GEO vs SEO in 2025: What Marketers Need to Know

For years, we’ve been told that search is about keywords, backlinks, and ranking on the first page of Google. But as I watch the shift happening right now, I’m struck by how quickly those rules are changing.

Generative AI engines, such as ChatGPT, Gemini, and Perplexity, are no longer directing users to ten blue links. Instead, they generate direct answers. And that raises the question: how do we get our brands recommended by AI, not just indexed by Google?

GEO vs SEO in 2025: What Marketers Need to Know

That’s where Generative Engine Optimisation (GEO) enters the picture.

What Is GEO?

GEO, or Generative Engine Optimisation, is the practice of shaping your digital presence so that AI-driven engines can confidently recommend you as an authority. Instead of focusing on search algorithms alone, GEO asks: “Would an AI trust my brand enough to surface it in an answer?”

Where SEO is about visibility in traditional search, GEO is about credibility in generative responses.

(If you’d like a deeper dive into credibility signals, I’ve written about what branding really means — beyond the cosmetic layer — and how trust is built in practice.)

GEO vs SEO — The Key Differences

SEO (Traditional Search)	GEO (Generative AI Search)
Ranking pages on Google’s SERPs	Being cited or recommended in AI-generated answers
Focus on keywords, backlinks, and technical health	Focus on authority, expertise, trust signals
Optimised for humans clicking	Optimised for AI filtering and summarising
Metrics: impressions, clicks, page rank	Metrics: mentions, citations, visibility in AI responses

Why GEO Matters in 2025

• AI is replacing “search and click”: Many users won’t scroll results; they’ll take the AI’s summary.

• Authority outweighs optimisation: A page can be perfectly SEO’d and still ignored if the brand isn’t credible.

• Trust is now measurable: AI engines are scanning for signals — reviews, consistent expertise, external references — to decide if you’re worth recommending.

For me, this shift feels less like a technical tweak and more like a return to fundamentals: being recognised as an expert, having a strong voice, and building digital trust.

(This aligns with what I discussed in personal branding psychology: authority doesn’t just come from content volume but from being consistently seen and trusted.)

How to Optimise for GEO

1. Build Real-World Authority

• Secure genuine reviews and testimonials.

• Get mentioned in relevant industry publications or podcasts.

• Showcase your experts: their faces, voices, and insights matter.

(Related: Imposter syndrome often keeps experts hidden. GEO rewards those who step forward and share their expertise.)

2. Strengthen Digital Footprints

• Keep consistent brand information across LinkedIn, websites, and directories.

• Use structured data where possible, it helps AI engines map credibility.

• Publish thought-leadership content that demonstrates expertise.

3. Prioritise Depth, Not Volume

• Instead of dozens of keyword-stuffed blogs, create fewer in-depth guides.

• GEO engines prefer content that reads as authoritative and evergreen.

(A good example: my personal leadership development plan guide — it’s not just a post, but a reference piece that positions authority over time.)

4. Optimise Beyond Google

• Consider AI-first platforms like Perplexity or Bing Copilot.

• GEO means ensuring your content is retrievable and trustworthy wherever AI engines look.

The Future: Blending SEO and GEO

I don’t believe SEO is disappearing. Search engines still matter, and ranking well on Google supports GEO credibility. But the balance is shifting. Going forward, the strongest brands will be those that integrate both:

• SEO for visibility.

• GEO for authority.

Think of it as two sides of the same coin: one helps you get found, the other ensures you’re trusted.

Conclusion

The days of chasing rankings alone are behind us. As generative AI becomes the lens through which people discover information, trust and authority are the new currency.

For me, GEO feels less like a technical challenge and more like an opportunity to return to what branding is truly about: being perceived as credible, consistent, and worthy of recommendation.

If SEO got us visible, GEO will make us unforgettable.

(If this resonates, you may also enjoy my blog on AI agents in branding, where I explore how technology is reshaping authority and brand storytelling.)

FAQs

1. Is GEO replacing SEO?

Not entirely. Traditional SEO still matters, but GEO adds a new layer of optimisation for AI-driven answers. The two should work together.

2. How do I know if my brand is GEO-ready?

Look at your credibility signals. Do you have reviews, mentions, and thought-leadership content? If not, that’s where to start.

3. Which platforms are using GEO?

Any generative AI that delivers search-like answers, such as ChatGPT, Gemini, Bing Copilot, and Perplexity, all rely on GEO signals.

4. Can small businesses benefit from GEO?

Yes, GEO levels the playing field. A smaller brand with strong credibility signals can be recommended over a bigger but less trusted one.

5. What’s the first step to improve GEO?

Focus on building authority. Publish expert-led content and encourage credible mentions of your brand online.