Search is undergoing its most significant transformation since the advent of Google. While Search Engine Optimization (SEO) has long been the cornerstone of digital visibility, the new discipline of Generative Engine Optimization (GEO) is emerging as generative engines like ChatGPT, Perplexity and Google’s AI Overviews redefine how buyers find and evaluate brands.
What’s driving this shift? AI is rewriting the rules of search. It’s transforming how information is discovered and reshaping buyer behavior in the process. According to Forrester, nearly 90% of B2B buyers now use generative AI during the purchase journey. In this new reality, traditional SEO alone won’t cut it. Enter GEO: the next evolution of digital visibility.This post breaks down the differences between GEO and SEO, explains how both disciplines work and outlines what your brand must do now to stay competitive.
Key Takeaways
- SEO isn’t dead, but GEO is quickly becoming a critical complement.
- GEO prioritizes how AI chatbots and generative engines surface and summarize brand information.
- Brands ignoring GEO risk losing visibility to faster-moving competitors.
- B2B buyers increasingly decide without clicking through to your site, raising the stakes for brand authority in AI answers.
SEO vs GEO: What’s the Difference?
To compete in the AI era, B2B marketers need to understand how traditional search and AI-powered discovery diverge and where they intersect.
What is Search Engine Optimization (SEO)?
SEO is the practice of optimizing websites to rank in search engines like Google and Bing. It focuses on keyword targeting, site structure, backlinks and technical performance to increase organic visibility.
What is Generative Engine Optimization (GEO)?
GEO is the discipline of influencing how generative engines interpret and cite your brand. Unlike SEO, GEO prioritizes structured content, authoritative authorship and real-time grounding signals that AI models use to shape responses. GEO builds on SEO by ensuring the content AI sees is crawlable, scannable, factual and attributable.
How Does SEO Work?
SEO remains foundational for digital visibility, helping brands appear in organic search results and enabling discovery by search engines.
Keyword Strategy and Search Intent
SEO strategy begins with mapping keywords to buyer intent, from top-of-funnel questions to bottom-of-funnel product queries.
On-Page Optimization
Optimized titles, meta descriptions, headings, schema markup and internal links improve both readability and indexability.
Backlinks and Domain Authority
Search algorithms reward inbound links from credible sources. Digital PR and content partnerships are key levers, with non-traditional media channels like influencer accounts and niche online communities playing an increasingly important role.
Technical SEO
Fast page speed, clean architecture, structured data and accessible markup help search engines crawl and understand content.
Performance Measurement
SEO success is tracked via impressions, rankings, organic traffic and contribution to pipeline.
How Does GEO Work?
GEO focuses on how generative engines interpret and cite your content. Unlike SEO, it’s about structuring your content to be usable and quotable by generative engines.
Structural and Technical Optimization
GEO requires content optimized for AI: clear subheads, scannable lists, structured tables and factual, quotable claims. Include summaries and key takeaways at the top and bottom of long-form pieces to maximize AI digestibility.
How AI Chatbots Surface and Cite Content
AI chatbots ground responses using live search results. Content that is indexable, fast-loading and marked up with schema is more likely to be cited. For example, a fast, well-structured case study from a reputable source may be quoted directly in a ChatGPT answer.
Authorship and Authority: Why EEAT Signals Matter
Strong author attribution including name, title and credentials boosts credibility. Details like these signal experience, expertise, authoritativeness and trustworthiness (EEAT). Without clear authorship and attribution, content is more likely to be treated as generic and less likely to be cited in AI-generated results.
Measuring Visibility With the AI Domain Impact Index
When it comes to AI visibility, not all publications are created equal. Walker Sands’ AI Domain Impact Index previews how likely your content is to be surfaced by generative engines based on a publication’s technical setup, authority signals and other factors. After publication, gauge visibility by running test prompts in ChatGPT, Perplexity and Google, as well as tracking shifts in clickthrough or conversion rates driven by generative search.
4 Ways the Evolving Search Landscape Impacts Businesses
AI isn’t just changing how people search. It’s transforming how they buy, evaluate and engage with brands. Here’s what it means for your SEO content strategy and your business:
1. Decline in Organic Search Traffic
Zero-click experiences are rising as AI-generated answers reduce the need to click through. Impressions may grow while click-through rates fall, so plan goals accordingly.
2. AI-Fueled Thought Leadership
Subject-matter experts must become quotable authorities. GEO requires prioritizing earned media, which often appears first in AI responses.
3. GenAI-Driven Buying Behavior
B2B buyers use generative AI to research vendors, summarize landscapes and even draft RFPs. GEO is now a pipeline driver.
4. Visibility > Clicks
In a GEO-first world, being cited in AI answers could matter more than driving site traffic. GEO influences decisions in real time.
Leverage SEO and GEO to Drive Organic Growth for Your Brand
AI has redrawn the rules of digital discovery. The question isn’t SEO vs. GEO. It’s how your brand integrates both to stay visible, credible and competitive.
Walker Sands helps B2B brands audit AI visibility, optimize content for GEO and evolve PR to influence AI-driven buyer journeys.
Want to know how your brand shows up in ChatGPT or Google AI Overviews? Contact Walker Sands to get started with a GEO audit today.
SEO vs GEO FAQs
Is SEO Still Relevant in an AI-Driven World?
Yes. GEO builds on SEO. Rankings remain essential as AI engines ground responses in top-ranked content.
How Do I Know If My Content Appears in AI Answers?
Test prompts manually in ChatGPT and Perplexity. Use AI visibility tools to monitor citations and mentions.
What Tools Can Help Me Optimize for GEO?
Use a combined stack: SEO platforms (for rankings), AI tools (for visibility) and analytics (for pipeline impact).
Should I Invest in GEO or Stick With SEO?
Both. SEO is foundational; GEO ensures visibility in AI discovery. Brands that invest in both will outperform.
