I’ve been writing and strategizing over SEO (search engine optimization) content since the days of keyword stuffing, link farms, and other attempts to manipulate search engine page ranking.

Thankfully, Google and other search engines have caught on to the tricks, and today, the focus is on the readers. Now, they measure readability, site speed, the amount of time readers spend on a page, strategic keyword usage, etc. 

In other words, SEO has gone from rigging a system with lots of moving pieces to generating content that interests people and holds their interest. And within that framework, there are still lots of moving pieces.

But, as if keeping up with those moving pieces wasn’t enough, digital marketers are now faced with yet another challenge and opportunity, AI search optimization, or GEO (generative engine optimization) 

What is GEO?

You are probably familiar with SEO, which is essentially the science of appearing high in the results of internet searches.

GEO is a close relative to SEO, but it’s about attracting attention from LLMs (large language models), so you will be linked to in both the AI sections of search results and in AI chats.

The idea behind LLMs, the more technical name for AI platforms such as ChatGPT or Gemini, is to make the internet feel more personal. The goal is to offer a human-like conversation instead of simply entering a few words into a search bar and seeing results that may or may not answer your queries.

GEO has similar goals to SEO, but for AI searches. GEO strategists know that unlike with simple searches, AI users don’t usually type out a few words and leave them there when trying to find information. Instead, they communicate in complete thoughts even as brain synapses continue to spark, producing more thoughts and ideas. Even basic prompts lead to complex conversations.

All of this means that GEO experts have to be a little bit psychic, or at least know their buyers really really well, to anticipate the types of questions they may ask and determine which queries are worth expending strategic capital on.  

We’ll get into the strategic capital part of this blog post in just a bit. But first, it’s worth mentioning that getting noticed by an AI bot is a lot less straightforward than the already less than straightforward search optimization process. 

As with SEO, GEO requires content that interests people and holds their interest, but it also needs to answer their specific and detailed questions to stand a chance of appearing, let alone converting.

The bad news, of course, is that if you target queries that are just as easily answered with Amazon, Hubspot, or New York Times links, you’re unlikely to appear, since AI defaults to citing those authoritative sources.

The good news is that you can differentiate yourself with the right strategies. If you’re a local business, have demonstrated subject matter expertise, or offer unique products, your foot is already in the door.

First, the cold truth

Open your favorite search engine and enter any keywords you want. Odds are, your top result will come from generative AI, such as Google’s AI Overview or Bing AI, and cite sources such as Wikipedia, Mayo Clinic, Forbes, etc.

Now, do the same with your favorite LLM model and ask for links. You’ll probably see even less variety — maybe 3-4 links total, but if the AI platform gives you a quality response, each link should be highly relevant. 

Again, don’t bother trying to compete against legacy sites in their arena. In theory, it’s not an impossible goal, but it’s a lot like me trying to win a marathon in the elite runner category. My knee hurts just thinking about it.

These sites have solid domain authority, massive content teams, and a deep bench of SEO writers. They post content not just once a week, but several times a day. Not only does this improve visibility, it also increases the chances of being cited by AI systems.

Frustrating, right?

Here’s what actually happens when you compete against established authorities:

The authority wall

Google’s EEAT (experience, expertise, authoritativeness, trustworthiness) updates have created an almost impenetrable barrier. A local accounting firm trying to rank for “What percentage of my home can I deduct as a home office?” isn’t just competing against other accounting firms, they’re going head-to-head with TurboTax, H&R Block, and even the IRS website.

Why established websites are EEATing smaller sites

Not only do established sites have history and demonstrated trustworthiness on their sides, they publish 10-50 pieces of content daily. They have teams of subject matter experts, professional editors, and technical SEO specialists. Your monthly blog post, no matter how GEO ready, is a drop in an ocean of content.

The link building reality 

Backlinks, or sites linking to yours, are a vital part of a digital marketing strategy, but when was the last time a major publication linked to a small business blog post about industry trends? Even if they do, your odds of any sort of engagement are very low.

Tools like Ahrefs and SEMrush have shown that 90% of backlinks go to the top 10% of websites. Established sites link to other established sites. Period.

Is this some sort of soft conspiracy? It’s doubtful. When people want information, they typically want sources that have name recognition, at the very least. 

Is GEO the great equalizer or are there too many thumbs on the scale?

While many are still fixated on traditional SEO rankings, people’s behavior is changing. Instead of only defaulting to Google, Safari, Bing, or other search engines, they’re checking in with their favorite AI model, where they hope to find responses that are both more direct and nuanced. 

GEO focuses on optimizing your content to be cited, referenced, and included in AI-generated responses, whether in an AI-generated search engine result or AI chat. Instead of fighting for the top spot on a search results page, you’re positioning your business to be the source AI tools reference when answering user questions.

This could definitely be the new energy boost your digital marketing strategy needs, but you will have to get creative to overcome all the advantages legacy sites hold.

The nutshell version of GEO strategy

GEO strategy is about optimizing your content so that AI systems can reference or cite your business in their responses. Unlike traditional SEO, which focuses on ranking in search engine results pages (SERPs), the goal is to be featured in the AI box at the top of a search engine results page or in an AI chat.

Around 10 years or so ago, keywords were short and so were most search queries. Then came long-tail keywords. Instead of searching “plumber,” which would likely come up with a bunch of results unrelated to the user’s needs, searches became more specific. People might instead search for “reasonably priced plumbers near me.”

With the advent of AI, searches became even more specific. A query might include details of the plumbing problem, the types of fixtures, the age of the home, and steps taken to attempt to correct it. 

A response might link to a local plumber’s blog that specifically addresses that issue. A clever digital marketing strategy could include content that talks about the age and construction of the homes in the area and problems the plumber often sees.

Is GEO the answer for small businesses?

GEO has some distinct advantages for small businesses. Like organic search engine listings, GEO listings are technically free, so you won’t have to compete against huge ad budgets. Instead, GEO emphasizes quality content, authority, and helpfulness.

I say it’s technically free because you will need to invest in digital marketers and content creators to rank, and not surprisingly, the most competitive keywords will require more time and money, if it’s even possible to rank against industry experts.

Local businesses, those with very specialized product offerings, and those who are particularly knowledgeable, stand excellent chances against even legacy sites. In my experience, all businesses can fall into at least one of those categories for many searches and chats.

Lower barrier to entry 

AI models are just like us. Okay, they aren’t, but like us, they value relevance, accuracy, and clarity over domain authority. A well-crafted piece of content from a smaller site can absolutely be cited alongside, or instead of, content from major publications.

Conversational Context: When someone asks ChatGPT “What should I look for in a local marketing agency?”, they’re not getting a list of search results. They’re getting a comprehensive answer that might reference your specific methodology, client results, or unique approach.

Direct Attribution: Unlike traditional SEO where users might never click through to your site, GEO often results in direct mentions, quotes, or recommendations that include your business name and credentials.

The value proposition breakdown

Traditional SEO still has its place

Don’t misunderstand me, SEO isn’t dead. It’s just not the silver bullet it once was for most businesses. In fact, instead of clicking on an organic search, users increasingly stop after reading the AI result. 

ROI reality check: 

A successful SEO campaign typically costs hundreds to thousands of dollars monthly and takes 6-18 months to show meaningful results. For many businesses, that’s tens to even hundreds of thousands of dollars before you see ROI.

Is GEO the SEO alternative?

Talking about GEO and SEO as entirely separate categories is putting too fine a point on it. Many of the same strategies crossover, but there are definitely some differences. 

Here’s how GEO stacks up against traditional SEO::

Feature	GEO	SEO
Initial visibility	2-3 months (can be faster)	3-6 months (or longer)
Traffic gains	Often starts suddenly	Builds gradually
Reach	Broad — hits search engines and AI models	Limited to search engines
Ranking volatility	High — frequent model updates	Moderate — less frequent changes
Predictability	Low — limited tracking tools	Higher — mature tracking tools
Dependence on EEAT	Very high — esp. for financial and lifestyle brands	High — but more flexible
Domain authority impact	Huge — low domain authority rarely included	Important — but easier to overcome
Cost range per page or campaign	$300-$1,500 (or more for high-EEAT content)	$500-$2,000 (depends on competition & quality)

Real-world example 

A cybersecurity consultant I met was spending $8,000 monthly trying to rank for “data breach prevention.” After 14 months, they were buried beneath giants like IBM, Microsoft, and major industry publications.

They decided to pivot to GEO. Instead of competing for broad keywords, they focused on detailed, actionable content answering specific questions small businesses ask about cybersecurity. Within four months, their content was being cited in ChatGPT responses, Perplexity summaries, and Google’s AI Overviews. Their lead generation increased 20% while their marketing spend decreased by 30%.

What you should expect

Keep in mind that we are in unchartered waters, but that’s not necessarily a bad thing. GEO is so new that you’ll be hard pressed to find anyone who even knows the acronym means, and the same goes for most small marketing departments, so you have an opportunity to get a jumpstart. 

Here’s what I recommend to most clients in 2025:

For businesses with limited budgets (under $5,000/month): Focus 70% of your effort on GEO and 30% on long-tail, low-competition SEO.

For established businesses with larger budgets: Maintain existing SEO efforts that are working, but allocate 40-50% of new initiatives to GEO strategies.

For startups and new businesses: Go heavy on GEO (80%) with targeted local SEO (20%). Don’t waste money trying to compete with established authorities from day one.

The bottom line

The digital marketing landscape has fundamentally shifted. While everyone’s still fighting yesterday’s war with traditional SEO tactics, smart businesses are positioning themselves with GEO.

This doesn’t mean abandoning SEO entirely. It means being realistic about what’s achievable with your resources and timeline. Increasingly, the only way you’re going to achieve organic traffic growth is through AI optimization, not traditional search engine rankings.

The companies that recognize this shift early will have a significant advantage over those still throwing money at SEO strategies that worked great in 2020 but feel increasingly outdated in today’s AI-first environment.

What’s your experience been with SEO versus newer optimization strategies? Have you started exploring GEO for your business? Share your thoughts in the comments below.