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ARTICLE #47
SEO vs. GEO: The rise of generative engine optimization
SEO
GEO
AI Content
Search Engine Optimisation
Digital Marketing
Written by:
6 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
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
The technological advancements today have changed almost everything we do. One of them is generative content that has completely revolutionised how SEO works. Before we explore SEO vs. GEO, it is better to understand what these terms mean.
SEO is the traditional way to rank websites on Search Engine Result Pages (SERPs) whereas GEO is used to optimise content for AI algorithms of generative engines.
Now GEO and generative engines might feel like new terms for some, and this is what we will discuss in detail. How does GEO affect SEO because of generative content and what the future holds?
The technological advancements today have changed almost everything we do. One of them is generative content that has completely revolutionised how SEO works. Before we explore SEO vs. GEO, it is better to understand what these terms mean.
SEO is the traditional way to rank websites on Search Engine Result Pages (SERPs) whereas GEO is used to optimise content for AI algorithms of generative engines.
Now GEO and generative engines might feel like new terms for some, and this is what we will discuss in detail. How does GEO affect SEO because of generative content and what the future holds?
The technological advancements today have changed almost everything we do. One of them is generative content that has completely revolutionised how SEO works. Before we explore SEO vs. GEO, it is better to understand what these terms mean.
SEO is the traditional way to rank websites on Search Engine Result Pages (SERPs) whereas GEO is used to optimise content for AI algorithms of generative engines.
Now GEO and generative engines might feel like new terms for some, and this is what we will discuss in detail. How does GEO affect SEO because of generative content and what the future holds?
Introduction to SEO
Introduction to SEO
Introduction to SEO
As mentioned earlier, SEO is responsible for ranking websites on Search Engine Results (SERPs), improving their visibility, and increasing conversions. SEO has two types and these are traditional SEO and Technical SEO.
Traditional SEO is responsible for both on-page optimisation and off-page optimisation. On-page optimisation includes the optimisation of factors that are within the website like keyword research, content creation, keyword placement, internal linking, meta tags, etc. Whereas, off-page optimisation includes the external factors influencing the website's visibility like local SEO, link-building strategy, social media marketing, etc.
Technical SEO requires more technical knowledge as compared to traditional SEO and focuses on improving website structure and backend elements like crawling, indexing, and rendering to increase website visibility and performance on search engines.
SEO evolution over the years
In the last 25+ years, SEO has evolved significantly from simple keyword matching and placement to handling and optimising content for such complex search engines.
In the 1990s, SEO focused on keyword stuffing and link farms. During the mid-2000s, it was the rise of Google Analytics and webmaster tools. In the 2010s-2015, the main focus was on content and the rise of content marketing and social signals. From 2015 to 2020 there was the trend of mobile-first indexing and voice search optimisation. And, from 2020 to now, we are focusing on user intent and context, delivering results based on relevance and AI-driven search algorithms.
As mentioned earlier, SEO is responsible for ranking websites on Search Engine Results (SERPs), improving their visibility, and increasing conversions. SEO has two types and these are traditional SEO and Technical SEO.
Traditional SEO is responsible for both on-page optimisation and off-page optimisation. On-page optimisation includes the optimisation of factors that are within the website like keyword research, content creation, keyword placement, internal linking, meta tags, etc. Whereas, off-page optimisation includes the external factors influencing the website's visibility like local SEO, link-building strategy, social media marketing, etc.
Technical SEO requires more technical knowledge as compared to traditional SEO and focuses on improving website structure and backend elements like crawling, indexing, and rendering to increase website visibility and performance on search engines.
SEO evolution over the years
In the last 25+ years, SEO has evolved significantly from simple keyword matching and placement to handling and optimising content for such complex search engines.
In the 1990s, SEO focused on keyword stuffing and link farms. During the mid-2000s, it was the rise of Google Analytics and webmaster tools. In the 2010s-2015, the main focus was on content and the rise of content marketing and social signals. From 2015 to 2020 there was the trend of mobile-first indexing and voice search optimisation. And, from 2020 to now, we are focusing on user intent and context, delivering results based on relevance and AI-driven search algorithms.
As mentioned earlier, SEO is responsible for ranking websites on Search Engine Results (SERPs), improving their visibility, and increasing conversions. SEO has two types and these are traditional SEO and Technical SEO.
Traditional SEO is responsible for both on-page optimisation and off-page optimisation. On-page optimisation includes the optimisation of factors that are within the website like keyword research, content creation, keyword placement, internal linking, meta tags, etc. Whereas, off-page optimisation includes the external factors influencing the website's visibility like local SEO, link-building strategy, social media marketing, etc.
Technical SEO requires more technical knowledge as compared to traditional SEO and focuses on improving website structure and backend elements like crawling, indexing, and rendering to increase website visibility and performance on search engines.
SEO evolution over the years
In the last 25+ years, SEO has evolved significantly from simple keyword matching and placement to handling and optimising content for such complex search engines.
In the 1990s, SEO focused on keyword stuffing and link farms. During the mid-2000s, it was the rise of Google Analytics and webmaster tools. In the 2010s-2015, the main focus was on content and the rise of content marketing and social signals. From 2015 to 2020 there was the trend of mobile-first indexing and voice search optimisation. And, from 2020 to now, we are focusing on user intent and context, delivering results based on relevance and AI-driven search algorithms.
Introduction to GEO
GEO is a collaborative study that was conducted in November 2023. GEO (Generative Engine Optimisation) is introduced in response to content generation by generative AI or generative engines. It provides users with highly customisable content that is optimised for generative engines. GEO combines traditional SEO techniques and LLMs to gather and create content that is not only most suitable for user queries but also optimised for generative engines or AI algorithms.
Content creation in GEO and Generative AI
Generative AI has not only affected SEO but is also reshaping content creation and digital marketing. So what is generative AI and how is it related to GEO? Generative AI can be said as the main technology which is the base of many functions that are performed by GEO.
Generative AI uses artificial intelligence technology to generate content by collecting data from different sources and then creating one answer based on the user query. GPT-3, DALL-E and Midjourney are some examples of generative AI and these are changing traditional content creation methods.
Difference in text generation
Generative AI collects data from different sources and creates one coherent answer that is most relevant to the user queries. Whereas, the traditional search engine shows different websites or articles related to user queries and the user has to search and find the most suitable one.
Also, when generative AI is doing the content creation, teams can focus more on other aspects like content strategies and verification.
Scaling capacity and personalisation
It can also help businesses to meet large content demands in a single day that if done by a human, would take weeks or months. And, the content generated by AI will be made for specific target groups hence it will be more engaging.
Support in ideation and cost-effective measures
This kind of artificial intelligence helps overcome creative blockages because it gives suggestions about new concepts and approaches. When businesses automate part of the process, they can save their budget on production. It is estimated that 30% of outbound marketing messages for large companies will be generated with AI by the year 2030. This statement shows both the prevalence and cost-effectiveness of generative AI in content production.
As generative AI is evolving, it is fast becoming the most dependable tool for both content creators and marketers. Still, we should not completely ignore the importance of the human touch in creativity and quality of content.
GEO is a collaborative study that was conducted in November 2023. GEO (Generative Engine Optimisation) is introduced in response to content generation by generative AI or generative engines. It provides users with highly customisable content that is optimised for generative engines. GEO combines traditional SEO techniques and LLMs to gather and create content that is not only most suitable for user queries but also optimised for generative engines or AI algorithms.
Content creation in GEO and Generative AI
Generative AI has not only affected SEO but is also reshaping content creation and digital marketing. So what is generative AI and how is it related to GEO? Generative AI can be said as the main technology which is the base of many functions that are performed by GEO.
Generative AI uses artificial intelligence technology to generate content by collecting data from different sources and then creating one answer based on the user query. GPT-3, DALL-E and Midjourney are some examples of generative AI and these are changing traditional content creation methods.
Difference in text generation
Generative AI collects data from different sources and creates one coherent answer that is most relevant to the user queries. Whereas, the traditional search engine shows different websites or articles related to user queries and the user has to search and find the most suitable one.
Also, when generative AI is doing the content creation, teams can focus more on other aspects like content strategies and verification.
Scaling capacity and personalisation
It can also help businesses to meet large content demands in a single day that if done by a human, would take weeks or months. And, the content generated by AI will be made for specific target groups hence it will be more engaging.
Support in ideation and cost-effective measures
This kind of artificial intelligence helps overcome creative blockages because it gives suggestions about new concepts and approaches. When businesses automate part of the process, they can save their budget on production. It is estimated that 30% of outbound marketing messages for large companies will be generated with AI by the year 2030. This statement shows both the prevalence and cost-effectiveness of generative AI in content production.
As generative AI is evolving, it is fast becoming the most dependable tool for both content creators and marketers. Still, we should not completely ignore the importance of the human touch in creativity and quality of content.
GEO is a collaborative study that was conducted in November 2023. GEO (Generative Engine Optimisation) is introduced in response to content generation by generative AI or generative engines. It provides users with highly customisable content that is optimised for generative engines. GEO combines traditional SEO techniques and LLMs to gather and create content that is not only most suitable for user queries but also optimised for generative engines or AI algorithms.
Content creation in GEO and Generative AI
Generative AI has not only affected SEO but is also reshaping content creation and digital marketing. So what is generative AI and how is it related to GEO? Generative AI can be said as the main technology which is the base of many functions that are performed by GEO.
Generative AI uses artificial intelligence technology to generate content by collecting data from different sources and then creating one answer based on the user query. GPT-3, DALL-E and Midjourney are some examples of generative AI and these are changing traditional content creation methods.
Difference in text generation
Generative AI collects data from different sources and creates one coherent answer that is most relevant to the user queries. Whereas, the traditional search engine shows different websites or articles related to user queries and the user has to search and find the most suitable one.
Also, when generative AI is doing the content creation, teams can focus more on other aspects like content strategies and verification.
Scaling capacity and personalisation
It can also help businesses to meet large content demands in a single day that if done by a human, would take weeks or months. And, the content generated by AI will be made for specific target groups hence it will be more engaging.
Support in ideation and cost-effective measures
This kind of artificial intelligence helps overcome creative blockages because it gives suggestions about new concepts and approaches. When businesses automate part of the process, they can save their budget on production. It is estimated that 30% of outbound marketing messages for large companies will be generated with AI by the year 2030. This statement shows both the prevalence and cost-effectiveness of generative AI in content production.
As generative AI is evolving, it is fast becoming the most dependable tool for both content creators and marketers. Still, we should not completely ignore the importance of the human touch in creativity and quality of content.
Difference between SEO and GEO
Although both SEO and GEO serve the purpose of optimising the content for search engines they have some major differences. A comparison between SEO vs GEO will help you to understand them both in the best way.
Content creation and keyword optimisation
SEO is based on the content created by humans whereas GEO uses AI to create content automatically based on human queries. Also, GEO can create large volumes of optimised content within a short time with the help of AI, surpassing traditional SEO in terms of content production. Unlike traditional SEO for keyword optimisation, GEO uses advanced natural language processing systems in optimising semantic search and user intent.
Adaptation and customisation
In case of any change in algorithms, GEO takes very little time to adapt itself according to new algorithms whereas SEO needs manual updates and takes more time. As compared to traditional SEO, GEO can produce personalised and targeted content more efficiently. According to Salesforce, when it surveyed 1000 marketers for their Generative AI Snapshot Series, the results were that 51% were already using generative AI. Whereas, 22% planned to use it soon.
According to SEMrush, 83% of marketers believe that AI will affect their SEO efforts positively. These metrics stress upon the importance of generative AI in GEO and how it can shape the future of marketing. Although Generative Engine Optimization (GEO) offers many benefits, still it can pose several challenges that we should take care of.
Quality control and authenticity
It is difficult to ensure high standards for AI-generated content while maintaining authenticity. Human touch is always compulsory to maintain the quality and integrity of the content.
Other than that, there is always a risk of oversaturating the internet with similar AI-generated articles as GEO gets more popular. It can compromise the use of GEO because artificial intelligence can create personalised content but may fail to grasp subtle human experiences or emotions.
Ethical considerations
The use of AI in generating content raises ethical questions on transparency and the possibility of replacing human writers. The ownership and copyright for AI-generated content still remain a complex legal problem. According to Google’s guidelines, content produced by AI should be clearly labelled. It must not replace human content and should only be used as a mere assistance.
Although both SEO and GEO serve the purpose of optimising the content for search engines they have some major differences. A comparison between SEO vs GEO will help you to understand them both in the best way.
Content creation and keyword optimisation
SEO is based on the content created by humans whereas GEO uses AI to create content automatically based on human queries. Also, GEO can create large volumes of optimised content within a short time with the help of AI, surpassing traditional SEO in terms of content production. Unlike traditional SEO for keyword optimisation, GEO uses advanced natural language processing systems in optimising semantic search and user intent.
Adaptation and customisation
In case of any change in algorithms, GEO takes very little time to adapt itself according to new algorithms whereas SEO needs manual updates and takes more time. As compared to traditional SEO, GEO can produce personalised and targeted content more efficiently. According to Salesforce, when it surveyed 1000 marketers for their Generative AI Snapshot Series, the results were that 51% were already using generative AI. Whereas, 22% planned to use it soon.
According to SEMrush, 83% of marketers believe that AI will affect their SEO efforts positively. These metrics stress upon the importance of generative AI in GEO and how it can shape the future of marketing. Although Generative Engine Optimization (GEO) offers many benefits, still it can pose several challenges that we should take care of.
Quality control and authenticity
It is difficult to ensure high standards for AI-generated content while maintaining authenticity. Human touch is always compulsory to maintain the quality and integrity of the content.
Other than that, there is always a risk of oversaturating the internet with similar AI-generated articles as GEO gets more popular. It can compromise the use of GEO because artificial intelligence can create personalised content but may fail to grasp subtle human experiences or emotions.
Ethical considerations
The use of AI in generating content raises ethical questions on transparency and the possibility of replacing human writers. The ownership and copyright for AI-generated content still remain a complex legal problem. According to Google’s guidelines, content produced by AI should be clearly labelled. It must not replace human content and should only be used as a mere assistance.
Although both SEO and GEO serve the purpose of optimising the content for search engines they have some major differences. A comparison between SEO vs GEO will help you to understand them both in the best way.
Content creation and keyword optimisation
SEO is based on the content created by humans whereas GEO uses AI to create content automatically based on human queries. Also, GEO can create large volumes of optimised content within a short time with the help of AI, surpassing traditional SEO in terms of content production. Unlike traditional SEO for keyword optimisation, GEO uses advanced natural language processing systems in optimising semantic search and user intent.
Adaptation and customisation
In case of any change in algorithms, GEO takes very little time to adapt itself according to new algorithms whereas SEO needs manual updates and takes more time. As compared to traditional SEO, GEO can produce personalised and targeted content more efficiently. According to Salesforce, when it surveyed 1000 marketers for their Generative AI Snapshot Series, the results were that 51% were already using generative AI. Whereas, 22% planned to use it soon.
According to SEMrush, 83% of marketers believe that AI will affect their SEO efforts positively. These metrics stress upon the importance of generative AI in GEO and how it can shape the future of marketing. Although Generative Engine Optimization (GEO) offers many benefits, still it can pose several challenges that we should take care of.
Quality control and authenticity
It is difficult to ensure high standards for AI-generated content while maintaining authenticity. Human touch is always compulsory to maintain the quality and integrity of the content.
Other than that, there is always a risk of oversaturating the internet with similar AI-generated articles as GEO gets more popular. It can compromise the use of GEO because artificial intelligence can create personalised content but may fail to grasp subtle human experiences or emotions.
Ethical considerations
The use of AI in generating content raises ethical questions on transparency and the possibility of replacing human writers. The ownership and copyright for AI-generated content still remain a complex legal problem. According to Google’s guidelines, content produced by AI should be clearly labelled. It must not replace human content and should only be used as a mere assistance.
Incorporating GEO with SEO
For successful implementation of GEO, the first step is to analyse its effectiveness by implementing it in your niche through pilot projects. And when your content is created by generative AI, the final touches like editing or formatting should be done by a human so the content will appear natural.
We should also make sure that the use of GEO should be aimed at improving what humans have already created, rather than being a substitute for them. For the best possible outcome, you must always keep yourself updated with the latest AI technologies and Search Engine guidelines as these are changing continuously.
Make sure to keep a close eye on the content performance created by GEO and adjust your content strategy accordingly.
For successful implementation of GEO, the first step is to analyse its effectiveness by implementing it in your niche through pilot projects. And when your content is created by generative AI, the final touches like editing or formatting should be done by a human so the content will appear natural.
We should also make sure that the use of GEO should be aimed at improving what humans have already created, rather than being a substitute for them. For the best possible outcome, you must always keep yourself updated with the latest AI technologies and Search Engine guidelines as these are changing continuously.
Make sure to keep a close eye on the content performance created by GEO and adjust your content strategy accordingly.
For successful implementation of GEO, the first step is to analyse its effectiveness by implementing it in your niche through pilot projects. And when your content is created by generative AI, the final touches like editing or formatting should be done by a human so the content will appear natural.
We should also make sure that the use of GEO should be aimed at improving what humans have already created, rather than being a substitute for them. For the best possible outcome, you must always keep yourself updated with the latest AI technologies and Search Engine guidelines as these are changing continuously.
Make sure to keep a close eye on the content performance created by GEO and adjust your content strategy accordingly.
Will GEO replace SEO in the future?
As much as there is potential in GEO, it is unlikely that it will replace traditional SEO. Instead, we can expect a hybrid approach. GEO cannot replace SEO, but it will surely increase the effectiveness and efficiency of content marketing if used along with SEO.
And there can be a more collaborative approach between SEO and GEO. The increasing use of GEO may push SEO to a change in its strategies. We must also not forget that nothing can replace the human touch. For creating effective marketing strategies, there will always be a need for human insight, experience, authority, and credibility.
It can be expected that authentic human-generated content or strategies will get a premium tag instead of an AI-generated one. The reason would be the immense use of generative AI for content creation. We can conclude two things here, no doubt, the excessive use of generative AI content was the reason GEO was introduced. But nothing a human creates can overcome the abilities of a human. The best approach would always be a collaborative approach for enhanced efficiency.
As much as there is potential in GEO, it is unlikely that it will replace traditional SEO. Instead, we can expect a hybrid approach. GEO cannot replace SEO, but it will surely increase the effectiveness and efficiency of content marketing if used along with SEO.
And there can be a more collaborative approach between SEO and GEO. The increasing use of GEO may push SEO to a change in its strategies. We must also not forget that nothing can replace the human touch. For creating effective marketing strategies, there will always be a need for human insight, experience, authority, and credibility.
It can be expected that authentic human-generated content or strategies will get a premium tag instead of an AI-generated one. The reason would be the immense use of generative AI for content creation. We can conclude two things here, no doubt, the excessive use of generative AI content was the reason GEO was introduced. But nothing a human creates can overcome the abilities of a human. The best approach would always be a collaborative approach for enhanced efficiency.
As much as there is potential in GEO, it is unlikely that it will replace traditional SEO. Instead, we can expect a hybrid approach. GEO cannot replace SEO, but it will surely increase the effectiveness and efficiency of content marketing if used along with SEO.
And there can be a more collaborative approach between SEO and GEO. The increasing use of GEO may push SEO to a change in its strategies. We must also not forget that nothing can replace the human touch. For creating effective marketing strategies, there will always be a need for human insight, experience, authority, and credibility.
It can be expected that authentic human-generated content or strategies will get a premium tag instead of an AI-generated one. The reason would be the immense use of generative AI for content creation. We can conclude two things here, no doubt, the excessive use of generative AI content was the reason GEO was introduced. But nothing a human creates can overcome the abilities of a human. The best approach would always be a collaborative approach for enhanced efficiency.
Frequently Asked Questions
Can we say that Google is generative AI?
Google is a company providing internet-related services and it has created some generative AI models like PaLM, LaMDA, and others but we cannot categorise Google as generative AI.
How to optimise content for GEO?
You can optimise content for GEO in three ways: by citation of text, including statistics in the content, and including quotations.
How does GEO affect people’s privacy?
GEO relies on large amounts of data to function properly. This means that the companies that are using GEO might need to collect more data whenever we are using their apps or websites. This is a serious privacy problem if these companies do not follow the privacy laws and regulations properly.
Conclusion
GEO and SEO are both here to stay. Google still gets more than 97 billion monthly search queries, and ChatGPT gets 2 billion visitors. Though comparatively, there’s no question that Google still holds a large share of the search market, the opportunity to appear in the prompts for those 2 billion users on generative engines is also a worthy target for any business. This means you need to go for GEO as well as SEO to get the most out of your marketing efforts.
Frequently Asked Questions
Can we say that Google is generative AI?
Google is a company providing internet-related services and it has created some generative AI models like PaLM, LaMDA, and others but we cannot categorise Google as generative AI.
How to optimise content for GEO?
You can optimise content for GEO in three ways: by citation of text, including statistics in the content, and including quotations.
How does GEO affect people’s privacy?
GEO relies on large amounts of data to function properly. This means that the companies that are using GEO might need to collect more data whenever we are using their apps or websites. This is a serious privacy problem if these companies do not follow the privacy laws and regulations properly.
Conclusion
GEO and SEO are both here to stay. Google still gets more than 97 billion monthly search queries, and ChatGPT gets 2 billion visitors. Though comparatively, there’s no question that Google still holds a large share of the search market, the opportunity to appear in the prompts for those 2 billion users on generative engines is also a worthy target for any business. This means you need to go for GEO as well as SEO to get the most out of your marketing efforts.
Frequently Asked Questions
Can we say that Google is generative AI?
Google is a company providing internet-related services and it has created some generative AI models like PaLM, LaMDA, and others but we cannot categorise Google as generative AI.
How to optimise content for GEO?
You can optimise content for GEO in three ways: by citation of text, including statistics in the content, and including quotations.
How does GEO affect people’s privacy?
GEO relies on large amounts of data to function properly. This means that the companies that are using GEO might need to collect more data whenever we are using their apps or websites. This is a serious privacy problem if these companies do not follow the privacy laws and regulations properly.
Conclusion
GEO and SEO are both here to stay. Google still gets more than 97 billion monthly search queries, and ChatGPT gets 2 billion visitors. Though comparatively, there’s no question that Google still holds a large share of the search market, the opportunity to appear in the prompts for those 2 billion users on generative engines is also a worthy target for any business. This means you need to go for GEO as well as SEO to get the most out of your marketing efforts.
ARTICLE #47
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We’re remote-first — with strategic global hubs
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Click to copy
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Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
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We’re remote-first — with strategic global hubs
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Click to copy
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