Generative Engine Optimization (GEO) is an extension of the same principles, adjusted for AI-generated results like those from Google SGE, ChatGPT, and Gemini. If your content is clear, useful, and built on real expertise, you’re already in a strong position.
What is SEO?
Search Engine Optimization (SEO) is the long-standing practice of optimizing web content so it ranks higher in search engine results. Traditional SEO includes:
- Keyword research and placement
- Meta tags and descriptions
- Link building
- Technical structure (speed, mobile experience, crawlability)
- Content relevance and authority
These elements help search engines interpret your content and determine how it compares to competing pages.
What is GEO?
Generative engines like ChatGPT, Gemini, and Perplexity often pull their answers directly from top-ranking web pages in traditional search engine results. That means what works for SEO often works for GEO, because these AI tools rely on the same source material to inform their responses.
Generative Engine Optimization (GEO) focuses on preparing your content for AI-generated answers, not just traditional search rankings. This includes platforms like Google’s Search Generative Experience (SGE) and other web-integrated AI tools.
GEO builds on familiar SEO fundamentals. It’s more of a shift in how content is interpreted and delivered through AI-driven experiences than a reinvention of the strategy. In fact, many GEO tactics build on familiar SEO fundamentals:
- Structuring content clearly so AI can process it
- Answering specific, intent-driven queries (often in FAQ format)
- Showing authority and experience
- Using visuals, lists, and formatting that’s easy to parse
Learn more: What is Generative SEO?
Key Differences: SEO vs. GEO
| SEO | GEO |
| Ranks content for search listings | Optimizes content for AI summaries |
| Relies on keyword volume & backlinks | Relies more on content clarity & structure |
| Focuses on SERPs (search engine results pages) | Focuses on zero-click, AI-generated answers |
| Easier to measure with tools like Ahrefs | Harder to track and measure right now |
Where SEO and GEO Overlap
Most SEO practices still apply to GEO. GEO reframes the goal: instead of ranking on a page of links, your content might be quoted or summarized directly by an AI. The foundational strategy remains very similar. about how your content is picked up and presented in modern search.
Shared tactics:
- Use of headings and subheadings
- Skimmable formatting
- Writing that addresses real user intent
- Building trust through experience and clarity
How Search Queries Play Out in SEO vs. GEO
Let’s look at two example queries and how traditional SEO and GEO approaches differ in how they address them.
Example 1: “How much does a roof replacement cost in Austin?”
- SEO Approach: A traditional SEO page might include a blog post titled “Roof Replacement Costs in Austin” that uses keywords like “roofing prices Austin” and includes a pricing chart buried mid-page. This helps it rank for that phrase in the SERPs.
- GEO Approach: To increase the chances of appearing in an AI-generated answer, the same page might start with a clear, direct answer to the question in the first paragraph, followed by a bulleted breakdown of factors that affect cost, and an FAQ section. AI systems are more likely to lift content that’s structured this way.
Example 2: “What is the best CNC material for aerospace parts?”
- SEO Approach: A manufacturer might write a detailed blog post with the keyword “CNC materials for aerospace” and include explanations throughout the article. It may rank well with good backlinks and keyword usage.
- GEO Approach: For generative engines, the content would benefit from a short introductory paragraph directly answering the question, followed by scannable subheadings comparing materials (like aluminum vs. titanium), and clear definitions. This format helps AI models quote or summarize it quickly.
These examples show how GEO favors clarity and structure, but still builds on SEO fundamentals. By anticipating the format and behavior of AI-driven tools, you can make your content more adaptable across both search environments.
What You Should Focus on Now
- Write for people first: Google’s guidance still favors helpful content. Don’t create content solely for bots.
- Add FAQs and question-based sections: These make your content more likely to appear in AI-generated responses.
- Keep your content current: AI systems often look for timely, relevant sources.
- Watch out for “AI-optimized” shortcuts: GEO is still new, and many tools or services make claims without real data behind them.
When comparing GEO vs. SEO, the difference isn’t about choosing one or the other. It’s about knowing how they connect!
Ready to Align Your Strategy with SEO and GEO?
GEO builds on SEO, not replaces it. In the GEO vs. SEO conversation, it’s more accurate to think of GEO as a natural progression. As tools like ChatGPT, Gemini, and Google’s SGE change how people interact with search, it’s smart to create content that fits both traditional engines and AI platforms.
If you’re ready to adjust your digital content strategy for the future of search, MARION marketing agency can help you create content that performs in both spaces.