More people now ask ChatGPT, Gemini, Perplexity or Google’s AI Overviews for recommendations instead of scrolling through search results. That has created a new term, GEO, and a lot of confusion about whether SEO still matters. It does. Here’s how the two fit together, and where to put your effort.
What SEO is
Search engine optimization is the work of getting your pages to rank in search results, mainly Google’s, for the searches your customers make. It covers technical health, content that matches what people search, local signals like your Google Business Profile, and authority from other websites linking to you. Success means rankings, clicks and, most importantly, calls, forms and bookings.
What GEO is
Generative engine optimization is the work of getting your business named, cited and recommended inside AI-generated answers. When someone asks an AI assistant “who’s the best emergency plumber near me?” or “which accounting firm works with small restaurants?”, GEO is about being one of the businesses it mentions. You’ll also hear AEO, answer engine optimization, which covers similar ground: being the direct answer in featured snippets, voice search and AI responses.
How they overlap
GEO builds on SEO rather than replacing it. AI tools draw on content they can find and trust, much of it the same pages search engines index. A site that’s fast, well structured and genuinely useful gives both search engines and AI tools something worth citing. Strong reviews and mentions on other reputable sites help with both.
Where they differ
| SEO | GEO | |
|---|---|---|
| Goal | Rank in search results | Get named and cited in AI answers |
| Where it shows | Google and Bing results, the Map Pack | ChatGPT, Gemini, Perplexity, AI Overviews |
| What it rewards | Relevance, authority and a good page experience | Clear answers, facts that are easy to quote, and consistent mentions across the web |
| How you measure it | Rankings, clicks, calls and forms | How often you’re mentioned across a set of tracked questions |
| Content style | Pages built around search terms | Direct answers, specifics and up-to-date facts about your business |
What to do about it
- Get the SEO basics right first. If search engines can’t crawl and understand your site, AI tools will struggle too.
- Answer questions directly. Put clear, specific answers on your pages: what you do, where, for whom, how much and how long.
- Keep your facts consistent. Your name, services, locations and contact details should match everywhere they appear.
- Earn mentions. Reviews, directory listings and coverage on reputable sites tell AI tools you’re a real, trusted business.
- Add structured data. Schema markup helps machines read your business details accurately.
- Track both. Watch your rankings and leads, and check regularly how AI tools describe and recommend you.
Which one should you invest in?
For most service businesses, SEO still brings in the bulk of search customers today, so it comes first. GEO is the layer on top that protects your visibility as more searches move to AI. The good news is that much of the work counts twice. Read our complete guide to generative engine optimization, or book a free strategy call and we’ll show you how AI tools currently describe your business.
