GEO vs SEO
GEO (Generative Engine Optimisation) and SEO (Search Engine Optimisation) are both disciplines for improving online discoverability, but they target different systems: GEO targets AI-generated answers, while SEO targets ranked search results.
GEO and SEO are often confused - understandably, since both aim to improve how businesses are found online. But they target fundamentally different systems with different signals, different outputs, and different measurement frameworks. Understanding the distinction helps businesses invest in the right activity for their goals.
The output is different
SEO influences your position in a ranked list of ten-plus results. GEO influences whether you are named in a conversational AI answer. A buyer who searches Google sees links; a buyer who asks ChatGPT gets a recommendation. These are different user journeys.
The signals are different
SEO relies primarily on backlinks, keyword usage, page speed, and technical factors. GEO relies on entity clarity (how clearly the AI can describe your business), credibility signals (reviews, accreditations, citations), and structured content. Some factors - like clear, well-organised content - benefit both. Many do not overlap.
The measurement is different
SEO is measured by rankings and organic traffic. GEO is measured by visibility percentage (how often you appear in AI answers) and prominence (how highly you are positioned within those answers). You can rank on page one of Google and still be invisible in AI recommendations.
Both matter - and they complement each other
GEO and SEO are not mutually exclusive. Strong content that answers real questions clearly tends to perform well in both systems. However, businesses that focus solely on traditional SEO are increasingly missing the AI recommendation channel that is now handling a significant share of B2B research.
What this means for your business
AireStream is a GEO service, not an SEO agency. We do not optimise for Google rankings. We optimise for AI recommendations - a distinct and complementary discipline. Most of our clients already work with an SEO provider and engage AireStream specifically to address the AI recommendation channel.
Further reading
Frequently asked questions
Related terms
Generative Engine Optimisation (GEO) is the practice of optimising a business's online presence so that AI-powered tools - such as ChatGPT and Google's AI Overviews - recommend it in response to relevant queries.
AI answer engines are AI-powered tools that respond to user queries with generated answers rather than ranked lists of links - including ChatGPT, Google AI Overviews, and Claude.
AI Overviews are AI-generated summaries that appear at the top of Google search results, synthesising information from multiple sources to directly answer the user's query.
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