SEO + GEO: Why You Need Both (And How They Empower Each Other)

Reading time: 10 minutes

TLDR

SEO gets you ranked on Google. GEO (Generative Engine Optimization) gets you recommended by ChatGPT, Claude, and Gemini. They’re not separate. They’re interconnected. SEO builds the foundation that AI platforms use: schema markup, reviews, and authoritative content. GEO captures the growing share of searches that bypass Google entirely. Both work toward the same goal: maximizing your AI visibility before competitors do. Strong SEO makes GEO easier. Strong GEO builds brand authority that boosts SEO. You’re not choosing between them.

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The New Reality: Search is Split

2019: 90% of searches happened on Google → SEO was enough

2025: Search is split across multiple platforms:

• 60% still use Google (traditional SEO)
• 40% use AI platforms (GEO required)

The problem: Most businesses only optimize for Google, leaving 40% of potential customers to discover competitors instead.

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What is GEO? (And How It Relates to AEO and AIO)

GEO (Generative Engine Optimization). The Primary Term

Optimizing your business to appear in AI-generated answers from large language models like ChatGPT, Claude, Gemini, and Perplexity.

Example:

• User asks ChatGPT: “Which Dallas movers have transparent pricing?”
• ChatGPT recommends 3 businesses based on structured data, reviews, and content
• Are you one of them?

Why “Generative Engine”? These AI platforms don’t just retrieve information. They generate new answers by synthesizing multiple sources. This requires a different optimization approach than traditional search.

Related Terms You’ll See:

AEO (Answer Engine Optimization): Broader term that includes optimizing for any platform that provides direct answers (Google featured snippets, voice assistants, AI chat). Often used interchangeably with GEO.

AIO (AI Optimization): Generic term for making your business discoverable to AI systems. Includes voice assistants (Alexa, Siri), AI-powered search (Perplexity), and platform AI (Meta AI, Grok).

Bottom line: GEO is the dominant strategic term for 2025, but all three describe the same core challenge. maximizing your AI visibility so customers find you when asking AI for recommendations.

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Why SEO and GEO Aren’t Separate

Common misconception: “We’ll do SEO first, then tackle AI optimization later.”

Reality: SEO and GEO are deeply interconnected. Every action you take for one impacts the other.

How SEO Enables GEO

1. Schema markup (SEO) → AI readability (GEO)

• You add LocalBusiness schema to help Google understand your business
• ChatGPT, Claude, Gemini read the same schema to understand your business
• One implementation, two benefits

2. Google Business Profile (SEO) → AI discovery (GEO)

• You optimize GBP for Google Maps rankings
• Gemini pulls directly from GBP for recommendations
• ChatGPT indexes Bing’s crawl of your GBP
• Perplexity uses Google Places API (powered by GBP)
• One profile, four platforms

3. Review content (SEO) → AI authority signals (GEO)

• You collect Google reviews to improve local pack rankings
• AI platforms analyze review text to understand your differentiators
• Claude reads reviews to find specific strengths to cite
• One review strategy, multiple platforms

4. FAQ pages (SEO) → AI question matching (GEO)

• You write FAQ content to rank for long-tail keywords
• AI platforms use FAQ format to match customer questions
• One content format, dual purpose

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How GEO Amplifies SEO

1. Brand mentions (GEO) → backlinks (SEO)

• AI platforms cite your business in recommendations
• Users visit your website, share links, write about you
• More backlinks → higher Google rankings

2. Social proof (GEO) → E-E-A-T signals (SEO)

• Press coverage that helps AI visibility also builds Google authority
• Awards cited by AI also boost Google E-E-A-T scores
• Same validation sources, dual impact

3. Comprehensive content (GEO) → featured snippets (SEO)

• In-depth guides that AI platforms cite also win Google featured snippets
• FAQ content structured for AI also captures “People Also Ask” boxes
• Same content strategy, multiple outcomes

4. AI visibility → brand searches (SEO)

• ChatGPT recommends your business
• Users search “[your brand name]” on Google
• Brand search volume → Google sees authority → ranking boost
• AI creates demand that benefits SEO

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The Core Principle: Tell Your Story Before Others Do

The real competition isn’t just other businesses. It’s the narrative.

Scenario 1: You Don’t Control the Narrative

Customer asks ChatGPT: “Which Dallas movers are most reliable?”

ChatGPT’s answer: “Two Men and a Truck is a well-established franchise with thousands of reviews. They offer standard moving services across the Dallas area.”

What happened:

• ChatGPT found your competitor’s high review volume
• ChatGPT described generic “standard services”
• Your competitor got recommended by default
• Their story won because it was easier to find

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Scenario 2: You Tell Your Story

Same customer, same ChatGPT prompt

ChatGPT’s answer: “Veterans Moving America (4.8 stars, Dallas) is 100% veteran-staffed, bringing military discipline to civilian relocations. They offer transparent flat-fee pricing with zero hidden costs and specialize in fragile item handling. Alternatively, Two Men and a Truck is a larger franchise option.”

What happened:

• You optimized your GBP with specific differentiators
• You collected reviews mentioning “veteran-staffed” and “transparent pricing”
• You published FAQ content answering pricing questions
• Your story is now visible. And compelling

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The 3-Layer Visibility Stack

Think of SEO and AEO as three interconnected layers:

Layer 1: Foundation (Traditional SEO)

Goal: Build the infrastructure that both Google and AI platforms need

Actions:

• Schema markup (LocalBusiness, FAQ, Service)
• Google Business Profile (100% completion)
• Technical SEO (fast site, mobile-friendly, HTTPS)
• Review collection (Google, Yelp, industry-specific)

Impact:

• Google can crawl and understand your site
• AI platforms can read structured data
• Foundation enables both SEO and GEO

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Layer 2: Content (SEO + GEO Overlap)

Goal: Create content that serves both search engines and AI platforms

Actions:

• FAQ pages answering customer questions directly
• Comprehensive guides (2,000+ words, not thin content)
• Case studies with specific outcomes
• Service pages with detailed descriptions

Impact:

• Google ranks your content for long-tail keywords
• AI platforms cite your content in recommendations
• Same content, dual purpose

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Layer 3: Authority (Third-Party Validation)

Goal: Build signals that prove your credibility to both Google and AI

Actions:

• Press coverage (local news, industry publications)
• Awards and certifications (BBB, industry-specific)
• Review quality (detailed reviews, not just volume)
• Backlinks from authoritative sites

Impact:

• Google sees E-E-A-T signals → ranking boost
• AI platforms see validation → recommendation confidence
• Same validation, dual benefit

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Zero-Click Search: Why GEO Matters Even More

The shift: 40% of searches now end without clicking any results (zero-click search)

Traditional Google Search (SEO Only)

User search: “Dallas movers with transparent pricing”

Google results:

1. Your website (ranked #1)
2. Competitor A (ranked #2)
3. Competitor B (ranked #3)

User behavior:

• Clicks your website
• Reads your content
• Contacts you

SEO goal achieved: Traffic → conversion

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AI Search (GEO Required)

User asks ChatGPT: “Which Dallas movers have transparent pricing?”

ChatGPT answer:

“Veterans Moving America offers flat-fee pricing with no hidden costs. Two Men and a Truck also provides upfront estimates.”

User behavior:

• Reads ChatGPT’s answer
• Never visits Google or your website
• Calls you directly

GEO goal achieved: Recommendation → direct contact (zero clicks)

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The AI-Era SEO Strategy

You’re not just doing SEO anymore. You’re mastering Generative Engine Optimization (GEO) to maximize AI visibility.

Old SEO Mindset:

“Rank #1 on Google for ‘Dallas movers‘“

New GEO Mindset:

“Be the answer when anyone (human or AI) asks about Dallas movers”

This means:

• Optimize for Google search results (traditional SEO)
• Optimize for AI recommendations (GEO)
• Optimize for voice assistants (included in GEO)
• Optimize for social platform AI (Meta AI, Grok)

All four use the same foundation: structured data, authoritative content, third-party validation.

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How Surmado Handles Both

Signal (GEO Testing):

• Tests AI visibility across ChatGPT, Gemini, Claude, Perplexity
• Shows persona-based discovery gaps
• Reveals Ghost Influence (your features attributed to competitors)

Scan (SEO Foundation):

• Audits technical SEO, performance, accessibility
• Checks schema markup, Core Web Vitals, security
• Identifies technical barriers preventing both Google and AI from understanding your site

Together: Signal shows you GEO gaps, Scan identifies the SEO fixes that enable GEO wins.

Example workflow:

1. Run Scan → fix schema markup issues
2. Run Signal → see AI visibility improve (because schema now works)
3. Implement Signal recommendations → content gaps filled
4. Run Scan again → see SEO improvements (from better content)

The loop: Better SEO → better GEO → more authority → better SEO → better GEO

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Action Plan: SEO + GEO Integration

Month 1: Build the Foundation (SEO Focus)

Week 1:

• Run Scan report → identify technical SEO issues
• Fix Core Web Vitals (LCP, CLS, INP)
• Implement schema markup (LocalBusiness, FAQ)

Week 2:

• Complete Google Business Profile 100%
• Verify Bing Webmaster Tools (ChatGPT uses Bing)
• Add FAQ page to website

Week 3:

• Launch review collection campaign (Google + Yelp)
• Target: 25+ reviews in first month
• Write review request templates

Week 4:

• Publish 2-3 comprehensive guides (2,000+ words each)
• Optimize meta descriptions, title tags
• Submit sitemap to Google and Bing

Foundation complete: Google can crawl you, AI can read you

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Month 2: Test AI Visibility (GEO Focus)

Week 5:

• Run Signal report → see AI visibility baseline
• Identify Ghost Influence patterns
• Analyze competitor recommendations

Week 6:

• Implement Signal recommendations (content gaps)
• Add FAQ questions AI platforms aren’t finding
• Strengthen GBP with specific differentiators

Week 7:

• Request reviews mentioning specific features
• Target review keywords from Signal report
• Respond to all existing reviews

Week 8:

• Seek press coverage or local awards
• Get listed in industry directories
• Build backlinks from authoritative sites

GEO baseline established: You now know your AI visibility score

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Month 3: Optimize the Loop (SEO ↔ GEO)

Week 9:

• Run Scan again → measure SEO improvements
• Compare before/after metrics
• Fix any new issues

Week 10:

• Run Signal again → measure AI visibility changes
• Compare Presence Rate, Authority Score
• Identify remaining gaps

Week 11:

• Double down on what’s working
• If ChatGPT visibility improved → strengthen Yelp further
• If Gemini visibility improved → optimize GBP more

Week 12:

• Publish case study or success story
• Update FAQ with new customer questions
• Plan quarterly Signal + Scan reports

The loop is running: Every SEO improvement helps GEO, every GEO win boosts SEO

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Bottom Line

SEO and GEO aren’t separate strategies. They’re two sides of the same coin.

SEO = telling your story to Google’s algorithms GEO = telling your story to AI recommendation engines

Both require:

• Structured data (schema markup)
• Authoritative content (guides, FAQs, case studies)
• Third-party validation (reviews, press, awards)
• Technical excellence (fast site, mobile-friendly)

The principle is the same: Tell your story before competitors do. whether humans search on Google, ask ChatGPT, or use voice assistants.

Surmado gives you both:

• Scan = SEO foundation audit
• Signal = GEO visibility testing
• Solutions = Strategic guidance connecting the two

Start today:

1. Run Scan ($25) → fix technical SEO
2. Run Signal ($50) → test AI visibility
3. Implement recommendations → capture both Google and AI traffic

The businesses that win in 2025 won’t choose between SEO and GEO. They’ll master both.

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→ Related: AI Visibility vs Traditional SEO | How AI Platforms Discover Your Business | Content Strategy for AI-Readable Websites | 7 AI Platforms That Matter