Optimizing for GEO Versus SEO
When combining SEO and GEO strategies, you can create a synergy that enhances visibility across both traditional search engines and AI-powered search tools like Google’s AI Answers, ChatGPT, Claude, and others.
SEO Approach
GEO Approach
Common Ground
SEO
GEO
Common
Content Strategy
Create a content plan based on keyword research, traffic data, and competition.
Create a content plan which includes publishing in-depth content about your business, your services, and why you are unique. Focus on establishing authority and a unique point of view.
High-quality, in-depth content benefits both SEO and GEO by enhancing credibility.
Content Structure Development
Ensure content is scannable, well-structured, and follows SEO best practices for readability. Use Schema markup for inclusion in Google featured snippets.
Use headers, concise paragraphs, bullets, bold important phrases. Use Schema markup to aide AI in understanding your content.
Good structure and schema markup improve visibility in both SEO and GEO.
Keyword Integration
Use keyword phrases and semantically related terms naturally within the content.
Keywords still help establish relevance but focus more on contextual signals and semantic understanding. Pay attention to word proximity for key terms because AI looks at word patterns.
Both require an understanding of user intent and the type of information users seek.
Building Authority and Relevance
Authority is built through authoritative backlinks and online reputation.
Authority is built through brand mentions, particularly by authoritative sources in the field.
Both value authority, but GEO emphasizes recognition from trusted sources rather than just links.
Include Multi-Media Elements
Use images, infographics, and videos to engage users and improve rankings.
Publish multimedia to help AI engines reference or include content more effectively.
Both benefit from multimedia elements to enhance content appeal and engagement.
Build FAQ sections
Build FAQs to help users and get your question/answers featured in Google’s Q/A modules.
Build FAQs to make it easy for AI to use your questions and answers and refer traffic to you.
FAQs are good for both and generally helpful for your customers and customer service staff.
Measurement & Success Metrics
Organic traffic, domain authority, search rankings, click-through-rate, backlinks, brand mentions
Referral traffic from AI tools. Brand mentions. Test AI search tools to see what kinds of queries trigger brand mentions.
You can track referral in both traditional and AI search, but there is a lot that is trackable in SEO that is not in AI Search. Though there are some good tools coming out for tracking AI such as Rankscale.ai
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Diviner helps businesses grow by crafting strategic digital strategies that increase traffic and conversion.
- Generative Engine Optimization
- SEO Audits
- Ongoing SEO & GEO, Reporting, and Analytics
- Content Strategy & Development
