As search behaviour shifts and AI-driven tools become part of everyday online discovery, many businesses are starting to hear a new term: GEO (Generative Engine Optimisation). And while it sounds similar to SEO, the two approaches work in very different ways.
Understanding the difference is key if you want your brand to stay visible, both in traditional search results and within AI-generated answers.
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What Is SEO?
SEO is the long-established practice of improving your website so Google, Bing and other search engines rank your pages higher. It focuses on things like keywords, technical performance, backlinks, content depth and user experience. The goal is simple: get more organic traffic to your website.
What Is GEO?
GEO is much newer. Instead of optimising for search engines, you’re optimising for AI answer engines which can be tools such as: ChatGPT, Perplexity and Google’s AI Overviews. These systems deliver information directly to the user, often without requiring them to click through to a website.
That means the goal isn’t traffic in the traditional sense. It’s visibility inside AI-generated responses. If an LLM chooses your brand or content as a reliable source, you win.
GEO vs SEO: How They Compare
Here’s an at-a-glance breakdown of the biggest differences:
Key Differences Between GEO and SEO:
| Aspect | GEO (Generative Engine Optimisation) | SEO (Search Engine Optimisation) |
| Target platforms | AI-driven answer engines and generative search tools that surface information directly in responses | Traditional search engines such as Google and Bing |
| Content style | Short, clear, structured information such as summaries, FAQs and definitions that models can easily understand | Detailed, keyword-targeted, long-form content that fully answers search intent |
| User interaction | Users may get the information without needing to click through to your site | Users must visit your website to access the content |
| Primary goals | Being cited or referenced inside AI-generated outputs to boost brand visibility | Increasing organic traffic, leads and conversions |
| Performance metrics | Brand mentions within AI answers, inclusion rates and indirect search or brand lifts | Rankings, organic sessions, CTR, backlinks and conversions |
Do You Need Both SEO and GEO?
Yes! And most brands will get the best results by combining the two.
SEO ensures you stay competitive in the search results people still use every day.
GEO prepares you for the rapidly growing world of AI-assisted discovery.
Together, they future-proof your visibility across both traditional search and emerging AI technologies.
GEO isn’t replacing SEO (tell the SEO team to step away from the stress snacks, everything is fine), it’s just expanding the way people find information. Businesses that understand and adapt to both stand to gain the most visibility, credibility and long-term growth.
If you want support strengthening your SEO so it works smoothly alongside your GEO activity, our team can help you build a clear search plan that brings the right people to your site. Reach out to us and we’ll guide you through the next steps.
