Generative Engine Optimisation (GEO) vs Search Engine Optimisation (SEO)

While businesses focus on Google rankings, forward-thinking companies are already adapting for AI responses.

In our debut article post for Oneiro Digital, we will delve right into the ever so important topics of Google/Bing Search and responses generated by the worlds most popular genAI (Generative Artificial Intelligence) tools as we know them as ChatGPT by OpenAI, Grok by X, Claude by Anthropic (Backed by Amazon & Google) and finally Gemini by Google.

Before we explore the nuances of GEO (Generative Engine Optimisation), let's take a moment to understand how it compares to traditional SEO as we all know it.

SEO - Search Engine Optimisation

SEO is the process of improving your website to increase its visibility when people search for products or services related to your business on search engines like Google/Bing.

In simple terms, it's about making your website easy to find - When your pages appear higher in search results, more people will see and visit your site.

Key aspects of SEO include:

Using relevant keywords people actually search for.

Creating helpful, informative content.

Making sure your website loads quickly, smooth functionality and works well on all devices.

Getting other reputable websites to link to yours.

GEO - Generative Engine Optimisation

GEO is specifically designed for AI applications like Claude, ChatGPT, and Google Gemini. Unlike traditional SEO that aims to rank websites in search results, GEO focuses on getting your content cited or referenced directly within AI-generated responses.

Key aspects of GEO include:

Using structured data clearly for genAI

Providing concise, factual content that addresses common questions

Using machine readable formats that AI systems can easily process (such as JSON & XML)

Focusing on being the source of information rather than just a destination website

ChatGPT generated those results based on general knowledge of all the brands listed and their typical offerings, but also relies strongly on search results from Google. The descriptions below the titles were not copied from an online source but written to summarise what the stores are known for based off its learnings.

Will Artificial Intelligence Replace Google/Bing?

Simply put, not yet. While AI-generated search responses are becoming more common, they are not a full replacement for traditional search engines like Google or Bing.

Instead, they serve as complementary tools, providing quick, summarised answers rather than deep, link-based search results. These AI models will continue to evolve at a rapid pace, but much of their information still originates from search engines, where SEO is king.

The rise of AI-generated search responses is changing the way users interact with online information. Instead of navigating through multiple search results to find what they are looking for, people increasingly rely on AI tools like ChatGPT, Claude, and Gemini to deliver direct answers.

Google and Bing are already integrating AI-powered summaries in search results (e.g., Google's Search Generative Experience - SGE). If AI-generated answers become the default, traditional search listings may see reduced engagement.

This shift raises questions about the long-term relevance of traditional search engines.

How can my business adapt to GEO?

As AI-driven search becomes a daily part of everyone's lives, businesses must adapt their content strategies to ensure visibility within AI-generated responses.

Implement structured data using Schema Markup (JSON-LD, Microdata, XML) to help AI understand your content and business organisation. A great way to see if your site has existing structured data is to visit the Rich Results Test powered by Google Search Console.Not only is this great SEO kudos as it helps search engines display rich snippets (e.g., star ratings, product details, FAQs) but AI models like ChatGPT, Claude and Google Gemini can extract and reference structured data more accurately.

AI tools also often pull answers from FAQs (Frequently Asked Questions), so providing well-structured, concise answers increases the chances of being referenced.

Use bullet points, numbered lists, and tables to enhance readability for AI parsing.

Measure impact through Google Search Console, if your site has been referenced in the new Generative Search Experience, it should automatically pick this up where you can see in the performance side panel, and then AI Overviews.

The Future of SEO & GEO

I strongly believe it will never be one or the other, but instead search engines will be strongly integrated (more than what they already are) in the next 12-18 months. It would not be surprising if adverts begin to be slowly incorporated into more AI models, but no official announcements have been made by any owners of these models.

AI models still continue to learn more about what their users are prompting. Rather than viewing AI as a competitor to Google, businesses should see it as an opportunity - an additional channel to reach potential customers.

The real winners will be those who embrace both strategies, ensuring their content is discoverable whether users search via Google or ask an AI assistant for answers.

Interested in Optimising Your Business for the AI Generation?

At Oneiro Digital, we integrate Generative Engine Optimisation (GEO) into all our SEO packages, ensuring your business appears in both traditional search results and AI-generated responses.

Our approach helps you become visible in search rankings while being cited as a reliable source by AI tools that your customers are increasingly using.

Have a project in mind? Get in touch with our team.