SEO vs GEO: How Digital Marketers Should Adapt in the Age of AI Search

The search landscape is undergoing a seismic shift. With the rise of generative AI platforms like ChatGPT, Bing Copilot, Google Gemini, and Perplexity, users are no longer relying solely on traditional search engines to find answers. Instead, they increasingly ask AI assistants directly, bypassing search engine result pages (SERPs) altogether.

For digital marketers, this raises an urgent question: Is traditional Search Engine Optimization (SEO) still relevant? Or is it time to embrace Generative Engine Optimization (GEO)? This article provides an intermediate-level analysis of SEO and GEO, offering clarity on their differences, when to use each, and how marketers can integrate both to stay competitive in the evolving search ecosystem.

What is SEO?

Search Engine Optimization (SEO) is the practice of optimizing web content to rank higher on search engines like Google and Bing. The goal is to increase organic (unpaid) traffic by ensuring content is crawlable, keyword-rich, authoritative, and user-friendly.

Core SEO techniques include:

Keyword research and placement
On-page optimization (title tags, headers, meta descriptions)
Technical SEO (site speed, mobile-friendliness, indexing)
Backlink building
Structured data and schema markup

SEO has long been the cornerstone of digital visibility. Ranking on the first page of Google has been synonymous with online success.

Learn more: What is SEO?

What is GEO?

Generative Engine Optimization (GEO) is a newer discipline focused on optimizing content to be referenced, quoted, or cited by AI-driven search engines and language models. Instead of trying to rank on a search results page, the goal is to make your content a trusted source that AI uses when generating responses.

Core GEO strategies include:

Structuring content in a question-and-answer format
Writing concise, fact-based summaries
Using schema markup (e.g., FAQPage, HowTo)
Ensuring content is up-to-date and highly credible
Publishing on authoritative, well-cited domains

GEO is particularly relevant for content aimed at information-seeking queries—those that users ask AI tools directly, such as "how to reset a Nest thermostat" or "what are the symptoms of iron deficiency."

Learn more: What is GEO?

Key Differences Between SEO and GEO

Dimension	SEO	GEO
Goal	Rank on SERPs	Be quoted by AI engines
Content format	Long-form, keyword-optimized	Short-form, structured answers
Ranking factors	Keywords, backlinks, UX, domain authority	Clarity, structure, trustworthiness
Audience behavior	Clicks through SERPs	Receives direct AI answers
Tools involved	Google Search Console, Ahrefs, SEMrush	Schema.org, FAQPage markup, AI prompt testing

Why This Matters Now

According to analytics provider Similarweb, Google's overall traffic declined by as much as 30% in some verticals in late 2024. Meanwhile, platforms like Perplexity.ai and Bing's Copilot report rising usage as default information portals.

This trend suggests that a growing number of searches are resolved without visiting a website. For example, a user might ask Bing Chat, "How do I remove coffee stains from a white shirt?" and receive a summarized answer directly in the chat window—without ever clicking a link.

If that summary references your brand's content, you still earn visibility. But if your content isn't structured for GEO, you risk being left out entirely.

Real-World Examples

1. Mayo Clinic (GEO Success)

Mayo Clinic's health articles are frequently cited by ChatGPT and Bing AI. Their content is medically reviewed, uses FAQ structures, and includes schema markup—making it a prime candidate for GEO.

2. Backlinko (SEO + GEO Hybrid)

Backlinko, known for in-depth SEO guides, structures content with clear headers, concise definitions, and well-formatted bullet points. This makes it easy for both search engines and AI models to parse, bridging the SEO-GEO gap.

3. Niche E-commerce Brands (SEO Reliance)

For niche product searches like "best camping water filter," traditional SEO still dominates. Buyers research via SERPs, compare products, and read reviews—activities where SEO content continues to shine.

When to Use SEO vs. GEO

Use SEO When...	Use GEO When...
Targeting product or transactional pages	Targeting informational or factual topics
Competing in high-search-volume niches	Aiming to be referenced in AI summaries
Driving blog or landing page traffic	Answering specific, niche questions

In reality, most brands benefit from both. The strategy is not SEO or GEO—it’s SEO and GEO.

How to Implement GEO Without Ditching SEO

Add FAQ Sections: At the end of your blog posts or product pages, include a "People Also Ask" style FAQ section.
Use Schema Markup: Implement structured data like FAQPage, HowTo, and Article to make your content machine-readable.
Monitor AI Mentions: Search for your brand or domain in AI tools like Perplexity and Bing Chat to see if you're being cited.
Test AI Prompts: Try asking AI tools questions your audience would ask. If your content doesn’t appear, reformat and optimize.
Focus on E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness are still critical—especially for AI referencing.

Final Thoughts: The Future is Hybrid

The rise of generative search doesn't signal the death of SEO—it signals its evolution. As user behavior shifts from searching to asking, content strategies must shift from ranking to responding.

Digital marketers should think beyond "how do I rank #1 on Google" and ask, "how do I become the answer AI chooses?"

By combining the technical robustness of SEO with the clarity and credibility GEO demands, marketers can future-proof their content in a world increasingly dominated by AI-driven discovery.

Stay visible, stay valuable—optimize for both engines and intelligence.

Extended Reading:

How to get your website exposure in Google AI search results (AI Overview)?

Is SEO still useful in the age of AI search?

Google ads appear in AI overview