SEO vs GEO — which one to bet on and why both are needed

Finding yourself online is no longer as straightforward as it used to be. Traditional Search Engine Optimization (SEO, Search Engine Optimization) has long been an integral part of increasing companies' visibility and traffic growth.

Now artificial intelligence tools like ChatGPT, Claude and Google Gemini are bringing a new dimension to how people search for information. This gives rise to the term GEO (Generative Engine Optimization, or AI Optimization) that complements and expands the role of SEO. 

What does SEO mean?

SEO is a strategy that aims to improve the visibility of a website in traditional search engines, such as Google. SEO processes include keyword research, quality content, link building, and technical search engine friendliness. The goal is to rank at the top of search results, get organic traffic and increase conversions. 

What does GEO mean?

GEO, on the other hand, focuses on how content appears in AI-assisted searches and how to make it part of a user's response. AI models do not necessarily direct the user to links, but provide answers from web sources by combining information. Geo-optimization aims to ensure that your content is structured so that AI recognizes it, reads it easily, and can use it as a reliable source. 

Why are both needed?

While GEO is strongly linked to the future of AI-based information retrieval, SEO remains a critical part of digital marketing. Neither strategy replaces the other; they go merrily hand in hand. Content built for search engines can also work well in an AI environment - and vice versa.

With SEO, you make sure that your site is discoverable when you google the answers. With GEO, your content appears when searching for information from artificial intelligence.

Key Differences and Similarities

Although the differences are considerable, SEO and GEO share many common principles: both require quality content, customer-oriented thinking, and technical functionality.

The difference is that SEO is largely based on link structure, keywords, and click-through traffic, whereas GEO focuses on how content gets a mention or citation in an AI-generated response -- so the number of clicks may not be the most accurate metric. 

In addition, Geo material emphasizes clear language, structured content (e.g. headings, tables, lists) and good sources.

How to optimize both together?

If you want to take advantage of both strategies, pay attention to the following:

• Build your site's technical base right: make sure your site loads fast, works on mobile, and its links and sitemap components are slicked over the last one.
  
• Produce content that genuinely meets the user's need. This works in both environments.
  
• Add sources, clear facts, and structured sections to your content - these help the AI assess the reliability of your content and identify it as part of the generated response.
  
• Track both traditional (organic movement, page views, conversions) and new metrics such as mentions in AI responses and content share in AI conversations.
  
• Constantly update and optimize - algorithms and AI models are evolving, and maintaining good visibility requires activity.
  
  

What can we learn from this?

SEO and GEO are not opposing strategies. They are complementary ways to ensure that your content can be found anywhere, whether it's good old Google or ChatGPT as a search engine. When you optimize the technical side of your site, create clear and relevant content, and build credibility, you are on the right track. In the future, the choice is not either/or but either/that. This way your content can be found where your customers are looking for it.