SEO vs GEO: Why Ranking #1 Doesn't Mean AI Knows You Exist
You're winning at SEO. But when someone asks ChatGPT for a recommendation, your competitor shows up instead. Here's why—and what to do about it.
- → SEO gets you ranked on Google. GEO gets you mentioned by AI.
- → They're different systems with different rules—winning at one doesn't mean you're winning at the other.
- → 47% of Google searches now include AI Overviews (Search Engine Land, 2024)
- → You probably need both, but which to prioritize depends on your business type.
The Dentist Who Won SEO and Lost the Patient
A dentist in Queens called me last year. He'd spent $40,000 on SEO over three years. Ranked #1 for "dentist in Astoria." Top 3 for a dozen other keywords. By every traditional metric, he'd won.
Then his daughter asked her phone: "Who's a good dentist near me?"
Siri recommended three dentists. Her dad wasn't one of them.
He was invisible to the AI his own daughter used to find a dentist. After spending $40,000 to be found.
That's the difference between SEO and GEO. And it's costing businesses customers every day.
The Quick Comparison
| SEO | GEO | |
|---|---|---|
| What it targets | Google/Bing search results | AI answers (ChatGPT, Perplexity, Siri, Google AI Overviews) |
| How users search | Type keywords, scan list of links | Ask questions, read AI-generated answer |
| What success looks like | Ranking on page 1 | Being mentioned in AI responses |
| Key success factor | Backlinks + content quality | Entity clarity + source consistency |
| Competition level | Very high | Low (for now) |
| Time to results | 6-12 months | 3-6 months |
The bottom line: SEO optimizes for search engine crawlers. GEO optimizes for language models. Different technology, different rules.
Why SEO Doesn't Automatically Give You GEO
This is the part most agencies don't understand.
Google's algorithm looks at backlinks, page speed, keyword optimization, and content quality. It decides which pages to rank for which queries.
AI language models work differently. They're not ranking pages—they're generating answers. They pull from training data, knowledge graphs, and (increasingly) real-time search. They're looking for entities they recognize and facts they can confidently state.
You can rank #1 on Google without being an entity AI recognizes. The dentist in Queens proved it.
What SEO gives you: A well-optimized page that ranks for keywords.
What GEO gives you: An identity AI systems recognize, with consistent facts across multiple sources.
They overlap. Good SEO content can feed into AI training data. But they're not the same thing.
A Note on Terminology
You might hear "AIO" (Answer Engine Optimization) or "AEO" (same thing). It's all the same concept. The industry hasn't settled on a name yet. I use "GEO" because it distinguishes clearly from "SEO" and accurately describes what we're optimizing for: generative engines.
Which Do You Need?
Both, probably. But here's how to prioritize:
Local Service Business (dentist, plumber, restaurant, law firm)
Priority order:
- Local SEO — Google Business Profile, map pack, "near me" searches. Immediate ROI.
- GEO — AI assistants are increasingly handling local recommendations. Competitive advantage.
- Traditional SEO — Long-term traffic building.
Why this order: Your customers are searching locally. They're also asking Siri and Alexa. Local SEO gets you in front of them today; GEO gets you in front of them tomorrow.
National/Online Business (SaaS, e-commerce, remote services)
Priority order:
- Traditional SEO — Build organic traffic foundation.
- GEO — AI visibility for brand and product queries.
- Local SEO — Only if you have physical locations.
Why this order: Without geographic constraints, traditional search volume matters more. But GEO is becoming critical as more product research happens through AI.
Personal Brand / Consultant
Priority order:
- GEO — Entity disambiguation is everything. You need AI to know who you are.
- Traditional SEO — Content authority, thought leadership.
- Local SEO — Only if you meet clients in person.
Why this order: When people ask AI "Who is [Your Name]?" you need the right answer. If you share a name with someone more famous, this is urgent.
The Numbers That Matter
Why SEO still matters:
- 8.5 billion searches per day on Google (Internet Live Stats)
- 53% of website traffic comes from organic search (BrightEdge)
Why GEO is becoming essential:
- 47% of Google searches now include AI Overviews (Search Engine Land, 2024)
- 25% of searches will be through AI agents by 2026 (Gartner)
- 36% of consumers use AI chatbots to research businesses (Salesforce)
The shift is happening. SEO isn't dying, but it's no longer enough.
Common Mistakes
"We do SEO, so we're covered."
No. Ranking #1 on Google doesn't mean ChatGPT knows you exist. Different systems.
"GEO is just the new SEO."
No. GEO doesn't replace SEO—it adds a new channel. You need both.
"We can figure out GEO later."
Bad idea. GEO is low-competition right now. Early movers are establishing entity dominance. By the time everyone catches on, it'll be as competitive as SEO.
What To Do Right Now
For SEO (if you're not already doing it):
- Claim and optimize your Google Business Profile
- Run a technical audit (site speed, mobile-friendliness)
- Identify target keywords and create content that matches search intent
For GEO (most businesses aren't doing this yet):
- Run the entity check: Does AI Know Your Business Exists?
- Ensure your information is consistent across all online sources
- Add Organization schema markup to your website
- Monitor what AI says about you quarterly
For both:
Our Vector Scope diagnostic covers traditional SEO metrics, local SEO signals, and GEO entity status in one report.
Further Reading
- Does AI Know My Business Exists? — The entity recognition problem
- Why Is AI Lying About My Business? — When AI knows you but gets it wrong
- The Codex — Full terminology glossary