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GEO and SEO – finding the right balance

Search is changing. Google, Bing and others are now serving answers generated by AI, not just lists of links. That has led to a new idea in digital marketing: Generative Engine Optimisation, or GEO.

For small businesses, this can sound like yet another thing to worry about. First it was SEO, then local SEO, and now GEO? The truth is simpler. GEO builds on the work you are already doing with SEO. If your website does not appear in the top 20 search results, the AI models have little chance of pulling you into their answers.

In other words, you cannot skip SEO and jump to GEO. So where should your effort go?

Keep SEO as your foundation

Search engines still matter. Keywords, meta tags, structured pages and backlinks are still the signals that prove your business is credible. Strong SEO not only wins you a place on Google, it gives generative search tools the confidence to quote you.

Add GEO-friendly touches

That said, there are some easy steps you can take to make your content more useful to AI search. Think of FAQs, bullet points and structured summaries. These formats are easier for an AI to interpret and use in an answer. Schema markup is another tool that helps machines understand your content.

Balance your investment

Experts suggest around 20–30% of your content time could be directed to GEO experiments. The rest should stay focused on proven SEO. The right mix will depend on how your customers are finding you today, and whether AI-driven traffic is becoming more important.

Use PR to boost both

Press coverage, expert commentary and being listed in comparisons or directories all feed into both SEO and GEO. When AI tools look for trusted sources, they are more likely to cite businesses that are visible across the web. That means traditional publicity and media relations are more important than ever.

What you can do now

  • Review your SEO basics: rankings, tags, structure and backlinks
  • Refresh high-performing content with FAQs, summaries and schema
  • Test a few GEO-friendly formats and monitor how they perform
  • Continue to invest in PR, stories and expert content that earns mentions
  • Track both traditional metrics (search rankings, traffic) and new ones (AI citations)

The honey pot question

What stories about your business deserve to be found, quoted and shared? The stronger the foundation, the more chance AI tools will carry your voice into the conversation.

FAQs

  • What is the difference between SEO and GEO?

    SEO is about improving your visibility in traditional search results. GEO (generative engine optimisation) focuses on how your content is picked up and cited by AI-driven search tools. The two work best together.

  • Can I skip SEO and just focus on GEO?

    No. GEO builds on strong SEO foundations. If your content does not rank in the top 20 search results, AI tools are unlikely to find it. Besides, the vast majority of searches are still conducted on Google, Bing, etc.

  • How much time should I spend on GEO?

    Experts suggest devoting around 20–30% of your content time to GEO experiments, while keeping most of your focus on proven SEO practices.

  • What makes content GEO-friendly?

    FAQs, bullet points, concise summaries and schema markup help AI systems understand and use your content more easily.

  • Why is PR important for GEO and SEO?

    Press coverage, expert commentary and directory listings all build credibility. Search engines and AI tools are more likely to quote businesses that are mentioned and trusted across the web.