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 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.