GEO vs SEO: What's the Difference and Why You Need Both
By Damiano Mastrangioli, Co-Founder of Oltre.ai | Published December 2025
Your SEO is working. You rank on page one. Traffic is growing.
But when a potential customer asks ChatGPT "what's the best solution for [your category]," your competitor gets mentioned. You don't. That customer never searches Google at all. They just act on the AI's recommendation.
This is the new reality: SEO gets you found in search results. GEO gets you cited in the answer itself. You need both.
GEO (Generative Engine Optimization) focuses on getting your brand cited in AI-generated answers from platforms like ChatGPT and Perplexity. SEO (Search Engine Optimization) focuses on ranking higher in traditional search results like Google. Both share core principles around content quality and authority, but they measure success differently. You need both because they're complementary, not competing strategies.
What is SEO?
Search Engine Optimization has been the cornerstone of digital marketing for over two decades. SEO is the practice of optimizing your website and content to rank higher in search engine results pages (SERPs) on platforms like Google and Bing.
How SEO Works
Traditional search engines follow a straightforward process: they crawl and index your website, evaluate hundreds of signals (keywords, backlinks, site speed, mobile-friendliness), rank pages based on relevance and authority, and display a list of links for users to choose from. Success is measured by rankings, organic traffic, and conversions.
Key SEO Elements
- Keyword optimization: targeting terms your audience searches for
- On-page elements: titles, headers, meta descriptions
- Technical performance: speed, mobile experience, crawlability
- Backlink profile: links from other authoritative sites
- Content quality: relevance, depth, freshness
- User experience signals: engagement, time on page
What is GEO?
Generative Engine Optimization emerged in 2023-2024 as AI-powered search tools gained mainstream adoption. GEO is the practice of optimizing your content and online presence to be discovered, understood, and cited by AI platforms like ChatGPT, Perplexity, Claude, and Google AI Overviews.
For a comprehensive introduction, see our Complete Guide to GEO.
How GEO Works
AI systems work fundamentally differently: they retrieve information from multiple sources, evaluate content for accuracy, clarity, and authority, synthesize information into a direct answer, and may or may not cite sources. Success is measured by citations, mentions, and inclusion in responses.
Key GEO Elements
- Answer-focused content structure: clear, extractable summaries
- Statistical evidence and citations: data AI can confidently reference
- E-E-A-T signals: Experience, Expertise, Authoritativeness, Trustworthiness
- Schema markup: structured data for AI parsing
- Third-party presence: mentions across trusted platforms
- Content freshness: recent, up-to-date information
Key Differences
| Aspect | SEO Approach | GEO Approach |
|---|---|---|
| Goal | Rank high in search results | Get cited in AI responses |
| Success metric | Clicks to your website | Being mentioned in the response |
| Content focus | Keyword-optimized | Answer-optimized |
| Authority signal | Backlinks | Citations and E-E-A-T |
| User behavior | Clicks through to your site | May never visit your site |
How Success is Measured
| Metric Type | SEO | GEO |
|---|---|---|
| Visibility | Keyword rankings | Citation frequency |
| Traffic | Organic sessions | AI referral visits |
| Engagement | Click-through rate | Share of voice in AI answers |
| Quality | Time on page, bounce rate | AI traffic engagement |
| Business | Conversions from organic | Conversions from AI traffic |
Content Approach
| Aspect | SEO | GEO |
|---|---|---|
| Optimization target | Keywords | Answers |
| Content style | Comprehensive coverage | Extractable facts and summaries |
| Audience | Human readers | AI parsing + human readers |
| Goal | One page ranking well | Being the authoritative source |
Authority Signals
| Signal Type | SEO | GEO |
|---|---|---|
| Primary metric | Backlinks | Citations and mentions |
| Domain strength | Domain authority | E-E-A-T signals |
| Page strength | Page authority | Third-party validation |
| Structure | Internal linking | Presence across trusted platforms |
In SEO, users click a link and visit your website, so you can track the full journey. In GEO, users may never visit your website at all. They get their answer directly from AI. This makes attribution more challenging but also means brand visibility has value beyond direct traffic.
What They Share
Despite the differences, GEO and SEO share fundamental principles.
Quality content wins. Both systems reward content that genuinely helps users. Google has spent decades refining algorithms to identify helpful content. AI systems inherited this priority: they want to provide accurate, useful answers.
E-E-A-T matters. Experience, Expertise, Authoritativeness, and Trustworthiness influence both SEO rankings and AI citations. Content from credible sources with demonstrated expertise performs better in both contexts.
User intent is central. Both SEO and GEO require understanding what users actually want to know. Content that answers real questions performs well across both channels.
Technical fundamentals. Site speed, mobile-friendliness, clean architecture, and proper markup benefit both SEO rankings and AI crawlability.
Content freshness. Both Google and AI platforms favor current, up-to-date content. Outdated information hurts performance across the board.
Why You Need Both
1. Different Audiences at Different Stages
Some users prefer traditional search. Others default to AI tools. Many use both, starting research in ChatGPT, then verifying on Google. Optimizing for only one channel means missing part of your audience.
2. SEO Builds the Foundation for GEO
Many AI systems draw from sources that already rank well in traditional search. Google AI Overviews explicitly pull from top search results. Strong SEO gives you a head start in GEO.
3. Traffic Diversification
Relying on a single traffic source is risky. AI search is growing rapidly, and some estimates suggest AI-generated traffic could reach 20% of organic traffic by end of 2025. Having both channels covered protects against volatility.
4. Compound Effects
Content optimized for both channels reinforces itself. Citations in AI responses can drive branded searches. High rankings in Google contribute to AI visibility. The two strategies amplify each other.
5. The Future is Hybrid
Google AI Overviews represent the merger of traditional and generative search. Users increasingly see AI-generated summaries alongside organic results. Optimizing for one inherently requires optimizing for both.
The question isn't GEO vs. SEO. It's how effectively you can execute both. Businesses that master the integration now will capture traffic across all channels and build authority that compounds over time.
How to Integrate GEO and SEO
Start with SEO Fundamentals
GEO works best when built on a solid SEO foundation. If your site has technical issues, thin content, or poor authority, fix those first.
Layer GEO Optimizations
Once SEO basics are solid, add GEO-specific elements:
- Add answer capsules to existing content
- Include more statistics and citations
- Implement FAQ schema
- Structure content for AI parsing
For specific tactics, see our guide on How to Get Cited by ChatGPT.
Create Content That Works for Both
Every new piece of content should be optimized for both channels:
- Target keywords AND answer common questions
- Optimize for rankings AND citations
- Include comprehensive coverage AND extractable summaries
- Build backlinks AND third-party mentions
Track Both Metrics
Set up dashboards that show traditional SEO performance (rankings, traffic, conversions), GEO performance (AI visibility, citations, AI referral traffic), and how they interact and compound. Learn more in our AI Citation Tracking guide.
The Integrated Workflow
Phase 1: Content Planning
- Identify target keywords (SEO)
- Map common questions users ask AI (GEO)
- Research competitor rankings AND AI citations
- Plan content that addresses both
Phase 2: Content Creation
- Start with answer capsule (GEO)
- Include target keywords naturally (SEO)
- Add statistics and expert quotes (GEO)
- Optimize headings and meta elements (SEO)
- Implement schema markup (Both)
- Cite authoritative sources (GEO)
Phase 3: Content Distribution
- Build backlinks (SEO)
- Earn mentions on third-party platforms (GEO)
- Share on social and industry forums (Both)
- Encourage reviews and discussion (GEO)
Phase 4: Measurement
- Track keyword rankings weekly (SEO)
- Monitor AI visibility monthly (GEO)
- Analyze traffic from both channels
- Compare conversion rates
- Attribute revenue to each channel
Common Questions
Will GEO Replace SEO?
No. GEO extends SEO rather than replacing it. Traditional search isn't disappearing, as Google still handles billions of queries daily. But AI search is growing, and ignoring it means missing a significant and increasing share of potential customers.
Can I Do GEO Without Doing SEO?
Technically yes, but it's much harder. Many AI systems draw from sources that rank well in traditional search. Strong SEO creates assets that AI systems trust and cite. Starting with SEO gives you a foundation to build GEO upon.
Which is More Important?
It depends on your audience. If your customers are early adopters who use AI tools extensively, GEO may have higher immediate impact. If they're traditional searchers, SEO remains primary. Most businesses need both.
How Much Does GEO Cost Compared to SEO?
GEO leverages many of the same investments as SEO: quality content, technical optimization, authority building. The incremental cost of adding GEO tactics to an existing SEO program is relatively modest. The bigger investment is understanding the different requirements and adjusting workflows.
Looking Ahead
The line between SEO and GEO will continue to blur. Google AI Overviews already merge both worlds. Future search will likely be increasingly AI-enhanced, with traditional and generative results interwoven.
Businesses that master the integration now will have significant advantages. They'll capture traffic across all channels, build authority that compounds over time, and be prepared as user behavior continues shifting toward AI-first discovery.
Optimize for Both SEO and GEO
Oltre.ai helps you track your visibility across traditional search and AI platforms. See where you rank, where you're cited, and where you're missing opportunities.
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