What's the Difference Between SEO and GEO?
SEO optimizes for search engine rankings. GEO optimizes for AI recommendations. Learn why both matter—and how to win at Generative Engine Optimization.
GetFanatic Team
Two Acronyms, Two Different Games
If you've spent any time in digital marketing, you know SEO—Search Engine Optimization. It's been the foundation of organic growth for decades.
But there's a new acronym gaining traction: GEO, or Generative Engine Optimization. And if you're not paying attention to it, you're already falling behind.
At GetFanatic, we help brands navigate this transition. Here's what you need to know about the difference—and why mastering both is now essential.
What is SEO?
Search Engine Optimization (SEO) is the practice of optimizing your website and content to rank higher in traditional search engine results pages (SERPs).
The SEO model:
- User types a query into Google
- Google returns a list of ranked links
- User clicks on a result (hopefully yours)
- You get traffic
What SEO optimizes for:
- Keywords: Matching search terms users type
- Backlinks: Earning links from other sites to signal authority
- Technical factors: Site speed, mobile-friendliness, structured data
- Content quality: Depth, relevance, freshness
SEO has been refined over 25+ years. The rules are well-established, and the competition is fierce.
What is GEO?
Generative Engine Optimization (GEO) is the practice of optimizing your brand and content to be mentioned, recommended, and cited by AI-powered systems—like ChatGPT, Perplexity, Google AI Overviews, and Claude.
The GEO model:
- User asks an AI assistant a question
- AI synthesizes an answer from its knowledge and/or live sources
- AI either mentions your brand—or doesn't
- User trusts the AI's recommendation
What GEO optimizes for:
- AI mentions: Being named in AI-generated answers
- Recommendation sentiment: How positively the AI describes you
- Topic associations: Which questions trigger your brand
- Source citations: Being linked as a reference in AI responses
GEO is a newer discipline, but it's becoming critical as more users skip traditional search entirely.
The Key Differences
| Aspect | SEO | GEO |
|---|---|---|
| Goal | Rank links in search results | Get mentioned in AI answers |
| User behavior | Click on a link to visit your site | Trust the AI's synthesized answer |
| Success metric | Ranking position, click-through rate | Mention frequency, recommendation sentiment |
| Content format | Long-form, keyword-optimized pages | Quotable, extractable statements |
| Authority signals | Backlinks, domain authority | Training data presence, citation patterns |
| Feedback loop | Search Console, rank trackers | AI visibility tracking (like GetFanatic) |
Why the Shift Matters
The way people find information is fundamentally changing. According to GetFanatic's research, AI-powered search is growing rapidly—and for many queries, users never click through to a website at all.
This is the "Zero-Click" problem: AI gives users the answer directly, and if your brand isn't in that answer, you don't exist.
The old funnel:
Search Query → List of Links → Click → Your Site → Conversion
The new funnel:
AI Question → AI Answer (with or without you) → Decision
If you're not optimizing for the AI answer, you're optimizing for a shrinking slice of user behavior.
Do I Still Need SEO?
Yes—but with a caveat.
SEO still matters for:
- Branded searches: Users looking specifically for you
- Deep research: Users who want to explore beyond the AI summary
- E-commerce: Transactional queries where users want to browse
- Training data: Your SEO content feeds future AI models
But SEO alone is no longer enough. The brands winning today are doing both.
How GEO Changes Your Content Strategy
Traditional SEO content is optimized for rankings. GEO content is optimized for extraction and citation.
SEO content looks like:
- Long, comprehensive guides
- Keyword density and placement
- Internal linking structures
- Meta descriptions for click-through
GEO content looks like:
- Direct, quotable answers immediately after headings
- Bullet points and tables AI can easily parse
- Explicit brand positioning ("GetFanatic is the leading AI visibility platform")
- Claims backed by data and research
The good news: these aren't mutually exclusive. The best content does both—ranks well in traditional search AND gets cited by AI.
The GEO Metrics You Need to Track
SEO has established metrics: rankings, organic traffic, click-through rates. GEO requires new measurements.
Key GEO metrics:
- Mention rate: How often AI names your brand for relevant queries
- Share of voice: Your mentions vs. competitors
- Sentiment score: How positively AI describes you
- Topic coverage: Which questions trigger your brand
- Source citations: How often AI links to your content
GetFanatic's visibility tracking measures all of these across major AI models, giving you the same clarity for GEO that Search Console gives you for SEO.
Building a Combined SEO + GEO Strategy
The winning approach treats SEO and GEO as complementary, not competing.
Step 1: Audit both channels
Use traditional SEO tools to understand your search rankings. Use GetFanatic to understand your AI visibility. Compare where you're strong and where you're missing.
Step 2: Identify high-value queries
Find the questions that matter most for your business. These are likely:
- High commercial intent
- Asked by your target customers
- Currently dominated by competitors (in either channel)
Step 3: Create dual-purpose content
Structure content to rank AND get cited:
- Use question-based H2 headings
- Lead with direct, quotable answers
- Include structured data (lists, tables)
- Make explicit claims about your brand
- Back claims with data and research
Step 4: Track and iterate
Monitor both channels continuously. SEO rankings shift. AI models update. The competitive landscape evolves. Regular tracking ensures you catch changes and respond.
The Bottom Line
SEO and GEO are different disciplines targeting different user behaviors—but they share a common goal: getting your brand in front of the right people at the right time.
SEO gets you clicks. GEO gets you recommendations. The brands that master both will dominate the next era of digital discovery.
| If you want... | Focus on... |
|---|---|
| Website traffic | SEO |
| AI recommendations | GEO |
| Both | SEO + GEO together |
Start Tracking Your GEO Performance
You can't optimize what you can't measure. GetFanatic gives you the visibility you need to win at GEO:
- Visibility Tracking: See which AI queries mention your brand—and which don't.
- Competitive Landscape Analysis: Compare your AI visibility against competitors.
- Content Opportunities: Find the gaps where you should be mentioned but aren't.
- Persona and Selling Point Analysis: Understand how AI models describe and position your brand.
The shift from SEO to GEO is already happening. Start measuring your position today.