The search landscape is changing. For years, SEO has been the backbone of digital visibility. But with the rise of generative AI platforms like ChatGPT, Gemini etc., the rules are shifting. Where search once meant optimizing for algorithms, it’s increasingly about optimizing for language models. We know this as Generative Engine Optimization (GEO) - and it’s quickly becoming marketing’s next major battleground.

SEO – the classic foundation

Traditional Search Engine Optimization (SEO) is still a cornerstone of digital strategy. It ensures that websites rank high on Google or Bing so users click through. SEO typically falls into three areas:

• On-page SEO: Optimizing content, headlines, internal links, metadata, and images to match user intent.

• Off-page SEO: Building authority through backlinks from reputable domains.

• Technical SEO: Improving speed, mobile-friendliness, security, and structured data to help search engines index correctly.

Success in SEO is measured through click-through rates, bounce rates, and time on site. In short, SEO is about attracting relevant traffic to your website.

GEO – optimization for generative platforms

Generative Engine Optimization (GEO) is about creating content that AI models can use when delivering direct answers to users. The goal is not just clicks, but ensuring your content is selected, cited, or integrated into AI-generated responses.

Key traits of GEO:

• Context and clarity: Content must be precise, well-structured, and written in natural language so AI can easily use it.

• Mentions over links: While SEO leans on backlinks, LLMs look for linguistic patterns and frequent mentions.

• Structured formatting: Headlines, bullet points, short answers, and clear definitions make content more accessible for AI.

• Authority and trustworthiness: Reliable, well-crafted content is more likely to be cited than shallow or overly promotional text.

• Prompt relevance: Texts should be shaped to mirror the kinds of questions users ask – not just keywords.

SEO vs. GEO – two sides of the same coin

• The distinction lies in the platforms:

• SEO focuses on visibility in traditional search engines, aiming to drive clicks to your site.

• GEO focuses on AI-driven assistants, where the goal is to be chosen as the best answer in a conversational interaction.

• SEO is about attracting traffic. GEO is about being present in the answer itself.

How success is measured

Where SEO traditionally tracks traffic and user behavior on your site, GEO requires a new approach:

• Visibility in AI answers: How often your content is cited or used.

• Relevance to prompts: Whether your text fits naturally into the questions AI models are asked.

• Influence on perception: Whether your brand is represented as a credible source within AI-generated outputs.

What this means for businesses

Investing in GEO requires courage, because the tools and metrics are still immature. But the risk of waiting may outweigh the risk of moving early. Companies that experiment with GEO can secure a first-mover advantage and shape how AI represents their brand in the years to come.