Just when you thought you had SEO sussed… along comes GEO.
Yep, generative engine optimisation is the latest acronym turning marketers’ heads – and making them question everything they thought they knew about getting found online.
But don’t panic. This isn’t another “SEO is dead” article. SEO is still alive, well and working hard for businesses. GEO is simply the next evolution – one that reflects how search is shifting from links and rankings to answers and summaries.
SEO isn’t dead (but it’s evolving)
Search engine optimisation has always been about ranking well on Google. You tweak your site, build some backlinks, write content with the right keywords and boom – you climb the rankings and drive traffic.
That model still works. In fact, Google remains the dominant force, with around 90% market share. But there are signs of a shift. In 2024, Google’s share dipped below 95% for the first time in years. It’s not a collapse – but it’s definitely a nudge.
At the same time, the way people use search is changing. AI tools, TikTok and Amazon are all becoming new starting points. Ranking on page one is still powerful – but it’s no longer the only way to get seen.
Related: ”SEO Takes Too Long” Is a MYTH
What the heck is GEO?
GEO stands for generative engine optimisation. It’s all about making your content more visible and more usable by AI tools like ChatGPT, Google’s SGE and Perplexity.
Where SEO helps your website rank on search engines, GEO helps your content show up in AI-generated answers. These tools don’t just list links – they summarise. And GEO is what helps your brand get featured in those summaries.
If SEO builds a big sign pointing to your shop, GEO makes sure the local tour guide knows about you too.
GEO still cares about quality content, strong topical authority and helpful answers. But there are key differences too. Instead of obsessing over exact-match keywords or backlinks, GEO focuses on:
- Clear, conversational writing
- Structure that’s easy for AI to parse (read, basically)
- Natural, question-based search terms
As Alice Martin explains in her 2025 ecommerce breakdown, GEO content is “scannable, human-first and multi-modal.” It’s not just about being found – it’s about being used in AI’s responses.
What’s causing the shift?
There are two big drivers behind the move from SEO to GEO – social media and AI.
Let’s start with social. Platforms like TikTok are rapidly replacing Google as the place to search for new products – especially among younger users. A huge 62% of Gen Z now use TikTok as a search engine for products, second to Instagram with 67%.
And then there’s AI. Tools like ChatGPT and SearchGPT make searching feel more like a conversation. You can ask follow-up questions, clarify your intent and go deeper – all without bouncing between tabs or refining your keywords.
In short, we’re entering a world where search isn’t about listings – it’s about answers. And that’s exactly where GEO steps in.
SEO vs GEO – what’s the difference?
If SEO is about ranking in search engines, GEO is about showing up in AI-generated summaries. They overlap in places, but they’re built for different algorithms.
Here’s how they stack up:
| Feature | SEO | GEO |
| Optimises for | Search engine algorithms | Generative AI models |
| Content style | Keyword-optimised, structured | Conversational, clear, scannable |
| Goal | Rank on Google | Be included in AI answers |
| Metrics | Clicks and traffic | Mentions, visibility and conversions |
While SEO aims to get you onto page one, GEO aims to get you into the answer. It’s the difference between being listed and being quoted.
How to optimise for GEO (without ditching SEO)
The good news? You don’t have to throw out everything you know about SEO. Instead, layer GEO on top. Here’s how:
- Write conversationally – Use natural phrasing and long-tail keywords that match how real people ask questions
- Structure content like a Q&A – FAQs and question-based formats are ideal for generative engines
- Make content scannable – Use short paragraphs, subheadings and bullet points to help AI (and humans) process your ideas
- Use schema markup – Structured data helps AI understand the context and purpose of your content
- Include multiple formats – Infographics, videos and images all boost clarity and surfaceability
GEO isn’t a total rewrite of your strategy – it’s a refinement. A way to stay relevant as AI continues to shape how people search.
SEO still matters – but GEO is growing
This isn’t the end of SEO. Google is still where most of your traffic will come from and the fundamentals of ranking well still apply.
But GEO is here – and it’s not going away. The way people search is changing. From TikTok and Amazon to ChatGPT and SGE, your content now has to work across multiple platforms, not just the search results page.
By combining the best of SEO and GEO, you future-proof your brand – and get seen in all the right places.
At Wrise, we help small businesses create content that works across traditional search engines and the AI-powered tools your customers are already using. Our affordable SEO packages start at just £99/month and include everything you need to boost your online visibility:
To get started with your free SEO review, email hello@wrise.co.uk or call 0161 533 0593.
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