Change is the only constant in digital marketing. If you’re a CMO, you’ve likely noticed search evolving at breakneck speed. Traditional SEO (Search Engine Optimization) is no longer the sole game in town – enter Generative Engine Optimization (GEO). As AI-powered search tools like ChatGPT and Google’s Search Generative Experience (SGE) grow, brands must adapt.
In this article, we’ll explain what SEO and GEO are, how they differ, and what that means for your marketing strategy. We’ll also look at hard data on SEO vs. generative search trends, share insights from experts, and offer actionable takeaways for CMOs looking to integrate GEO.
Our goal is to give you a clear, CMO-level understanding of this new landscape – in plain language, with practical examples, and without the hype. Let’s dive in.
What is Traditional SEO (Search Engine Optimization)?
SEO is the longstanding practice of optimizing your website to rank higher in search engine results pages (SERPs) like Google’s. The strategy is straightforward in concept: understand what terms your audience searches for and make your content highly relevant and authoritative for those queries. In practice, SEO involves keyword research, creating quality content, improving site technical health, and building credibility through backlinks. The end goal is to secure those coveted top positions on Google or Bing and attract organic traffic to your site.
A few hallmarks of traditional SEO include: focusing on keywords and meta tags, earning links from other sites, and continuously adapting to search algorithm updates. When users search on Google, they get a list of blue links (along with ads, snippets, etc.). The higher you rank, the more likely a user clicks through to your website. SEO success is typically measured by metrics like your organic traffic, search rankings, click-through rates (CTR), and conversions from organic search.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the emerging practice of optimizing content for AI-driven search engines – think ChatGPT, Bing Chat, Claude, or Google’s AI snapshots. These “answer engines” don’t just show a list of links; they generate conversational answers for users by pulling information from multiple sources. GEO focuses on structuring and presenting your content in a way that AI systems will recognize it as a trustworthy, relevant source to include in their generated answers.
In simpler terms, GEO is about making sure your brand’s information is used by AI when it answers questions, not just having your link appear in traditional search results. For example, if someone asks an AI assistant “What’s the best project management software?”, a solid GEO strategy helps ensure that the AI might mention your product or quote your content in its answer, rather than just listing your site as one of ten links.
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The key difference is where the content appears: SEO aims for a click to your website, whereas GEO aims for your content to be embedded in the answer itself. The ultimate goal of GEO is similar to SEO – increasing visibility and driving engagement – but via AI-driven responses instead of the classic SERP. As search behavior shifts toward conversational queries, GEO ensures your brand isn’t left out of the conversation.
GEO VS. SEO: How SEO and GEO Differ
At their core, SEO and GEO share the same foundation: both aim to connect your content with target audiences by answering the questions people are asking. High-quality content, a focus on user intent, and strong credibility (think Google’s E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness) are crucial in both. In fact, GEO builds on SEO best practices, adapting them for a new kind of search engine.
However, there are important differences in how we execute SEO vs. GEO. Let’s break down a few key areas side by side:
| Aspect | Traditional SEO (Search Engine Optimization) | GEO (Generative Engine Optimization) |
|---|---|---|
| Strategy & Goal | Ranks content as high as possible in SERPs – the goal is to earn clicks from search listings. It’s about securing one of the top spots on Google’s results for relevant keywords. | Aims for content to be included in AI-generated answers. The goal is to have the AI cite or summarize your content when answering user queries, even if the user never clicks a link. |
| Audience Behavior | Users see a list of links and decide which website to click. They often scan multiple results and might compare sources. The interaction is click-driven – the user goes from Google to your site. | Users ask a question and receive a single synthesized answer drawing from many sources. They may not click at all if the answer suffices. Your content needs to inform the AI’s answer to reach the user, rather than relying on the user to click through. |
| Content Optimization | Emphasizes keywords, meta tags, titles, and on-page SEO signals to prove relevance to search algorithms. Also uses formatting like headers and snippets to win features like Featured Snippets. | Emphasizes clear, structured content that AI can easily parse – think FAQ-style sections, direct answers, and schema markup. Evidence matters: content that includes citations, expert quotes, and up-to-date facts is more likely to be trusted and used by AI. |
| Tools & Techniques | Uses tools like Google Search Console, keyword planners, and SEO crawlers to optimize for known ranking factors. SEO teams track algorithm updates and adjust tactics (e.g. mobile-friendliness, Core Web Vitals). | Uses tools like Google Search Console, keyword planners, and SEO crawlers to optimize for known ranking factors. SEO teams track algorithm updates and adjust tactics (e.g., mobile-friendliness, Core Web Vitals). |
| Use of Sources | Doesn’t require citing sources in your content – you generally want to keep users on your page. Outbound links are used but not core to SEO success. | Designed to be cited. Generative AI prefers evidence-backed content. Including reputable sources, stats, and quotes in your content can increase the chances an AI will choose it and cite it in an answer. In GEO, being seen as an authoritative source is paramount. |
| Primary KPIs | Metrics of success include organic traffic from search, keyword rankings, click-through rate from SERPs, and conversions from that traffic. | Success is measured by AI-driven visibility: e.g. how often your brand/content is mentioned or cited in AI answers, traffic referred from AI chat tools or AI SERP features, and brand lift from being included by AI. These are new metrics – for instance, tracking if ChatGPT or Bing’s AI cited you for important queries. |
(Table: Key differences between traditional SEO and GEO)
As the table shows, SEO vs. GEO isn’t about old vs new so much as clicks vs answers. Traditional SEO remains essential – without it, your content might never be considered by AI engines in the first place. In fact, one study found that ChatGPT’s cited sources overlap with Bing’s top search results 87% of the time. In other words, if you’re not ranking well in regular search, it’s unlikely you’ll be a go-to source for generative AI either. We often tell clients: SEO is the cake, and GEO is the icing. You need a solid SEO foundation, then layer GEO tactics on top to capture the AI-driven search opportunities.
Why GEO Matters Now (Trends and Data)
Is GEO just a buzzword or a real shift in user behavior? The evidence is mounting that generative AI search is a fundamental change in how people find information. Here are some trends that should be on every CMO’s radar:
- Surging Adoption of AI Search: ChatGPT reached over 180 million monthly users within a year of launch. Newer AI search tools like Perplexity.ai saw an 858% surge in usage, now with around 10 million monthly users. This isn’t niche anymore – millions of people are asking AI for answers every day.
- Consumers Trust AI Results: Roughly 70% of consumers already trust generative AI search results, and 79% expect to use AI-driven search in the next year. That level of trust and intent means a huge chunk of your audience may get answers from an AI before ever visiting a website.
- Shifting Search Behavior: Gartner predicts that by 2026, traditional search volume will drop 25%, and organic search traffic could decrease by over 50% as people turn to AI assistants. In plain terms, if you rely solely on classic SEO without optimizing for AI, you risk losing half your organic audience in the coming years.
- Generational Change: Not every customer starts with Google anymore. In fact, nearly 40% of Gen Z prefers searching on TikTok or Instagram over Google for certain queries. Social media and alternative platforms are the new search engines for many young consumers. This multi-search behavior extends to AI: a Gen Z user might ask TikTok for fashion advice, then ask ChatGPT for product recommendations. Your strategy has to cover all these bases.
- AI in SERPs: Google’s Search Generative Experience and Bing’s AI results are blending into traditional search. For complex queries, Google’s AI Overview can appear at the top, giving an answer with sources cited. Microsoft’s Bing is expanding its generative search for detailed questions. These AI-infused results often lead to “zero-click” searches – users get what they need from the AI summary without clicking any link. This can shrink your web traffic, unless your content is featured in those summaries. Google even noted that being one of the AI-cited sources can actually drive more clicks than a regular result, because it’s like a stamp of authority.
In short, user expectations are evolving. People want quick, conversational answers, and they’re turning to whatever tool gives the best convenience – whether that’s a search engine, an AI chatbot, or a social app. GEO matters because it helps your brand stay visible in all the places answers are being found.
Practical Example: GEO in Action
To see the impact of GEO, consider a recent case study from our team. We worked with a B2B SaaS company in the data analytics space that struggled to reach highly technical prospects through traditional SEO alone. Their target audience – data engineers – had started using tools like ChatGPT and Claude to research solutions, meaning our client’s content wasn’t even entering the conversation. We developed a comprehensive GEO strategy focusing on the questions data engineers ask AI and optimizing the content to be AI-friendly (adding clear Q&A sections, schema markup, etc.). The results were dramatic: in six months, the company saw a 326% increase in LLM-driven organic traffic and a 50% monthly growth in traffic from AI overview features. And notably, this was achieved with zero link-building – purely through content optimization and GEO tactics.
Check out our LLM case study for a SaaS company>>
This example highlights that GEO isn’t theoretical – it can translate into real traffic and leads. By ensuring their content was the one AI assistants loved to quote, the company gained visibility with an audience that they previously had trouble reaching. For CMOs, it’s a hint of what’s possible: those who get ahead on GEO can capture new demand early, while competitors are still wondering why their Google traffic is plateauing.
SEO vs. GEO: Do You Need Both?
One question we hear from marketing leaders is, “Will GEO replace SEO? Should I shift my budget entirely to GEO?” The answer: No – SEO isn’t dead, and GEO isn’t a magic bullet on its own. In fact, SEO and GEO work best in tandem. Think of GEO as an evolution of SEO for the AI era, not a replacement.
Traditional search engines still drive a majority of web traffic today, and SEO fundamentals (technical health, quality content, user experience) remain non-negotiable. What’s changing is the end-point of some searches. Instead of a user clicking through, an AI might intermediate. That means we need to optimize our content for both scenarios: the page that a human will read, and the snippet or insight that an AI will extract.
Several experts echo this balanced view. As Ross Simmonds, CEO of Foundation Marketing, puts it: “The more likely you are to be sourced or included in a response to a query from AI, the more likely you are to become top of mind and have your website visited or brand engaged with.‘” In other words, being featured in AI answers can actually drive brand awareness and indirect traffic, which eventually leads users to seek out your site or product. But to be that featured source, your content often needs to rank well in the first place (or at least be deemed authoritative by the AI).
Another industry voice, Louise Linehan of Ahrefs, noted that focusing on AI-oriented optimization has side benefits for classic SEO. Her data found that “AI-optimized keywords trigger 849% more Featured Snippets and 258% more Discussions compared to non-AI queries.” In practice, by structuring content to satisfy AI, you often end up creating the kind of concise answers that Google rewards with Featured Snippets. It’s a win-win: better GEO can mean better SEO, and vice versa.
The takeaway: don’t drop the SEO ball when embracing GEO. Instead, expand your definition of “search optimization” to cover both traditional and generative search. The companies that do both will dominate visibility across all platforms. As an agency that works on the cutting edge of GEO, we’ve seen firsthand that an integrated approach yields the best results.
Actionable Takeaways for CMOs
So, how should you, as a CM,O approach Generative Engine Optimization? Here are some concrete steps and best practices to consider:
- Ensure SEO Fundamentals First: GEO is built on a strong SEO foundation. Secure your technical SEO, fast load times, mobile optimization, and high-quality content. Remember, even AI pulls from top-ranked content – one analysis found 87% of AI citations matched the top organic results. In short, you won’t win the AI game if your traditional SEO is weak.
- Optimize Content for AI Consumption: Adjust your content creation to be AI-friendly. This means providing clear, direct answers to common questions within your content (think FAQ sections or summary paragraphs) and using structured data (schema) to mark up that Q&A content. Include evidence in your articles – cite statistics, include expert quotes, link authoritative sources. Studies show content with citations and quotes can boost AI visibility by ~30-40%. We’ve started training our content teams to write with a “would an AI choose this?” mindset, and it’s paying off.
- Monitor Your Generative Search Presence: Just as you track Google rankings, start tracking how and where your content appears in generative AI results. For example, periodically ask ChatGPT or Bing Chat about your product/category to see if you’re mentioned. Tools are emerging to help with this, but even manual spot-checks are useful. If you find competitor content being cited by AI when yours is not, analyze why. Do they provide more concise answers? More stats? Use this intel to refine your GEO approach.
- Expand to Multi-Channel Search Platforms: Generative AI is one part of a broader multi-search ecosystem. Younger audiences might find you on TikTok; professionals might search within LinkedIn or ask a question on Reddit. Being active and optimized on multiple platforms increases the chances that AI models see your content in their training data or real-time sources. For instance, content posted on a popular Q&A thread or a well-regarded LinkedIn article can surface in AI answers. Diversify your content distribution – it not only helps SEO (via backlinks and brand mentions) but also feeds the AI engines.
Learn about our mSEO services>>
- Adapt Your KPIs and Analytics: Traditional web analytics might not tell the full story of GEO impact. In addition to tracking organic traffic, start looking at referral traffic from AI sources (e.g. Bing Chat’s referrals show up in analytics) and even indirect metrics like branded search volume (which can rise if people hear about you via an AI answer). Some forward-thinking teams are creating internal dashboards for “AI citations” – counting how often their brand appears as a cited source in known AI outputs. Define what GEO success looks like for your business (e.g. being cited in 3 out of 5 top AI results for your category) and measure progress.
- Educate and Empower Your Team: Bring your content, SEO, and PR teams up to speed on GEO concepts. This might involve training writers to phrase content in a Q&A style, or coaching your SEO specialists to incorporate schema for HowTo, FAQ, etc., more deliberately. Encourage them to stay updated on AI search developments (Google’s updates to SGE, OpenAI announcements, etc.). The search landscape is changing fast; a culture of learning will help your organization stay ahead.
- Partner with Experts (When Needed): If all this feels overwhelming, you’re not alone. Just as SEO became a specialized discipline, GEO expertise is developing. Consider partnering with agencies or consultants who are leading in GEO (for example, our team at Brainz Digital has been pioneering GEO strategies and developing playbooks specifically for AI search). We’ve helped clients bridge the gap – from auditing where they stand in AI results to implementing changes that get them into those results. Even if you don’t outsource, getting an outside perspective or audit on your “AI readiness” can illuminate blind spots and new opportunities.
- Stay Customer-Centric: Finally, a reminder that came from a LinkedIn post we saw by an industry veteran: don’t chase algorithms at the expense of user value. Whether it’s SEO or GEO, the content that wins long-term is content that genuinely helps your audience. AI algorithms are increasingly designed to reward exactly that. So as you tweak your strategy for AI, keep asking: Does this content solve a real customer question? Is it written in language they’d understand? If yes, you’re on the right track. GEO isn’t about gaming a system; it’s about better aligning content with what users (and therefore AIs) find valuable.
Watch BrainZ’ CEO (me) talking bout optimizing for SaaS using GEO and SEO:
Shall we wrap up?
The rise of generative AI in search is reshaping how consumers find information. For CMOs, the imperative is clear: adapt your search strategy or risk invisibility in these new channels. GEO and SEO are now two sides of the same coin – one ensures you’re visible in the classic search results, the other ensures you’re part of the conversation when AI tools deliver answers. By embracing GEO alongside traditional SEO, you position your brand to capture attention whether someone is scrolling Google or querying a chatbot.
At Brainz Digital, we’re approaching this AI-driven future with excitement. We’ve seen early adopters reap rewards, from skyrocketing AI-driven traffic to enhanced brand authority as “the company that the AI keeps mentioning.” Our own journey in GEO (including the SaaS case study mentioned above) has shown us that with the right strategy, generative search can become a growth engine for businesses. It’s not about abandoning what works in SEO – it’s about extending it.
As you consider your digital strategy for the next 12-24 months, ask yourself: Is my brand ready for the era of AI-driven search? If the answer is not a confident yes, now is the time to start exploring GEO. The good news is you don’t have to go it alone. We’ve been honing our GEO services to help companies navigate this shift, from content audits and schema implementations to training teams on AI-era best practices. Our advice: begin with small steps – identify a key piece of content and optimize it for an AI query, or add an FAQ section to a high-value page – and build from there.
The search landscape will continue to evolve (it always does!), but by staying proactive and customer-focused, you can ensure your brand remains discoverable and relevant. GEO is an opportunity to get ahead of the curve and speak to your audience in the new ways they are searching. In the end, it’s all about meeting your customers where they are looking for answers, be it a search bar or a chat box. By combining the proven tactics of SEO with the forward-looking strategies of GEO, we can future-proof our digital presence and keep our brands at the forefront of our industry’s conversation.
We’re here to help you do it. Here’s to staying visible in the age of generative search.
FAQs
Q: What is the difference between SEO and GEO?
A:
SEO (Search Engine Optimization) focuses on improving your website’s visibility in traditional search engine results (like Google or Bing) to attract clicks. GEO (Generative Engine Optimization) is about optimizing your content so that AI-powered engines like ChatGPT or Google SGE cite or include your brand in their generated answers.
In short: SEO gets you clicks; GEO gets you quoted.
Q: Will GEO replace SEO?
A:
No, GEO won’t replace SEO — they complement each other. A solid SEO foundation is still necessary for AI engines to recognize and trust your content. GEO builds on that by optimizing how your content is interpreted and cited by AI assistants. Think of SEO as getting found in search results, and GEO as getting mentioned in AI answers.
Q: What is the difference between GEO, SGE, and SEO?
A:
- SEO is the practice of optimizing your site for traditional search engines.
- GEO is the strategy of making your content AI-friendly, so it shows up in generative responses.
- SGE (Search Generative Experience) is Google’s AI-powered feature that creates answers using multiple sources.
GEO helps your content appear in SGE and other AI-generated search experiences.
Q: What is the difference between SEO and GSO?
A:
While SEO is well-established, GSO (sometimes mistakenly used for GEO or referring to “Generative Search Optimization”) focuses on preparing content for generative search engines. In many contexts, GSO and GEO refer to the same emerging discipline: optimizing content to be cited, not just clicked. GEO is the more widely accepted term today.
