traction Instant visibility as soon as the ads go live
Cost No cost per click, but can be labor-intensive up front and requires maintenance Cost per click, and also requires time and labor to set up ads
Traffic Longevity Long-lasting traffic if your SEO efforts are maintained over time Traffic stops as soon as you stop the ads
Click-Through Rate Typically higher for high-ranking organic results Often lower than organic listings
Trust and Perception Generally viewed as more credible by users They’re clearly ads, and many users find them less trustworthy
Control and Flexibility Influenced by search engine algorithms, and can have less control over short-term results You have full control over the ad copy, budget, targeting, and timing of the ad
Data and Insights Dependent on trends over time and analytics Data is available quickly, and it’s easy to test an ad and quickly refine it
Best Uses Building long-term authority and consistent traffic Launching a new product, promoting a sale, or targeting a specific audience

Which Is Best for You, SEO or PPC?

The honest answer is that it depends. Neither SEO nor PPC is universally better than the other. Each has its strengths and fulfills different needs. Building consistent traffic over time requires a good SEO strategy, while PPC can help provide fast results, especially if you have a new product or service to offer or are running a promotion.

For many businesses, the right answer ends up being a mix of both. PPC serves as an excellent testing ground because you get data back more quickly. But because of its higher cost and the lower level of trust users have in ads, it’s not necessarily a great long-term strategy. Using PPC as you can afford to while you build your SEO strategy, and then tapering back on the ad spend when the organic results improve, can be how the two work together to maximize your marketing budget and return on your investment.

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What To Do With Old Content: Update It, Delete It, or Leave It Alone?

What To Do With Old Content: Update It, Delete It, or Leave It Alone?

May 12, 2025

Reading Time: 3 minutes
What To Do With Old Content

If you’ve been in the Internet marketing game for a long time, you’ll most likely have racked up quite a collection of content over the years, from landing pages to blogs and resource articles. Some of this content may be outdated or even underperforming compared to newer content. The first question you may ask is whether this is harmful to your overall SEO strategy. The second may be what you should do about it.

There are three options for what to do with your old content:

  • Update your older content to meet modern SEO standards
  • Delete it altogether
  • Leave it as it is

But which is the right choice for your content?

Why Does Your Old Content Matter?

Your old content still plays a role in your rankings, either for good or ill. If left alone, there’s a possibility that it could remain an asset to you. However, if it’s outdated enough or uses SEO techniques that are now considered black hat, it could actually be a liability to you. Low-quality content can drag down your website’s performance. Outdated information could affect your trustworthiness and authority in the eyes of your audience.

What Should You Do With Your Old Content?

What you should do may actually differ page by page or blog by blog. What is right for one particular article may not be the best course of action for another page. That’s why thorough audits of your old content on a consistent basis are so important before you take any actions.

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How Often Should You Audit Your Content?

Audits should be a consistent part of your content strategy, but how often can depend on the size of your site and the thoroughness of the audit. You don’t have to do a super comprehensive audit monthly, for example, but maybe that really thorough audit could be done once or twice a year. That doesn’t mean you’re not keeping an eye on the content in the meantime. A quarterly or monthly review of key assets can help you detect declines in rankings early.

Note that it’s a good idea to conduct an audit anytime Google updates its algorithm. Algorithm updates can mean that content that formerly ranked well may drop a bit in the rankings and may warrant a reworking of content updating priorities.

What Should Your Content Audit Look at?

Traffic stats are important, as they can let you know which pages and blog posts are getting the most (or not) attention. But that’s not the only metric you should be looking at to determine what to do with your old content. The following metrics are useful:

  • Organic traffic trends: Is traffic increasing, decreasing, or stagnating?
  • Keyword rankings: Is each page or post ranking for relevant keywords?
  • Engagement metrics: Are users still interacting with your content? Check the following metrics:
    • Bounce rate
    • Average time on page
    • Click-through rate
  • Conversion performance: Does the content lead to email signups or another desired action?
  • Backlinks: Are reputable websites linking back to the content?
  • Content accuracy: Is the content up-to-date and accurate, or does it include outdated stats and references?
  • Relevance: Is the content still relevant to your business goals and target audience?
  • Technical health: Are there broken links, missing metadata, slow load times, or anything else impacting the speed and overall health of the page?

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What Should You Do With What Content?

The results of your audit will tell you what you should do with each page or blog post:

Content To Update

Any content that is fundamentally strong but that is no longer fully current can be updated. Evergreen articles with outdated references and links, for example, or content that ranks on the second or third SERP are strong contenders for updating. You don’t want to waste your time and efforts on content that doesn’t have a chance of regaining lost rankings,

Content To Remove

Irrelevant, duplicate, or thin content, or content that just no longer aligns with your organization’s goals and audience, can all be safely deleted. These would require too much work to improve to the point where they aligned with your current needs and standards, if that’s even possible. Unpublishing content like this or redirecting its URL to a better-performing page can help your SEO rankings more than updating this type of content.

Leave It Alone

If it’s performing well, then it’s best to leave it untouched. After all, why fix what isn’t broken, even if it’s older? It’s still a good idea to keep an eye on this content, however, and then update it if starts to show signs of a decline in rankings.

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How SEO Has Changed in 2025

How SEO Has Changed in 2025

Feb 7, 2025

Reading Time: 3 minutes
How SEO Has Changed in 2025

We’ve been hearing a lot of digital marketers say that SEO is dead. However, this is far from true. These reports of SEO being dead or otherwise useless in 2025 may be a reaction to how the SEO landscape has changed with generative AI. That doesn’t mean SEO is dead, though. Far from it, in fact! It’s just different than it used to be, and that’s okay. SEO has been changing for decades in reaction to Google updates and other factors that have impacted the SEO landscape. SEO will evolve again to meet new needs.

Why Are People Saying SEO Is Dead?

Those who say that SEO is “dead” do so for the following reasons:

  1. Google’s Helpful Content updates and AI-driven ranking systems reduce the effectiveness of certain SEO tactics.
  2. AI-generated search results take up a large portion of the top of the SERP, pushing traditional website results further down the page.
  3. Zero-click search results from the Featured Snippet, local pack, knowledge panels, and Google’s Search Generative Experience mean that users don’t have to click away from the SERP to get their questions answered.
  4. Ads and paid promotions also take up much of the SERP, pushing organic results further down the page and making organic SEO more competitive.

 

 

 

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Why SEO Is Still Alive in 2025

Despite all of these changes, SEO is still alive and well and as essential as it was before for getting found online. It’s just that it’s different from how it was at the beginning. But that’s a process that has been in progress for a long time, ever since Google’s first major update, the Panda Update. Before that, SEO was kind of a Dark Age of black hat SEO techniques that let people game search engines and spam them with low-quality content, edging out the actual good content that people were looking for.

What Doesn’t Work Anymore in 2025?

A lot of what doesn’t work anymore is SEO techniques that look to game the system, just like the black hat SEO of old. While these techniques aren’t as egregious as they used to be, thanks to Google’s many core updates since then, Google has been gradually pushing for the SEO techniques that are more focused on quality content and user experience than anything else.

What SEO Techniques Should You Use in 2025?

Because of Google’s emphasis on higher quality content and also the increased presence of AI and ads, the best approach to SEO in 2025 is twofold: focus on quality content and focus on what can rank at the top of the SERP.

 

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EEAT

High quality content focuses on experience, expertise, authority, and trustworthiness. Aiming for these four qualities will ensure that your content is consistently able to rank well on SERPs. Even though the top spot might be a bit farther down the page than it used to be, it’s still worth trying to rank for because not every SERP has such a big AI section. Even if the SERP does, there are still users who look for actual sites rather than just trusting the AI to be correct.

The main thing, however, is to focus on the type of content that AI can’t provide. That’s where your own lived human experiences come into play.

Featured Snippets and Videos

Another option is ranking at the top of the SERP within the generative AI section. While much of what ends up here is paid ads, there are still featured snippets and videos that are placed right at the top of the page. Creating a YouTube video strategy can help you to rank well on both Google and on YouTube, which is a search engine itself. To try to rank as the featured snippet, you can use long-tail keywords to answer questions directly. This means that sections within a page can rank rather than just a page by itself.

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