Search Engine Optimisation (SEO) has been integral to digital visibility; however, the rise of artificial intelligence has changed it significantly. As we move into 2025, marketers, businesses, and content creators are facing a new challenge, known as Generative Engine Optimisation (GEO). There was a time when users used to get their required information ranked on SERPs, but now, the AI overview has taken its place.
New AI generative tools are challenging how users discover their sought-after information, and how brands must enhance their strategies in order to show up in those spaces. This blog covers key differences between GEO vs SEO and different strategic shifts in 2025.
What is SEO?
Search Engine Optimisation (SEO) is defined as the practice of optimising digital content so that it ranks higher in traditional search engines like Google, Bing, and Yahoo. It aims to increase organic traffic by aligning content with what users normally search for. Additionally, it also considers how different search engines review and evaluate digital content and rank it.
Several techniques are used to enhance a website’s visibility on search engine results pages (SERPs), such as by winning favour with algorithms and ensuring user-friendly, authoritative, and relevant content.
Core elements of SEO
Here are the core elements of SEO:
- Keyword Research: It includes finding and targeting the common terms and keywords researched by users.
- On-page SEO: It involves optimising title tags, meta descriptions, headers, and content.
- Technical SEO: It focuses on crawlability, mobile responsiveness, and improving site speed.
- Backlinks: It is all about building authority and credibility by incorporating external site links.
- User Experience (UX): It deals with what type of content needs to be created in order to effectively serve user intent.
What is GEO?
Generative Engine Optimisation (GEO) is an emerging discipline that refers to optimising digital content for AI-powered generative engines. These AI engines quickly generate answers from a vast amount of data rather than merely listing links. Common examples of these engines are AI chatbots, including ChatGPT, Gemini, DeepSeek, Claude, and AI-powered search tools, including Bing AI, Google SGE, and Perplexity.
GEO aims to revolutionise digital content search by summarising, synthesising, and responding to user queries by generating their desired data and information in real-time. It is not about ranking #1 on SERPs; in fact, it’s about being part of the “answer fabric” of AI generative tools.
Core elements of GEO
Here are the core elements of GEO:
- Comprehensive coverage: It thoroughly addresses diverse subtopics and provides the most satisfying answer.
- Structured data: It involves structured data and uses schema markup to support summarisation and clarify context.
- Authority signals: It efficiently demonstrates EEAT (expertise, experience, authoritativeness, trustworthiness).
- Natural language: It brings out a clear and easy language that the users can easily understand. It efficiently aligns with how AI parses information.
Key differences between GEO vs SEO
Here are the key differences between GEO vs SEO:
| Element | SEO | GEO |
| Platform focus | It focuses on traditional search engines, such as Google and Bing. | It focuses on AI-driven tools, such as ChatGPT, Gemini, and Perplexity. |
| User experience | It shows the list of links and snippets to users. | It shows direct answers and conversations with the users. |
| Optimisation goal | Its goal is to rank on the first page of SERP. | Its goal is to be cited or referenced in AI-generated content. |
| Content format | The content must be structured and keyword-focused. | The content is context-rich and fact-based, which is suitable for AI parsing. |
| Measurement | It is measured through click-through rate, impressions, and SERP rankings. | It is measured by inclusion in citations and mentions in generated responses. |
| Strategy | It is strategised with keywords, backlinks, and the UK. | It is strategised with language modelling, data integrity, and authority signals. |
| Search intent | It is navigational, informational, and transactional. | It is conversational, generative, and exploratory. |
Looking for SEO Services?
Our SEO experts will boost your rankings, drive traffic, and increase conversions.
Get Found. Get Leads. Get Sales.
Book a ConsultationGEO vs SEO strategic shifts for 2025
The rise of GEO
Do you know? According to research, 80% of respondents are expected to use AI-enhanced search in the coming years. This percentage is alarming not only to search engines but also to traditional content marketing. Since the introduction of Artificial Intelligence in almost all industries, search engines are also drastically changing due to its impact.
AI has undoubtedly provided various benefits, but it has also raised some red flags. For instance, Garner predicts that by 2026, traditional search engines might lose about 25% of organic traffic due to the emergence of AI chatbots and virtual assistants. It is because users can get more efficient, quicker, and precise desired results in less time than it takes with traditional search.
What you need to do to stay ahead in 2025!
Emerging technologies significantly help us revolutionise our key tasks. We shouldn’t stick to the traditional methods; we should embrace new methods and enhance the existing ones, such as:
1. Adapt to the topic authority instead of keyword targeting
As you know, traditional SEO relies on particular keywords to conform to search queries; however, GEO wants you to enhance semantic richness and build topical depth significantly. You can do this by moving towards comprehensive and deeply researched content resources instead of short-form keyword articles. You should explain all aspects of a topic.
2. Optimise for natural language and conversational queries
SEO depends upon structured phrases; however, GEO in AI generative engines relies more on conversational queries. It can be done by using natural and user-centric language that AI models can easily read and interpret.
For example, use “what are the best laptops for students under $1000” instead of “best budget laptops 2025”.
3. Improve the transparency and credibility of your website
AI generative engines are more likely to choose data and information that is factual and trustworthy. This raises various questions about the credibility of traditional SERP rankings that only rely on engaging and readable content. However, GEO wants users to add structured data, author bios with credentials, citations, and references so that AI can interpret the content accurately.
4. Focus on first-party data and proprietary insights
AI generative engines highly prefer unique, non-generic insights and first-party data, such as surveys, experiments, and internal case studies. So, in order to stay relevant to GEO, you must publish original research studies, surveys, and publications. In this way, AI tools will efficiently recognise your data and are more likely to cite it in their results.
Trust Delivix to ensure business growth
No matter what new tech changes are coming in the future, professionals will always stay relevant. So, to address any ongoing transformation, you must trust exceptional SEO experts and ensure enhanced online brand visibility.
Frequently Asked Questions
- Comprehensive coverage
- Structured data
- Authority signals
- Natural language
