GEO – Is it time to let go of SEO?

You might’ve come across the term. GEO. Advisors and experts are popping up everywhere, talking about the upcoming – or already ongoing – shift in how we search for information. But what exactly is GEO? When should we start actively working with Generative Engine Optimization? And what does it mean for the good old SEO?

Let’s start from the beginning. Since the 1990s, search engines have been the go-to way to find information. As search engines have become smarter (and fewer), and their algorithms more advanced, we’ve come to expect fast and accurate answers to everything from simple to complex questions.

They’ve also shaped the way we expect information to be presented – clear, text-based lists, often topped off with images or videos in recent years. “You need to rank on the first page of Google’s organic results” – that’s been the rule. Alternatively, you buy your way in via ads.

 

A smoother way to ask – and get answers

With the generative AI boom (think Google Gemini, ChatGPT, and others), we’ve started having conversations instead of just typing in keywords. A base question, followed by clarifications, specifics, and refinements. Voilà – we get answers presented in a way that, at least feels like, a richer context.

So far, it’s been students battling writer’s block or knowledge workers in need of an executive summary who’ve really leaned into this tech. But soon, shoppers will catch on too. Why click through dozens of filters and product lists when you can just ask for what you want – and get a straight answer?

As usual, B2C will likely lead the way. But don’t be surprised when professional buyers in large industrial companies start turning to the same tools.

(The above section is “handwritten”. The rest is generated by CoPilot.)

 

SEO vs GEO = yin och yang

Generative Engine Optimization (GEO) and Search Engine Optimization (SEO) are both strategies aimed at boosting online visibility, but they focus on different types of search engines and rely on different methods.

SEO targets traditional search engines like Google and Bing. The goal is to rank higher by optimizing keywords, meta tags, internal links, and other technical elements.

GEO, on the other hand, is about optimizing content for AI-powered search tools like ChatGPT Search or Perplexity. It focuses on structuring content in a way that makes it easy for AI models to understand – using clear language, relevant stats, and citations from credible sources.

Both aim to increase visibility and drive organic traffic. But while SEO is about climbing the ranks in traditional search engines, GEO is about showing up in AI-generated responses.

Getting started with Generative Engine Optimization (GEO) means optimizing your content for AI-powered search engines like ChatGPT and Google Bard. Here are some key steps and focus areas to help you make the shift:

 

Getting Started with Generative Engine Optimization (GEO)

Optimizing for AI-driven search tools like ChatGPT or Google Bard? Here are some key steps:

1. Understand AI-powered search engines
   Learn how AI models work and how they generate responses to user queries.

2. Create high-quality content
   Focus on content that’s informative, relevant, and easy to understand. AI values thorough, useful answers.

3. Structure your content clearly
   Use headings, bullet points, and short paragraphs to make your content easy to read – for both humans and AI.

4. Use reliable sources
   Refer to trustworthy sources to boost your content’s credibility.

5. Adapt and update regularly
   AI algorithms are evolving. Your content should too – keep it fresh and relevant.

 

Key GEO Factors

• Contextual relevance
  Your content should clearly answer the user’s question in depth.

• User value
  Focus on usefulness and clarity, not keyword stuffing.

• Citation frequency
  Track how often your content is cited in AI-generated responses.

• Engagement
  Monitor how users interact with your content to gauge performance.

 

Final Thoughts

To sum it up: there’s plenty of overlap between SEO and GEO. If you’ve been proactive with SEO, you likely already have a solid foundation for GEO. But new habits and perspectives will be needed – especially in how you present your products or services.

Think of SEO and GEO as two disciplines that complement each other. Both are about the same thing: making sure your audience finds you – whether they’re searching through Google or talking to ChatGPT.