SEO for AI-Powered Search: SEO vs. GEO

TL;DR – The Shift in Search

AI is reshaping how people search and find answers. Google’s AI Overviews (AIOs) now reach ~2B monthly users, and more searches than ever are happening through AI assistants like ChatGPT, Perplexity, and Gemini. They are becoming everyday tools for information, and they don’t just list links, they summarize and cite.

If your content isn’t showing up in these AI-generated responses, your brand risks losing Organic search visibility. Conventional SEO still matters, but GEO (Generative Engine Optimization) is the latest edge. It makes your content easy for AI to understand, trust, and cite.

Why GEO Exists

Winning organic visibility means writing helpful, structured, evidence-rich content that showcases brand authority, and then distributing it across the places buyers actually look.

To improve your brand’s visibility in AI overviews and other AI-assisted search (think ChatGPT, Perplexity, Gemini, Claude, etc…), brands need to incorporate Generative Engine Optimization (GEO) to capitalize on this shift. While GEO is essentially an evolution of SEO, and built on the same foundation of people-first, evidence-based content, GEO places an added emphasis on being citable in AI summaries. That means structuring content into clear, scannable answer blocks, supported with data, schema, and distribution across credible sources AI models pull from.

SEO vs. GEO at a Glance

	SEO (Search Engine Optimization)	GEO (Generative Engine Optimization)
Goal	Earn rankings and clicks from Google’s organic results.	Earn citations and inclusion in AI summaries, assistants, and emerging AI search surfaces.
What It Is	Improves visibility in search results by matching queries to keyword-optimized web pages.	Creates content AI models can easily understand, cite, and reuse in answers, recommendations, and summaries.
Content Shape	In-depth guides, category/product pages, FAQs.	Tight answer blocks (40–80 words), structured FAQs, tables, checklists, short videos, and evidence-rich deep pages.
How It Works	• Identify high-intent keywords. • Optimize on-page content, site speed, and mobile. • Build backlinks and internal links.	• Publish structured, fact-checked content with schema. • Gain credibility through PR, earned media, and trusted publications. • Ensure consistent branding and entity clarity across all profiles.
How to Rank	• Focus on fewer, high-intent keyword clusters. • Routinely refresh content and update internal links. • Perform technical audits to maintain site health.	• Create factual, evidence-backed content (E-E-A-T). • Secure earned media placements and get featured in “best of” lists AI models pull from. • Use lists, headings, and FAQs to make content easy to summarize.
KPIs	Rankings, clicks, CTR, conversions.	Citations/inclusions, brand mentions, assisted conversions, brand search demand, panel presence.
Use Cases	• Local gym ranks for “24-hour gyms in Manchester” • E-commerce store ranks for “green running shoes” • Restaurant ranks for “vegan brunch near me”	• E-commerce brand cited in AI results for “best coffee pot under $40” • Personal injury firm included in answer to “what to do after a car accident” • Credit union cited in AI responses for “best savings accounts for families”
Pros	• Proven, steady source of organic traffic. • Builds long-term brand authority. • Provides clear attribution and measurable ROI.	• Early-mover advantage in AI search. • Establishes brand as a trusted knowledge source. • Captures new traffic channels from AI summaries.
Cons	• Competitive and slow to show results. • Vulnerable to algorithm updates. • Requires ongoing technical and content upkeep.	• Harder to measure direct traffic (zero-click). • Standards for AI citations are still evolving. • Requires multi-platform visibility and earned credibility.

Why GEO Matters Now

The shift from “rankings” to citations, coverage, and brand demand is already happening. Search has moved beyond 10 blue links for many years now, but with AI Overviews (AIOs) summarizing answers, the question is shifting from:

“What position am I in?” and more “Where is our brand referenced, and how often are we earning clicks from it?” 

More people are turning to AI assistants or AIOs in Google for quick answers instead of scrolling through search results. If your brand isn’t included in those AI-generated responses, you’re losing market share. 

GEO shifts the focus from keyword rankings to showing up where it counts. It’s less about keywords and algorithms, and more about 

• Building trust 
• Creating genuinely useful evidence-rich content 
• Becoming the go-to source Large Language Models (LLMs) cite

For marketers, this means organic strategy is no longer just about keyword rankings, but about being the trusted source cited in AIOs and other LLMs. Brands and marketers who adapt now will stay visible and ahead of the curve.

What this means for your SEO

AI Overviews aren’t the enemy, but they are a filter. 

AIOs summarize across multiple sources, and then link out. Google positions them as creating more complex queries and more linking opportunities, though we’ve seen mixed traffic impacts. Your strategy needs to account for both realities: optimize to be cited and build brand demand so more of those impressions become visits.

Quality and first‑hand experience matter more than ever.

Google’s guidelines emphasize helpful, people‑first content and caution against low‑value, scaled content. AI can help you draft and structure, but human editorial judgment and experience (E‑E‑A‑T) should always drive the final result. This part I cannot emphasize enough. Before publishing new content, ask yourself:

• Does this content show real expertise and firsthand experience?
• Does it build trust with your audience? 
• Are you adding real value to your customers?

Search data is limited.

Right now, AI Overviews impressions and clicks are rolled into Search Console performance, but not broken out separately. Google’s AI Mode is starting to show its own metrics, but visibility is still limited. For other AI search tools like ChatGPT and Perplexity, reporting is even more limited. While new tracking tools are emerging, for now the most reliable signals are referral traffic, brand demand, and manual checks.

The Eight Oh Two Playbook

Here’s how we are adapting our clients (and ourselves) to win in both SEO and GEO:

From a high level, much of our strategy remains the same, as we’ve been huge advocates of publishing high-quality, expert-written, people-first content, and continue to see great results. The same best practices you’d apply for optimizing for traditional search results—incorporate keywords, use clear and descriptive language, add internal links, structure content with headers, and include supporting images or graphics—still applies. If you’re already doing this, you’re ahead of the curve in GEO and in a good position to capture traffic from LLMs.

1) Build “answer blocks,” not just articles

• Lead with the answer in short, scannable sections (H2/H3 headings, 40–80 word summaries). Front‑load definitions, steps, comparisons, and pros/cons.
• Design content in machine‑readable sections that map to common questions and decision points.
• Provide evidence: stats, screenshots, tables, short videos.
• Apply schema (FAQs, HowTo, Product, Organization) to help machines parse context.

2) Earn citations across the web (a.k.a., digital PR with purpose)

AIOs often pull from multiple reputable sources, and so do your customers. A recent report by MuckRack shows that more than 95% of links cited by AI are from non-paid, earned media. To increase your odds of being cited and trusted, show up across the channels people use to research and make decisions:

• Publish original stats (benchmarks, pricing studies, surveys).
• Get quoted in industry press and podcasts.
• Join community discussions (Reddit, forums) with real expertise, not promotion.
• Publish evaluative content: in-depth guides, comparison pages, and alternatives content that both attract AIO citations and support buyer decisions.

3) Tighten technical & entity fundamentals

AI models (and Google’s AI Overviews) prefer clean, consistent, authoritative sites, so it’s easier for both search engines and AI systems to trust and reference you.

• Make About, Team, and Contact pages credible with bios, schema, and sameAs links.
• Use schema markup (FAQs, Review, Product, HowTo) wherever relevant.
• Keep branding consistent (logos, names, addresses).
• Build topic clusters with strong internal linking.
• Maintain Core Web Vitals, fix broken links, and optimize images with alt text.

4) Balance AI and Human Editorial

AI accelerates outlines, competitor diffs, and brief creation. Humans own accuracy, nuance, and experience. Google explicitly warns against low‑value, scaled automation—keep humans at the forefront. 

• Use AI tools for outlines, summaries, and competitive research.
• Keep humans in charge of judgment, nuance, and voice.
• Avoid scaled automation—Google actively warns against it.

5) Manage AI Crawlers Intentionally

• If your goal is to be cited by AI assistants and AIOs, confirm you aren’t accidentally blocking reputable AI crawlers (e.g., OpenAI, Perplexity) in robots.txt.
• If you need to limit LLM training, configure controls like Google‑Extended and GPTBot; understand this doesn’t block Google Search or AIO inclusion. Emerging proposals like /llms.txt exist, but adoption varies. Make an explicit policy choice per site. 

Optimizing for AI Summarization

Generative AI loves to synthesize answers. To make your content more “quotable” by AI:

• Use TL;DR summaries → Give a short version up top.
• Avoid fluff → Get to the point quickly (think opposite of recipe blogs).
• Write standalone answers → Each section should work without extra context (like Wikipedia).
• Include data and statistics → AI loves hard facts: use tables, charts, or bolded numbers.
• Keep content scannable → Use H2s, bullets, and short paragraphs.

How we measure success in GEO

Reporting for AIOs and AI assistants is still extremely limited. Until Google provides breakout reporting for AIO citations, measurement is a mix of platform data and proxy signals:

• Search Console: Monitor query clusters and landing pages; AIO clicks/impressions are included but not filterable separately. Track spikes when an AIO is present for a query. Search Engine Roundtable
• AI Mode: Where available, watch AI Mode metrics now surfacing in Search Console. Search Engine Land
• Panel checks & trackers: Maintain a list of key queries; log whether AIO appears and if your page is linked from it.
• Brand demand: Organic brand queries, direct traffic, and “assisted” conversions from content exposed in AIO‑friendly topics.
• Monitor Referral traffic from ChatGPT, Perpelxity, and others. 

FAQs:

1. How does generative search optimization differ from traditional SEO?
   Traditional SEO focuses on ranking in the “10 blue links” and featured snippets, while generative search optimization (GSO) emphasizes creating content that is structured, trustworthy, and multi-perspective so it’s more likely to be cited in AI-generated summaries. GSO leans more on semantic coverage, entity associations, and clarity of explanations, since AI systems pull from multiple sources to synthesize answers rather than highlighting a single “best” page.
2. What are Google’s AI Overviews?
   AI‑generated summaries at the top of Search that cite multiple sources and link out for deeper reading. Ahrefs
3. What are Google’s AI Overviews?
   AI‑generated summaries at the top of Search that cite multiple sources and link out for deeper reading. Ahrefs
4.  Can I “opt into” AI Overviews?
   There’s no special markup or opt‑in. Focus on helpful, structured, cited content that’s easy to parse. Google for Developers
5. How do I know if my pages are cited in AIOs?
   As of today, AIO clicks/impressions count in Search Console but aren’t broken out—use manual panels/trackers to log AIO presence and citations. AI Mode reporting is starting to appear separately in Search Console as it rolls out.
6. Do we need to change our strategy for AI Overviews?
   Not entirely — but we do need to adjust how we create content. Instead of focusing only on keywords and rankings, we also make sure your content is easy for Google’s AI to understand, is trustworthy, and is comprehensive. That way, your site has a better chance of being chosen as a source in the AI-generated answer.

How Eight Oh Two can help

Your customers are searching differently, and your strategy needs to keep pace. If you’re ready to adapt your SEO strategy for AI-driven search, we can help you win in AIOs, rank in search, and transform visibility into measurable conversions. Let’s talk.