Search is splitting in two. Traditional search engines rank web pages in a list. AI-powered engines generate answers and cite sources inline. SEO optimizes for the first. GEO optimizes for the second. Both matter in 2026 — but they require different strategies.
AI Overviews now appear in over 52% of tracked Google searches. ChatGPT commands over 4% of all search referral traffic. And Perplexity, Claude, and other AI assistants are growing fast. If your business only optimizes for traditional SEO, you are leaving a growing share of visibility on the table.
What is SEO?
Search Engine Optimization (SEO) is the process of improving a website's visibility in traditional search engine results pages (SERPs). When someone types a query into Google, Bing, or Yahoo, SEO determines which pages appear at the top of the organic results list.
SEO has been the foundation of digital marketing since the late 1990s. It encompasses three core areas:
- •On-page SEO — Optimizing title tags, meta descriptions, header tags, content quality, keyword usage, and internal linking structure
- •Off-page SEO — Building backlinks, brand mentions, social signals, and domain authority through external sources
- •Technical SEO — Ensuring fast page speed, mobile responsiveness, crawlability, proper indexing, and structured data implementation
The goal of SEO is straightforward: rank as high as possible in search results so that users click through to your website. The higher you rank, the more organic traffic you receive. Studies show the #1 position in Google captures approximately 27.6% of all clicks, while position #10 receives just 2.4%.
Position #1 CTR
27.6%
Average click-through rate
Position #5 CTR
6.3%
Drops significantly by mid-page
Position #10 CTR
2.4%
Bottom of page one
What is GEO?
Generative Engine Optimization (GEO) is the practice of optimizing your website and content to be cited, referenced, and surfaced by AI-powered search engines. These include ChatGPT, Google AI Overviews, Perplexity, Claude, and other generative AI platforms that synthesize answers from multiple sources.
Where SEO asks "How do I rank #1?", GEO asks "How do I become the source the AI cites when generating its answer?"
GEO emerged as a discipline in 2024-2025 as AI search engines grew from novelty to mainstream. The term was first used in academic research from Georgia Tech and Princeton, which found that GEO techniques could increase content visibility in AI responses by up to 115%.
AI Overviews Coverage
52%+
Of Google searches in 2025
GEO Visibility Boost
Up to 115%
With proper optimization (Georgia Tech)
GEO focuses on signals that AI systems value when selecting which sources to cite:
- •Factual density — Specific stats, numbers, and verifiable claims that AI can extract and reference
- •Clear definitions — Direct, quotable answers to common questions in the first 150 words
- •Structured data — Schema markup, tables, and hierarchical headings that AI can parse
- •Authority signals — E-E-A-T indicators, community mentions, third-party validation
- •Content freshness — Content under 3 months old is 3x more likely to be cited by AI systems
For a deep dive into GEO strategies, read our complete guide to Generative Engine Optimization.
Key Differences: GEO vs SEO
While GEO and SEO share the same goal — increasing search visibility — they differ in how they achieve it. Here is a side-by-side comparison of the two approaches:
| Factor | SEO | GEO |
|---|---|---|
| Primary Goal | Rank #1 in search results | Get cited in AI-generated answers |
| Target Platform | Google, Bing SERPs | ChatGPT, Perplexity, AI Overviews |
| Content Style | Keyword-optimized, long-form | Factually dense, clearly structured, quotable |
| Success Metric | Rankings, organic traffic, CTR | AI citations, referral traffic from AI |
| Authority Signal | Backlinks, domain authority | E-E-A-T, community mentions, structured data |
| Keywords | Exact match and semantic keywords | Natural language, topic coverage, entity relationships |
| Link Building | Critical for rankings | Less important; community reputation matters more |
| Freshness | Important but not decisive | Critical — 3x more citations for content under 3 months old |
| Maturity | 25+ years of best practices | Emerging discipline (2024-present) |
SEO asks "How do I rank #1?" GEO asks "How do I become the source AI cites in its answer?" Both questions matter. The answer to each requires different tactics.
The Fundamental Difference in How Content is Selected
In traditional SEO, Google's algorithm evaluates pages primarily through backlinks, keyword relevance, and user behavior signals. The #1 result earns the most clicks, and everything flows from ranking position.
In GEO, AI systems use a process called Retrieval-Augmented Generation (RAG). The AI retrieves multiple sources, evaluates them for factual accuracy and authority, then synthesizes an answer. The sources it cites appear as inline references — and these citations don't follow the same rules as search rankings.
Research from 2025 found that 95% of AI citation behavior is unexplained by traditional SEO metrics. A page ranking #7 in Google might be cited more often by AI than the page ranking #1 if it provides clearer, more factually dense information.
When to Focus on SEO vs GEO
The right strategy depends on your business type, audience, and where your customers search. Here is a practical framework:
Focus More on SEO When:
- •Your customers search with high-intent commercial keywords ("electrician near me", "emergency plumber")
- •Your revenue depends on local search and Google Maps visibility
- •You operate in a market with established search behavior (e.g., "roof repair austin tx")
- •You need immediate, measurable traffic results
Focus More on GEO When:
- •Your audience uses AI assistants to research services before hiring ("what should I look for in a roofer?")
- •You want to be recommended by AI when users ask for suggestions
- •You compete against larger brands and need a level playing field
- •Your industry attracts informational queries that trigger AI Overviews
How SEO and GEO Work Together
GEO and SEO are not competitors — they are complementary strategies that reinforce each other. Many GEO best practices directly improve SEO performance, and vice versa.
Where SEO Supports GEO
Google's AI Overviews primarily cite content that already ranks in the top 10. Research shows 76.1% of AI Overview citations also rank in Google's top 10 organic results. This means strong SEO is a prerequisite for GEO visibility in Google's ecosystem.
AI Overview Citations
76.1%
Come from pages ranking in top 10
Domain Authority Factor
92.4%
Citations from top-10 ranking domains
Where GEO Supports SEO
GEO practices improve traditional SEO performance in several ways:
- •Structured data — Schema markup helps Google understand your pages and can trigger rich results
- •Content quality — Factually dense, well-organized content ranks better in traditional search too
- •E-E-A-T signals — Author credentials, original research, and expertise boost both SEO rankings and AI citations
- •Brand mentions — Community reputation drives both traditional authority and AI trust signals
GEO isn't replacing SEO — it's expanding it. The businesses that master both will dominate the next decade of search.
The Unified Strategy
Rather than treating GEO and SEO as separate efforts, build a unified search strategy:
- 1.Start with keyword research (SEO) — Identify what your audience searches for
- 2.Check for AI Overviews (GEO) — Which queries trigger AI answers?
- 3.Create content that satisfies both — Keyword-optimized AND factually dense with clear definitions
- 4.Add structured data — Schema markup serves both Google and AI systems
- 5.Build authority everywhere — Backlinks for SEO + community reputation for GEO
Practical Implementation Guide
Here is a step-by-step guide to implementing both SEO and GEO for your business, whether you are a home service company or any other local business:
Step 1: Audit Your Current Visibility
Before optimizing, understand where you stand in both traditional and AI search:
- •SEO audit — Check Google Search Console for current rankings, impressions, and click-through rates
- •GEO audit — Ask ChatGPT, Perplexity, and Google Gemini about your services and location. Are you mentioned?
- •Competitor analysis — Check which competitors appear in both traditional results and AI answers
Step 2: Optimize Your Website Structure (SEO + GEO)
- •Add keyword-optimized title tags and meta descriptions (SEO)
- •Implement schema markup: Organization, LocalBusiness, FAQ, Service (SEO + GEO)
- •Create an llms.txt file describing your business for AI systems (GEO)
- •Ensure fast load times and mobile responsiveness (SEO + GEO)
Step 3: Create Content That Serves Both
The best content in 2026 works for both SEO and GEO. Follow this formula:
- •Lead with the answer — Put your main point in the first 150 words (GEO) while including your target keyword (SEO)
- •Use clear headings — H2/H3 hierarchy with question-based headings where relevant (SEO + GEO)
- •Include specific data — Statistics, numbers, and verifiable facts that AI can extract and cite (GEO)
- •Add comparison tables — Side-by-side comparisons are highly citable by AI and boost user engagement (SEO + GEO)
- •Include FAQ sections — Direct answers to common questions trigger featured snippets (SEO) and are frequently cited (GEO)
Step 4: Build Authority Across Both Channels
- •Earn backlinks from industry publications and directories (SEO)
- •Build community presence on Reddit, forums, and Nextdoor (GEO — especially for Perplexity)
- •Collect reviews on Google, Yelp, and BBB (SEO + GEO)
- •Publish original research with unique data from your business (GEO + SEO)
Frequently Asked Questions
What is the difference between GEO and SEO?
SEO (Search Engine Optimization) focuses on ranking web pages in traditional search results like Google and Bing. GEO (Generative Engine Optimization) focuses on getting your content cited by AI-powered search engines like ChatGPT, Perplexity, and Google AI Overviews. SEO optimizes for keywords and backlinks; GEO optimizes for factual density, structured data, and citation-worthy content.
Is GEO replacing SEO?
No, GEO is not replacing SEO. GEO is an expansion of SEO that addresses AI-powered search. Traditional SEO remains important for organic rankings, while GEO ensures your content is cited by AI systems. The most effective strategy in 2026 combines both SEO and GEO for maximum search visibility.
What does GEO stand for in marketing?
GEO stands for Generative Engine Optimization. It is the practice of optimizing website content to be cited, referenced, and surfaced by AI-powered search engines including ChatGPT, Google AI Overviews, Perplexity, and Claude. GEO is a subset of digital marketing focused on AI search visibility.
Do I need GEO if I already do SEO?
Yes. As of 2026, AI Overviews appear in over 52% of Google searches. If you only optimize for traditional SEO, you are missing a growing share of search traffic. GEO and SEO are complementary — many GEO best practices (structured data, clear content, authority signals) also improve your traditional SEO rankings.
How do I get started with GEO?
Start by auditing your AI visibility: search for your brand and services in ChatGPT, Perplexity, and Google AI Overviews. Then implement structured data (schema markup), create content with clear definitions and factual density, add an llms.txt file, and build community authority through reviews and mentions.
What is the ROI of GEO compared to SEO?
GEO and SEO have complementary ROI. SEO delivers measurable traffic and rankings with an average ROI of 5:1 to 12:1. GEO drives AI citations and referral traffic from ChatGPT, Perplexity, and AI Overviews. Together, businesses using both SEO and GEO report 20-40% higher total search visibility than those using SEO alone.
Can small businesses benefit from GEO?
Absolutely. Small and local businesses can benefit significantly from GEO because AI search engines often recommend businesses based on reviews, community mentions, and content quality rather than domain authority alone. A well-optimized small business website can appear alongside much larger competitors in AI-generated recommendations.
Related Reading
- The Complete Guide to Generative Engine Optimization (GEO) — Deep dive into GEO strategies and implementation
- AEO vs SEO: Answer Engine Optimization Explained — How Answer Engine Optimization compares to traditional SEO
- AI SEO Services — Our AI-first approach to search optimization
Hunter Lapeyre
Hunter owns Obieo (SEO and GEO for home service businesses) and Lapeyre Roofing. He tests every strategy on his own business first — including the GEO tactics discussed in this guide.