GEO vs. SEO: A Comparative Guide for Digital Marketers

Search is changing. Fast.

Search engine optimization (SEO) helps your content rank in Google's search results.

Generative engine optimization (GEO) helps your content appear and get cited in AI answers from tools like ChatGPT, Perplexity, and Google AI Overviews.

By the end of this guide, you'll understand GEO vs. SEO, where they overlap and differ, and how to optimize for both.

Plus, you get this clear GEO optimization checklist you can apply right away.

What Is Search Engine Optimization?

SEO is the process of improving your site to help it show higher in search results and drive more organic (unpaid) traffic.

SEO techniques include:

• Keyword research
• Internal linking
• On-page optimization
• Schema markup
• Building backlinks (i.e., getting other sites to link to you)

What Is Generative Engine Optimization?

GEO is the process of improving your site to increase the chance that AI-generated answers in LLMs like Google AI Overviews and ChatGPT mention and/or link to you.

To optimize for GEO:

• Use factual, concise language
• Structure content so LLMs can easily parse and summarize it
• Publish authoritative content that other trusted sources mention
• Add schema markup and use formatting that AI systems can read (e.g., avoid JavaScript for key details)

Further reading : Large Language Model (LLM) Optimization

Why Does GEO Matter?

Traditional SEO gets your content or offerings listed. GEO gets your content or offerings recommended.

If a user searches Google for "best cordless screwdriver under $100," they'll see a list of products they can buy. And SEO helps your product appear in that list.

If a user asks a generative AI tool the same thing, it gives a recommendation-not just a list of options. And GEO helps your product become one of those recommendations.

In the above example, ChatGPT recommends the Milwaukee M12 for professional work and the DeWalt 8 V Max for light home use.

Plus, Google is rolling out AI answers for more and more queries.

According to Semrush's study of 10 million+ keywords, 13.14% of all queries triggered AI Overviews as of March 2025. That's up from 6.49% in January 2025-doubling in only three months.

If your content isn't included in AI answers, searchers are less likely to see it.

SEO vs. GEO: Similarities

SEO and GEO overlap in that high-quality, well-structured, authoritative content is rewarded.

Here's where SEO and GEO overlap more specifically:

• Quality standards are crucial: Both Google and LLMs aim to serve high-quality content that meets user needs and preferences
• Structured content is more likely to be cited: Use headings, bullet points, FAQs, and clear formatting to help Google and AI parse your content
• Topical authority contributes to visibility: Publishing clusters of related, high-quality content can help you gain visibility in search engine results pages (SERPs) and LLMs
• Original research is valuable: Unique data attracts backlinks for SEO and improves citation likelihood for GEO
• Clear answers are best: Direct, concise answers perform well in featured snippets and AI summaries

If you already produce strong SEO content, you're halfway to GEO. To take full advantage of generative engines, you'll need additional optimization steps (we'll go over those later in this article).

SEO vs. GEO: Differences

SEO and GEO mainly differ in how content is shown and how success is measured. Let's break down the differences:

Category	SEO	GEO
Search output	SERP with ranked links	AI-generated text answers
Search engine type	Traditional (Google, Bing)	Generative (ChatGPT, Perplexity, Gemini)
Query format	Short, keyword-based	Longer, more conversational prompts
Optimization target	Higher rank in search results	Inclusion or citation in AI-generated responses
Content delivery	User clicks through to your page	AI summarizes or paraphrases your content inside its answer
Success metrics	Clicks, traffic, rankings, bounce rate	Citations, mentions, and share of voice
Content update needs	Evergreen content can stay ranked for years	Content must stay fresh and authoritative to remain cited

What does this mean in practice?

Unlike SEO, GEO doesn't often drive direct traffic through rankings. In fact, a study from Bain & Company shows that 80% of users answer 40% of their queries without clicking a link.

So what's the goal of GEO?

GEO positions your brand as a trusted source that AI assistants use in their answers. This presence builds brand awareness and can later drive branded searches and conversions.

GEO vs. SEO: Input Signals, Ranking Logic, & Measurement

Input Signals: Keywords vs. Prompts

SEO starts with keywords: phrases people type into search bars.

GEO starts with prompts: natural language questions users ask AI tools like ChatGPT and Perplexity.

SEO success hinges in part on using keywords in:

• Headings
• Title tags
• Meta descriptions
• Body text

In GEO, keyword placement is less important.

AI models prefer content that reads like a complete, trustworthy answer to a specific question. To optimize for prompts:

• Write clear, direct answers to likely questions
• Add FAQ sections with short, factual responses
• Use subheadings that match how a user would phrase a prompt (for example, "What Is GEO?")

Ranking: SERPs vs. Generative Answers

SEO content is built to rank in search results. GEO content is built to provide a direct answer.

Traditional search engines like Google rank pages using complex algorithms that evaluate factors like:

• Your content's relevance to a searcher's keyword
• How many backlinks your site has and how reputable those links are
• How authoritative your domain is
• How fast and user-friendly your site is
• Your content's quality

These factors determine where a page appears on the SERP.

LLMs generate synthesized answers in real time. The model selects, summarizes, and sometimes cites trusted sources.

Factors like quality and relevance are still important in GEO. But for inclusion in AI-generated answers, your content must also be:

• Mentioned across the web
• Accurate and context-independent, which means excerpts from your content make sense even when quoted without thorough explanation
• Regularly updated (updates are important for SEO, but LLMs seem to prioritize recency even more)

KPIs & Measurement: Traditional Metrics vs. AI Visibility Metrics

SEO is measured with traditional metrics marketers have used for years. GEO is measured with emerging metrics relevant to AI.

Traditional SEO uses these key performance indicators (KPIs):

• Organic traffic
• Keyword rankings
• Click-through rate (CTR)
• Bounce rate
• Conversions from search

GEO success looks different given users rarely click the links. Key GEO metrics include:

• Citation frequency in AI tools
• Brand or product mentions in AI answers
• Share of voice in AI tools

You can measure your performance in LLMs using Semrush's AI SEO Toolkit.

GEO Optimization Checklist

Use this checklist to optimize your content for generative engines like ChatGPT, Perplexity, and Google AI Overviews:

Content Quality

When writing website content, ensure it:

• Answers one or more specific, natural-language prompts
• Is written clearly and concisely
• Includes factual, trustworthy, and up-to-date information
• Reflects deep topical authority-not just surface-level coverage

Run your draft through Semrush's SEO Writing Assistant to improve clarity that may translate to better GEO.

Structure & Formatting

To ensure AI (and humans) can easily read your content, include:

• Bullet points, lists, or tables to simplify how concepts are presented
• FAQ sections with short, direct answers
• A summary or definition at the top of sessions when relevant

Further reading : How to Write an Article Audiences Want to Read (7 Steps)

Trust & Citability

LLMs evaluate your brand based not only on your website, but also on information from sources such as Wikidata, Crunchbase, and LinkedIn.

These sources help LLMs understand who you are and whether you're credible.

That means off-site presence and consistency across the web is just as important as on-page optimization.

Monitoring

Finally, here's how to track the success of GEO efforts:

• Track citation frequency in AI tools
• Track brand mention frequently in AI tools
• Track where your competitors are mentioned or cited but you aren't

Use Semrush's AI SEO Toolkit to analyze how LLMs like ChatGPT and AI Mode feature your brand and get actionable recommendations to improve your business strategy.

Audit: Comparing SEO and GEO Results

This audit shows how AI-generated answers differ from Google SERPs, how AI answers vary across tools, and why GEO matters.

We tested the query "best CRM tools."

First, the SERPs:

Google's AI Overview recommends Salesforce, HubSpot, Zoho, and Pipedrive. Below the AI box, Google shows a product carousel and a Zapier listicle.

Perplexity surfaces listicles (including Zapier's), a Reddit post, and its own summary of CRM tools, which also recommends Zoho as the top option.

ChatGPT shows tables comparing CRM tools by category (e.g., "best overall," "best for small teams"), but it doesn't cite sources.

Its top tools are HubSpot, Salesforce, and Zoho.

Gemini offers a somewhat vague, citation-free answer with no structured comparisons.

It's the only engine to exclude HubSpot from the top three, but it's the only engine to mention Microsoft Dynamics 365.

Key Takeaway: GEO is Platform-Specific

Each AI engine has its own method, training data, and output style:

• ChatGPT synthesized answers without showing sources
• Perplexity was transparent and citation-driven, and highlighted frequently linked pages
• Google AI Overviews preferred Google-indexed content and was similar to a featured snippet
• Gemini followed Google ranking patterns but gave less structured results

To succeed with GEO, consider how you can adapt content for each engine.

Start Optimizing for GEO

The future of search isn't just about being found. It's about being trusted, referenced, and recommended by AI tools.

Generative engines are changing how people receive answers. Brands that succeed will combine SEO fundamentals with GEO-specific strategies.

Use Semrush's AI SEO Toolkit to:

• Compare how different AI platforms present your products or services
• Track brand mentions and sentiment over time
• Identify opportunities to increase visibility in AI-generated answers