Search engines are changing. Instead of giving a list of websites, many now give direct answers using artificial intelligence. These new tools are called generative engines. This change is affecting how websites are found. Traditional search engine optimization (SEO) is no longer the only method. A new approach, called Generative Engine Optimization (GEO), is becoming part of the search experience. Understanding the difference between GEO and SEO is important for anyone who creates content. Both are still used, but they work in different ways.
GEO isn't replacing SEO—they're more like teammates than rivals. SEO helps your content show up in regular search results, while GEO helps it appear in AI-generated answers.
When you ask a question on ChatGPT or see a Google AI Overview, you're interacting with a generative engine. These tools don't just link to websites—they create answers by pulling information from multiple sources.
This changes the game for content creators. It's no longer just about ranking #1 on Google; it's also about having your content selected by AI to create answers.
The term "GEO SEO" describes using both methods together. While they serve different purposes, they complement each other in the modern search landscape.
Generative Engine Optimization (GEO) is the process of making your content AI-friendly so it gets used in answers from tools like ChatGPT, Google's AI Overviews, and Perplexity.
Unlike SEO, which focuses on ranking websites, GEO focuses on getting your content cited or included in AI-generated responses. Success in GEO means your information appears directly in the answer, often without users needing to click through to your site.
Think of it like this: SEO is about getting your restaurant on the map, while GEO is about getting your recipes featured in a cookbook. Both increase visibility, but in different ways.
What makes GEO different:
GEO and SEO might sound similar, but they work differently. Here's a simple breakdown of how they compare:
| Feature | Traditional SEO | Generative Engine Optimization |
| Main goal | Rank higher in search results | Get cited in AI-generated answers |
| Success metrics | Rankings, clicks, traffic | AI citations, inclusion in answers |
| Content focus | Keywords, backlinks | Clear facts, structured data |
| User journey | User clicks your link | User sees your info in AI answer |
| Technical needs | Site speed, mobile-friendly | Schema markup, entity tagging |
Both approaches value quality content and user relevance. You can optimize for both at the same time, which is why "GEO vs. SEO" isn't really the right way to think about it. They're complementary strategies.
SEO helps users find your website through traditional search. GEO helps your information reach users through AI interfaces. Together, they cover more of the search landscape than either could alone.
Industries like healthcare, finance, and education might benefit most from GEO since they provide factual information that AI systems often reference.
AI systems like ChatGPT don't read the web the same way humans do. They process information using large language models that recognize patterns and relationships between words and concepts.
When someone asks a question, the AI looks for content that contains clear, factual information related to that topic. It prefers content that's well-structured, up-to-date, and comes from sources that demonstrate expertise.
"Entities" play a huge role here. An entity is a specific person, place, thing, or concept that AI can recognize—like "iPhone," "New York City," or "climate change." When your content clearly identifies entities and explains their relationships, AI can better understand and use it.
Here's how the process typically works:
Geographic SEO principles also apply here. When content includes clear location information, AI can better match it to location-specific queries.
Entities are the building blocks of how AI understands content. These are specific people, places, organizations, or concepts that have distinct identities. For example, "Nike," "climate change," and "Taylor Swift" are all entities.
To optimize for entities:
Structured data gives AI extra context about your content. Using schema markup (code added to your website) helps AI understand what type of information you're providing.
For example, adding Article schema tells AI systems that your content is an article with an author, publish date, and headline—not a product page or recipe.
AI systems love content that provides straightforward facts and clear explanations. They're designed to find and share accurate information.
When creating content for GEO:
Avoid vague statements, exaggerations, or unsubstantiated claims. AI systems are getting better at recognizing and excluding low-quality or misleading content.
For example, instead of saying "our amazing product is the best on the market," say "our product features 24-hour battery life and weighs 3.2 pounds."
How you organize your content matters as much as what you say. AI systems can better process information that follows a logical structure.
Effective content structure includes:
This approach helps both AI and human readers. When information is well-organized, AI can more easily extract the relevant parts to include in answers.
Geographic SEO still matters in the AI world. When content includes clear location information, AI can better match it to location-specific queries.
For local businesses or region-specific content:
This helps AI understand the geographic context of your content, making it more likely to be included in answers to location-based questions.
Unlike traditional SEO, there aren't many established tools for tracking GEO performance. But you can still monitor how AI systems use your content:
When you notice patterns in what gets included or left out, you can adjust your content strategy accordingly. This might mean restructuring information, adding more specific details, or clarifying certain points.
AI is changing how people find information online. Instead of clicking through search results, many users now get answers directly from AI systems like ChatGPT or Google's AI Overviews.
This shift is happening fast. More people are using AI tools every day, and search engines are integrating AI features into their results pages.
For content creators and businesses, this means adapting to a new reality. If your content isn't optimized for AI systems, you might miss out on visibility even if you rank well in traditional search.
The benefits of GEO include:
The search landscape is evolving quickly. AI-generated answers are becoming more common, and traditional search results are changing to include more AI features.
In the coming years, we'll likely see:
Search engines are trying to balance the convenience of AI answers with the depth and diversity of traditional results. This creates a hybrid environment where both SEO and GEO strategies are valuable.
The relationship between SEO and geo strategies will continue to develop. They'll likely become more interconnected as search platforms evolve, with techniques from each approach influencing the other.
Adding GEO to your existing content strategy doesn't mean starting from scratch. Many good content practices already support both SEO and GEO.
At That RANDOM Agency, we approach GEO as an extension of storytelling. Clear narratives with well-structured information help both humans and AI systems understand your content. When information is presented in a logical, factual way, it's more likely to be used in AI-generated answers.
The key is creating content that serves multiple purposes—ranking in search results, engaging human readers, and providing clear information for AI systems.
By focusing on quality, accuracy, and structure, you can create content that performs well across the entire search ecosystem, from traditional results to the newest AI interfaces.
Want to learn how your content can thrive in this changing landscape? Request a proposal to see how we can help.
You can test by entering questions related to your content into AI systems like ChatGPT or Google Search and seeing if your information appears in the answers. Some analytics platforms are also beginning to track traffic from AI sources.
Yes! GEO often focuses more on the quality and structure of information than on domain authority. Small websites with clear, well-structured content can absolutely appear in AI-generated answers alongside bigger competitors.
Geographic SEO remains very important. Location information helps AI systems match content to location-specific queries, making geographic signals a valuable part of both traditional SEO and GEO strategies.
