Just when we thought we’d cracked the code on SEO, Generative Engine Optimization (GEO) came on the scene. But does SEO still have its place in search strategies? How much should SEO service providers replace SEO strategies with GEO strategies? Our white label SEO team takes a look.
Traditional SEO principles
Traditional SEO has been the backbone of digital marketing for decades, focusing on making websites more discoverable and ranking higher on search engine results pages (SERPs). SEO experts have focused on:
- Keyword research
SEO begins with identifying the right keywords that align with your audience’s search intent. Tools like Google Keyword Planner help marketers uncover high-volume, low-competition keywords that can drive traffic.
- On-page SEO
Optimizing meta titles, headers, URLs, and internal links ensures search engines understand the content’s context while improving the user experience.
- Backlinks and authority
Building a strong backlink profile helps a client increase domain authority, and high-quality backlinks signal to search engines that your website is credible and worth ranking higher.
- Technical SEO
This involves optimizing website architecture, improving site speed, fixing crawl errors, and ensuring mobile friendliness because search engines prioritise well-structured, fast-loading websites.
- Content-length and quality
Longer, comprehensive articles often rank better, especially when they address user intent thoroughly.
What Is GEO?
Generative Engine Optimization (GEO) is transforming search, driven by AI tools like ChatGPT, Gemini, and other generative engines. These platforms prioritize direct, conversational answers over traditional search results. GEO focuses on:
- Natural Language Processing (NLP)
Generative engines rely heavily on NLP to interpret complex queries and deliver precise answers. Unlike traditional search engines, these tools focus on understanding nuances in user intent, producing conversational responses.
- Direct answers over links
Unlike traditional SEO, where users are directed to a list of websites, GEO aims to provide users with direct answers. This minimizes the need for users to click through multiple links, which may disrupt organic traffic patterns.
- GEO signals
To optimize for generative engines, content needs to be conversational and concise, structured with schema markup for better AI interpretation, and even more frequently updated to ensure relevance and accuracy.
Deciding which strategy to prioritise
The question of whether to focus on traditional SEO or GEO depends on your target audience, business goals, and market trends.
Prioritize traditional SEO if your audience primarily relies on traditional search engines like Google and if you want to build long-term organic traffic and authority. If your client’s niche thrives on blog posts, in-depth guides, and evergreen content, traditional SEO still has a part to play in your client’s online strategy.
Prioritize GEO if your client’s audience engages heavily with generative tools for quick, direct answers and if their content strategy involves FAQs, conversational pieces, or real-time updates. You want to position your brand as a thought leader in AI-driven search if you want your client to be the name in the industry.
Whether your clients need SEO or GEO, or both, included in their strategy, our white label SEO experts can help you with the strategy and implementation.
