What is the difference between GEO and SEO?
SEO aims to rank a page in a list of links. GEO, generative engine optimization, aims to get a brand cited inside an answer written by AI, in ChatGPT, Perplexity, Gemini or Google's AI Overviews. GEO depends on SEO, because AI engines retrieve from search indexes, but it adds work on entity clarity, quotable answers and third-party mentions.
Is GEO just SEO with a new name?
No, but it is built on top of SEO. Google states that pages must be indexed and eligible for a snippet to appear in its AI features, and OpenAI's ChatGPT search relies on its own crawler being allowed. If a page fails basic SEO, it is invisible to both.
What does GEO add?
Three things. First, entity work: making sure the brand is one clearly defined thing across the site, schema, profiles and directories, so a model does not confuse it with someone else. Second, answer-first content: pages that state the answer to a specific question in their opening lines, with numbers and sources that can be quoted. Third, references: mentions on other credible sites, because models look for independent confirmation before naming a brand.
How do you measure each?
SEO is measured in rankings, impressions and clicks. Google reports AI Overviews and AI Mode traffic inside the overall Search Console performance data.
GEO adds two measures: how often AI answers name or cite the brand for a fixed set of buyer questions, and referral visits from AI products such as chatgpt.com and perplexity.ai in analytics. Citation share has to be checked by running the questions directly, which is what the live check on our homepage does.
Which should a brand do first?
Fix SEO foundations first: crawlability, indexing, site structure and speed. Then layer GEO on top. Spending on GEO content for a site that AI crawlers cannot reach wastes the budget.
Common follow-up questions
Does GEO replace SEO?
No. Search engines remain the retrieval layer for most AI answers, and traditional results still drive most traffic for most sites.
Is GEO only for big brands?
No. Small brands can win specific, narrow questions where large competitors have not written a clear answer. That is how CalmGut, a new brand, began appearing in Google's AI features.
What does GEO cost?
At Abovance, engagements begin at $15,000, after a complimentary audit for qualified brands. Scope depends on how many questions, products and markets need coverage.
Sources
- Google Search Central, AI features and your website. https://developers.google.com/search/docs/appearance/ai-features
- OpenAI, Overview of OpenAI crawlers. https://developers.openai.com/docs/gptbot
- Abovance, CalmGut case study. https://abovance.com/case-studies/calmgut/
Want to know where your brand stands?
The AI visibility audit shows which questions your buyers ask, who AI cites instead of you, and what to fix first. Complimentary for qualified brands.