There’s a new acronym that has moved beyond just circulation in marketing and tech circles but out into wider business ownershipland… GEO: Generative Engine Optimisation. As tools like ChatGPT, Perplexity, and Google’s AI Overviews begin answering user queries directly, businesses are asking:
Do I still need SEO? Or should I be focusing on GEO instead?
Let’s break it down. Because the answer isn’t binary, and for many businesses, chasing GEO could kill your traffic strategy before it even starts.
What Is GEO?
GEO stands for Generative Engine Optimisation. It refers to the practice of crafting content that’s designed to be surfaced by AI-generated answers, not traditional search engine result pages (SERPs).
In other words, you’re not just trying to rank on Google anymore you’re trying to be quoted by AI.
Think:
- Being cited by ChatGPT when it answers a question
- Getting pulled into Perplexity summaries
- Appearing in Google’s AI Overviews
The goal? Brand visibility and trust, even when no one clicks through to your website.
The Problem: GEO Doesn’t Send Traffic
To be clear: GEO might get your name mentioned.
But it does not drive clicks, and in most cases, it reduces them.
In early tests by SparkToro and others:
- Pages referenced in AI answers saw ~30–80% lower CTRs than traditional top-ranking results
- Direct website visits declined even when the site was cited or quoted in the AI output
- Businesses experienced a rise in brand exposure but a drop in measurable traffic
Why? Because users are getting their answer in the AI window, not clicking through to learn more.
GEO ≠ SEO.
And that distinction matters.
So… Should You Optimise for GEO?
The key context behind your question is:
What’s the role of your content?
If you’re a:
- Publisher or news outlet → maybe. GEO could build brand trust at scale.
- University or research body → yes. Citations matter more than visits.
- B2B enterprise with analyst content → maybe. Strategic visibility has value.
But if you’re a:
- Local service provider
- E-commerce store
- Consultant, coach, or creative
- Anyone whose lead flow or sales depend on site visits
GEO is not your primary game.
Your site needs visits. Traffic. Time on page. Contact form submissions.
Not just a name-drop by ChatGPT.
How AI Search Changes the Game; And Doesn’t
Try not to jump the shark just yet; AI-generated answers don’t replace search, but they do reframe it. Here’s what we know right now:
| SEO | GEO |
| Competes for clicks | Optimises for citations |
| Ranks on Google SERPs | Appears in AI answer panels |
| Focuses on meta data, headings, content structure | Focuses on semantic clarity, source trust, and language models |
| Drives measurable traffic | Drives brand mention (not visits) |
For most businesses, especially those in services or transactional industries, SEO still delivers the outcome you actually want: qualified traffic.
But Should You Ignore GEO? No.
This stuff is getting confusing fast now, I get it. Here’s the nuance.
You don’t want to optimise only for GEO but you do want to make your content:
- Fact-based and sourceable
- Clear, structured, and semantically rich
- Aligned with your brand POV and thought leadership
Why? Because the future of search is already hybrid.
Some users will still scroll Google. Others will ask ChatGPT. Some will follow both paths.
Your content should be able to answer clearly, link deeply, and lead somewhere useful.
How to Future-Proof Your Strategy
If you’re fielding the SEO vs GEO question from clients or internal teams, here’s what you need to know:
- Stick to intent-driven content
AI summarises general knowledge. It doesn’t replace content tailored to your offer, location, product, or unique POV.
- Double down on content depth and quality
Well-researched, referenced content performs better in both AI and SEO ecosystems. Essentially, if you are already doing the hard work on your website with on-page optimisation, SEO content writing, and building your industry expertise then you are on track.
- Use schema markup and structured data
While GEO doesn’t rely on HTML, Google’s AI Overviews still scrape structured data. It helps both. (You should be doing this for regular SEO as well. Not enough NZ businesses are doing it!) Not sure if your site has it? Use this free checker: Schema Markup Checker | Test Structured Data & Fix Issues ☑
- Don’t optimise for being quoted. Optimise for being useful.
If an AI uses your content, great. If a human lands on your page and converts, even better.
- Track traffic and brand mentions
Use tools like Perplexity, SparkToro, and Google Search Console to monitor how you’re being referenced and found. GSC is free y’all.
GEO Is a Layer, Not a Replacement
Your business probably shouldn’t abandon SEO in favour of GEO at this point. For most, especially B2B services, local businesses, consultants, and ecomm, site visits and SERP visibility still matter more than speculative AI mention.
SEO = visibility you can track. GEO = visibility you can’t control.
Build for both, but only if your business model supports it.
Need help mapping your SEO to a post-AI world?
We do that. Strategically.
Let’s talk about what’s holding you back.