The fundamental shift
For 20 years, SEO was straightforward: optimize for keywords, build backlinks, climb rankings. The top 10 results got the clicks.
Generative Engine Optimization (GEO) operates differently. When someone asks ChatGPT for recommendations, it doesn't show a list of ranked pages. It synthesizes a single answer.
Your SEO ranking has almost no correlation with AI mentions. We've seen sites ranked #1 on Google completely absent from AI responses, while smaller competitors with better-structured content get recommended.
Why SEO success doesn't transfer
Three key differences explain the disconnect:
1. AI retrieval is different - Search engines index your pages. AI systems may or may not retrieve your content depending on query type, and even when they do, they summarize rather than link.
2. Training data matters - AI perception is shaped by what was in training data (often 6-18 months old) plus what retrieval systems can access. Real-time SEO wins don't affect training data.
3. Entity recognition is crucial - AI needs to understand what your brand IS. SEO optimizes for keywords. GEO optimizes for entity clarity.
What GEO actually optimizes
GEO focuses on different signals than SEO:
Structured data - JSON-LD schemas help AI understand entity relationships, not just keywords.
Authoritative citations - AI weighs mentions from authoritative sources more heavily than backlink counts.
Content clarity - AI needs unambiguous statements. "Industry-leading solution" tells AI nothing. "Serves 50,000 customers in 40 countries" gives useful facts.
Consistent entity information - AI can learn your brand from multiple sources. Inconsistencies create confusion.
The complementary approach
GEO doesn't replace SEO - it adds a new layer. Strong SEO creates indexable content that AI retrieval systems can access. GEO ensures that content is structured for AI comprehension.
The winning combination: SEO gets you indexed and ranked. GEO gets you cited and recommended.
Companies doing both see 2-3x improvement in AI visibility compared to SEO-only strategies.
Quick wins for SEO practitioners
If you're coming from SEO, start here:
1. Add FAQ schema to high-traffic pages - AI loves Q&A format
2. Create a company facts page with structured data - Give AI clear entity information
3. Audit AI responses monthly - Track what AI says, not just rankings
4. Update comparison content - AI frequently references "X vs Y" pages
5. Consider llms.txt - A robots.txt-style file that helps AI systems understand your content