GEO versus SEO: The rules of visibility are changing

The digital world is changing rapidly, and with the introduction of Generative Engine Optimization (GEO), a new era of online visibility is dawning. While SEO (Search Engine Optimization) continues to play a central role in website discoverability, GEO is shifting the way brands appear in AI (Artificial Intelligence) search results. However, GEO won't replace SEO; rather, it will complement it—presenting new opportunities and challenges for marketers. 

In this article, we'll explore: 

• the differences between SEO and GEO,
• what works for GEO: Storyblok's Best Practices Guide,
• the impact of GEO on B2B lead generation.

Contents:

• What is GEO?
• GEO vs. SEO: What are the differences?
• Will GEO replace SEO?
• How does technical SEO work for GEO?
• What role does AI play?
• What are the four most important GEO factors? 
• What works for GEO: Storyblok's Best Pracitce Guides
• How can GEO be integrated into a marketing strategy? 
  
• How GEO is changing B2B Marketing? 
  
  

What is GEO?

Generative Engine Optimization, or GEO for short, describes a shift in how people search for information and how search engines function. While SEO aims to rank in traditional search engines, GEO focuses on ensuring a brand appears as a source, recommendation, or example in AI-generated answers. It's less about rankings (at least in the traditional sense; even prompt answers are already considered rankings) and more about mentions or citations in generative responses. 

Good to know: GEO is sometimes also referred to as LLMO (Large Language Model Optimization) or AEO (Answer Engine Optimization). 

GEO vs. SEO: What are the differences? 

How does Generative Engine Optimization differ from traditional Search Engine Optimization (SEO)?

Will GEO replace SEO?

• Coexistence & Merger: The most likely scenario according to many experts. SEO remains relevant, and GEO complements it. Many SEO principles (content quality, authority) are retained and gain new significance.
• GEO replaces SEO in the long term: In an AI-dominated search environment, traditional SEO could lose importance. Visibility in generative responses becomes the central goal, not ranking in classic SERPs.
  
• Fragmented search landscape: Different strategies for different platforms: SEO for Google, GEO for chatbots and specific AI systems. Brands must be flexible, as each platform may have its own requirements and metrics.
  

GEO is still relatively new, and many metrics (e.g., AI traffic, prompts) are difficult to measure reliably. Not all content optimized for SEO automatically performs well for GEO. Targeted adjustments are necessary. The primary focus is on high-quality content, just with different priorities. The content should be classified as trustworthy by AI in order to be cited (reputation).  

Technical SEO➕ Content➕ Reputation➕ AI adaptation➕ 

How technical SEO works for GEO?

Technical SEO for Generative Engine Optimization plays a crucial role in improving the visibility of content in AI-powered search engines.

• Page load speed: It plays a crucial role, as it influences both user experience and ranking. Search engines based on artificial intelligence increasingly evaluate websites based on their loading speed, since fast pages allow users to interact better and more efficiently.
  

• Mobile optimization: Since many modern search engines prefer mobile content and a large portion of internet traffic comes from mobile devices, websites that work well on smartphones and tablets have a clear advantage.

• Core Web Vitals: Other important aspects are those used by Google and AI Search engines as key metrics for measuring user experience.

Optimizing these metrics – such as loading time, interactivity and visual stability – is essential to ensure that a website interacts well with the requirements of AI algorithms and achieves high visibility.

What role does AI play? 

The role of AI in the creation of visual and multimedia content is undeniable today and offers enormous opportunities for optimizing and expanding content.

• Image and video optimization: AI helps in the precise generation of alternative texts, descriptions and metadata, which is crucial for both accessibility and search engine optimization (SEO).
• Creation of visual content: AI can independently generate images and videos that are specifically tailored to SEO criteria, for example through the integration of keywords, which increases the visibility of content.
• Multimedia integration: The integration of formats such as videos and podcasts improves the user experience and increases the time spent on websites, which has a positive effect on SEO ranking.
• Multimedia content optimization: AI supports the efficient creation, editing, and optimization of multimedia content, thereby enriching the overall content and increasing its reach.

What are the four most important GEO factors?

GEO's focus is shifting to some new key performance indicators:

1. Share of Voice: The percentage of times a brand is mentioned in AI responses.
2. Sentiment: What is the tone of a brand's mention (positive/negative/neutral)?
3. Prompts instead of Keywords: Prompts are the input users give to AI systems. They (partially) replace traditional keywords.
4. AI Traffic: Referrer traffic to a page from AI responses. This is often more difficult to measure because AI responses can be "zero-click" responses.

What works for GEO: Storyblok's Best Practices Guide

Search is no longer driven by keyword tactics alone. Today’s AI search engines rely on semantically connected, well-structured, and consistently accurate content that they can easily crawl, interpret, and contextualize for answer generation. To perform, content must earn trust from both AI systems and human readers, reinforcing Google’s E-E-A-T principles at every touchpoint to send signals that you’re an answer-worthy brand.  

In the following section, we break down the best practices for GEO to help you create content that is discoverable, dependable, and aligned with how AI evaluates and surfaces information. 

How to create high-quality, AI search-ready content 

To create AI-friendly content, it’s essential to provide clear, easily accessible, and well-structured information. This enables AI systems to scan and interpret information more efficiently and effectively.  

Here's how you can optimize your content for AI: 

• Use Defined Fields and Components: Incorporate headings, subheadings, FAQ sections, and bullet points to improve readability. 
• Avoid Unstructured Text: Instead of using large, unbroken paragraphs, break your content into easily scannable sections.  
• Ensure Logical Flow and Clear Formatting: Well-organized content is easier for both AI and humans to understand. 
  
• Adopt Natural, Conversational Language: Align your content with user intent to improve comprehension and increase the chances of it being used in AI-generated answers. 
• Link to Supporting Content: Connect your content with other relevant material to build a comprehensive understanding of the topic and showcase your expertise. 
  

By following these guidelines, you can enhance the likelihood of your content being used effectively by AI, improving both the user experience and your content’s impact. 

How to use structured data (Schema Markup)

To optimize content for search engines and AI, it's essential to understand the difference between structured content and structured data, and how they work together. Here's how they complement each other: 

• Structured Content: Focuses on how information is organized within your CMS. It uses defined fields, components, and content models to create consistent and AI-friendly formats.
• Structured Data (Schema Markup): Adds another layer of machine-readable information to your published pages, helping search engines interpret the meaning, relationships, and entities within the content. 

While structured content serves as an internal map for clarity and consistency, structured data acts as a hidden signal that communicates this clarity directly to search engine crawlers. To improve indexing and understanding, you should: 

• Use Schema Types: Implement schema types such as Article, FAQ, Product, How-To, Person, and Organisation to provide search engines with explicit context. 
• Implement Structured Data: Developers ensure the schema is embedded, validated, and maintained correctly. 
  
• Maintain Content Accuracy: Marketers and content teams make sure that the information in the CMS fields is accurate and up to date. 
  

By combining structured content and structured data, you can create content that is both comprehensible and easy for search engines and AI systems to discover and index effectively. 

How to build semantically rich, connected content

To create AI-ready content, it's important to think beyond individual pages and focus on building a cohesive content ecosystem. This involves using topic pillars and clusters to map relationships between content and concepts for AI to understand. Here’s how you can strengthen your content strategy: 

• Build Topic Pillars and Clusters: Organize your content around core topics with supporting clusters to establish a clear relationship between ideas. 
• Strengthen Topical Authority: Create interconnected content to boost trust signals and establish your brand as an expert. 
• Consider the Whole Site: AI search engines evaluate the breadth, depth, and consistency of your entire site to determine the best answers. 
• Ensure Content Alignment: Make sure your content is comprehensive, aligned, and well-supported to increase the likelihood of inclusion in AI-generated answers. 
• Interlink Supporting Content: Link related content semantically to signal expertise and increase the chances of your content answering searchers' queries. 

By creating a connected and robust content ecosystem, you enhance your chances of being recognized by AI search engines and improve your content’s visibility in search results. 

How to optimize for Natural Language Processing (NLP) 

To create AI-ready content, it's important to understand how Natural Language Processing (NLP) works (end of sentence removed). NLP allows computers to understand, interpret, and process human language, enabling AI search engines to respond to natural, conversational queries. Here’s how you can optimize your content for AI: 

• Write in a Conversational Tone: Structure content in a way that mirrors natural, human dialogue and real user queries. 
• Understand Your Audience’s Needs: Focus on the pain points, questions, and decision drivers of your target audience to create relevant content. 
  
• Use Question-and-Answer Formats: Structure content with clear Q&A formats to help AI quickly interpret and repurpose it as answers. 
• Provide Clear Definitions and Context: Minimize ambiguity by using precise terminology and clear definitions, which help AI understand the content. 
• Create a Well-Connected Content Ecosystem: Ensure your content is well-supported and interlinked, allowing AI to better interpret the overall topic. 

By aligning your content with how AI processes and responds to human language, you can improve its chances of being accurately interpreted and used in AI-generated answers. 

How to use AI accurately for content creation  

To ensure the quality and accuracy of AI-generated content, it’s essential to address the common challenges and risks associated with its use. While AI offers many opportunities, it also introduces potential pitfalls, including factual errors, tone mismatches, and misinformation. Here’s how to mitigate these risks: 

• Human-in-the-Loop Review: Always involve humans in the review and final approval process to ensure content accuracy and alignment with brand standards. 
• Establish Clear AI Governance: Implement internal guidelines and policies that define the approved processes, tools, and standards for AI use in content creation. 
• Vigorous Prompt Testing: Regularly test and refine the prompts you provide to AI, ensuring the output meets your brand’s tone, style, factual accuracy, and formatting requirements. 
• Adapt Prompts as Needed: Make small adjustments to wording, punctuation, and context to improve AI’s interpretation and output. 
  
• Protect Data and Reputation: Ensure your governance framework reduces the risk of errors and safeguards your organization’s data and public image. 

By combining thorough testing, clear governance, and human oversight, organizations can harness the benefits of AI while maintaining control over content quality and trustworthiness. 

How can GEO be integrated into a marketing strategy?

An optimized technical foundation is crucial for the success of your website. For AI bots to efficiently crawl your site, a semantic HTML structure is just as important as a clean site architecture. Structured data (Schema Markup) further ensures that your content is interpreted correctly and displayed better in search engines. Additionally, you should consider the following in your marketing strategy with regard to GEO:

Make content “AI-ready”

• "Fraggles": short, self-contained sections that answer a specific question.
• Incorporate FAQ sections: address user questions, clearly explain definitions and technical terms.
• Unique content: incorporate expert knowledge or your own data/studies so that AI models classify the content as trustworthy and differentiate yourself from the competition.
• Conversational language: AI models prefer coherence and simple language that mimics human conversations (keyword: prompting & voice search).

Develop a prompt strategy

• Determine which prompts (inputs) are typically relevant to a topic and optimize them accordingly.
• Analyse which parts of the content (chunks) are frequently used in AI responses and systematically develop optimized content based on this analysis.

Focus on reputation and mentions

• Build a brand as a trusted source: technical articles, PR, studies, expert interviews, social media.
• Cultivate external mentions: The more often a domain or brand is cited by other sources, the more likely it is to be mentioned in AI responses.

Measurement & Monitoring

• Set up geo-metrics monitoring: Tools for share of voice, sentiment, and AI traffic.
• Analyse prompt performance: Which prompts bring the brand into play?
• Use established SEO tools (e.g., Sistrix, Peec AI) that already offer features for AI visibility or AI responses.

How is GEO changing B2B marketing?

In B2B markets, GEO is particularly relevant because:

• Decision-making processes are often longer
• Stakeholders need more information
• Trusted content and expertise play a central role

In short: 

SEO leads users to the website 

GEO already influences what users believe and which providers they perceive as relevant before they even click.

Why GEO is becoming increasingly important in B2B ? 

In B2B, decision-makers gather information:

• more digitally
• often anonymously
• in the early stages without direct contact
• about tools, chatbots, and AI search systems

If AI responses already mention specific providers, tools, or best practices, companies can: 

✅Building trust
✅appear at the forefront of purchasing processes
✅Eliminating competitors from the decision-making process

GEO thus becomes a strategic channel that indirectly influences lead generation before a user even visits the website. 

What does GEO mean for lead generation?? 

GEO primarily influences the awareness and consideration phases:

• The brand appears earlier in decision-making processes
• Decision-makers encounter a brand before clicking on SEO results 
• AI systems take over a kind of "preliminary research" 

SEO remains crucial for: 

• specific product pages
• conversion landing pages 
• lead forms 
  

But GEO is increasingly determining who is perceived as a relevant provider at all. 

Conclusion for B2B 

GEO is changing how B2B decision-makers obtain information – not with the goal of dominating the rankings, but to be present as a reliable source in AI-generated responses. Success will come to those who establish themselves as a leading source of information.

✅technically clean websites
✅delivers AI-understandable, precise technical content
✅actively builds brand and authority
✅prompts analysed as a new search intent
✅Share of Voice and mentions are measured

Recommendation: Expand your SEO strategy to include GEO to gain a competitive edge in the B2B market, where AI tools are already massively changing access to information.