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SEO
SEO vs GEO
AI Content
Generative Engine Optimisation
Digital Marketing
SEO
ARTICLE #47
SEO vs. GEO: The rise of generative engine optimization
SEO
SEO vs GEO
AI Content
Generative Engine Optimisation
Digital Marketing
SEO
SEO vs GEO
AI Content
Generative Engine Optimisation
Digital Marketing
Written by:
7 min read
Updated on: July 18, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Technological progress has turned countless routines upside down, and digital marketing hasn’t been spared. Generative content, in particular, is reshaping how we approach online visibility. You might be asking: how does that impact SEO versus GEO, and where does each one fit in our current playbook? Let’s dissect the core idea before examining the potential future.
Generative Engine Optimisation (GEO) might sound like a fresh buzzword, but it’s deeply tied to the traditional principles of SEO. SEO is still about climbing up the Search Engine Results Pages (SERPs), yet GEO focuses on optimising content for AI algorithms that power generative engines. The million-pound question is: does GEO steal the spotlight from SEO, or can both coexist for better outcomes?
Technological progress has turned countless routines upside down, and digital marketing hasn’t been spared. Generative content, in particular, is reshaping how we approach online visibility. You might be asking: how does that impact SEO versus GEO, and where does each one fit in our current playbook? Let’s dissect the core idea before examining the potential future.
Generative Engine Optimisation (GEO) might sound like a fresh buzzword, but it’s deeply tied to the traditional principles of SEO. SEO is still about climbing up the Search Engine Results Pages (SERPs), yet GEO focuses on optimising content for AI algorithms that power generative engines. The million-pound question is: does GEO steal the spotlight from SEO, or can both coexist for better outcomes?
Introduction to SEO
Introduction to SEO
SEO stands for Search Engine Optimisation. Its core purpose is to boost a website’s visibility in search results and, ultimately, increase the odds that users click through and take meaningful action. By shaping content, keywords, and technical elements, SEO ensures your online presence aligns with what both users and search engines want. Two categories typically dominate the discussion: the traditional approach.
Traditional SEO
Traditional SEO focuses on two broad areas: on-page and off-page. On-page involves your site’s internal world, such as keywords, content strategy, meta tags, image alt-texts, and more. Off-page revolves around external signals such as backlinks, local SEO tactics, and social media mentions. Both approaches aim to give search engines a reason to rank your site higher. They also shape user experience by ensuring smoother navigation and relevant content. While some see it as the old-school method, traditional SEO remains vital for building a stable foundation in search rankings. It integrates well with newer approaches, too.
Technical SEO
Technical SEO tackles the behind-the-scenes aspects that many casual observers never notice. It’s about ensuring search engines can crawl, index, and increase your website's visibility. Elements such as site speed, structured data, mobile responsiveness, and secure protocols all contribute to a stronger online footprint. Properly configured sitemaps and robots.txt files guide search bots, while clean URLs and well-optimised code reduce confusion. In essence, technical SEO helps lay the groundwork for everything else. If your site’s architecture is disorganised, even the best content can end up overlooked by search engines. These steps improve trust.
SEO evolution over the years
SEO has done a fair bit of shapeshifting over the last 25+ years. In the 1990s, the main trick was simple keyword stuffing and link farms. By the mid-2000s, tools such as Google Analytics and Google Webmaster Tools changed how we measured success. Between 2010 and 2015, the spotlight landed on content marketing and social signals. Then, from 2015 to 2020, mobile-first indexing and voice search became the big talking points. More recently, search engines focus on user intent, context, and AI-driven algorithms.
SEO stands for Search Engine Optimisation. Its core purpose is to boost a website’s visibility in search results and, ultimately, increase the odds that users click through and take meaningful action. By shaping content, keywords, and technical elements, SEO ensures your online presence aligns with what both users and search engines want. Two categories typically dominate the discussion: the traditional approach.
Traditional SEO
Traditional SEO focuses on two broad areas: on-page and off-page. On-page involves your site’s internal world, such as keywords, content strategy, meta tags, image alt-texts, and more. Off-page revolves around external signals such as backlinks, local SEO tactics, and social media mentions. Both approaches aim to give search engines a reason to rank your site higher. They also shape user experience by ensuring smoother navigation and relevant content. While some see it as the old-school method, traditional SEO remains vital for building a stable foundation in search rankings. It integrates well with newer approaches, too.
Technical SEO
Technical SEO tackles the behind-the-scenes aspects that many casual observers never notice. It’s about ensuring search engines can crawl, index, and increase your website's visibility. Elements such as site speed, structured data, mobile responsiveness, and secure protocols all contribute to a stronger online footprint. Properly configured sitemaps and robots.txt files guide search bots, while clean URLs and well-optimised code reduce confusion. In essence, technical SEO helps lay the groundwork for everything else. If your site’s architecture is disorganised, even the best content can end up overlooked by search engines. These steps improve trust.
SEO evolution over the years
SEO has done a fair bit of shapeshifting over the last 25+ years. In the 1990s, the main trick was simple keyword stuffing and link farms. By the mid-2000s, tools such as Google Analytics and Google Webmaster Tools changed how we measured success. Between 2010 and 2015, the spotlight landed on content marketing and social signals. Then, from 2015 to 2020, mobile-first indexing and voice search became the big talking points. More recently, search engines focus on user intent, context, and AI-driven algorithms.
Introduction to GEO
Introduced in November 2023 through a collaborative study, Generative Engine Optimisation (GEO) came about due to the surge in AI-powered content creation. It blends established SEO know-how with large language models (LLMs), producing pieces that hit user queries in a precise way. At the same time, it’s crafted for AI systems to interpret more effectively. Supporters say it represents progress.
Content creation in GEO and Generative AI
Generative AI is redrawing the map for digital marketing and content production. Models such as GPT-3, DALL-E, and Midjourney no longer merely compile data; they craft coherent responses that feel nearly human. This shift frees teams to focus on strategy rather than manual writing. However, it also raises fresh questions about authenticity, ownership, and the role of human creativity today.
Difference in text generation
Unlike conventional search results that list links, generative engines gather data from a range of sources and shape a direct response. This approach can feel more personal, since it addresses the core query straightaway. On the flip side, it can reduce user exploration, people might rely too heavily on one AI-crafted answer. SEO methods aim to guide users to relevant pages, but GEO steps in to refine those AI-driven summaries. By merging both, brands can broaden their presence, ensuring content appears in top results and as part of generative suggestions effectively.
Scaling capacity
AI tools can produce large volumes of written text in record time, a feat that would strain human teams. This scaling power reshapes content schedules, allowing marketers to cover new topics or platforms without constant overtime. However, quantity doesn’t guarantee quality, and there’s a risk of flooding the internet with generic material. A balanced approach includes editorial oversight to maintain voice and value. Well-managed GEO efforts leverage AI for grunt work while humans refine, fact-check, and personalise. Ultimately, the best results emerge from meaningful collaboration between people and algorithms.
Personalisation
One of AI’s most impressive abilities is customising text for specific audiences, using data to infer preferences and tone. This can be a huge plus in marketing, where personal resonance can tip the balance. However, some worry about overreliance on machine-determined voice, which might strip away genuine human quirks. Striking the right note calls for oversight: let AI craft the first draft, then adjust for clarity and brand personality. When used thoughtfully, GEO personalisation can enhance rapport with readers. Yet without quality control, it risks becoming somewhat bland and impersonal.
Ideas and cost-effectiveness
Generative AI can spark new viewpoints when your team hits a mental block. By scanning multiple sources at speed, it can suggest angles you might not consider otherwise. Financially, automating repetitive writing tasks can save time and wages. According to certain estimates, 30% of outbound marketing messages for big companies could be automated by 2030. Yet, total reliance on AI could risk turning content into a cookie-cutter affair. Human oversight remains invaluable for creative brilliance, brand consistency, and strategic perspective. After all, machines excel at patterns and humans excel at depth.
Still, human creativity remains crucial. An AI might serve up suggestions but ensuring that final polish and a unique perspective usually requires people who understand nuances better than any algorithm.
Introduced in November 2023 through a collaborative study, Generative Engine Optimisation (GEO) came about due to the surge in AI-powered content creation. It blends established SEO know-how with large language models (LLMs), producing pieces that hit user queries in a precise way. At the same time, it’s crafted for AI systems to interpret more effectively. Supporters say it represents progress.
Content creation in GEO and Generative AI
Generative AI is redrawing the map for digital marketing and content production. Models such as GPT-3, DALL-E, and Midjourney no longer merely compile data; they craft coherent responses that feel nearly human. This shift frees teams to focus on strategy rather than manual writing. However, it also raises fresh questions about authenticity, ownership, and the role of human creativity today.
Difference in text generation
Unlike conventional search results that list links, generative engines gather data from a range of sources and shape a direct response. This approach can feel more personal, since it addresses the core query straightaway. On the flip side, it can reduce user exploration, people might rely too heavily on one AI-crafted answer. SEO methods aim to guide users to relevant pages, but GEO steps in to refine those AI-driven summaries. By merging both, brands can broaden their presence, ensuring content appears in top results and as part of generative suggestions effectively.
Scaling capacity
AI tools can produce large volumes of written text in record time, a feat that would strain human teams. This scaling power reshapes content schedules, allowing marketers to cover new topics or platforms without constant overtime. However, quantity doesn’t guarantee quality, and there’s a risk of flooding the internet with generic material. A balanced approach includes editorial oversight to maintain voice and value. Well-managed GEO efforts leverage AI for grunt work while humans refine, fact-check, and personalise. Ultimately, the best results emerge from meaningful collaboration between people and algorithms.
Personalisation
One of AI’s most impressive abilities is customising text for specific audiences, using data to infer preferences and tone. This can be a huge plus in marketing, where personal resonance can tip the balance. However, some worry about overreliance on machine-determined voice, which might strip away genuine human quirks. Striking the right note calls for oversight: let AI craft the first draft, then adjust for clarity and brand personality. When used thoughtfully, GEO personalisation can enhance rapport with readers. Yet without quality control, it risks becoming somewhat bland and impersonal.
Ideas and cost-effectiveness
Generative AI can spark new viewpoints when your team hits a mental block. By scanning multiple sources at speed, it can suggest angles you might not consider otherwise. Financially, automating repetitive writing tasks can save time and wages. According to certain estimates, 30% of outbound marketing messages for big companies could be automated by 2030. Yet, total reliance on AI could risk turning content into a cookie-cutter affair. Human oversight remains invaluable for creative brilliance, brand consistency, and strategic perspective. After all, machines excel at patterns and humans excel at depth.
Still, human creativity remains crucial. An AI might serve up suggestions but ensuring that final polish and a unique perspective usually requires people who understand nuances better than any algorithm.
Difference between SEO and GEO
Both SEO and GEO share the goal of making content discoverable, yet their methods diverge. SEO refines pages so search engines list them prominently, while GEO fine-tunes output for AI-driven answers. One emphasises links and page structure, the other zeroes in on direct responses. Understanding these variations helps teams pick the right approach or blend them both for optimum online traction.
Content creation and keyword optimisation
Well-placed keywords guide audiences toward your brand. In SEO, writers develop articles, blogs, and metadata enriched with relevant phrases to rank higher on traditional engines. GEO leverages AI to craft text at scale, weaving in phrases in a flexible way based on user intent. This combined effort aims to ensure content appears not only on typical search listings but also in AI-generated results. While SEO experts manually tweak headings or meta descriptions, GEO relies on advanced natural language processing to interpret and respond to queries. Together, these tactics push brand visibility.
Adaptation and customisation
Online search platforms evolve at a breakneck pace, forcing marketers to adapt quickly. GEO reacts faster to algorithm shifts, thanks to AI’s capacity for real-time adjustments. Meanwhile, SEO can require thorough manual audits, which might slow the process. A Salesforce survey of 1,000 marketers found that 51% already use some form of generative AI, with another 22% planning to do so soon. SEMrush also notes 83% of marketers believe AI will assist their SEO initiatives. Clearly, the appetite for AI-driven strategies continues to expand, yet human expertise is still invaluable.
Quality control and authenticity
AI-generated text can sound repetitive if multiple brands lean on similar data sets. Over time, this could produce a flood of indistinguishable content. Credibility hinges on weaving personal anecdotes, unique angles, and a consistent brand voice into the final product. Machine learning excels at spitting out facts but often falls short on emotional nuance. Without human writers and editors to add flair, the result may feel soulless. In many cases, readers gravitate towards material that shows real-life perspective, not just repeated lines from a digital repository or personal detail.
Ethical considerations
Relying on AI to produce mass content raises concerns about transparency and job displacement. Some question whether automated articles should carry clear labels indicating machine assistance. Legal issues around intellectual property also loom: if an AI pulls data from multiple sources without proper citations, who holds the rights? Furthermore, data collection for AI training can encroach on user privacy, putting organisations at risk of regulatory penalties. While generative engines open new doors, responsible usage demands clear guidelines and ongoing conversation about the balance between automation and genuine human ethical oversight.
Both SEO and GEO share the goal of making content discoverable, yet their methods diverge. SEO refines pages so search engines list them prominently, while GEO fine-tunes output for AI-driven answers. One emphasises links and page structure, the other zeroes in on direct responses. Understanding these variations helps teams pick the right approach or blend them both for optimum online traction.
Content creation and keyword optimisation
Well-placed keywords guide audiences toward your brand. In SEO, writers develop articles, blogs, and metadata enriched with relevant phrases to rank higher on traditional engines. GEO leverages AI to craft text at scale, weaving in phrases in a flexible way based on user intent. This combined effort aims to ensure content appears not only on typical search listings but also in AI-generated results. While SEO experts manually tweak headings or meta descriptions, GEO relies on advanced natural language processing to interpret and respond to queries. Together, these tactics push brand visibility.
Adaptation and customisation
Online search platforms evolve at a breakneck pace, forcing marketers to adapt quickly. GEO reacts faster to algorithm shifts, thanks to AI’s capacity for real-time adjustments. Meanwhile, SEO can require thorough manual audits, which might slow the process. A Salesforce survey of 1,000 marketers found that 51% already use some form of generative AI, with another 22% planning to do so soon. SEMrush also notes 83% of marketers believe AI will assist their SEO initiatives. Clearly, the appetite for AI-driven strategies continues to expand, yet human expertise is still invaluable.
Quality control and authenticity
AI-generated text can sound repetitive if multiple brands lean on similar data sets. Over time, this could produce a flood of indistinguishable content. Credibility hinges on weaving personal anecdotes, unique angles, and a consistent brand voice into the final product. Machine learning excels at spitting out facts but often falls short on emotional nuance. Without human writers and editors to add flair, the result may feel soulless. In many cases, readers gravitate towards material that shows real-life perspective, not just repeated lines from a digital repository or personal detail.
Ethical considerations
Relying on AI to produce mass content raises concerns about transparency and job displacement. Some question whether automated articles should carry clear labels indicating machine assistance. Legal issues around intellectual property also loom: if an AI pulls data from multiple sources without proper citations, who holds the rights? Furthermore, data collection for AI training can encroach on user privacy, putting organisations at risk of regulatory penalties. While generative engines open new doors, responsible usage demands clear guidelines and ongoing conversation about the balance between automation and genuine human ethical oversight.
Incorporating GEO with SEO
Thinking about mixing GEO and SEO within your organisation? A limited test is a good way to start. Deploy generative AI on a small scale, such as rewriting product descriptions or drafting blog outlines. Then, let human editors refine each piece for brand tone, factual accuracy, and subtle humour. This blend protects your content from becoming stale or robotic. Keep an eye on performance metrics like click-through rates or page dwell times to see how AI-assisted work compares to traditional output.
If results improve, consider expanding GEO’s role. Still, it’s best to treat AI as a collaborator, not a substitute. Combine the speed of generative models with the nuanced thinking of real people, and you’ll likely find that both your website and your readers benefit. Track search engine guidelines, as they evolve continually.
Thinking about mixing GEO and SEO within your organisation? A limited test is a good way to start. Deploy generative AI on a small scale, such as rewriting product descriptions or drafting blog outlines. Then, let human editors refine each piece for brand tone, factual accuracy, and subtle humour. This blend protects your content from becoming stale or robotic. Keep an eye on performance metrics like click-through rates or page dwell times to see how AI-assisted work compares to traditional output.
If results improve, consider expanding GEO’s role. Still, it’s best to treat AI as a collaborator, not a substitute. Combine the speed of generative models with the nuanced thinking of real people, and you’ll likely find that both your website and your readers benefit. Track search engine guidelines, as they evolve continually.
Will GEO replace SEO in the future?
GEO has plenty of promise, though it’s unlikely to oust SEO entirely. A hybrid model is more realistic, GEO can boost content production and support SEO, while SEO still covers the structural, technical, and link-driven aspects that AI alone can’t fully manage. The result might be a new wave of collaboration, encouraging SEO specialists to reevaluate strategies and adapt to AI-based content creation.
Realistically, the human element can’t be replaced outright. Creating effective campaigns calls for a human perspective, experience, authority, and credibility. There’s also a growing possibility that readers will begin to place a premium on content that’s identifiably human-made, simply because AI-driven material might become so widespread.
In short, GEO emerged as a response to the explosion of AI content, but it doesn’t invalidate the craftsmanship of human writers and strategists. The sweet spot often lies in a balanced approach—humans and AI working in tandem to handle large-scale tasks without losing a human voice.
GEO has plenty of promise, though it’s unlikely to oust SEO entirely. A hybrid model is more realistic, GEO can boost content production and support SEO, while SEO still covers the structural, technical, and link-driven aspects that AI alone can’t fully manage. The result might be a new wave of collaboration, encouraging SEO specialists to reevaluate strategies and adapt to AI-based content creation.
Realistically, the human element can’t be replaced outright. Creating effective campaigns calls for a human perspective, experience, authority, and credibility. There’s also a growing possibility that readers will begin to place a premium on content that’s identifiably human-made, simply because AI-driven material might become so widespread.
In short, GEO emerged as a response to the explosion of AI content, but it doesn’t invalidate the craftsmanship of human writers and strategists. The sweet spot often lies in a balanced approach—humans and AI working in tandem to handle large-scale tasks without losing a human voice.
Frequently Asked Questions
Can we say that Google is generative AI?
Google is a company offering a wide range of internet services, and it does develop generative AI models (for instance, PaLM and LaMDA). However, labelling Google itself as a generative AI tool would be inaccurate.
How to optimise content for GEO?
Three reliable ways are:
Citing text sources so the AI can verify data more thoroughly.
Including statistics that back up your claims.
Adding quotations from reputable experts or publications.
How does GEO affect people’s privacy?
GEO needs large amounts of data to function. This means companies using it might collect more personal information through apps or websites. If they fail to comply with existing privacy laws, that’s a serious problem. Always confirm that any organisation you work with has safeguards in place.
Conclusion
SEO isn’t vanishing anytime soon, as Google handles roughly 97 billion searches each month, far more than ChatGPT’s 2 billion monthly visits. Even so, appearing in AI-powered query results can provide genuine advantages. A blended strategy uses standard SEO to secure top spots in conventional search, while also plugging into those emerging AI-driven interactions. This two-sided approach covers more ground and keeps a brand visible in different digital spaces. Of course, it takes careful planning. AI-generated text should undergo a thorough review process to ensure accuracy and a distinctive human angle.
Meanwhile, classic SEO still forms a solid bedrock for technical structure and link-building. By fusing the strengths of both methods, you stand a better chance of staying relevant wherever audiences look for information, bots or otherwise. Regular updates ensure ongoing impact.
Frequently Asked Questions
Can we say that Google is generative AI?
Google is a company offering a wide range of internet services, and it does develop generative AI models (for instance, PaLM and LaMDA). However, labelling Google itself as a generative AI tool would be inaccurate.
How to optimise content for GEO?
Three reliable ways are:
Citing text sources so the AI can verify data more thoroughly.
Including statistics that back up your claims.
Adding quotations from reputable experts or publications.
How does GEO affect people’s privacy?
GEO needs large amounts of data to function. This means companies using it might collect more personal information through apps or websites. If they fail to comply with existing privacy laws, that’s a serious problem. Always confirm that any organisation you work with has safeguards in place.
Conclusion
SEO isn’t vanishing anytime soon, as Google handles roughly 97 billion searches each month, far more than ChatGPT’s 2 billion monthly visits. Even so, appearing in AI-powered query results can provide genuine advantages. A blended strategy uses standard SEO to secure top spots in conventional search, while also plugging into those emerging AI-driven interactions. This two-sided approach covers more ground and keeps a brand visible in different digital spaces. Of course, it takes careful planning. AI-generated text should undergo a thorough review process to ensure accuracy and a distinctive human angle.
Meanwhile, classic SEO still forms a solid bedrock for technical structure and link-building. By fusing the strengths of both methods, you stand a better chance of staying relevant wherever audiences look for information, bots or otherwise. Regular updates ensure ongoing impact.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®