SEO vs. GEO – What’s the Difference?

The Problem: Too Many Businesses Are Missing What’s Right in The New Search Reality

AI search tools like ChatGPT, Gemini, and Copilot are changing how people find local businesses. If your website content isn’t showing up in AI-generated answers, you could be missing out on valuable leads. That’s where GEO comes in.

Generative Engine Optimization helps ensure your business is not only searchable but also quotable. So when someone asks an AI assistant for recommendations, your name comes up. It’s a smart, strategic addition to your marketing toolkit.

Here’s what GEO is, how it complements your SEO efforts, and how to put it to work.

Similarities Between SEO and GEO

Content Quality Matters

• SEO: Long-form, keyword-rich, helpful content ranks better.
• GEO: Clear, authoritative, fact-based content is more likely to be quoted.

E-E-A-T Principles

• SEO: Google favors Experience, Expertise, Authoritativeness, and Trustworthiness.
• GEO: Generative AI also prefers expert-driven, trustworthy sources to avoid hallucinations.

Structured Data Helps

• SEO: Schema markup boosts click-throughs and rich results.
• GEO: Schema markup (FAQ, HowTo, Service) makes it easier for AI engines to pull accurate snippets.

User Experience is Key

• SEO: Fast, mobile-friendly, secure sites rank better.
• GEO: AI is more likely to quote content that is easy to parse and clearly written.

External Mentions & Backlinks

• SEO: Backlinks from trusted sources build authority.
• GEO: Mentions and citations across the web validate credibility.

Differences Between SEO and GEO

Audience Interaction

• SEO: Optimizes for human readers → people click and visit your website.
• GEO: Optimizes for AI readers (LLMs) → AI may quote you directly, sometimes without a click.

Optimization Focus

• SEO: Keywords, metadata, link building, site performance.
• GEO: Content clarity, Q&A formats, authority signals, redundancy across multiple sources.

Primary Goal

• SEO: Drive traffic to your website.
• GEO: Get your business named/quoted in AI-generated answers.

Content Style

• SEO: Long-form, keyword-driven, depth-focused.
• GEO: Concise, snippet-ready (FAQs, bullet points, short definitions).

Measurement

• SEO: Google Analytics, Search Console, SEMrush, Ahrefs.
• GEO: Test queries in ChatGPT, Perplexity, and Google AI Overviews.

Risk/Reward

• SEO: Compete for rankings in SERPs.
• GEO: Compete for visibility in AI responses (fewer clicks, but higher brand exposure).

How to Integrate GEO with SEO

SEO and GEO are not competitors — they are two halves of a modern visibility strategy. SEO builds the foundation; GEO ensures AI can reference your business confidently.

Step 1: Start with SEO Foundations

• Keyword Optimization: Use researched service-area keywords in titles, headers, and content.
• Technical SEO: Fast page speed, mobile-friendly design, and secure HTTPS.
• Backlinks: Build inbound links from reputable sources.
• Citations: Keep business info (NAP) consistent across all platforms.

Step 2: Layer GEO on Top of SEO Content

• Reformat Service Pages: Add Q&A sections so AI can extract clear answers.
• Schema Markup: Implement Service, FAQ, and Review schema.
• Summarize Key Takeaways: Place short, fact-based summaries at the top of pages.
• Highlight E-E-A-T Signals: Show credentials, testimonials, certifications, and case studies.

Step 3: Monitor Both Channels Together

• SEO Metrics: Track impressions, clicks, and rankings.
• GEO Metrics: Test queries in AI-driven engines to see if your business is cited.
• Feedback Loop:
  • Ranking but not quoted? → Add FAQs, schema, and clearer summaries.
  • Quoted but not ranking? → Strengthen keywords and backlinks.

What is E-E-A-T?

Generative AI doesn’t just look at what a website says — it looks for signals that a business is credible, experienced, and trustworthy.

Experience

• Highlight years in business, project history, and firsthand insights.
• Use project case studies, galleries, and behind-the-scenes content.

Expertise

• List licenses, certifications, awards, and training.
• Create staff bios with credentials and roles.

Authoritativeness

• Earn mentions in directories, supplier sites, and news outlets.
• Publish blogs, guides, and FAQs to establish thought leadership.

Trustworthiness

• Keep business info (NAP) consistent across the web.
• Showcase customer reviews with schema markup.
• Use HTTPS, clear contact info, and transparent service/pricing pages.

Why E-E-A-T Matters for GEO

Generative engines want to avoid unreliable sources. Businesses that demonstrate E-E-A-T are more likely to be featured in AI-driven answers such as:

• “Best drywall repair company in Minnesota”
• “Who installs backup generators near Fargo?”
• “Top irrigation system providers in North Dakota”

Practical Steps to Improve E-E-A-T in Website Builds

• Add a “Meet the Team” or “About Us” section with credentials, years of experience, and certifications.
• Display awards, licenses, and dealership status (BBB, contractor licenses, manufacturer partnerships).
• Showcase work with before-and-after galleries or case studies.
• Use real reviews on the website with Review schema.
• Encourage customer reviews on Google, Yelp, Angi, and niche directories.
• Display clear contact info (phone, email, service area) prominently.
• Create FAQ pages with straightforward answers.
• Use authentic images of staff, jobs, and vehicles instead of stock photos.
• Include clear calls-to-action (estimate forms, service request buttons).
• Add an “As Seen In” section if the business has been mentioned in local media or community events.

Bringing it All Together

Search engines aren’t the only place people are looking anymore. Showing up in AI-generated answers could be the spark your business needs to stay ahead.

By combining SEO and GEO, you build a stronger foundation for long-term visibility. You’re not just chasing clicks—you’re creating brand recognition in the places people are already turning to for answers.

If you’re not sure how to implement these strategies, let’s talk. Pinnacle Marketing Group can help you optimize your content, fuel your visibility, and move forward with confidence.

Let’s make sure your business shows up—wherever people are searching.

A.J. Dahl

A.J. Dahl is an Account Manager at Pinnacle Marketing Group. He graduated from Bemidji State University in 2022 with a degree in Business Management and recently earned his MBA from Saint Cloud State University. A.J. specializes in assisting clients with the creation and management of their websites. In his spare time, he enjoys tinkering with anything that has an engine and constantly learning new things.