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.
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.