Search is changing fast. For as long as most of us working in digital marketing can remember, search engine optimization has been the driving force behind businesses getting found online. But with the rise of generative AI and conversational search tools, a new concept is emerging: generative engine optimization, or GEO.
For local businesses, from retail stores and clinics to restaurants and home services providers, the shift from SEO to GEO (or rather, the layering of GEO into SEO) brings both challenges and opportunities.
Understanding the similarities and differences between SEO and GEO is critical to maximizing local visibility and driving real business on the ground.
SEO Vs GEO: Key Differences and Similarities
What Is SEO (Search Engine Optimization)?
SEO is the practice of optimizing your website so that traditional search engines (Google, Bing, etc.) rank your pages and content higher in search results for relevant queries.
Key components include:
- Keyword research and targeting:Â Figuring out what terms your local audience is searching for.
- On-page optimization:Â Using those keywords, structuring content well, having good titles, meta tags, headings.
- Technical SEO: Ensuring site speed, crawlability, mobile friendliness, proper indexing.
- Off-page SEO/link building:Â Getting high-quality, relevant websites to link to you.
- Performance tracking: Monitoring rankings, traffic, click-through rates, conversions.
The primary goal of traditional SEO is to drive organic traffic, meaning getting people to click on your site when your URL appears in the list of blue links on a search engine results page (SERP).
What Is GEO? (Generative Engine Optimization)
GEO, also sometimes referred to as LLM optimization or answer engine optimization (AEO), refers to optimizing your site and content for AI search tools; the kinds of systems that synthesize intelligent answers from multiple sources rather than simply returning a ranked list of webpages. Think ChatGPT, Google's AI Overviews/AI Mode, Gemini, Grok, etc.
The objective of GEO is not necessarily to drive clicks, but to ensure your brand, information, or content gets cited, referenced, or mentioned directly in AI-generated responses. In other words, it's about ensuring you're part of the conversation.
Some GEO best practices include:
- Using facts, statistics, quotes, and specific data points (things AI can confidently cite).
- Structuring content so AI systems can "extract" answers: clear headings, Q&A/FAQ style sections, bulleted lists, precise statements, etc.
- Getting mentions or citations on reputable and niche third-party sites (AI often pulls info from a wide variety of external sources).
- Keeping content updated and fresh (AI tends to prefer more recent sources when citing).
Because GEO is a newer concept, the "playbook" is still evolving, but early indicators suggest brands that adopt GEO techniques like those above can improve their visibility in both AI responses and traditional SERPs.
SEO Vs GEO: Side-by-Side Comparison
Here's a comparison of some of the key differences and similarities between GEO and SEO:
|
Aspect |
SEO |
GEO |
|
Primary goal |
Drive organic traffic via clicks to your website |
Earn citations/mentions in AI-generated answers, possibly without requiring clicks |
|
Where you appear |
As links or snippets in SERPs |
Inside AI summaries, overviews, conversational replies |
|
Source of references |
Your own domain's pages + backlinks pointing to your site |
Third-party sites (mentions, citations) often carry more weight |
|
Traffic vs. visibility |
Traffic is the key metric (visits, click-throughs) |
Visibility/share of voice in AI results is the key metric (how often you are cited) |
|
Click dependency |
Users click through to your site |
Many users may never click, as answers are given directly |
|
Overlap/synergy |
Requires solid content, site health, relevance |
Leverages many of the same content quality principles, but adds layers of citation readiness, structure, and external mentions |
|
Traffic volume potential |
Still generally higher for many sites |
Lower in raw volume (because many responses are zero-click) |
One interesting data point to consider: some early studies have shown that though AI-driven visits make up a small share of traffic, those visitors may be likely to convert at much higher rates.
Still, it's important to remember that GEO alone is not a replacement for SEO. Traditional search engines still generate far more web traffic for most businesses, so classic SEO best practices should still be the foundation of your online visibility strategy.
GEO for Local Businesses
Local businesses face unique challenges when it comes to SEO: they compete in a geographic context, and depend heavily on proximity, maps, local search, reviews, and reputation.
With local searches increasingly occurring within AI search platforms, it's important for local businesses to understand why and how to layer GEO into their local SEO strategies to maximize their Share of AI Voice (SAIV):
1. Target Zero-Click Answers for "Near Me" Queries
When someone asks, "Where's the best pizza near me?" or "Who's the top electrician in [City]," generative AI tools may try to answer directly rather than pointing users to links. To be part of that answer, local businesses must aim to be cited or mentioned in AI responses.
2. Leverage Local PR, Directory, and News Mentions
Because AI systems often draw from third-party sources, getting mentioned in local publications, regional "best of" lists, community blogs, local directories, or industry roundups can help your business become a more visible candidate for AI citations.
3. Structure Content Around Local Queries
For local content, structure core pages or blog posts around hyperlocal questions. Using clear headings, Q&A formats, and bulleted or numbered lists helps AI to surface your content when similar questions are asked.
4. Gather Reviews, Ratings, and Mentions as Social Proof
Just like traditional search engines, AI tools look for authority signals before mentioning a business. Customer reviews and mentions across review platforms (Yelp, Tripadvisor, Google Business Profile, local review sites, Reddit) can help increase your brand's weight in AI responses.
5. Monitor AI Search for Your Business and Competitors
Local businesses need to monitor whether AI models are citing their business and content when asked localized questions, as well as what types of sources are being cited when the competition is mentioned. These insights into local AI visibility can help you optimize in the right areas to capture a larger SAIV.
SEO Vs GEO: Local Tactics That Work for Both
The good news about layering GEO into your local SEO strategy is that you don't have to throw away your current SEO work; many tactics work for both. Below is a local-business-oriented SEO and GEO roadmap to help maximize visibility across both traditional and AI-powered search:
1. Audit Your Top Local Pages
Start with your most important local pages (service area pages, locations pages, etc.). Check whether they contain structured, AI-answer-friendly content (e.g. "What is it? How does it work? Why choose us? Where are we located?").
2. Add FAQ/Q&A Sections
Use local phrasing and conversational queries. For example: "What areas do you serve in [City]?" or "How soon can you fix a leaky roof in [Neighborhood]?"
3. Embed Data, Stats, and Case Studies
Even for a local plumbing business, you could include numbers ("We performed 230 emergency repairs in the last year across [Service Area]") or success rates. These make the content more "citable" for AI.
4. Secure Mentions in Local Media & Directories
Reach out to local news outlets, industry associations, neighborhood blogs, or "best of" lists. Ensure your business name, key services, and location are clearly mentioned across a range of directories and other third-party sources so AI can easily pick them up.
5. Use Schema Markup/Structured Data
Use different types of schema markup (e.g., LocalBusiness, FAQ schema, review schema), as these help both traditional search engines and AI platforms better understand your content structure.
6. Refresh Content Frequently
Update your site with new content, images, testimonials, stats, or local developments (e.g. new neighborhood expansions or service offerings). Freshness can influence which sources AI prefers.
7. Track AI Search/GEO metrics
Beyond traditional rank tracking, monitor how often your brand and content are being cited in AI overviews or generative answers. Compare that to your traditional SEO metrics to see where you're gaining or losing ground in terms of overall local visibility.
Things To Remember:
- GEO and SEO are both all about user intent: Understanding what users are looking for and providing the answer is key to SEO and GEO alike.
- Don't sacrifice SEO fundamentals: If your site is poorly built, slow, or not crawlable, neither SEO nor GEO efforts will succeed.
- Citation accuracy is key: Even if AI cites you, if it misattributes or uses your info incorrectly, that can backfire. Always ensure clarity and precision in your content and listings.
- Zero-click doesn't always mean zero impact: Even when users don't click, an AI mention can raise awareness or lead the user to search your name directly later (or to your map listing).
- GEO is emergent: The field is still young and GEO best practices may evolve rapidly.
Conclusion
Traditional SEO remains the backbone of online visibility. It drives traffic, supports deep content engagement, and underpins digital presence. But in a world where conversational, generative AI is becoming a default "first stop" for many searches, including local searches, GEO is an essential layer on top of that foundation.
For local businesses, the stakes are high: your competitors may already be optimizing for AI mentions and capturing a large share of AI visibility, and if you're not, you're missing out on potential customers.
In order to secure your Share of AI Voice, combine your existing local SEO strengths with emerging generative engine optimization tactics, thus positioning your business to get found wherever your customers are searching!
