This is the question of the hour: SEO or GEO? In 2026, a growing share of online searches no longer happens “inside Google”, but through AI-powered conversational interfaces such as ChatGPT, Gemini, Perplexity or Copilot. As a result, brands must no longer “just” be visible on a results page: they must be remembered, cited and recommended by AI.
This deeply changes the mechanics of brand awareness: intent, formats, credibility… and conversion.
The shift is not technological, it’s behavioural
The real change is not that people are using a new technology.
lass=”yoast-text-mark” />>The real change is how they formulate a request.
Traditional search usually works like exploration:
I search → I click → I compare → I decide.
AI search works more like arbitration:
I ask → I get a synthesis → I choose (or shortlist) → I decide.
In other words, users no longer want just links. They want an answer. A recommendation. Sometimes even a pre-digested decision.
For companies, this is a key point: this new engine (or rather, this new “advisor”) naturally favours content that builds trust, structures the response, and proves what it claims.
SEO or GEO: two different visibility mechanics
We hear a lot about GEO (Generative Engine Optimization). But GEO is not “SEO for ChatGPT”. The logic is fundamentally different.
Google Search (SEO)
- Goal: rank in search results
- Unit of competition: a page / a URL
- Success metric: click-through rate (CTR)
- Competition: ranking positions on a SERP
AI Search (GEO)
- Goal: be cited / recommended in an answer
- Unit of competition: the brand, the offer… and the proof
- Success metric: inclusion in the answer, shortlist presence, recommendation
- Competition: credibility, clarity, external signals
SEO optimises ranking. GEO optimises recommendation.
This distinction is critical. It implies that some brands—highly visible in SEO—may become surprisingly absent from AI answers, while others, more credible or better documented, can gain disproportionate visibility.
SEO or GEO FAQ
1) Does GEO replace SEO?
No. SEO remains essential to capture “Google demand”.
But GEO becomes critical as soon as your customers use ChatGPT / Gemini / Perplexity to shortlist options or make decisions.
2) How can I tell if my brand is already “visible” in AI answers?
Simple test: run 20 realistic prompts (problems, comparisons, recommendations).
If your brand never appears despite being legitimate, it’s a clear signal: your credibility is not “readable” for these engines.
3) What does AI prefer to cite?
It tends to favour content that:
- structures the answer (education, steps, criteria),
- provides proof (cases, numbers, methods),
- remains consistent over time (editorial recurrence),
- is externally validated (media, experts, citations).
4) What makes you lose visibility in GEO?
Avoid:
- content that is too marketing-driven or too vague,
- claims with no proof,
- lack of external reference points (media, studies, authority signals),
- messaging that changes across pages or channels.
5) What content should you prioritise to win in GEO?
Three formats tend to perform particularly well:
- pillar pages (definitions + method + proof),
- comparisons / selection criteria,
- concrete case studies (before/after, limitations, results).
