SEO once relied heavily on keyword matching and link building. Today, advances in artificial intelligence and machine learning are changing how it works. Generative Engine Optimization (GEO) is emerging as a new approach, bringing the GEO vs SEO question into focus. In this article, we’ll explore how the two compare and what that could mean for your online success.
Table of Contents
GEO vs SEO: What's the Difference?
While SEO has been the foundation of digital visibility for over two decades, Generative Engine Optimization (GEO) is a newer concept that optimises content for AI-powered engines like Google’s SGE (Search Generative Experience), ChatGPT, and Perplexity.
What is SEO?
Search Engine Optimization (SEO) is the process of improving your website’s technical setup, content, and authority to rank higher in search engines like Google and Bing.
Core SEO elements include:
- On-page SEO: keyword optimisation, headings, meta tags, internal linking
- Technical SEO: site structure, speed, mobile usability, schema markup
- Off-page SEO: link building, digital PR, brand mentions
- Content SEO: creating valuable, search-intent-aligned content
SEO is essential for driving long-term organic traffic. It focuses on ranking in the traditional “10 blue links” of search results.
What is GEO?
Generative Engine Optimization (GEO) is the practice of tailoring content for AI-driven search engines and assistants that generate answers rather than just return links.
GEO strategies aim to help your content:
- Be cited or included in AI-generated summaries
- Be surfaced as a trusted source in conversational search engines
- Appear in zero-click answers generated by tools like SGE, Bing Copilot, or ChatGPT
Rather than just ranking a page, GEO is about positioning your content to be featured in AI outputs. This means adjusting how content is written, structured, and distributed.
Why GEO Matters in 2025 and Beyond
With Google integrating generative AI into search through SGE and other models like OpenAI’s ChatGPT being used to answer billions of questions, the way people search is evolving.
According to Statista, over 50% of online users now rely on AI-assisted tools for product discovery, planning, and content research. This shift means fewer people click on links and more rely on direct, AI-generated answers.
That’s where GEO becomes critical.
SEO vs GEO: Which One Impacts Rankings More?
Both have significant influence, but they operate differently:
If your goal is to rank in traditional Google Search, SEO is non-negotiable.
But if you want your content to appear in AI-generated answers, especially as zero-click results become more common, then GEO is just as important.
Practical Tips to Optimise for GEO and SEO Together
Smart content marketers should integrate both SEO and GEO into their strategy. Here’s how.
Tip #1: Structure Content for Both Search Bots and Language Models
Use clear headings, bullet points, and semantic-rich content. Both traditional algorithms and generative engines rely on structured, scannable information.
- Use schema markup (FAQ, Product, How-To)
- Ensure every page answers specific questions clearly
- Include real-world examples and data
Tip #2: Align With Conversational Queries
SEO usually targets exact-match or long-tail keywords. GEO leans toward natural, human phrasing.
Instead of just “Magento shipping setup,” consider phrases like:
“How do I set up shipping rules in Magento?”
“Best way to configure shipping rates for Magento store owners”
Add sections to your content that mirror natural questions. These are more likely to be used in SGE, ChatGPT, and voice search.
Tip #3: Become a Source, Not Just a Page
Generative engines pull content from reputable, high-authority, and well-cited sources.
To optimise for GEO:
- Use original data or case studies
- Publish thought leadership articles
- Earn mentions from top publishers (use digital PR techniques)
Also, ensure your site is properly indexed and crawlable. Engines like ChatGPT’s web browser or Google’s AI crawlers won’t feature content they can’t access.
Common Mistakes When Implementing GEO or SEO
Many businesses unknowingly sabotage their visibility by misunderstanding how search and generative engines work.
Avoid these:
- Over-optimising for keywords without adding actual substance
- Ignoring structured data (essential for AI readability)
- Creating shallow blog posts that don’t answer real user questions
- Not updating old content, which can fall out of favour in both traditional and generative search results
Conclusion: SEO and GEO Are Better Together
So, GEO vs SEO, which is more important?
- If you want to rank on Google’s first page, traditional SEO is essential.
- If you want to show up in AI-powered search results, GEO is the emerging requirement.
The best-performing brands today are combining both approaches by optimising for traditional search engines and for AI-driven responses.