Difference Between SEO and GEO: What Marketers Need to Know

SEO VS GEOHere’s a ~500-word blog written in clear, professional UK English, suitable for an agency website like yours:

Search marketing is evolving rapidly. While SEO (Search Engine Optimisation) has been the foundation of online visibility for years, a newer concept called GEO (Generative Engine Optimisation) is starting to reshape how brands appear in AI-driven search experiences. Understanding the difference between the two is crucial for businesses that want to stay competitive in 2025 and beyond.

What is SEO?

SEO refers to the process of optimising a website to rank higher on traditional search engines such as Google and Bing. The goal is to increase organic traffic by improving visibility in search engine results pages (SERPs).

SEO focuses on:

• Keyword research and optimisation

• On-page elements like titles, meta descriptions and headings

• Technical performance (site speed, mobile friendliness, crawlability)

• Backlinks and domain authority

• Content relevance and quality

SEO is largely about ranking positions — appearing on page one, ideally in the top three results, to drive clicks to your website.

What is GEO?

GEO, or Generative Engine Optimisation, is the practice of optimising content so it can be understood, selected and referenced by AI-powered search tools such as Google’s AI Overviews, ChatGPT, Perplexity and other generative search engines.

Instead of ranking web pages, generative engines:

• Summarise information

• Answer questions directly

• Pull insights from multiple sources

GEO focuses on making your content AI-readable, authoritative and quotable, so it can be used in generated answers — even when users never click through to a website.

Key Differences Between SEO and GEO

The biggest difference lies in how visibility is achieved.

SEO aims to:

• Rank web pages

• Drive clicks and traffic

• Optimise for algorithms based on links, keywords and structure

GEO aims to:

• Be cited or referenced in AI responses

• Influence answers rather than clicks

• Optimise for clarity, credibility and context

SEO success is measured by rankings, traffic and conversions.

GEO success is measured by mentions, citations and influence within AI-generated responses.

Content Strategy: SEO vs GEO

SEO content is often structured around keywords and search intent. GEO content, on the other hand, prioritises:

• Clear explanations

• Concise answers

• Structured information

• Expert positioning and trust signals

Well-written SEO content can perform well for GEO, but GEO demands more precision and authority.

Do You Need Both?

Yes. SEO is not disappearing — it remains essential for discoverability, traffic and long-term growth. GEO complements SEO by ensuring your brand stays visible as search behaviour shifts towards AI-powered answers.

The smartest digital strategies now combine:

• Strong SEO foundations

• GEO-optimised content designed for AI consumption

Final Thoughts

SEO helps users find your website.

GEO helps AI understand and represent your brand.

Businesses that adapt early will gain a competitive advantage as generative search continues to grow. The future of search is no longer just about rankings — it’s about relevance, authority and being part of the conversation.