By now, you’ve probably heard of the term Search Engine Optimisation (SEO), and maybe even know what it entails. But there is a newer term being used in the digital marketing world, which sounds similar: GEO, also known as Generative Engine Optimisation. But are the two the same?
In short, no, SEO and GEO are two entirely different strategies in digital marketing. One focuses on search engines, such as Google and Bing, to increase your website visibility, while the other focuses on AI models and LLMs, such as ChatGPT or Gemini.
In this article, we will explain exactly what GEO is and why it differs from SEO, and how it could be useful to you and your business.
What is SEO and GEO?
Search Engine Optimisation (SEO) is the practice of optimising your content to rank higher in traditional search engine results, such as Google.
Generative Engine Optimisation (GEO) is another optimising strategy, but focused towards AI-powered search engines rather than traditional ones. Think of ChatGPT, or Perplexity.
When SEO first emerged, it was a way for businesses to increase their visibility online and optimise how customers found the information they were looking for. However, as time and technology have evolved, so have different applications, models, and digital marketing strategies. That is where GEO comes in.
What is the Difference Between SEO and GEO?
While both strategies work towards boosting your online presence, the way in which they do this is different. Below, we have put together a table that demonstrates the differences between the two.
| Feature | SEO | GEO |
|---|---|---|
| Search engines | Targets traditional search engines, such as Google or Bing | Targets AI-driven search engines, such as ChatGPT or Gemini |
| Search engine results | Users are provided with multiple results from multiple sources | Users are provided with a single result that summarises their query. Could be pulled from multiple sources. |
| How content is chosen | The content is primarily found using keywords relevant to the search. Other SEO best practices influence this, too. | Content is chosen for its contextual relevance and readability, e.g. conversational. |
| How content is displayed | Main results are text-based, with sections for images, videos, maps, and shopping results. | Content is displayed based on the prompt. Results may be text, graphs, code, or images. |
| Ranking Factors | Keywords, backlinks, and metadata influence ranking in SERPs. | Content quality, relevance, and structure are important for AI search engines. |
| How traffic is generated | Links encourage users to click through to websites for more information. | One comprehensive answer is provided, reducing the need to click through to websites. |
Keywords Vs Prompts
With GEO tailoring their results to more conversational questions and answers, it’s important to include these types of prompts in your GEO strategy. For example, people may search for “what is the difference between GEO and SEO”. The types of searches are now switching to more conversational questions, especially with the rise of voice prompts, enabling users to talk to their devices.
Keywords, on the other hand, tend to be made up of a smaller number of words, for example, “GEO services”. SEO targets keywords with a measurable volume of search and optimises content to rank for them.
When trying to target terms for AI searches, the same analysis as keywords for SEO is required, but you need to search for intent patterns rather than keywords. Once you understand the conversational patterns users are searching with, you’ll be able to target and answer the questions that people are asking AI searches.
Typical SEO Services
Not all SEO strategies are suited to all businesses; however, there are a few SEO services that are used widely and successfully.
- Technical SEO: The process of auditing and improving the technical aspects of your site, such as backlinks and page speed.
- Content SEO: Building optimised content for your website that targets relevant search terms and keywords to boost online visibility.
- Local SEO: The same as content SEO, but with a specific focus on local keywords to boost your visibility in a desired location.
- Digital PR: The process of reaching the right audience in the right places while generating backlinks to improve your link profile.
- Mobile SEO: Optimising your website for mobile users to ensure it works on smaller,on-the-go devices.
- eCommerce SEO: The process of optimising your online store to increase traffic and sales.
Typical GEO Services
GEO services differ slightly from those of SEO, as the aim is to target AI search engines instead of traditional ones.
- Answer Engine Optimisation (AEO): The process of optimising content so that search engines can scour the information easily to feature it in AI-generated responses and appear as a direct answer in search results.
- AI Overview Optimisation: Analysing how search engines use AI overviews so your content can be optimised to match what AI tools are searching for, and position your brand as a trusted source of information.
- LLM Visibility: Targeting and optimising content for large language models (LLMs) like ChatGPT so your brand stands a higher chance of being used in their tools.
- Structure Data: The process of using schema markup that AI tools understand, so the AI search engines can better understand the content you put out.
Do I Need SEO or Geo?
The answer is actually both. GEO and SEO aren’t competitors; they are partners.
GEO is simply an extension of SEO. Think of it as the next evolution. To have a successful GEO strategy, you ideally need a strong SEO foundation to start with. Things such as authority, trust, and clarity are fundamentals that SEO focuses on. These fundamentals haven’t changed. What’s changed is how users are searching for the information they need, and how AI engines interpret your content by studying its context and credibility.
Use both SEO and GEO to put your brand in the best position possible. SEO for building authority, and GEO to use that authority to target AI search engines and tools.
GEO and SEO Services With Wildcat Digital
Through both SEO and GEO services, Wildcat Digital can help your business punch above its weight online. We tailor each campaign to the specific business and its needs to bring true, honest results. We are dedicated to helping businesses grow online through digital marketing using SEO, GEO, PPC, and paid social.
If you want to know how we can help you boost your online visibility on traditional search engines and AI search engines, contact us today or book a free consultation.
GEO Vs SEO FAQs
Will GEO Replace SEO?
At present, it is not looking likely that GEO will replace SEO. GEO is an extension of SEO, with AI searches relying heavily on existing search indexes that Google and Bing supply.
Which is Better: SEO or GEO?
SEO and GEO aren’t in competition with one another, so it’s hard to say which is better. This will also depend on what your goals are for your website. If your only goal is to appear in AI search engines, then GEO is the strategy for you. However, it’s good to note that for GEO to be more successful, a strong online identity is a great foundation to start with. This is built through SEO.
If My Website Ranks Well, Will It Show in AI Tools?
Although having a strong ranking website and authority through SEO can improve your chances of being cited in AI tools such as AI snippets and LLMs, it is not guaranteed. The content used may be great for SEO purposes, but not for GEO, so AI tools may skip it and choose another, lower-ranking piece of content to site.
To target AI, you should opt for GEO services, and for the best results all around, you should opt for both SEO and GEO services.
