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Is GEO the New SEO?

Graphic with a blue background with the words "GENUINE" repeated in a lighter blue color throughout the background. In the top center of the image is a white speech bubble with the words "GENUINELY SPEAKING" in blue text. Below the speech bubble, in large blue text, is the question "Is GEO the New SEO?"
By: Cora Lin
2025-06-06

Generative Engine Optimization, GEO, is quickly becoming a marketing buzzword of 2025, with some whispering that it's poised to become the new Search Engine Optimization, SEO. But before we rush to overhaul our content strategies, let's pause and explore what GEO truly entails.

 

What is GEO?

At its core, GEO is the practice of optimizing your website’s content to excel within AI-driven search engines such as ChatGPT, Perplexity, Gemini, and Google AI Overviews. Unlike traditional SEO, which focuses on visibility in conventional search engines, GEO prioritizes how AI algorithms interpret and utilize your content.

 

Why Should You Care?

Users are increasingly turning to AI to find information, both by using dedicated tools like ChatGPT and via integrated AI features in search engines like Google AI overviews. GEO ensures that your content can inform the results and be more likely to be cited as a source, maintaining your brand's visibility and authority across the evolving information landscape.

 

What Can You Do About It?

While "GEO" might sound like a radical departure, the fundamental principles are surprisingly familiar. Optimizing for AI algorithms and optimizing for humans are not mutually exclusive endeavors. A content approach that emphasizes clarity, usability, and contextual relevance remains the most effective strategy. This includes:

  • Creating strong, well-structured content: Focus on providing valuable, in-depth information.
  • Ensuring high website usability: Make it easy for users (and AI) to navigate your site.
  • Providing clear context within the site ecosystem: Link related content to establish topical authority.
  • Using structured formats (lists, tables, headings): Facilitate easy information extraction for both humans and AI.
  • Leveraging accessibility best practices for enhanced annotation: Make your content accessible to all users and AI crawlers.
  • Minimizing jargon and opting for human language: Write in a clear, concise, and engaging style.

 

 

In essence, if you're already adhering to content best practices—prioritizing clear, structured, and engaging content—you're likely well-positioned for the rise of GEO. These are principles we've long championed at Genuine.

 

How Can You Ensure Your Content is GEO-Optimized?

While a complete strategic overhaul may not be necessary, it's wise to consider how AI might interpret your content. A simple test involves running your content through an AI engine (with appropriate security measures in place) and requesting a summary. This exercise can provide valuable insights into whether the key takeaways are easily understood by AI and whether the output aligns with your brand's desired perception.

If the AI-generated summary falls short of your expectations, we know a thing or two about fixing that. We've helped a number of clients assess their GEO strategy and would love to chat about how we can help you with yours.

 

Genuine is a digital experience agency with an independent spirit and the global scale of an IPG company. For 20 years, we’ve created marketing campaigns, website redesigns, lead nurture CRM’s, social content, microsites, and everything else digital for clients in almost every B2B and B2C category there is.