Is SEO Dead?
Over the past few months I’ve had several people ask me whether SEO is dead. In this post I will answer that question in full, however the short answer is here: No, SEO is not dead. Many people believe there is a battle going on between SEO vs GEO (generative engine optimization), but it’s not so much of a battle and more like an evolution.
Search Engine Evolution
SEO (Search Engine Optimization) is evolving as everything in the digital space is evolving. In fact the search landscape is constantly evolving. As search engines update their algorithms, paid search changes and industry professionals game the search ecosystem in black hat and white hat ways, the field of search adapts to change faster than a tadpole becomes a frog.
Remember when mobile phones became smart phones demanding that all websites needed to be mobile responsive? That didn’t mean that regular desktop websites were dead.
Remember when social media became mainstream and people wondered whether social media would have any impact on search engine result placements (SERPs)? Social signals started to play and continue to play a role in off-page SEO.
The advent of Generative AI and the activity of using Gen AI to search has not replaced SEO, but rather extended it. Search is no longer only something we do on search engines like Google, Bing, Yahoo and DuckDuckGo to name a few, and it hasn’t been for quite some time. Search has actually been prominent on many other sites than those typically thought of when SEO is mentioned.
For example:
- YouTube is a search engine and has been the second largest search engine for many years.
- Pinterest is not only a site where you pin and save what interests you, it is also very much a search engine.
- TikTok is a search engine and TikTok shop relies heavily on people searching for products they’ve seen in ads.
- Instagram is a search engine.
We search on the platforms we use.
Search EVERYWHERE Optimization
Many experts in the traditional SEO world are now starting to using SEO as “Search Everywhere Optimization” instead of “Search Engine Optimization” since we understand that search is an activity not limited to search engines. In fact all content whether on an owned website, in a press release, in social posts, in user generated content, in ads or offline media impact whether someone searches and finds information about your brand.
The more visible your business is, i.e. the more your brand is “everywhere,” the more likely people will search for your brand. The goal today is to be “everywhere” so that people think of your brand when they need what you offer.
I’ve been in the search space since before Google was invented. Yes, that ages me, and it also gives me valuable perspective. I’ve seen many changes and followed many trends in the search space and generative engine optimization or answer engine optimization is the next wave of search evolution.
So, let’s take a dive in to SEO vs GEO, also know as AEO (Answer Engine Optimization), AIEO (AI Engine Optimization), LLMEO (Large Language Model Engine Optimization).
SEO vs. GEO: How to Optimize for Both Search Engines and Generative AI
Introduction
Search engine optimization (SEO) has been a cornerstone of digital visibility for over two decades. But the rise of generative AI tools like ChatGPT, Perplexity, Bing Copilot, and Google’s Search Generative Experience (SGE) is reshaping how users find and consume information. Enter Generative Engine Optimization (GEO) or Answer Engine Optimization (AIEO) — a new frontier for content visibility that coexists with, but differs from, traditional SEO.
In this blog post, we’ll break down:
- What SEO and GEO/AIEO are
- How they compare
- Real-world examples of GEO in action
- What remains essential from an SEO perspective
- How to craft content optimized for both
Let’s dive into the evolving world of content optimization.
What Is SEO?
SEO (Search Engine Optimization) refers to the practice of optimizing digital content to rank higher in search engine results pages (SERPs), primarily on Google, Bing, and Yahoo. The goal is to drive organic traffic to websites by targeting search intent, using keyword research, backlinks, structured data, and technical best practices.
Key Elements of SEO:
- Keyword optimization
- On-page content quality
- Technical SEO (site speed, mobile UX, indexing)
- E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness
- Link building and internal linking
What Is GEO or AIEO?
Generative Engine Optimization (GEO), also referred to as Answer Engine Optimization (AIEO), is the practice of structuring content in ways that are useful to generative AI tools that synthesize and summarize information. These tools don’t show a list of blue links, and they respond with synthesized answers, often citing their sources.
Examples of Generative Engines:
- ChatGPT with Browse Mode (OpenAI)
- Perplexity.ai
- Google’s SGE (in Search Labs)
- Bing Copilot
GEO Focuses On:
- Providing concise, factual, and citation-friendly content
- Structuring answers in clear formats (FAQs, bullet points, summaries)
- Establishing brand and topical authority
Similarities Between SEO and GEO
Despite serving different kinds of search behavior, SEO and GEO share some foundational principles:
- Content Quality Still Reigns: Both prioritize high-quality, relevant, and informative content.
- Intent Matching: Content must align with what the user is asking.
- E-E-A-T Is Still Essential: Google and AI models favor trustworthy, authoritative content sources.
- Structured Content Wins: Using headings, lists, tables, and schema markup helps both crawlers and AI understand your content.
Key Differences: SEO vs. GEO
| Feature | SEO (Search Engines) | GEO (Generative Engines) |
|---|---|---|
| Goal | Rank in Google SERPs | Be cited or referenced by AI answers |
| Format Optimized For | Title tags, meta descriptions, H1s, snippets | Summaries, structured facts, citations |
| Discoverability | Indexed URLs | Crawled and contextually understood |
| Role of Backlinks | Critical for ranking | Less important than source clarity |
| Citation Importance | Optional for SEO | Vital for inclusion in AI responses |
Use Case Examples of GEO in Action
- Real Estate Agency
- Search: “Best neighborhoods in Denver for families”
- GEO Strategy: Publish localized guides with maps, school scores, and original insights. Use headings like “Top 5 Family-Friendly Areas in Denver” with bullet-point highlights.
- Healthcare Provider
- Search: “What are the signs of chronic fatigue syndrome?”
- GEO Strategy: Provide medically-reviewed answers with citations, FAQs, and markdown-style formatting to help AI extract and summarize accurately.
- SaaS Brand
- Search: “How to create a dashboard in Tableau”
- GEO Strategy: Include step-by-step guides, screenshots, and downloadable templates. Ensure that explanations are clean and educational, ready to be cited.
How to Optimize for Generative Engines
- Answer Questions Clearly
- Write in a way that directly answers common search questions.
- Use subheadings like “How to,” “What is,” and “Why you should.”
- Use Structured Formats
- Bullet points, tables, numbered lists, and FAQs are easier for LLMs to parse.
- Include Citable Facts
- Reference data, studies, or industry sources (link to them).
- Include dates and stats to make content more quotable.
- Build Topical Authority
- Don’t just write one-off articles. Build topic clusters around core subjects.
- Example: a real estate blog with guides on mortgages, neighborhoods, and moving tips.
- Publish Consistently
- AI tools tend to surface content from active, trustworthy domains.
What’s Still Essential from SEO?
GEO doesn’t replace SEO—it builds on it. Traditional SEO fundamentals are still needed:
- Schema Markup: Helps both crawlers and AIs understand your content’s structure.
- Mobile & Speed Optimization: User experience still matters for both traffic and visibility.
- Keyword Research: Tools like Ahrefs, Semrush, and AlsoAsked can guide content structure.
- Internal Linking: Boosts topic authority and discoverability.
- Natural Language Writing: AI understands human-style writing better than keyword stuffing.
Recommended Tools for GEO + SEO
- Perplexity AI: Track how your content is cited.
- AnswerThePublic: Discover what questions to answer.
- Surfer SEO: Optimize content for keyword coverage and structure.
- Originality.ai: Ensure your content has a human tone and originality.
What’s Next? The Future Is Hybrid
As AI engines reshape how users find and consume content, the best strategy is not to abandon SEO but to evolve it. By aligning your content with both human intent and AI comprehension, you can future-proof your visibility in both traditional and generative search landscapes.
Smart marketers will recognize: it’s no longer just about ranking on search engines — it’s about being referenced in AI Overviews and Answer Engines. It’s not SEO vs GEO, it’s Search Everywhere Optimization.
Action Items
- Audit your existing content for AI-friendliness
- Experiment with formatting and summaries
- Monitor how your brand appears in generative tools
- Stay agile as SGE and LLMs evolve
Need help optimizing for both SEO and GEO? Let’s talk.