GEO vs SEO: What’s the Difference in 2025?

GEO vs SEO: What’s the Difference in 2025?

5/30/25

Ben Desjardins

Discover how Generative Engine Optimization compares to traditional SEO and why it’s the future of online visibility.

What You’ll Learn

  • How GEO differs from traditional SEO

  • Why AI-driven visibility is changing user behavior

  • Simple ways to start adapting your content


TL;DR GEO (Generative Engine Optimization) helps your business show up in AI-generated answers on tools like ChatGPT, Gemini and Perplexity. While SEO gets you ranked in search results, GEO gets you mentioned in conversations. This guide breaks down the difference, and shows you how to start getting visible where modern buyers are looking first.


SEO Got You Here. GEO Gets You Ahead.

Traditional Search Engine Optimization (SEO) has long been the cornerstone of online visibility, focusing on optimizing content to rank higher in search engine results pages (SERPs).

However, with the advent of AI-driven search tools like ChatGPT, Google's Search Generative Experience (SGE), and Bing Chat, a new paradigm has emerged: Generative Engine Optimization (GEO).

GEO is about helping your business show up when people ask AI tools for advice or recommendations. Instead of chasing clicks, you're earning a spot in the answers themselves.

This article explores how GEO and SEO work together, where they diverge, and why GEO is now critical for future-proofing your online visibility.


SEO: Still Critical, But Not Complete

SEO is still essential. It’s how you:

  • Rank on Google and Bing

  • Capture high-intent traffic

  • Build domain authority

But SEO focuses on how search engines crawl, index, and rank pages in a list.

GEO is about how AI reads your content and decides when to bring your business into the conversation.


What is GEO (Generative Engine Optimization)?

If you're new to the concept, you might want to start here: What is Generative Engine Optimization? →

GEO means optimizing your content for large language models — the AI systems behind ChatGPT, Perplexity, and Gemini.

These models scan your content, understand context, and pull useful details they can repeat when someone asks a related question.

Think: “best commercial roofing companies in Cincinnati”. AI tools surface business names in their responses. You want yours to be one of them.

To get there, you need:

  • Clear, structured answers

  • Natural language content that mirrors real user queries

  • Trust signals like reviews, mentions, and credible backlinks


GEO vs. SEO: What’s Different?


Traditional SEO

Generative Engine Optimization (GEO)

Primary Goal

Rank higher in search results

Be mentioned in AI-generated answers

Content Strategy

Keywords, links, page speed

Structured data, FAQs, conversational language

User Interaction

Click-through to site

Gets answer instantly in AI chat

Search Format

10 blue links

Summarized answer + source or no source

Visibility Signals

Backlinks, CTR, bounce rate

Semantic relevance, trust, clarity, authority


Real Search Behavior Has Changed

More and more users are typing:

“Who’s the best local HR consultant in Charlotte?”

“What`s the best affordable CRM for small sales teams?”

“Top-rated landscape design companies near me”

And they’re not asking Google. They’re asking AI.

That’s why GEO matters. AI is now the first stop, not the follow-up.


How to Start GEO Without Reinventing Everything

You don’t need to rewrite your whole site. You just need to:

  • Add a high-intent FAQ section using natural, question-style headings

  • Create one evergreen guide (e.g., “How to choose a digital signage vendor in 2025”)

  • Add schema markup (FAQ, LocalBusiness, Product) to help AI index key facts

  • Make sure your site is open to Bing and OAI’s bots

  • Get mentioned on industry listicles, Reddit threads, and roundup posts


Why GEO Is More Than a New SEO Tactic

SEO is about visibility in lists. GEO is about presence in conversations.

When ChatGPT recommends you by name, that’s trust, like Word of Mouth 2.0

And as more buyers shift toward generative tools, showing up in those answers becomes just as important as showing up in search.

If you’re not visible there yet, that’s exactly what we help you fix.

Explore the AI Visibility Boost Package →


Final Thought

Search today feels more like a conversation than a results page, and your business needs to be part of it. GEO is already changing the way people find and trust businesses online, and that shift is picking up speed. Whether you're running a niche service or scaling a product, showing up in AI answers could be the difference between getting picked… or getting missed.

Start now. Visibility rewards the early movers.


About the Author

Ben Desjardins is the founder of Sure Shot Systems and a Fractional CMO with deep roots in digital strategy. He created the AI-Visibility Boost package to help brands appear when people ask AI tools for answers, and writes a weekly LinkedIn newsletter on GEO, LLMO, and visibility strategy.

Connect with Ben on LinkedIn

Frequently Asked Questions

Is GEO replacing SEO?

Not at all. GEO works alongside SEO. Traditional SEO helps you rank on Google, while GEO helps your business show up in AI-generated answers.

How do I know if GEO is working?

Try asking tools like ChatGPT or Perplexity questions a customer might ask. If your business name comes up, you’re on the right track. You can also track traffic from AI sources using tools like Google Analytics. Look for UTM Sources = ChatGPT.com

Do I need to be technical to do GEO?

Not really. Some parts, like adding schema, are technical—but the biggest impact comes from clear writing, structured content, and showing up where your customers look for advice.

Will this help with Google rankings too?

Yes. Content that’s clear and trustworthy tends to perform well everywhere—AI tools and search engines alike.

How long until I see results?

Some businesses see their name show up in AI tools within 30–60 days. Like SEO, it compounds over time.

Your Brand. Their Answers.

Your Brand. Their Answers.

GEO Makes It Happen.

GEO Makes It Happen.

Try AI Visibility Boost