Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) may sound similar, but they work in very different ways. SEO is about ranking higher on search engine results pages so users can find and click your website in a list of links. GEO, on the other hand, focuses on making sure your brand is included directly in the answers given by AI tools like ChatGPT, Perplexity, or Google’s AI Overviews. In short, SEO helps you stand out in traditional search results, while GEO ensures your brand is part of the conversation when AI delivers information.
SEO vs. GEO: How Search and AI Answers Differ
| FEATURE | SEO (Search Engine Optimization) | GEO (Generative Engine Optimization) |
|---|---|---|
| Main Goal | Rank higher on search engine results pages (Google, Bing) | Be mentioned directly in AI-generated answers (ChatGPT, Perplexity, Google AI Overviews) |
| How It Works | Uses keywords, site structure, and backlinks to improve ranking in a list of links | Optimizes content for AI models so your brand appears in their generated responses |
| User Experience | Users scan a list of links and choose one to click | Users receive a direct answer that may already include your brand or solution |
| Search Format | Keyword-based search results | Conversational, question-and-answer style responses |
| Primary Tools | Google Search Console, SEMrush, Ahrefs, Moz | Prompt-based testing, AI model monitoring, conversational query optimization |
| Main Advantage | Drives traffic from traditional search | Positions brand as the “go-to” answer in AI conversations |
| Challenge | Competing with thousands of sites for top positions | Getting recognized and cited by AI systems that synthesize answers |
About The Author
Mark Senefsky
Strategic Marketing leader with over 30 years of experience connecting brands and their customers. My vision and leadership help companies adopt and leverage established and emergent marketing strategies to increase profitability, productivity and significant competitive advantage.