GEO is a new field, and to understand it best, it's helpful to compare it with SEO, which is already well known to marketers. GEO, short for Generative Engine Optimization, is a strategy for building brand visibility and promoting offerings in AI-generated responses in search engines like Google AI Overview or in chatbots.
SEO, short for Search Engine Optimization, refers to optimizing websites for search engines, with the primary goal of achieving high rankings in search results to drive traffic.
Comparing GEO with SEO reveals both similarities and differences. We've outlined six key aspects in the table and infographic below, covering:
| Feature | Generative Engine Optimization (GEO) | Search Engine Optimization (SEO) |
| Foundation of operatiion | Optimization for AI-first search engines, built on large language models (LLMs). Ranking factors and Search Quality Raters are used to eliminate hallucinations. | Optimization for traditional search engines (mainly Google), based on ranking factors, behavioral signals, E-E-A-T, algorithms, and models like MUM or BERT. |
| Indexing method | AI Overview uses passage indexing, displaying responses generated from multiple sources. | Google indexes entire pages and ranks URLs. Featured snippets like "People also ask" often display answers from a single source. |
| Content creation | Focuses on precisely answering questions to appear in AI Overview. GEO content should incorporate entities, attributes, and related questions. | Often creates content based on target keywords and SEO metrics, such as rankings and click-through rates (CTR). |
Optimization focus |
“Content is queen, but Answer is king!” Focuses on precise answers, lightweight websites (HTML vs. JS), and links from trusted sources (seed pages). | Prioritizes keyword-rich content, backlinks, and meta information to improve rankings in traditional search engines. |
| Competition | New competitors emerge due to the role of social media in AI Overview, including Reddit, Quora, YouTube, and LinkedIn, which also compete for visibility. | Competition mainly consists of similar business competitors. |
| Importance of high rankings | Ranking in the top 3 does not guarantee visibility in AI Overview. | Crucial! A high ranking means higher CTR, leading to increased traffic and conversions. |
The rise of AI and search engines utilizing large language models has led to new optimization methods like GEO. However, this does not mean that traditional SEO is becoming obsolete.
Both methods are complementary and should not be treated separately—this is due to the way traditional search engines and AI-based ones function. As highlighted in the comparison, traditional search engines use algorithms and ranking factors, whereas AI Overview, Bing, and Chat GPT rely on machine learning and language models.
Changes in search results, especially in Google, show that even top 3 rankings are being pushed below the fold in favor of AI Overview (mainly in the US) or increasing numbers of featured snippets, which reduce user clicks on search results. This results in lower CTR and, consequently, a decline in organic traffic and conversions. Therefore, it's essential to optimize websites for GEO to enhance brand exposure in AI Overview, "People also ask," and other snippets, boosting recognition and traffic.
How to implement AI-Ready Strategy?
Whites Agency introduced AI-Ready Strategy and GEO services as response to challenges related to AI responses generated in search engines and chatbots. It aims to protect against declines in organic traffic and conversions, while providing a competitive advantage. These solutions integrates SEO, Content Marketing and Social Media, which translates into better channel synergy and efficiency of invested budgets.
You can learn more about the AI-Ready Strategy: https://www.agencjawhites.pl/en/ai-ready-strategy
If you are looking for a proven partner who will support you in your marketing activities, contact us.