An Introduction to GEO
You’ve probably heard about SEO (Search Engine Optimization) and how it helps your website rank higher in Google searches. In a recent blog post, we introduced the concept of GEO (Generative Engine Optimization), and how it differs from traditional SEO. In this article, we will dive deeper into GEO, comparing and contrasting it to the SEO you are already familiar with.
GEO is a newer approach to online visibility that focuses on how AI-powered search tools—like ChatGPT, Google Bard, and Bing AI—deliver information to users. Instead of simply listing websites, these AI tools generate direct answers to user questions, pulling information from a variety of online sources.
So, how do you make sure AI tools are pulling the right information about your business? That’s where GEO comes in.
Let’s dive deeper into what GEO is, how it differs from SEO, and why you need to start thinking about both.
SEO vs. GEO: A Side-by-Side Comparison
| Factor | SEO (Search Engine Optimization) | GEO (Generative Engine Optimization) |
|---|---|---|
| What It Optimizes | Google, Bing, and other search engines. | AI-powered tools like ChatGPT, Google Bard, and Bing AI. |
| How It Works | Improves rankings so people find your website in search results. | Ensures AI tools pull correct and useful data from your site. |
| What It Affects | Website visibility in traditional search results. | AI-generated answers that summarize or reference your content. |
| User Experience | Users browse search results, click on a link, and read information on a website. | Users ask AI a question and get an instant response, often without clicking on a website. |
| Main Strategy | Keyword optimization, backlinks, technical improvements. | Structured data, conversational content, AI-friendly formatting. |
| Common Metrics | Website traffic, rankings, time on site, bounce rate. | Inclusion in AI-generated responses, accuracy of AI-provided information. |
| Best For | Businesses that rely on organic search traffic to generate leads and sales. | Businesses that want to appear in AI-driven recommendations and searches. |
| How Often It Changes | Frequent Google algorithm updates require ongoing SEO work. | AI models update frequently, requiring regular content adjustments. |
| Examples of Updates | Adding relevant keywords, improving site speed, getting backlinks. | Updating FAQs, structuring content for AI readability, ensuring factual accuracy. |
Breaking It Down Further: What Exactly Is GEO?
While SEO ensures your website is visible in traditional searches, GEO ensures that AI-powered tools understand and use your business information accurately.
For example, someone searching for a website developer might use Google and type:
📝 “Best website design company in Minnesota.”
SEO helps your website rank high in search results so people can click on your link.
But someone using an AI tool might ask ChatGPT:
💬 “Who are some great web designers in Minnesota?”
Instead of listing links, ChatGPT generates an instant answer—pulling information from existing online content. If your website isn’t structured to feed AI the right data, you might be left out of the response.
Real Example of GEO: Web Development Services in Anoka
In the example below, rather than using a search engine like Google, I interfaced directly with ChatGPT to help me find a website developer. I wrote to ChatGPT, “I am looking for a web developer for my business in Anoka MN. Can you give me the closest one with good reviews, and their phone number please?”
While ChatGPT did return a link to our website, it also gave me Iceberg Web Design’s phone number, and a short summary of our services. This interface completely eliminates the need for businesses to visit our website – as all of the information a user needs about our company is displayed in the ChatGPT interface:
How to Optimize for GEO: Practical Steps
As the example above illustrated, Generative AI interfaces aren’t aiming to send people off-site to a business website; the goal is to provide the information the user is looking for, without the need to navigate away and do further research. So, unlike SEO, GEO doesn’t rely on your search engine rankings—it focuses on ensuring AI provides correct and useful information about your business.
1. Improve Your Website’s FAQ Section
💡 Why it works: AI models love structured, clear answers. Updating your FAQ page with natural, conversational language makes it easier for AI tools to pull accurate responses.
Example:
✅ Instead of: “Our pricing is competitive and based on project scope.”
✅ Try: “Website design pricing varies based on the project. Most small business websites cost between $5,000–$15,000, depending on features.”
2. Use Structured Data (Schema Markup)
💡 Why it works: Structured data helps AI tools better understand your business details, such as your address, services, and customer reviews.
Example:
✅ Adding schema markup for your business ensures AI recognizes:
- Your official name and location
- Your operating hours
- Your customer reviews
If an AI model pulls outdated or incorrect information, your business could be misrepresented in AI-generated answers.
3. Optimize Content for Conversational Search
💡 Why it works: People interact with AI differently than they do with Google. They tend to ask full questions instead of searching short phrases.
Example:
✅ Instead of: “Website development services.”
✅ Try: “What’s the best way to build a website for my business?”
By reframing content in a more conversational way, you increase your chances of being featured in AI-generated answers.
4. Keep Your Online Information Up to Date
💡 Why it works: AI tools pull from existing online sources—if your information is outdated, AI may provide incorrect details about your business.
Example:
✅ Regularly update your Google Business Profile, website content, and anywhere your business is listed online to ensure AI has access to the most accurate information.
5. Publish AI-Friendly Blog Content
💡 Why it works: AI tools scan the web for relevant educational content. If your blog provides clear, informative answers, AI may recommend your business when people ask for help.
Example Topics for GEO-Friendly Blog Posts:
- “What’s the difference between a template website and a custom-built website?”
- “How do I make my website ADA-compliant?”
- “What’s the best way to speed up my website?”
By publishing valuable, easy-to-understand articles, AI tools recognize your website as a trusted source of information.
SEO vs. GEO: Which Should You Focus On?
SEO is still essential, especially if you rely on Google searches to drive traffic to your site.
But GEO is becoming increasingly important, especially as more people turn to AI for answers instead of traditional search engines.
The best approach? Do both.
✅ Use SEO to make sure your website ranks well in search engines.
✅ Use GEO to ensure AI-powered tools represent your business correctly and favorably.
Is Your Business Ready for AI-Powered Search?
If your website isn’t optimized for GEO, AI-powered tools might be missing your business entirely. At Iceberg Web Design, we stay ahead of the latest digital trends to help your business succeed. Whether you need help with SEO, GEO, or both, our team is here to ensure your website is working for you.
The digital world is changing fast—is your website keeping up? Let’s make sure you stay ahead. Give us a call at 763-350-8762 or contact us online. We are website developers who answer the phone! 🐧📞
