SEO? GEO? I Don’t Know… (But I Have a Thought)

When it comes to digital marketing acronyms, we’ve seen it all… PPC, SEM, CRO, and now, SEO is throwing us a curveball with its alleged new identity, GEO. Yes, folks, Generative Engine Optimization is here, sparking spirited debates among marketers about whether GEO is revolutionary or just repackaged hype.

But here’s the real question for marketing pros and business owners juggling tight budgets and lofty goals: does it really make a difference? Do we need to rebrand a tried-and-tested strategy, or is this just smoke in our coffee shop Wi-Fi?

Evolution or Distraction? Decoding GEO vs. SEO

Before we decide, we need to answer a key question: how is GEO actually different from SEO, if at all?

SEO has always been about getting eyeballs on your content by playing nice with search engines like Google or Bing. It’s a dance that involves:

• Optimizing content for user intent and search algorithms.
• Building authority through backlinks and technical hygiene.
• Focusing on the end-user while keeping the platform’s rules in mind.

GEO, on the other hand? It’s supposedly SEO supercharged for the world of generative AI. Advocates argue that AI-driven search engines and tools like ChatGPT or Bard (or Perplexity or myriad others), are shifting the game. Now, we’re optimizing not just for rankable content but for information that AI can pull into snippets, conversational queries, and predictions (Generative Intelligence, Muuuaahahahaha!).

Still with me? If it feels like we’re splitting hairs here, you’re not alone. Critics of GEO—including seasoned expert Eli Schwartz—believe this rebranding misses the mark. Eli says it best on LinkedIn, “Rather than focusing on gaps in the engine, which will most certainly close, focus on the user, and the engines will follow.”

A little bit of AI fun

I used Jasper.ai to come up with a couple ideas for this post, and in doing so, thought about some funny potentials for visuals. After a few queries, and many variations, I asked myself what I could see on a T-Shirt. And I updated the query. And then magic happened.

The Real Debate: User-Centric Content vs. Algorithm Chasing

Just as the principles of SEO never died with algorithm updates, they won’t stop being relevant in an AI-driven world. What’s truly shifting is how we create content. Here’s why the age-old “user first” strategy still reigns supreme, whether you call it SEO or GEO:

1. AI Relies on Content

Generative AI tools like ChatGPT don’t create new content (or at least they don’t proactively analyze data and provide thoughtful commentary on a given topic without a prompt); they pull their insights from existing sources. If your website isn’t optimized for human readers and structured in a way that machines can understand, you’ll be left out of AI-powered answers. Quality content gets indexed and prioritized both by search engines and AI systems.

2. Long-Tail Keywords are the New Gold Rush

AI-powered searches are driving users to ask more complex, long-tail questions. Instead of “best local plumber,” they’ll search, “Who’s the best licensed plumber near me with good reviews and affordable pricing?” Content that targets these nuanced queries will lead the race in both traditional search engines and AI-assisted searches.

3. Generative AI Isn’t Flawless

There are issues with AI. Hallucinations (AI confidently providing wrong info), ethical concerns, and data biases often mean that users are redirected to a credible website for better accuracy.

To be fair, lazy input (AI prompts or commands) induces lazy output (a crappy blog post with no unique angle). So, part of this is dependent on a [timeline unknown] learning curve where users develop a stronger command of what AI needs to provide the desired answer, or simply accept the stinking pile of rotten bananas you get as a result.

Enter you, the savvy marketer who’s prepared!

Practical Steps to Navigate This SEO vs. GEO Landscape

Whether you’re a small business owner or a marketing professional, here are some actionable ways to harness the power of both SEO and GEO (without overthinking the acronyms):

1. Focus on Local Search Intent

For businesses reliant on local foot traffic (hello, family law firms and coffee shops!), optimizing for geo-targeted keywords remains critical. Claim your Google Business Profile, gather customer reviews, and ensure your metadata aligns with local search intent. A BrightLocal study found that local search results are three times more likely to convert into visits than broader queries.

2. Leverage AI Tools Responsibly

AI tools like Jasper or Outwrite can help streamline content creation without compromising quality. But ethical questions loom large, especially in regulated industries like law or healthcare. Be clear about when and how you’re using these tools. Transparency builds trust.

3. Double Down on Authenticity

If your content doesn’t speak to user pain points and preferences, no algorithm (AI-driven or otherwise) will save it. Build deep, actionable articles that position your brand as an authority. Think FAQs, “how-to” guides, and resources that tackle user intent head-on.

4. Measure ROI for Hyperlocal Efforts

It’s easy to focus all your energy on algorithms, but don’t forget about the numbers. Are your hyperlocal SEO efforts driving leads, calls, or visits? Tools like Google Analytics and call tracking software can help you measure whether your strategy is working.

5. Stay up to Date on AI Developments

While “GEO” may be a marketing buzzword today, there’s no denying the value of AI tools for shaping tomorrow’s strategies. Keep exploring how AI, machine learning, and generative tools can get you ahead without compromising core values like transparency and relevancy.

Ethics Matter More Than Ever

Would renaming SEO to GEO go so far as to solve the ethical or data privacy concerns that AI raises? Unlikely. Whether you’re working with small businesses or powerhouse brands, marketing professionals must tread carefully. From data sovereignty woes to copyright concerns, any use of AI should align with both client expectations and legal standards.

The good news? You can avoid becoming that marketer or founder who tripwires everyone’s trust. Root your actions in these principles:

• Ensure AI-generated content is accurate and annotated.
• Use locally sourced data responsibly, especially for advertising.
• Always retain human oversight for anything that touches your audience.

The Final Brew (Because Coffee is Always the Answer)

SEO, GEO, or just “the way we market today”—does the name even matter? What matters most is staying focused on the evolving needs of users. Whether a client asks Google questions or whispers sweet nothings to ChatGPT, the brands that put humans at the heart of their strategy will always win.

The future’s looking fresh, and you’re brewing something great. ☕ 🚀

If you’re ready to make your website (and your brand) hyperlocal rockstars, why not talk to an expert? Schedule your free consultation with us today. We’ll bring the strategy; you bring the coffee.