By Callum Macrae, Marketing Director
It’s really important that your business ranks highly on Google, otherwise you risk losing clicks, phone calls and conversions to your competitors.
However, whilst SEO used to be the only search optimisation we did, a new form is already here.
GEO (Generative Engine Optimisation) is about helping your brand show up in AI-generated answers, the kind produced by tools like ChatGPT, Perplexity or Google Gemini.
Unlike traditional SEO, it’s not about keywords and rankings – it’s about becoming a trusted source that AI chooses to reference.
Simply put:
- SEO (Search Engine Optimisation) is about tweaking your website to rank well on search engines like Google or Bing. You optimise for the algorithm, feeding it keywords, backlinks, metadata, and technical polish.
- GEO (Generative Engine Optimisation) is about optimising your content for AI search engines like ChatGPT, Perplexity, Claude, or Google’s Gemini. Here, the goal isn’t to “rank” but to be referenced, cited, or summarised in an AI-generated response.
In other words, SEO asks, “How do I get my website on the first page of Google?” whereas GEO asks, “How do I make sure AI mentions my brand when it answers a question?”
If you’ve paid attention to how people search in 2025, you’ll know which one is quickly becoming more common.
SEO vs GEO: The key differences
From my perspective, here are the key elements of the two:
| SEO | GEO | |
| Audience | Human readers, Google bots | AI assistants, large language models |
| Optimisation target | Keywords, metadata, page speed | Clear, factual, well-sourced content |
| Content style | Search-intent based articles, listicles, optimised landing pages | Conversational, authoritative, structured answers |
| Metrics of success | SERP ranking, clicks, impressions | Mentions in AI answers, citations, AI-driven traffic |
| Dominant platforms | Google, Bing, YouTube | ChatGPT, Perplexity, Claude, Gemini |
| End goal
|
Clicks to your website | Brand visibility in AI answers |
So, where SEO is about visibility in search results, GEO is about being the answer itself.
Why GEO matters so much now
People aren’t just searching for web pages anymore, they’re asking AI to do the searching for them.
For example, where you used to Google “best CRM for small businesses 2025” and click on a comparison blog, now you’d ask ChatGPT, “What’s the best CRM for small businesses right now?” and it gives you a clean, researched answer – no clicking required.
If your brand isn’t mentioned in that AI response, you don’t exist in that user’s world.
Unfortunately, it’s that brutal.
Think GEO, not just SEO
AI tools like ChatGPT and Perplexity are changing how people find professional services.
They scan public sources to assess your reputation, with Google Reviews and consistent online information helping them – and your potential clients – see you as a trusted choice.
For local businesses, reviews remain one of the strongest trust signals.
Here are some practical steps to build trust online:
- Write clear, accurate content that AI tools can easily interpret and summarise.
- Encourage satisfied clients to leave Google Reviews after working with you.
- Optimise your content for conversational, natural search phrases.
- Use structured data and a clear site structure to help AI understand your website.
- Monitor how often your business is mentioned in AI-generated answers and search results.
It is no longer just about ranking highly on Google.
Your online reputation influences both search engines and AI platforms, shaping how they present your business to potential clients.
A strong, consistent digital presence makes it easier for people – and technology – to trust you.
Is SEO dead?
No, but it’s not the whole game anymore.
SEO will still matter for transactional searches, local queries, and anything where people browse results.
But if you’re in B2B, SaaS, professional services, or small business, you can’t ignore GEO anymore.
It’s the difference between being a billboard people drive past and being the tour guide they actively ask for directions.
At JE Consulting, we help firms like yours not only optimise for SEO and GEO, but also build the trust signals that matter most, like Google Reviews.
From GEO strategy to review management, we’ll make sure your brand shows up and stands out.
If you’re ready to explore GEO, let’s chat! Get in touch with us today.
