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Amol Ghemud Published: August 18, 2025
Summary
What: Examines the shift from conventional SEO to GEO, exploring strategies to gain visibility in both traditional search and generative AI results.
Who: CMOs, SEO leads, content strategists, and performance marketers aiming to future-proof organic visibility.
Why: Search is no longer just about ranking on Google, generative engines are changing how content is discovered, consumed, and acted upon.
How: By combining proven SEO foundations with AI-driven GEO strategies, supported by predictive analytics and UpGrowth’s Analyse → Automate → Optimise framework.
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How AI is redefining search optimisation for the generative era.
Search is no longer confined to the familiar blue links on a Google results page. In 2025, the way users find and consume information is being reshaped by generative AI. Tools like Google’s Search Generative Experience (SGE), Bing Copilot, Perplexity, and ChatGPT Search are rewriting the rules of content discovery.
For brands, this means visibility is now a two-front battle. Ranking on traditional search engines remains critical, but so does appearing in AI-generated answers that often bypass conventional SERPs altogether. Businesses that fail to adapt risk losing both traffic and authority to competitors who understand this shift.
This evolution demands a new approach, one that blends the proven foundations of Search Engine Optimization (SEO) with the emerging discipline of Generative Engine Optimization (GEO). The goal is not to replace one with the other, but to integrate both so your brand is discoverable, credible, and clickable, whether the user’s query is answered by an algorithmic index or an AI model.
In this blog, we’ll explore how traditional SEO and GEO differ, why both matter in 2025, and how marketers can strategically combine them to maintain and expand search visibility in an AI-first world.
Why Search & Content Visibility Matter More Than Ever in 2025
In 2025, search isn’t a single destination, it’s an ecosystem of experiences spanning traditional search engines, generative AI interfaces, and closed-platform discovery engines. The challenge for marketers is not just to “rank” but to exist where decisions are made.
Several shifts are making visibility a strategic priority:
1. The Rise of AI-First Search Experiences
Google’s SGE, Bing Copilot, Perplexity, and ChatGPT Search now deliver AI-generated summaries before users even scroll to organic listings.
Users are increasingly satisfied with these summaries, reducing clicks to conventional web results.
Brands not cited or referenced in these AI responses risk becoming invisible to large segments of their audience.
2. Decline in Click-Through from Traditional SERPs
Studies in 2024 showed an average 18–25% decline in organic click-through rates for top-ranking pages in industries where SGE was rolled out.
“Position 1” no longer guarantees visibility if an AI-generated answer appears above it.
3. Multi-Platform Discovery Paths
Search is fragmented across platforms: Amazon for products, TikTok for trends, YouTube for tutorials, LinkedIn for B2B research.
A brand’s search strategy must now cover multiple environments, not just Google’s index.
4. Competitive Pressure from AI-Synthesised Content
Competitors can scale content faster using AI tools, saturating SERPs and generative engine training data with their brand narratives.
Without proactive optimisation, your voice can be drowned out — even if your core SEO is strong.
5. The Brand Authority Factor
AI systems tend to favour high-authority, well-cited sources in their generated responses.
Building and maintaining brand authority has become a prerequisite for appearing in both SERPs and AI-generated answers.
Traditional SEO Approach
For more than two decades, Search Engine Optimization (SEO) has been the cornerstone of organic visibility. Its principles, optimising website structure, content, and authority to rank higher in search engine results pages (SERPs), have guided digital marketing strategies across industries.
Strengths of Traditional SEO
1. Proven Frameworks and Predictable Factors
Technical SEO, keyword research, content optimisation, and link building remain foundational for search visibility.
Established ranking signals (page speed, mobile responsiveness, schema, backlinks) provide measurable levers for improvement.
2. Robust Analytics and Benchmarking
Tools like Google Search Console, Ahrefs, and SEMrush offer deep keyword, traffic, and ranking insights.
Historical performance data allows for year-on-year comparisons and ROI tracking.
3. Search Intent Alignment
Decades of refinement have enabled SEOs to map queries to content formats, from blog posts to product pages.
Optimising for intent, informational, navigational, transactional, drives relevant traffic and conversions.
4. Sustainable Traffic Engine
Unlike paid campaigns, SEO’s returns compound over time. High-ranking evergreen content can generate traffic for years with minimal upkeep.
Shortfalls in the Generative Era
1. Keyword-Centric, Not Context-Centric
Traditional SEO prioritises keywords and SERP rankings, but generative AI focuses on concepts, entities, and contextual relationships between topics.
A page may rank on Google yet never be cited in AI-generated answers if it lacks semantic depth.
2. SERP-Only Optimisation
Traditional SEO efforts target visibility in Google’s indexed listings, not in AI-generated summaries or voice search responses.
This narrow focus misses emerging visibility channels.
3. Limited Adaptability to Rapid Shifts
Search algorithms evolve frequently, but AI model updates (e.g., ChatGPT, Gemini) can reshape citation patterns overnight.
Traditional SEO playbooks often lack mechanisms to adapt quickly to such shifts.
4. Lower Influence over Presentation
While structured data improves SERP appearance, SEOs have minimal control over how AI summarises their content.
This can dilute messaging or brand positioning in AI output
Generative Engine Optimization (GEO) Approach
Generative Engine Optimization, or GEO, is the practice of optimising content so it is recognised, trusted, and cited by AI-powered search experiences. While traditional SEO focuses on ranking in indexed search results, GEO focuses on ensuring that your brand is visible within AI-generated answers from tools such as Google’s Search Generative Experience, Bing Copilot, Perplexity, and ChatGPT Search.
What GEO Involves
GEO strategies aim to provide AI systems with structured, authoritative, and context-rich information that they can incorporate into generated responses. This means preparing your content to be easily understood and referenced by language models, not just search algorithms.
Key Capabilities of GEO
1. Entity-Based Optimisation
Ensures that your brand, products, and topics are recognised in AI knowledge graphs and training data.
Focuses on building topical authority rather than relying solely on keyword density.
2. Citation Optimisation
Designs content so it is more likely to be cited in AI-generated answers.
Includes authoritative references, verifiable data, and expert insights to improve trustworthiness.
3. Structured Content for AI Comprehension
Uses schema markup, FAQ sections, and context-rich paragraphs that allow AI to extract accurate information.
Ensures clarity in language to avoid misinterpretation by AI models.
4. Multi-Modal Content Integration
Optimises not just text, but also video, images, and audio for recognition and referencing in AI answers.
Improves visibility in multi-format outputs where AI blends different content types.
Benefits of GEO
Early Visibility in Emerging Platforms
Being among the first to optimise for AI-generated results provides a competitive edge before these channels become saturated.
1. Extended Reach Beyond SERPs
Even without top Google rankings, well-optimised content can still be cited in AI responses, reaching audiences that may never see your SERP listing.
2. Stronger Brand Trust Signals
Appearing in authoritative AI-generated answers builds credibility and positions your brand as a go-to source for information.
Competitive & Audience Analysis with AI
GEO is most effective when it is built on an informed understanding of the competitive landscape and audience behaviour. AI-powered analysis enables marketers to see not just how they perform, but also how competitors and audiences interact across both traditional search and generative platforms.
1. Competitor Visibility Mapping in Generative Engines
Use AI-driven tracking tools to identify which competitors are being cited in AI-generated answers for priority queries.
Benchmark the frequency and quality of these citations against your own brand’s presence.
Example: A B2B SaaS company finds that its main competitor is cited three times more often in ChatGPT answers for “best CRM tools,” prompting a targeted content update.
2. Intent Cluster Analysis
Map conversational and long-tail queries that feed into both SERPs and generative AI responses.
Use AI tools to group related intents and identify opportunities where competitor coverage is weak.
Example: A travel agency discovers that competitors dominate GEO results for “affordable European tours,” but few are cited for “off-season travel benefits,” creating a niche content opportunity.
3. Sentiment and Engagement Insights
Apply Natural Language Processing (NLP) to analyse audience sentiment around competitor citations in generative answers.
Identify which messages and tones resonate most positively with the audience.
Example: A fintech brand notes that AI-generated answers with transparent fee breakdowns generate more positive sentiment, influencing a shift in its own messaging.
4. Citation Quality Assessment
Not all citations carry equal weight. AI can evaluate whether competitor mentions are in authoritative contexts or as secondary references.
Focus on earning high-value citations that position your brand as the main source, not just a passing mention.
Practical Applications for Marketers
GEO and SEO are not abstract theories. They require actionable workflows that integrate into daily marketing operations. Marketers can apply these strategies to strengthen both traditional and generative search visibility, ensuring a balanced presence across all discovery channels.
Map visibility performance across both traditional search engines and generative AI platforms.
Conduct competitive analysis to identify where rivals dominate citations or rankings.
Automate
Use AI-powered tools to generate structured, citation-friendly content at scale.
Automate schema implementation and entity linking to ensure technical consistency.
Optimise
Continuously refine based on citation frequency, SERP position changes, and audience sentiment analysis.
Deploy rapid content updates when AI models shift citation patterns or when new competitor strategies emerge.
GEO & SEO Integration Framework
Maximising visibility in 2025 requires a unified approach that merges the strengths of traditional SEO with the opportunities of Generative Engine Optimization. This framework outlines a continuous cycle where both disciplines feed into and reinforce each other.
Step 1: Research and Mapping
Combine keyword research with entity and intent mapping.
Identify which queries trigger SERP listings, generative answers, or both.
Map competitor presence in each environment.
Step 2: Content Creation
Produce content that meets traditional SEO best practices while incorporating structures AI can easily parse.
Include FAQ sections, clearly labelled definitions, and authoritative sources for citation readiness.
Step 3: Technical Structuring
Apply schema markup, metadata, and internal linking to support both SEO rankings and AI comprehension.
Ensure content loads quickly, is mobile-friendly, and contains clean HTML for parsing by both search engines and AI models.
Step 4: Cross-Channel Syndication
Distribute content across platforms such as YouTube, LinkedIn, and Medium to increase exposure to both human audiences and AI training data.
Repurpose core assets into multi-modal formats including video, audio, and infographics.
Step 5: AI Visibility Tracking
Use tools to monitor AI-generated citations alongside SERP rankings.
Track changes in citation frequency, sentiment, and contextual positioning in generative answers.
Step 6: Feedback and Iteration
Analyse data from both SEO and GEO performance metrics.
Update, refine, and expand content based on evolving algorithms, AI model updates, and user engagement trends.
Expert Insight
“The future of search is not about replacing SEO with GEO. It is about integrating them so your brand is visible wherever decisions are made. In a world where AI-generated answers can bypass traditional rankings, the brands that win will be those that plan for both environments from the start. By combining structured SEO foundations with GEO’s entity and citation focus, marketers can protect and grow their visibility in an unpredictable search landscape.”
Tracking the right performance indicators ensures that your SEO and GEO strategies are delivering results. In 2025, visibility is multi-dimensional, so your metrics should measure both traditional rankings and generative presence.
1. AI Citation Share
Percentage of relevant generative answers (SGE, Bing Copilot, ChatGPT Search) that include your brand or content.
Indicates how often AI recognises your authority in its outputs.
2. Entity Authority Score
A measure of your brand’s topical relevance and trust within AI knowledge graphs.
Higher scores increase the likelihood of being referenced in generative answers.
3. SERP Position Stability
Tracks consistency of rankings for priority keywords in traditional search.
Stability over time signals that SEO fundamentals are secure even as GEO evolves.
4. Multi-Channel Query Coverage
Number of high-value queries where your brand appears in both SERPs and generative answers.
Helps identify missed opportunities where one channel is underperforming.
5. Click-Through from AI Answers
Referral traffic generated by citations in generative search platforms.
Indicates whether AI-driven visibility is leading to actual engagement.
6. Content Reusability Index
Measures how adaptable your existing content is for both SEO and GEO.
A high index means fewer resources are needed to maintain visibility across both environments.
7. Engagement Quality Score
Combines on-site engagement metrics such as dwell time, scroll depth, and conversions for visitors from both SERPs and generative engines.
Ensures that increased visibility translates into meaningful interaction.
Challenges & Limitations
While integrating SEO and GEO is a powerful approach, it is not without its obstacles. Being aware of these challenges allows marketers to plan more effectively and avoid common pitfalls.
1. Limited Transparency in AI Citation Logic
Generative engines do not always disclose how they select sources or decide which brands to reference.
This makes it difficult to reverse-engineer exact optimisation requirements.
2. Rapid Evolution of AI Models
AI search behaviours can change overnight with model updates.
Content that is well-cited one month may disappear from AI answers the next if the model’s preferences shift.
3. Risk of Over-Optimisation for AI
Focusing too heavily on AI citation criteria can lead to content that feels robotic or unnatural for human readers.
User engagement and readability must remain priorities.
4. Fragmented Analytics
Unlike traditional SEO tools, GEO performance tracking is still in its early stages.
Measuring ROI requires combining data from multiple sources, some of which may not integrate easily.
5. Brand Messaging Control
AI-generated answers may paraphrase or summarise your content in ways that alter nuance or positioning.
There is limited ability to directly influence how your brand’s message appears in these outputs.
6. Resource Demands
Maintaining parallel optimisation efforts for both SEO and GEO requires additional time, budget, and skilled resources.
Smaller teams may need to prioritise high-value queries rather than attempting to optimise for every term.
Quick Action Plan
This step-by-step guide will help marketers begin integrating traditional SEO and Generative Engine Optimization into a single, cohesive strategy.
1. Audit Current Visibility
Review SERP rankings for priority keywords.
Track brand citations in AI-generated search results using dedicated GEO monitoring tools.
2. Identify High-Value Queries
Select keywords and topics with strong commercial intent or high audience relevance.
Prioritise queries where you rank well in SERPs but lack generative citations, and vice versa.
3. Optimise Content for Dual Readiness
Apply SEO best practices such as metadata, internal linking, and mobile optimisation.
Add structured data, FAQ sections, and authoritative references to improve AI comprehension and citation likelihood.
4. Strengthen Entity and Brand Authority
Create interconnected content clusters to reinforce topical expertise.
Maintain consistent brand references across all digital channels, including third-party mentions.
5. Monitor Performance in Both Channels
Track SERP positions and generative citations monthly.
Measure click-through rates, engagement, and conversions from each source.
6. Adapt to Algorithm and AI Model Changes
Stay updated on search engine updates and generative engine developments.
Adjust content formats and optimisation tactics when platform behaviours shift.
7. Iterate and Scale
Use performance data to refine targeting and content strategy.
Expand optimisation to additional queries and topics as results improve
Action Tip: Start small by selecting five high-priority queries for dual optimisation. Once you establish a working process and see measurable results, scale the approach to cover more keywords and audience segments.
Conclusion
The evolution of search in 2025 has created a dual challenge for marketers. Ranking in traditional SERPs is no longer enough. Generative engines are shaping how information is discovered and trusted, often influencing decisions before a user ever visits a website.
Success now depends on blending the proven strengths of SEO with the emerging capabilities of GEO. SEO ensures long-term stability and traffic growth, while GEO positions your brand in the AI-generated answers that users increasingly rely on. Together, they create a visibility strategy that reaches audiences across both human-indexed and AI-generated search environments.
The brands that will thrive are those that treat SEO and GEO as complementary, continuously adapting content, structure, and authority-building efforts to stay ahead of both algorithm and AI model changes.
At UpGrowth, our AI-native growth framework, Analyse → Automate → Optimise, is built to meet this exact challenge. We help brands audit, implement, and scale strategies that protect and grow their presence across both traditional and generative search channels.
Monitors brand presence in Google’s Search Generative Experience and other generative search outputs.
Entity Optimisation
InLinks
Builds topical authority and strengthens entity associations for AI comprehension.
Schema Automation
Schema App
Automates the creation and deployment of structured data to improve SEO and AI readability.
AI Content Auditing
MarketMuse
Scores content for AI-readiness, semantic depth, and topical authority.
Multi-Modal Indexing
BrightEdge
Optimises text, video, and images for visibility in both traditional and generative search.
Citation Analysis
Frase
Identifies opportunities to increase the likelihood of AI citation through targeted content improvements.
SERP and GEO Integration Tracking
Semrush + Perplexity Tracker
Combines traditional ranking data with generative search visibility insights.
FAQs
1. What is Generative Engine Optimization (GEO)? GEO is the practice of optimising content so it is recognised, trusted, and cited by AI-powered search experiences. It focuses on preparing your brand’s information for inclusion in AI-generated answers, not just traditional search results.
2. How is GEO different from SEO? SEO targets rankings in search engine results pages, while GEO focuses on presence in AI-generated outputs from tools like Google SGE, Bing Copilot, and ChatGPT Search. Both are complementary and should be integrated for maximum visibility.
3. How can brands get cited in AI-generated answers? Brands can increase their chances by using structured data, providing clear and authoritative information, and building topical authority through consistent, high-quality content across multiple platforms.
4. Can GEO improve traditional SEO rankings? Yes. Many GEO best practices, such as entity optimisation and content clarity, also enhance SEO performance. However, GEO’s primary aim is to secure visibility within AI outputs.
5. What tools can track GEO performance? Tools like Authoritas SGE Tracker, InLinks, and MarketMuse can help monitor brand citations, evaluate AI-readiness, and identify opportunities for improvement in generative search environments.
6. How does AI handle conflicting sources in answers? Generative engines use algorithms to assess trustworthiness, relevance, and authority. This may involve prioritising well-established sources or cross-referencing multiple sources to form a balanced response.
7. Is GEO relevant for small businesses? Absolutely. Smaller brands can gain visibility in niche generative queries by targeting specific, high-intent topics where competition is lower, often with faster results than competing for top SERP rankings.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
Growth Strategy and Planning
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