Traditional SEO targets search engine result pages. GEO targets AI-generated answers in platforms like ChatGPT, Perplexity, and Google’s AI Overviews. You need both to stay visible in 2025 and beyond.
SEO vs GEO: why it is important
Search behaviour is shifting. Users no longer rely solely on search engine results pages. AI tools now provide answers instantly, often without sending users to a website. If your content is not being cited by these AI tools, you risk invisibility for entire segments of queries, and given the growth of these platforms in the last 12 months, burying your head in the sand is not an option.
This is not hypothetical. It is already happening and requires a new approach.
What is SEO?
SEO, or Search Engine Optimisation, is the practice of improving a website to rank higher in search engine result pages. It involves keyword targeting, site structure optimisation, content creation, and backlinking. SEO remains a foundational strategy for driving consistent web traffic. At JBE Digital we continue to run data‑driven campaigns that deliver both traffic and revenue.
What is GEO?
GEO means Generative Engine Optimisation. Instead of aiming to rank in search engine result pages, GEO aims to get cited by generative AI tools such as ChatGPT, Perplexity, Gemini and Google’s AI overview features. These platforms generate responses and cite sources, so the goal is no longer to rank but to be used as a source.
SEO vs GEO: what is the difference?
| Element | SEO | GEO |
|---|---|---|
| Target Platform | Traditional search engines like Google and Bing | Generative AI tools such as ChatGPT, Perplexity or Gemini |
| Primary Goal | Earn clicks, traffic and conversions | Be cited in AI generated answers and build visibility |
| Content Format | Keyword rich text, long‑form articles | Concise expert answers, bite‑sized insights |
| Technical Focus | Metadata, backlinks, sitemap, schema | Clear formatting, structured data, llms.txt, semantic cues |
| Performance Metric | Rankings, traffic and user engagement | Citation frequency, brand mentions, AI query presence |
Why GEO matters now
Recent research indicates some sectors have seen up to twenty‑five percent drops in organic click traffic due to AI tools providing answers directly. Generative search is now mainstream. Tools such as Wix and Shopify are even releasing visibility trackers that measure how often your site is cited in AI responses. GEO is no longer theoretical. It is real and trackable.
How to optimise for GEO
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Clear formatting
Use numbered lists, strong headings and bullet points to aid AI comprehension. -
Concise expert content
Answer queries directly. Support claims with proven stats. Avoid fluff. -
Topical depth
Cover a topic thoroughly using related terminology. Do not write thin content. -
Structured data and llms.txt
Provide machine readable signals. Allow large language models to discover your content. -
Brand mentions and citations
The more your content is referenced in trusted sources, the more likely AI will cite you.
Do you still need traditional SEO?
Yes you do. SEO continues to drive most organic traffic today. But without GEO you are missing large pockets of queries where users expect instant answers. Put simply: SEO brings clicks; GEO earns mentions. Both are essential.
How JBE Digital works at the intersection of SEO and GEO
At JBE Digital we build content that ranks in search engines and is cited in AI responses. This means expert‑level posts, structured correctly and developed for visibility in AI summaries. We measure success via traffic for SEO and citation frequency for GEO. The most competitive brands manage both.
SEO vs GEO FAQs
What is GEO?
GEO stands for Generative Engine Optimisation. It is about being cited in AI platforms such as ChatGPT, Gemini and Perplexity.
Does GEO replace SEO?
No. SEO remains crucial. GEO is an additional layer that ensures visibility in generative search environments.
How do I know GEO is working?
Track citations across AI tools and mentions in branded or answer‑focused queries. Tools that show frequency of citation can also help.
Can a traditional agency handle GEO?
Most SEO agencies focus on ranking. GEO requires expert content structure, semantic richness and AI‑readable formats. The specialist approach wins.
Search behaviour is evolving. Traditional SEO still matters but it is not enough on its own. GEO defines visibility in AI driven search engines. If your content is not built for both, it might lose out to brands that are.
At JBE Digital we combine SEO and GEO so you are visible whether someone searches or asks. It’s time to adapt. Book a free consultation to stay relevant in both worlds.
