SEO vs GEO

GEO vs. SEO – The Next Era of Search

May 23, 2025
Posted by: Tricia Kashima, Media Director

As a Media Director, I’ve seen search evolve from ten blue links to rich snippets, voice results, and now AI-generated answers. The arrival of Generative Engine Optimization (GEO) is more than just a trend; it’s a shift in how audiences find, consume, and trust information. And yes, it’s already reshaping the way we think about media planning. 

So how does GEO stack up against traditional SEO? Let’s break it down, media-style. 

SEO: The Classic Strategist 

What it is: Optimizing for traditional search engine rankings (think Google Search results page).

Why it’s successful: It’s predictable, measurable, and built over time. A strong SEO strategy creates evergreen visibility for brands, especially when content maps directly to user intent. 

Limitations: 

  • Time-consuming to rank 
  • Vulnerable to algorithm updates 
  • Doesn’t guarantee brand visibility in AI-generated answers 

GEO: The New Disruptor 

What it is: Optimizing for Generative AI platforms—like ChatGPT, Perplexity, Google’s AI Overviews—so your brand gets mentioned when users ask questions that prompt AI summaries. 

Why it matters: As AI tools become go-to gateways for information, users may never even click a link. If your brand isn’t showing up in those generated responses, you’re effectively invisible—even with strong SEO. 

Challenges: 

  • There’s no “rulebook” yet 
  • Less transparency in how AI models surface sources 
  • Brand voice and accuracy can be distorted in summaries 

As a Media Director, Here’s My Take: 

  • GEO is influencing brand perception more than we think.
    Whether it’s accurate or not, people believe what AI tells them. If your brand is mentioned or worse, misrepresented in an AI-generated response, that shapes audience trust and purchase behavior. That’s no longer a content issue. That’s a media issue. 
  • You can’t track clicks if there are no clicks.
    Traditional SEO relies on CTRs and conversion paths. But in a zero-click future, GEO success is about presence, positioning, and sentiment, metrics our dashboards aren’t set up to measure yet. 
  • Paid media and AI optimization need to talk.
    Media strategy can no longer live in silos. What we say in our paid copy, where we link, and which content we boost, these all contribute to how AI engines interpret and serve our brand. Think of GEO as influencing the “training set” of your future brand impression. 

What I’m Advising Clients Today: 

  • Blend your strategy. Keep building strong SEO foundations and begin auditing how your brand appears in AI answers. 
  • Create content that sounds like answers. Generative engines love concise, expert-backed, plain-language responses. Mirror that style. 
  • Monitor AI mentions. Tools are emerging to help track when and where your brand is showing up in AI responses. Start watching. 
  • Think like a reputation manager. GEO isn’t just about visibility, it’s about accuracy, trust, and influence at scale. 

GEO isn’t replacing SEO, it’s rewriting the rules of visibility. As a media leader, my job isn’t to pick a side, it’s to anticipate where attention is headed next. And right now, it’s headed straight into generative engines. 

Next Steps: