If you've been following digital marketing trends in 2025, you've probably heard the term GEO — Generative Engine Optimisation. But what exactly is it, how does it differ from traditional SEO, and do you actually need both?
The short answer is yes. Here's why.
What Is Traditional SEO?
Search Engine Optimisation (SEO) is the practice of improving your website's visibility in traditional search engines like Google and Bing. When someone types a query, the search engine returns a ranked list of results — and SEO determines where you appear in that list.
The core pillars of traditional SEO:
- Technical SEO — site speed, crawlability, structured data
- On-page SEO — keywords, headings, meta tags, content quality
- Off-page SEO — backlinks, brand mentions, authority signals
- Content SEO — topical depth, user intent, E-E-A-T
What Is GEO?
Generative Engine Optimisation (GEO) is the practice of structuring your content so that AI-powered search engines cite your website when generating their answers.
When Google shows an AI Overview at the top of search results, it pulls content from specific sources across the web. GEO is about ensuring your site is one of those sources.
Similarly, when Bing Copilot generates a response to a query, it attributes the answer to certain websites. GEO positions your site to be cited.
The Key Differences
| | SEO | GEO | |---|---|---| | Goal | Rank in blue links | Get cited in AI answers | | Success metric | Search ranking position | Citation frequency | | Content format | Keyword-optimised pages | Structured, authoritative content | | Link building | Backlinks for authority | References from trusted publications | | Timeline | 3-12 months | 3-9 months |
Why You Can't Choose One Over the Other
Here's the important nuance: GEO and SEO share the same foundation.
Google's AI Overviews pull primarily from pages that already rank well in traditional search. To be cited in AI answers, your page generally needs to be ranking in the top results first.
This means:
- Strong SEO → better chance of ranking → better chance of being cited in AI answers
- GEO-specific tactics then amplify your presence in those AI citations
Think of it as SEO being the foundation and GEO being the roof. You can't build the roof without the foundation.
GEO-Specific Tactics to Layer On
Once you have solid SEO foundations, add these GEO-focused strategies:
Structured Data Markup
Schema markup helps AI systems understand exactly what your content is about and extract key facts cleanly.
Answer-First Content Structure
Start articles with a direct, concise answer to the query before elaborating. AI systems favour content that immediately addresses the question.
E-E-A-T Signals
Experience, Expertise, Authoritativeness and Trustworthiness. Add author bios, cite sources, show credentials. AI models weight E-E-A-T heavily when deciding what to cite.
Comprehensive Topic Coverage
One page won't make you an authority. Build content clusters — a pillar page supported by multiple related articles — to establish deep topical authority.
The Bottom Line
SEO and GEO are not competitors. They are complementary strategies that, when combined, maximise your visibility across both traditional search results and the AI-generated answers that are rapidly taking over the top of the page.
Brands that invest in both now will dominate their categories — in Google, in ChatGPT, and everywhere in between.
Want to know how well your site is positioned for GEO? Book a free audit and we'll analyse your current visibility.