Two different optimisation targets
Traditional SEO optimises for a ranked position in a list of blue links a human scans and clicks. GEO (Generative Engine Optimisation) optimises for being the source an AI system paraphrases or cites directly inside a synthesised answer. The mechanics overlap, but the target output is different.
| SEO | GEO | |
|---|---|---|
| Primary signal | Backlinks, keyword relevance, technical health | Structured data, factual clarity, entity consistency |
| Success metric | Ranking position, click-through rate | Citation/mention rate in AI answers |
| Content shape | Keyword-optimised long-form pages | Direct, quotable, unambiguous statements |
| Update cadence importance | Moderate | High - retrieval favours freshness |
Why most SA brands still only do the first
GEO is new enough that most local agencies haven't built it into their process. The practical starting point isn't a separate strategy - it's adding structured data and rewriting key pages to include directly citable factual statements alongside the existing SEO work.
Frequently asked questions
Do I need to choose between SEO and GEO?
No - they're complementary, not competing. Most GEO improvements (schema, factual clarity, freshness) also support traditional SEO rather than working against it.