SEO & GEO: How Both Can Impact Your Business
Having a robust online presence is crucial for business growth. Two key strategies, Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) play significant roles in determining how easily your brand is discovered online.
Whether you’re running a small e-commerce shop or a global brand, understanding how these strategies work and their differences can help you stay ahead of the competition.
Take the example of businesses operating in competitive industries like online gambling. According to Filip Jovchevski, with so many different online poker sites available, players often find it overwhelming to choose among the vast number of options.
Using SEO best practices allows these gambling sites to rank higher on traditional search engines like Google, helping them stand out in a crowded market.
However, as search engines increasingly integrate AI and machine learning to generate more context-aware and content-rich responses, traditional SEO alone might not be sufficient. This is where GEO comes in, optimizing content not just for search engines, but also for AI models.
What is SEO?
SEO is a set of practices designed to improve the visibility of your website on traditional search engines like Google, Bing, and Yahoo. SEO aims to drive organic traffic by making sure your content aligns with what search engines consider valuable and relevant.
Key Elements of SEO
- Keyword Optimization: Keywords are the specific words or phrases that users enter into search engines when seeking information. Successful SEO requires identifying these keywords and strategically incorporating them into your content.
- On-Page SEO: This focuses on optimizing individual pages on your website. Elements like meta tags, title tags, header tags, and keyword placement fall under on-page SEO.
- Off-Page SEO: This includes all the activities done outside of your website to improve its search engine ranking, such as link building and social media marketing.
- Technical SEO: Ensuring your website is fast, mobile-friendly, and secure can have a direct impact on your search rankings.
SEO is a proven method for driving organic traffic, and for businesses in highly competitive markets, mastering SEO is often the difference between being found and being lost in the noise.
What is GEO?
GEO, on the other hand, is a more recent development focused on optimizing content for AI-powered search engines and generative models like ChatGPT and other emerging platforms.
As these models are increasingly integrated into search engines, the content that ranks well on these platforms isn’t just based on keywords but also on context, relevance, and how AI interprets and generates responses.
Key Elements of GEO
- Natural Language Processing (NLP): Content must be optimized for how AI models process language. This goes beyond keywords and looks at the overall context and intent behind user queries.
- Structured data and semantic markup: Using structured data helps AI understand the relationships between different pieces of content. This can lead to better visibility in AI-generated snippets and rich search results.
- AI-first content strategy: With GEO, the focus is on creating content that is adaptable and can be interpreted well by AI. This involves writing in a more conversational tone, anticipating follow-up questions, and addressing user intent holistically.
As AI-driven search becomes more common, especially through voice assistants and chatbots, businesses need to ensure their content is not just SEO-friendly but also GEO-optimized to stay relevant in these new channels.
How SEO and GEO Impact Your Business
Both SEO and GEO have distinct roles in impacting your business, but they are more effective when used together.
- SEO drives organic traffic: SEO remains crucial for getting your website noticed in traditional search engines. By ranking higher in search results, your business attracts more traffic, which can lead to more conversions and revenue.
- GEO improves AI-driven visibility: As more users turn to AI-powered assistants for their searches, GEO ensures that your content remains visible and relevant in these contexts. For example, if someone asks their voice assistant about the “best poker sites,” your content should be optimized to be included in those AI-generated recommendations.
- Dual approach for comprehensive reach: Combining SEO and GEO gives your business a comprehensive strategy that covers both traditional search engines and AI-generated platforms. This dual approach ensures that your business remains visible whether users are typing in queries or asking questions via voice search.
Best Practices for a Dual SEO and GEO Approach
To get the most out of both SEO and GEO, businesses should adopt best practices that integrate the strengths of both strategies.
Keyword Research with a Twist
While traditional SEO keyword research remains essential, GEO emphasizes focusing on long-tail and conversational queries. AI tools often handle complex questions, so targeting more natural, question-based queries can enhance your chances of being featured in AI-driven results.
Optimize for Featured Snippets and Zero-Click Results
With GEO, the goal is not just to rank high but to be the direct answer to user questions. Structuring your content with clear headings, bullet points, and concise answers increases your chances of appearing in featured snippets, which are prioritized in both search engines and AI models.
Leverage Structured Data and Schema Markup
Incorporating structured data helps AI better understand your content’s context and relevance. Schema markup can highlight important elements like reviews, ratings, and FAQs, making your content more appealing to both traditional search engines and AI models.
Focus on Content Depth and Context
While keywords are still important, GEO prioritizes the overall depth and context of content. Invest in content that comprehensively answers questions and is tailored to user intent rather than just stuffing it with keywords.
Adapt for Voice Search and Conversational AI
A significant portion of AI-powered searches are voice-based. Content optimized for voice search typically features a natural, conversational tone. Writing content that directly answers potential spoken questions helps in capturing this growing segment.
Monitor and Adapt with Data
SEO and GEO are dynamic fields requiring constant monitoring. Use analytics tools to track performance, but also pay attention to how AI models are evolving. As new technologies emerge, your strategy should be flexible enough to adapt.
Conclusion
As search technology evolves, businesses need to stay ahead of the curve by adopting both SEO and GEO strategies. While SEO continues to be a critical foundation for driving organic traffic, GEO is essential for reaching audiences through AI-powered platforms.
By combining the two, you ensure that your business remains visible across a broad range of search contexts, from traditional engines to AI-driven queries. The digital landscape is rapidly changing, and a dual approach will help future-proof your business in this increasingly complex environment.