SEO vs GEO: Boosting Visibility in the Age of AI

Stop me if you’ve heard this before: SEO is changing…again.


Visibility has always been the name of the game. But with the rise in AI agents, chatbots, and other non-search tools, how you achieve that visibility has changed. In 2024, Google introduced AI Overviews, and suddenly users started getting answers without ever clicking a website. Tools like ChatGPT, Perplexity, and even Siri are doing the same—delivering answers, not just links. That means fewer clicks, but not fewer opportunities.



That shift has introduced a new kind of optimization, known by many names, that marketers should know: Generative Engine Optimization (GEO, or AISEO, AEO, LLMO, etc). GEO helps your brand stay visible in these “zero-click” environments, where users get answers without visiting a website. Regardless of how you feel about ChatGPT and other Language Models as a trend or revolution, they’re becoming key to building long-term brand awareness and trust in the age of AI.


If traditional SEO is about ranking in search results, GEO is about being quoted by AI. And while they overlap in a lot of ways, these complementary practices aren’t the same. Here’s what you need to know about SEO, GEO, and how to build a strategy that suits both.

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