The way users acquire information online is changing. Search engines and AI platforms are shaping search methods and how companies show up for their customers. ChatGPT usage has increased eightfold in under 12 months. Leveraging SEO (Search Engine Optimization) and GEO (Generative Engine Optimization) are vital for companies to enhance their search presence and avoid being left behind in the new era of AI-dominated search. 

These search engine platforms are improving the search experience for users. SEO and GEO are not in competition with one another; instead, they share foundational principles and serve different user intents across platforms. 

Understanding the Acronyms 

Before we learn how to optimize for these engines, let’s first define them: 

• SEO- Search Engine Optimization; The practice of optimizing web content so that it ranks higher in search engine results pages (SERPs) on search engine platforms like Google and Bing.  

• GEO- Generative Engine Optimization; The practice of optimizing content for AI-driven platforms such as ChatGPT, Google AI Overview, Bing Copilot, and Perplexity. 

Where to Start: Enrich Your Content 

The core principles to optimize for both search methods are the same:  

• Create high-quality content that users can trust 

• Understand user intent 

• Implement a strong website structure 

For companies, the overall goal should be to share clear and concise information that your target audience is looking for, where they are looking for it.  

Optimizing for search methods starts with prioritizing these non-negotiables. However, each method provides a different benefit and different formats of answers that best suits their users’ needs. 

How to Show Up to Your Customers 

For companies to show up on different search engine platforms, they must understand how each platform collects and delivers information to its users.  

The primary goal of Search Engine Optimization (SEO) is to improve visibility on search engine result pages. Search engines, such as Google, use keywords, website structure, and backlinks to evaluate and rank websites for their results. To optimize for SEO, companies should ensure their website functions smoothly, is easy to navigate, and contains high-quality, relevant content.  

Pro Tip: Websites with poor content or difficult navigation are less likely to appear in search results. 

GEO builds upon the core pillars of SEO—high-quality content, domain authority, relevance, and trust—but adapts them for Generative AI tools that prioritize clear, well-structured content segments. Unlike traditional SEO, which values overall page experience and keyword density, GEO focuses on schema markup and the “completeness” of answers to the specific prompts users query.  

Did You Know? Schema markup is a type of structured data added to a webpage that helps search engines understand the content. 

To effectively rank in AI-generated results, the following strategies are recommended: 

• Deliver concise, direct answers to common queries with content that addresses popular customers’ questions. 

• Implement schema markup formats such as FAQs, How-Tos, and Reviews. 

• Use structured formatting, including bullet points, headers, and lists. 

• Publish content that clearly communicates brand values, mission statements, and offerings. 

• Engage on platforms that host authentic discussions, such as Reddit, Quora, and LinkedIn. 

Google’s AI Overview frequently cites platforms such as Quora and Reddit, which has an established partnership with Google. These platforms serve as authoritative sources for AI-generated answers.  

Additionally, YouTube ranks as the third most-cited domain in AI responses, particularly for informational queries. Publishing high-quality videos on YouTube can significantly enhance citation frequency in AI-generated results. This is because AI looks for conversation forums where real users share experiences about the brand or company.  

For the same reason, sources such as testimonials, reviews, and conversations help brands show up as AI mentions and AI citations on ChatGPT and other AI platforms.  

Although users can use either SEO or GEO to find information; they work in tandem for the research experience of the user, not in competition.  

Why SEO and GEO Are Not Competing 

Contrary to concerns about Generative AI tools replacing SEO, research and recent use cases show a complementary relationship, not a competitive one. A case study by SEMrush, referred to as the Expansion Hypothesis, demonstrated that Google search volumes remained stable even after users engaged with ChatGPT. 

SEO and GEO can operate in parallel without cannibalizing each other. SEO supports strong visibility, while AI introduces a new channel for enhanced discoverability in new contexts.  

Why Does This Matter? Users who convert from generative engines are considered “warmer” leads once they reach a company’s website.  

Essential Optimization Strategies 

Brands can align content strategies to optimize across all platforms. Companies do not have to create and recreate their content to appear across search methods. Instead, following a strategic plan can integrate performance across all channels: 

• Use schema markup for GEO 

• Maintain foundational SEO practices 

• Create quotable, prompt-driven content for AI platforms 

• Engage in authentic discussions on Reddit, Quora, and LinkedIn. 

Starting with these essentials and creating content that answers the questions your customers are asking is the foundation of ranking well and showing up online. Once this strategy is implemented, long-term tracking should be used to refine and monitor your optimization efforts 

Measuring Success Across Channels 

 To assess visibility and performance in AI search environments, brands should monitor: 

• Visibility in AI-generated content 

• Share of voice compared to competitors 

• Number of citations and mentions across platforms 

• Ranking within AI responses 

• Sentiment of brand mentions 

• Traffic from AI platforms (ex: ChatGPT.com / referral) 

Be Part of the Conversation 

It is important to take a holistic approach when choosing a strategy to optimize your business’ online presence. In order to show up where your customers are looking for content, your brand must embrace the evolution that is happening in the online search environment.  

If there’s one thing you take away from this article, it’s this: If your brand isn’t the answer, it’s not part of the conversation. Stay ahead of the game, and you’ll be remembered.