SEO and GEO: Explaining their Distinctions
In the ever-changing digital world, Search Engine Optimisation (SEO) remains a crucial strategy for businesses and content creators alike. However, the landscape is shifting, and it's essential to understand when to prioritise SEO, when to switch to Generative Engine Optimisation (GEO), and in some cases, how to blend both strategies for optimal results.
GEO, a strategy aimed at creating optimised content for AI-driven answer engines, is becoming increasingly significant. Unlike traditional SEO, which focuses on ranking websites in search results, GEO optimises content to be selected, cited, and summarised by AI-driven generative search engines like ChatGPT, Google’s Search Generative Experience (SGE), and others.
This shift is crucial as user behaviour increasingly favours quick, conversational answers delivered by AI tools integrated into search experiences. GEO helps content creators ensure their information is not only visible but actively used by AI models, offering a competitive edge as AI-powered search grows in popularity.
A good GEO strategy includes using question and answer formats, adding FAQ Schema, focusing on concise and scannable answers, linking internally to relevant authoritative pages, including author bios and publication dates, optimising E-E-A-T (Experience, Expertise, Authority, Trustworthiness), utilising structured data, ensuring proper page hierarchy, and making sure canonical tags are in place to avoid duplicate content confusion.
On the other hand, SEO is a strategy focused on optimising websites to rank higher within the search engine results page (SERP). It is based on three main pillars: technical SEO, on-page SEO, and off-page SEO. Prioritise SEO when driving traffic to a direct area of the site, when business KPIs include traffic, leads, or site engagement, and when you're in a competitive SERP category where users will still click.
However, it's important to note that users are increasingly seeking answers from AI engines like ChatGPT and Google SGE, not just traditional search engine results pages. Brands that adapt to both SEO and GEO strategies will own the AI-powered answer spaces of the SERP moving forward.
In the future, the SERP will blend SEO and GEO, as demonstrated by Google SGE. This means that a balanced approach, blending both strategies, will be beneficial. For instance, when publishing pillar content, ultimate checklist/guides, targeting both traffic and visibility, and launching a new product or service, it will benefit by being seen across multiple touchpoints.
New tools like HubSpot's AI Search Grader and AHREFs' AI Citation overview are being introduced to help marketers understand the impact of content in AI-powered search engines. These tools can provide valuable insights into how your content is performing in AI-driven search and where improvements can be made.
In conclusion, the rise of AI-driven search engines necessitates a shift in our approach to content optimisation. By embracing GEO and blending it with traditional SEO, businesses and content creators can ensure their content remains relevant and visible in an AI-first ecosystem where direct responses, citations, and trustworthy content are prioritised over traditional ranking metrics.
- To stay competitive in the AI-driven future, it's essential for businesses and content creators to apply a blend of SEO and GEO strategies, ensuring their content is both ranked higher in traditional search engine results and selected by AI-driven generative search engines like ChatGPT and Google's Search Generative Experience (SGE).
- As the popularity of AI-powered search engines grows, understanding and incorporating factors like question and answer formats, FAQ Schema, concise answers, internal linking, author bios, publication dates, E-E-A-T, structured data, proper page hierarchy, and canonical tags (as part of a GEO strategy) becomes crucial for maintaining visibility and staying relevant in the AI-first ecosystem.
