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ARTICLE #47
SEO vs. GEO: The rise of generative engine optimization
SEO
GEO
AI Content
Search Engine Optimisation
Digital Marketing
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
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. It revolves around making websites more visible in search results and ultimately boosting the likelihood that people click through and convert. Two broad types usually come up in conversation:
Traditional SEO
Traditional SEO covers both on-page factors and off-page measures. On-page optimisation includes keywords, content creation, internal links, meta tags, and more. Everything is happening on the website itself, Whereas Off-page optimisation includes External factors like link-building, local SEO, and social media signals
Technical SEO
This leans heavily on the technical side. It covers crawling, indexing, rendering to increase website visibility, and other backend elements that help search engines quickly understand site structure and content.
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. It revolves around making websites more visible in search results and ultimately boosting the likelihood that people click through and convert. Two broad types usually come up in conversation:
Traditional SEO
Traditional SEO covers both on-page factors and off-page measures. On-page optimisation includes keywords, content creation, internal links, meta tags, and more. Everything is happening on the website itself, Whereas Off-page optimisation includes External factors like link-building, local SEO, and social media signals
Technical SEO
This leans heavily on the technical side. It covers crawling, indexing, rendering to increase website visibility, and other backend elements that help search engines quickly understand site structure and content.
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
In November 2023, a collaborative study introduced GEO (Generative Engine Optimisation). The driver behind GEO is the rise of content creation by generative AI or generative engines. GEO merges time-tested SEO tactics with large language models (LLMs), building content that addresses user queries in a highly customised way and also speaks the language of AI systems.
Content creation in GEO and Generative AI
Generative AI is drastically changing how digital marketing and content production work. Tools like GPT-3, DALL-E, and Midjourney show how AI can collect data from various sources and craft a single coherent response.
Difference in text generation
Generative AI aggregates data from multiple sources to produce a single, context-based answer. Instead of presenting a list of relevant articles, generative engines provide a direct answer. Meanwhile, your team gets to focus more on strategy and final checks rather than churning out every single word.
Scaling capacity
AI can crank out large volumes of text in a day, which would take human writers' weeks.
Personalisation
By analysing user data, AI can tailor text to a specific audience, making it more precise for that group.
Ideas and cost-effectiveness
Stuck on a creative block? AI can spark new angles, and automating part of your workflow can cut costs. Some estimates suggest that 30% of outbound marketing messages for large companies will rely on AI by 2030.
Still, human creativity remains crucial. An AI might serve up suggestions but ensuring that final polish and unique perspective usually requires people who understand nuances better than any algorithm.
In November 2023, a collaborative study introduced GEO (Generative Engine Optimisation). The driver behind GEO is the rise of content creation by generative AI or generative engines. GEO merges time-tested SEO tactics with large language models (LLMs), building content that addresses user queries in a highly customised way and also speaks the language of AI systems.
Content creation in GEO and Generative AI
Generative AI is drastically changing how digital marketing and content production work. Tools like GPT-3, DALL-E, and Midjourney show how AI can collect data from various sources and craft a single coherent response.
Difference in text generation
Generative AI aggregates data from multiple sources to produce a single, context-based answer. Instead of presenting a list of relevant articles, generative engines provide a direct answer. Meanwhile, your team gets to focus more on strategy and final checks rather than churning out every single word.
Scaling capacity
AI can crank out large volumes of text in a day, which would take human writers' weeks.
Personalisation
By analysing user data, AI can tailor text to a specific audience, making it more precise for that group.
Ideas and cost-effectiveness
Stuck on a creative block? AI can spark new angles, and automating part of your workflow can cut costs. Some estimates suggest that 30% of outbound marketing messages for large companies will rely on AI by 2030.
Still, human creativity remains crucial. An AI might serve up suggestions but ensuring that final polish and unique perspective usually requires people who understand nuances better than any algorithm.
Difference between SEO and GEO
Both SEO and GEO aim to optimise content for search purposes, but their approaches differ quite a bit.
Content creation and keyword optimisation
Content is your brand’s primary hook. How you craft and place keywords can shape everything from visibility to engagement.
SEO: Typically relies on human-generated content, with on-page and off-page tactics, including targeted keywords.
GEO: Uses AI to create content at scale and aims to place it in front of those using generative engines. Traditional SEO principles are woven together with advanced natural language processing, semantic search, and user intent analysis.
Adaptation and customisation
Search systems change at high speed, and the trick is keeping up.
GEO: Quick to adjust when AI algorithms change.
SEO: Often needs manual updates, which can take more time.
Research backs the expansion of GEO-related strategies: in a recent snapshot by Salesforce when it surveyed 1000 marketers, 51% of surveyed marketers already use generative AI, and 22% plan to jump on board soon.
SEMrush reports that 83% of marketers think AI will help their SEO efforts. All signs point to AI playing a bigger part in online content, though it’s not without pitfalls.
Quality control and authenticity
It’s tricky to keep AI-generated text fresh and maintain a recognisable human voice. There’s a danger of flooding the internet with similar-sounding AI pieces if everyone leans too hard on automated tools. Plus, machine-learning systems might struggle to capture subtle human experiences that give writing a sense of connection.
Ethical considerations
Using AI for content raises questions about transparency and whether human writers will be sidelined. Legal questions around ownership and copyright linger, too. According to Google’s guidelines, AI-generated text should be clearly labelled and treated as assistance rather than a full replacement for human-authored material.
Both SEO and GEO aim to optimise content for search purposes, but their approaches differ quite a bit.
Content creation and keyword optimisation
Content is your brand’s primary hook. How you craft and place keywords can shape everything from visibility to engagement.
SEO: Typically relies on human-generated content, with on-page and off-page tactics, including targeted keywords.
GEO: Uses AI to create content at scale and aims to place it in front of those using generative engines. Traditional SEO principles are woven together with advanced natural language processing, semantic search, and user intent analysis.
Adaptation and customisation
Search systems change at high speed, and the trick is keeping up.
GEO: Quick to adjust when AI algorithms change.
SEO: Often needs manual updates, which can take more time.
Research backs the expansion of GEO-related strategies: in a recent snapshot by Salesforce when it surveyed 1000 marketers, 51% of surveyed marketers already use generative AI, and 22% plan to jump on board soon.
SEMrush reports that 83% of marketers think AI will help their SEO efforts. All signs point to AI playing a bigger part in online content, though it’s not without pitfalls.
Quality control and authenticity
It’s tricky to keep AI-generated text fresh and maintain a recognisable human voice. There’s a danger of flooding the internet with similar-sounding AI pieces if everyone leans too hard on automated tools. Plus, machine-learning systems might struggle to capture subtle human experiences that give writing a sense of connection.
Ethical considerations
Using AI for content raises questions about transparency and whether human writers will be sidelined. Legal questions around ownership and copyright linger, too. According to Google’s guidelines, AI-generated text should be clearly labelled and treated as assistance rather than a full replacement for human-authored material.
Incorporating GEO with SEO
Curious about whether GEO can work in your industry? A great place to begin is a small pilot project. See if generative AI can handle content volume or fill gaps in your content plan, then refine the results by letting a human editor polish the final piece. The aim should be to enhance your existing framework, not wipe it out.
Keep an eye on how the AI-generated content performs, then update your overall marketing approach. GEO can provide a competitive edge—but only when you combine it with your existing knowledge and keep track of the latest search engine guidelines.
Curious about whether GEO can work in your industry? A great place to begin is a small pilot project. See if generative AI can handle content volume or fill gaps in your content plan, then refine the results by letting a human editor polish the final piece. The aim should be to enhance your existing framework, not wipe it out.
Keep an eye on how the AI-generated content performs, then update your overall marketing approach. GEO can provide a competitive edge—but only when you combine it with your existing knowledge and keep track of the latest search engine guidelines.
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 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 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 fading away anytime soon; Google receives around 97 billion searches every month, which dwarfs the 2 billion monthly visitors ChatGPT sees. That said, aiming to appear in front of those 2 billion AI-powered queries can still pay off. The best approach is to harness both GEO and SEO.
Use traditional tactics to maintain strong visibility on standard search engines and also grab attention within AI-generated conversations. When combined, they can cover all bases of digital marketing and ensure your brand remains relevant no matter where users turn for information.
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 fading away anytime soon; Google receives around 97 billion searches every month, which dwarfs the 2 billion monthly visitors ChatGPT sees. That said, aiming to appear in front of those 2 billion AI-powered queries can still pay off. The best approach is to harness both GEO and SEO.
Use traditional tactics to maintain strong visibility on standard search engines and also grab attention within AI-generated conversations. When combined, they can cover all bases of digital marketing and ensure your brand remains relevant no matter where users turn for information.
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