SEO vs. GEO (Generative Engine Optimization)
AI is changing how people find and consume information online.
With AI taking over search, many are asking if traditional SEO is obsolete. The truth? SEO isn't dead but it's evolving.
Meet GEO (Generative Engine Optimization): the practice of optimizing for searches in AI Tools like ChatGPT, Claude, and Perplexity.
| Traditional SEO | |
| Target | Search engines (Google, Bing) |
| Goal | Rank higher in search results |
| Output | List of ranked web pages |
| Focus | Keywords, backlinks, technical optimization |
| Content Strategy | Comprehensive guides covering topics |
| Success Metric | Click-through rates, rankings, traffic |
| Key Factor | Backlinks and domain authority |
| User Journey | Click through to website |
| GEO (Generative Engine Optimization) | |
| Target | AI engines (ChatGPT, Claude, Perplexity) |
| Goal | Get cited in AI-generated responses |
| Output | AI-generated summaries with citations |
| Focus | Brand mentions, authority, structured content |
| Content Strategy | Specific answers to precise questions |
| Success Metric | Brand mentions, citation frequency |
| Key Factor | Brand mentions across web correlate with AI citations |
| User Journey | Citations drive qualified traffic to sources |
Why Well-Built Websites Are More Likely to Show Up in AI Searches
While ChatGPT, Perplexity, and Claude work differently than Google, having a well-optimized website gives you a huge advantage in showing up when people search with AI tools:
What Actually Matters for AI Citations:
Key Insight:
ChatGPT gets much of its information from sources that already rank well in traditional search. Strong SEO creates the foundation, but GEO optimizes specifically for how AI engines select and present information.
SEO Foundations Still Matter
Strong SEO doesn't become irrelevant in the AI era—it becomes the foundation.
Authority & Trust
AI systems heavily weight content from authoritative, trustworthy sources when generating responses
Technical Excellence
Fast, crawlable, well-structured sites remain essential for AI systems to access and understand content
User Experience
Sites that provide good user experiences are more likely to be recommended by AI systems
Four things you can do today:
1: Audit Your Current Mentions
Before you can improve your AI visibility, you need to know where you currently stand. Search for your brand name across Reddit, Quora, and industry forums. Are people already talking about you? What are they saying?2: Create Citation-Worthy Content
Instead of writing comprehensive guides that try to cover everything, focus on creating precise answers to specific questions. Think "How to reduce cart abandonment for fashion e-commerce sites." rather than "The Complete Guide to E-commerce Optimization."
Include original data, insights from your team, and specific answers based on your real experience. This unique, compelling brand narrative helps cut through crowded markets where audiences are increasingly fatigued by generic content.
3: Join the Conversation
Start participating in online communities where your expertise adds value. The goal isn't to promote yourself, it's to be genuinely helpful. When you consistently provide valuable insights, natural mentions follow.4: Optimize for featured snippets
Structure your content with concise answers, bullet points, and tables that AI can easily extract.
