You might have heard us talking a lot about SEO and GEO content marketing lately. But what are they? Is SEO the same as GEO? Does GEO change the way you write content? Do you need to do both? In this article we are breaking it down and answering your FAQs about GEO and SEO marketing.
Are SEO And GEO The Same?
SEO and GEO aim to achieve the same outcome, that is to get you noticed by people searching online. And best content marketing practices apply to both. But there are some differences between the two, so let’s look at those before we go further.
Search Engine Optimization (SEO) is the long-established practice of improving your website’s visibility on traditional search engines such as Google, Bing and other search platforms. SEO focuses on ranking as high as possible in search results so that users click through to your website instead of other sites. It involves strategies like keyword targeting, technical improvements, content optimisation and building authority through backlinks.
Generative Engine Optimization (GEO) is a newer discipline that has emerged as AI-powered search tools like ChatGPT, Google Gemini, Microsoft Copilot and Perplexity have transformed the way users find information. Unlike traditional search engines, these AI tools do not simply display a list of ranked links. They generate complete, conversational answers and often select only a small number of sources to reference. GEO focuses on ensuring your content is clear, authoritative and structured in a way that AI systems can easily understand, reference and include inside their generated answers.
- SEO helps your website get found in traditional search results.
- GEO helps your information get included inside AI-generated answers.
- Both SEO and GEO are now required for comprehensive visibility
Do Keywords Still Matter?
Yes, keywords still matter for both SEO and GEO. SEO began as a practice built around matching specific keywords. If users typed a phrase into a search engine, the sites using that phrase most frequently or most effectively, often ranked highest. Over time, search engines became more sophisticated and began to understand user intent. Rather than simply matching exact words, algorithms now evaluate context, synonyms and the meaning behind a search.
This shift demands natural writing, deeper explanations and content designed to solve real problems rather than purely satisfying algorithmic signals. It also demands more niche long tailed keywords and phrases, especially in crowded sectors like finance.
How Did Search Results Pages Change?
Search results have changed a lot in recent years. The simple list of ten blue links that defined early search has been replaced by a wide range of features. Users now see AI summaries, rich snippets, product carousels, “people also ask” sections, maps, video highlights and more. While these features improve the user experience, they also push traditional organic rankings further down the page.
For marketers this can be overwhelming especially as studies show that more than half of searches now end without a click. Users often find the answer directly inside Google’s presentation layer and never visit a website. This trend has intensified with the introduction of AI-generated summaries at the top of results pages.
Why Has GEO Become More Important Than SEO?
GEO has risen in importance because user search behaviour and traffic patterns are shifting dramatically toward AI-powered answer systems rather than traditional search engine result pages. As of 2025, zero-click searches account for more than 65% of all queries, meaning most users receive direct answers without clicking through to websites, Organic click-through rates for top search positions have declined by 28%+ compared to earlier years.
Concurrently, AI-driven search interfaces such as ChatGPT, Google Gemini and Perplexity are capturing a growing share of informational discovery. Generative engines are estimated to influence 6.5% of organic traffic today, and projected to reach nearly 14.5% within a year.
In this new landscape, SEO metrics like keyword rankings and backlinks remain useful but insufficient on their own. GEO’s focus on structuring content so that AI models understand, trust, and cite it in responses has become a critical driver of visibility and brand authority. This makes GEO essential for capturing attention in places where users increasingly stop their journeys rather than continue with clicks.
SEO Still Matters, But It Must Evolve
Despite the challenges, SEO remains a critical business function. Organic search continues to drive a significant share of total website traffic across nearly every industry. But websites relying heavily on informational queries have experienced noticeable declines in traffic as AI-generated summaries meet user needs instantly.
As a trusted financial content marketing agency, we focus on producing content that offers more depth, authority and unique value than users can obtain from an AI summary. AI summaries are often shallow, factually incorrect, noncompliant and poorly sourced. Stronger, richer content not only ranks better but also improves a site’s credibility with both search algorithms and AI engines.
What Constitutes Search Now?
In 2026, search extends beyond the traditional search engine. Users increasingly rely on conversational AI systems embedded into mobile devices, browsers, voice assistants, productivity tools and social platforms. These systems interpret complex questions and return answers that combine information from multiple sources.
This means users are “searching” even when they do not visit a search engine. Search has become decentralised. Instead of browsing through pages, users receive direct, curated answers that condense the information they need.
What Does Generative Engine Optimization /Geo Do?
Put simply, GEO ensures your brand appears inside AI generated answers. AI-driven search tools produce a single, cohesive answer that may reference only a handful of sources. If your content is not structured, credible and clear enough to be recognised as a trustworthy source, your brand may sadly disappear from the new AI-driven information world.
GEO focuses on helping AI systems understand and use your content by prioritising:
- Clear definitions
- Structured data and logical formatting
- Verifiable facts and statistics
- High-quality explanations
- Distinctive insights and expert commentary
- Reliable citations and external references
The goal of GEO is to increase the likelihood that your content becomes part of the AI’s synthesised response. AI engines do not simply answer questions. They guide user behaviour. They help compare brands, plan trips, research financial decisions, discover products and solve complex problems. When a brand consistently appears inside AI-generated answers, it creates a strong impression of authority and trust.
This influence can shape purchasing decisions even if users never click a link to visit the brand’s website. GEO ensures that your brand remains part of these high-trust conversations.
How SEO and GEO Complement Each Other in 2026
Here’s a checklist of how SEO and GEO work together.
- SEO and GEO serve similar purposes but operate differently.
- SEO targets traditional search engines that evaluate keywords, page quality, backlinks and technical performance.
- GEO targets AI engines that evaluate clarity, structure, factual accuracy and subject authority.
- SEO aims to attract users to a website.
- GEO aims to be included inside AI-generated answers.
Is The User Journey The Same For SEO and GEO?
User search journeys have become more streamlined in recent years. Years ago, a typical search required multiple steps. A user entered a query, scanned the list of options, clicked several links, opened numerous tabs, gathered insights and formed their own conclusions. They likely typed the query into their mobile or desktop browser.
Now, users search through voice, search engines, social media and AI platforms. AI systems gather information, extract the relevant facts and present results within seconds. For users this is a much easier route, although it may not yield the best results for them, simply the best optimised for GEO!
This new journey increases the importance of being present inside AI platforms because GEO ensures your content is represented even when the user never visits a search engine or clicks a link.
Is A “Position One” Ranking Still Valuable?
Yes, a first-page ranking is still valuable, but it no longer guarantees traffic. If an AI-generated summary answers the question completely, users may have no reason to click on your site. GEO helps maintain visibility by ensuring your insights appear inside those summaries. When combined, SEO and GEO create a resilient approach that keep your brand present across all major discovery environments.
Can’t I Just Advertise Inside GEO Engines?
You cannot buy ads in GEO engines in the same way you buy Google search ads, but you can advertise indirectly by creating authoritative, structured content that AI tools cite. This is effectively “earning placement” inside answers which can be even more powerful than traditional ads because users trust AI answers and are more likely to act on them.
That said, watch this space because it’s likely that platforms like ChatGPT will soon have sponsored content options. Industry analysts and digital marketing sources anticipate advertising may launch in 2026, possibly with formats such as contextual recommendations, sponsored responses or product placements within commercial query answers. OpenAI leadership has not ruled out ads for the future and has even discussed the idea as a way to support free users and diversify revenue, though they emphasise user trust and careful implementation.
Does Organic Search Still Matter?
Yes, organic search is still a core part of content marketing. Global analyses show that organic search accounts for more than half of total website traffic across many industries. Google continues to process billions of searches every day. High-intent queries, especially those tied to commercial activity, still result in strong click-through rates.
However, the decline in clicks for informational queries is clear. As AI summaries grow more prevalent, many users find what they need instantly, and not all will continue to search further. Should they? Probably yes.
How Many People Use AI Tools To Search?
Generative search usage has grown dramatically. Tools like ChatGPT, Gemini and Perplexity have attracted millions of daily users. Audiences often treat AI platforms as their primary source of information and increasingly use generative tools for everyday tasks as well.
Industry forecasts suggest that AI systems may influence over half of global search activity by 2026. Search is becoming fully integrated into personal devices, applications and voice-driven interfaces. Some organisations have already begun tracking brand mentions inside AI responses. Early adopters of GEO techniques have already seen improved visibility and long-term brand authority across AI platforms.
How Can Marketers Use SEO and GEO Together for Maximum Visibility?
- Traditional SEO fundamentals still matter. Websites must maintain strong technical quality, logical structure, fast loading speeds and mobile-friendly layouts. Content should be well-written, accurate and comprehensive.
- You need to structure your content for AI interpretation. AI tools rely on clear organisation and strong formatting. Improve your content’s structure by:
- Using descriptive subheadings
- Providing concise definitions and explanations
- Including lists, tables and bullet points
- Writing detailed FAQ sections
- Incorporating real statistics and verifiable insights
- Adding references to credible external sources
- Avoiding lengthy waffle in sentences
Well-structured content is easier for AI models to interpret correctly and cite.
- AI systems prefer content that is reliable and thorough. When your content contains deeper insights, more comprehensive explanations and stronger evidence than competitors, AI engines are more likely to reference it. Focus on offering unique value rather than repeating surface-level ideas.
- Don’t forget Google E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This is a set of guidelines Google uses to assess content quality for better search rankings, especially for sensitive “Your Money or Your Life” (YMYL) topics, by ensuring creators have first-hand knowledge (Experience), deep skills (Expertise), established reputation (Authoritativeness), and are honest and accurate (Trustworthiness). It’s a crucial framework for SEO, helping you build credible content that Google’s algorithms, and human raters, find valuable and reliable
How Can You Measure GEO?
Rankings and traffic remain important, but new metrics are emerging. These include:
- Citation Frequency and how often your brand, website or content is referenced by AI tools such as ChatGPT, Gemini, Copilot or Perplexity.
- Answer Share which is the percentage of AI-generated responses in your industry or topic where your content appears.
- Source Inclusion Rate and how reliably AI models choose your content when generating summaries for high-intent queries.
- Brand Visibility in Conversational Answers and how often your brand is named or described inside AI explanations.
- Topic Authority Scores which are measurements of perceived expertise, often influenced by structured content, factual accuracy and clear definitions.
Downstream Conversions which means tracking how often users take actions after being influenced by AI answers, such as branded searches, direct visits or product queries. - Leads and enquiries generated through sites like ChatGPT are important so make sure your CRM is logging lead sources accurately.
Tracking these metrics provides a more accurate view of your true organic visibility in a world where AI-generated results play an increasing role.
Contentworks Helps Brands Win The Battle for Visibility
The future of search is no longer confined to a browser results page. Users are searching without typing, discovering without clicking and learning from AI systems that instantly summarise. Brands that succeed will understand how SEO and GEO work together. They will build influence, shape consumer decisions and position themselves as the expert voice inside both search results and AI conversations.
At Contentworks, we help brands rank where it matters, on traditional search engines and inside the answers produced by generative systems. With strategic content, advanced optimisation and deep financial industry insights, we ensure your brand is discoverable and engaging across every channel of modern search.
Ready to get your site ranking? Book a Zoom with our team.