What are SEO and GEO?
Search Engine Optimisation (SEO) is the process of making your website easier for potential customers to find when they search online using search engines. The better your SEO, the more likely your business is to appear near the top of the search results when customers are looking for products, services or information that you offer.
Some common SEO activities include:
- Researching the words and phrases customers are searching for.
- Creating useful and relevant content that answers customer questions.
- Improving website speed and ease of use.
The aim of SEO is to increase the number of people who discover your business through unpaid search results. By improving your online visibility, SEO can help attract more visitors to your website, build trust in your brand, and ultimately generate more enquiries and sales.
Generative Engine Optimisation (GEO)
GEO is the process of creating and structuring content so that AI-powered tools such as Microsoft Copilot, ChatGPT, can easily find, understand, and reference your business when answering customer questions.
Unlike traditional search engines, which display a list of websites for users to browse, AI tools often provide a direct answer. GEO helps ensure that your business is included in those answers, recommendations and summaries.
Why are they important for businesses?
- Customer search behaviour is changing
In the past, customers would typically search on Google, browse through several websites, and compare their options before making a decision. Today, more people are using AI-powered assistants such as Copilot and ChatGPT to ask direct questions and receive instant answers.
For example:
- Traditional search: "Best cloud phone provider for small businesses".
- AI search: "What's the best cloud phone solution for a 20-person business?"
In the second example, the customer may receive a recommendation without ever visiting a traditional search results page. By focusing on both SEO and GEO, businesses can ensure they remain visible regardless of how customers choose to search.
- Increases your brand's visibility
SEO helps your website appear in search engine results when customers are actively looking for products or services. GEO helps your business appear in AI-generated recommendations, summaries and answers.
Together, they allow your business to reach potential customers across both traditional search engines and emerging AI-powered platforms, increasing your overall online presence.
- Builds trust and credibility
Both SEO and GEO reward businesses that provide accurate, helpful, and reliable information. Creating high-quality content demonstrates expertise and helps establish your business as a trusted source of information.
The more trustworthy your content appears, the more likely search engines and AI tools are to recommend your business to potential customers.
- Helps you stay ahead of competitors
While many businesses have invested in SEO for years, GEO is still a relatively new area. Organisations that begin optimising their content for AI-powered search now have an opportunity to gain a competitive advantage and establish themselves as trusted sources before their competitors do.
Do you think about SEO and GEO when planning your business promotion? Join in the conversation below or make a post in The Lounge.
