Are GEO and SEO Converging?

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Are GEO and SEO Converging?

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09.30.2025

The marketing world is buzzing with the rise of Generative Engine Optimization (GEO). As AI-driven search experiences like ChatGPT, Perplexity, and Google AI Overviews gain traction, understanding how these two disciplines overlap is essential for marketers who want to maintain visibility in both traditional and AI-driven search.

What Is GEO?

Generative Engine Optimization is the practice of optimizing content to be discovered, cited, and surfaced by AI-driven generative search engines. Unlike traditional search engines that primarily rank pages, generative engines synthesize answers from multiple sources and present them in conversational formats.

The goal of GEO is to position your brand as a trusted source in the AI-generated answers that users see. As iPullRank notes in their AI Search Manual, “you want the AI to see you as a consistently relevant, multi-turn, authoritative contributor.”

The Argument for GEO

GEO is generating buzz in the marketing world because AI-driven search is changing how users access information.

Why GEO matters now:

AI is reshaping search behavior – Users increasingly rely on AI summaries rather than clicking through multiple search results. Being cited by AI models can be as impactful as a top-ranking position on Google.
Visibility is expanding beyond traditional SERPs – GEO positions your content to appear in chatbots, voice assistants, and other AI-driven platforms.
Brands need to adapt to a new credibility standard – AI engines prioritize completeness, authority, and trustworthiness, pushing marketers to double-down on EEAT.
Early movers may gain a competitive advantage – Optimizing for GEO now allows brands to establish authority and become preferred sources in AI outputs before the space becomes crowded.

GEO vs. SEO: The Differences

The way generative search finds and presents its answers is different than how traditional search engines have displayed and ranked their results for the past decade. Because of this GEO and SEO have distinct areas of focus:

GEO emphasizes:

Content designed to be easily parsed and cited by AI engines.
Semantically relevant topics; which is why covering entire topic clusters rather than just target keywords is important for GEO.

SEO emphasizes:

Keyword-driven rankings and page-level optimization, including title tags, meta descriptions, and backlinks.
Engagement metrics like clicks, impressions, and CTR.

Overall, GEO expands the playing field rather than replacing SEO—it’s about being included in AI-generated answers, not abandoning traditional ranking strategies.

GEO and SEO: The Similarities

Even though generative and traditional search engines function differently, GEO and SEO share a lot of the same fundamentals:

Comprehensive topical coverage – covering a topic completely benefits both traditional ranking and AI citations.
Authority and credibility (EEAT) – expertise, experience, authority, and trust remain critical.
Structured, high-quality content – well-organized content is easier for both search engines and AI systems to interpret.
User-focused value creation – content must answer real questions and solve real problems.
Citation and trust signals – mentions and backlinks in relevant, authoritative sources and structured data are important for visibility.

Essentially, good SEO is good GEO. Effective GEO builds on the principles marketers already know from SEO.

GEO as Additive Rather than Replacing SEO

Some may fear that AI-driven search will replace traditional search engines. The data suggests otherwise. According to recent insights from Sparktoro and Datos, active AI users actually tend to use traditional search more frequently, in addition to their searches with generative AI.

AI search is not replacing SEO – it’s complementary. Marketers should treat GEO as an additive layer, enhancing their existing SEO strategy rather than replacing it.

Are GEO and SEO Converging?

It’s clear GEO and SEO are in fact converging. Both GEO and SEO reward:

Thorough and well-structured content
Authority and trustworthiness
User-focused problem-solving

GEO highlights the evolution of SEO. For marketers that want to improve their visibility across all searches, the best strategy is to integrate GEO principles as an advanced layer of your SEO strategy.

Practical Implications for Marketers

The convergence of GEO and SEO translates into actionable strategies:

Cover topics deeply and comprehensively.
Maintain strong EEAT across all content.
Anticipate user intent and related queries AI models may surface.
Invest in structured data and authoritative mentions.
Balance resources wisely (you don’t need to choose GEO over SEO; focus on quality content and credibility).

By approaching GEO as a complement to SEO, marketers can create content that thrives in both traditional and AI-driven search landscapes.

Conclusion

Marketing leaders who continue to invest in robust SEO practices while incorporating GEO principles will be well-positioned to maintain visibility, influence, and authority in a hybrid search environment.