The world of search optimization has never been more complex – or more exciting. With traditional SEO still holding strong and AI-powered search (often called GEO, or Generative Engine Optimization) gaining ground, businesses and content creators are navigating two very different landscapes.
This article dives into the key differences between SEO vs. GEO, breaks down the best ways to optimize for each, and shares practical strategies to succeed in both as of 2025..
- How Users Search: Traditional SEO vs. AI Search
- Where to Focus: Optimizing for SEO vs. GEO
- Goals and Metrics in SEO vs. GEO: What Success Looks Like
- Strategies for Success in Both SEO and GEO in 2025
- Challenges to Watch Out For
- Final Thoughts
How Users Search: Traditional SEO vs. AI Search
What Happens in Traditional Search (SEO)?
When someone types a query into Google, they’re usually looking for a quick answer. Studies show the average query is about 4.2 words long – think “best coffee maker” or “how to tie a tie.” Most users are after something specific, whether it’s information, a product, or directions, and they don’t stick around long.
Only about 28% of mobile searches lead to a follow-up question, meaning people often find what they need and move on. Interestingly, around 70% of Google searches these days are what experts call “ChatGPT-adjacent”—queries users might otherwise ask an AI chatbot.
How AI Search (GEO) Changes the Game
AI search, powered by large language models (LLMs) like ChatGPT or Perplexity, is a different story altogether. Users tend to ask longer, more detailed questions, averaging 23 words per query. Instead of “best coffee maker,” they might ask, “What’s the best coffee maker for a small apartment with a budget of $50 that makes espresso?”
These searches are often conversational, with users expecting the AI to remember previous questions and provide tailored follow-up answers. It’s less of a one-and-done search and more like an ongoing chat.
Why This Shift Matters
The takeaway here is clear: traditional search is all about speed and simplicity, while AI search leans toward depth and conversation. To stay competitive, optimization strategies need to address both types of users – one looking for a quick hit, the other seeking a more thoughtful response.
| Criteria | Traditional SEO | AI Search (GEO) |
|---|---|---|
| Query Length | ~4.2 words on average | ~23 words on average |
| User Intent | Quick, specific answers (informational, commercial, navigational) | Conversational, in-depth, problem-solving |
| Search Style | Mostly single-turn (28% mobile follow-ups) | Multi-turn, conversational with context |
| Optimization Focus | Keywords, backlinks, technical SEO | Expertise, citations, user intent alignment |
| Content Structure | Clear headings, concise paragraphs | Conversational tone, FAQs, detailed answers |
| Success Metrics | Organic traffic, rankings, conversions | AI citations, platform traffic, engagement |
The comparison table “SEO vs. GEO: A Quick Comparison” provides a clear snapshot of the key differences between Traditional SEO and AI Search (GEO)
For a deeper dive into how these differences impact optimization strategies and actionable steps to succeed in both realms, keep reading the full article below!
Where to Focus: Optimizing for SEO vs. GEO
Let’s explore the key areas where optimization differs between traditional SEO and AI Search. These insights come from years of observing search trends and experimenting with what works.
1. Matching User Intent
Traditional SEO
Google relies heavily on semantic understanding to match content with user intent. That means keyword research is still a cornerstone of SEO. Tools like Ahrefs or SEMrush can help identify the right keywords, ensuring content aligns with what users are searching for—whether they’re researching, shopping, or navigating.
AI Search (GEO)
AI models take intent-matching to the next level. They’re not just looking for keywords; they want content that demonstrates real expertise. LLMs prioritize clear signals of authority, such as in-depth explanations, data, or references to credible sources.
How to Approach It: For SEO, the focus should be on weaving relevant keywords naturally into the content. For GEO, it’s about proving expertise – think detailed answers backed by stats or real-world examples. A post that dives deep into a topic with clear evidence of knowledge is more likely to be cited by an AI model.
2. Prioritizing Fresh, High-Quality Content
Traditional SEO
Google has always favored fresh, high-quality content. Updating an older blog post with new information can often give it a ranking boost, especially if it’s a topic users are actively searching for.
AI Search (GEO)
AI models are even more discerning. They look for content that’s not only up-to-date but also packed with expertise. They tend to pull from sources that include strong citations or references, as this signals trustworthiness.
How to Approach It: For SEO, a good habit is to refresh top-performing pages every few months. For GEO, adding references to credible sources can make a big difference. For instance, a recent update to a post about AI search trends included a stat from a 2024 Search Engine Journal report, and it quickly started appearing in AI-generated answers.
3. Building Authority Through Backlinks and Citations
Traditional SEO
Backlinks remain a major ranking factor for Google. The more high-authority sites linking to a page, the better its chances of ranking well. Building these links often requires outreach, guest posting, or creating shareable content.
AI Search (GEO)
AI models also value authority, but they focus more on citations within the content itself. They’re looking for signs that the content is well-researched, often favoring pieces that reference other credible sources.
How to Approach It: For SEO, the strategy is to earn backlinks from reputable sites through outreach or collaboration. For GEO, the emphasis should be on including citations and references to authoritative sources, increasing the likelihood of being cited by an AI model.
4. Structuring Content for Clarity
Traditional SEO
Google prefers content that’s easy to read and understand. Clear headings, bullet points, and concise paragraphs help both users and search bots navigate the page.
AI Search (GEO)
AI models also like structure, but they’re particularly drawn to content that answers questions directly. They often favor a conversational tone, as if the content is speaking directly to the user.
How to Approach It: Using headings, lists, and tables works well for both SEO and GEO – it makes content scannable and user-friendly. For AI search, starting with a direct answer to a likely question (e.g., “Here’s why AI search is different…”) can help the content stand out.
5. Leveraging Structured Data
Traditional SEO
Structured data, like schema markup, is a powerful tool for SEO. It helps Google understand the content and can lead to rich snippets in the search results, boosting click-through rates.
AI Search (GEO)
AI models can use structured data to interpret content, but they don’t rely on it as heavily as Google does. They’re more focused on the text itself and how well it addresses the user’s query.
How to Approach It: Adding schema markup is a must for SEO – it’s a proven way to land featured snippets. For GEO, the focus should be on clear, natural language that an AI can easily understand, even without structured data.
6. Focusing on Page Experience
Traditional SEO
Google places a lot of emphasis on user experience. Factors like page speed, mobile-friendliness, and Core Web Vitals can significantly impact rankings.
AI Search (GEO)
AI models don’t directly consider page experience, but a poor user experience can lead to lower engagement metrics (like high bounce rates), which might indirectly affect how AI models view the content.
How to Approach It: Tools like Google PageSpeed Insights can help optimize a site for SEO, ensuring it’s fast and mobile-friendly. For GEO, the goal is to create engaging content that keeps users on the page – think compelling intros, visuals, and easy navigation.
7. Ensuring Content Is Accessible
Traditional SEO
If Google’s bots can’t crawl or index a page, it won’t rank. Accessibility is non-negotiable for traditional SEO.
AI Search (GEO)
AI models don’t crawl content in the same way Google does, they rely on pre-indexed data. If content is hidden behind a paywall or login screen, it might not be considered.
How to Approach It: Tools like Screaming Frog can help ensure a site is crawlable for SEO. For GEO, content should be publicly accessible, avoiding barriers like paywalls that could prevent AI models from seeing it.
Goals and Metrics in SEO vs. GEO: What Success Looks Like
Traditional SEO Goals
The main objectives for traditional SEO include:
- Ensuring content is indexed by search engines.
- Ranking in top positions and securing SERP features like featured snippets.
- Building brand authority through backlinks and mentions.
- Driving organic traffic to the site.
- Converting that traffic into leads, sales, or other measurable outcomes.
Key Metrics to Track:
- Are pages ranking for target keywords?
- Is organic traffic increasing over time?
- What’s the conversion rate from organic visitors?
AI Search (GEO) Goals
For AI search, the focus shifts to:
- Making sure content is accessible to LLMs.
- Being cited in AI-generated answers.
- Establishing the brand as an authoritative source for AI models.
- Driving traffic from AI platforms like ChatGPT or Perplexity.
- Converting that traffic into tangible results.
Key Metrics to Track:
- Is the content appearing in AI-generated answers?
- Is there traffic coming from AI platforms?
- What’s the conversion rate from AI-driven traffic?
Strategies for Success in Both SEO and GEO in 2025
Here are some tried-and-true strategies for optimizing for both traditional SEO and AI search, based on what’s been working in 2025.
1. Create Content That’s Genuinely Helpful
Quality is everything. Whether it’s for Google or an AI model, content needs to be in-depth and truly valuable. Longer posts around 2,000 words or more tend to perform better, as they allow for a thorough exploration of a topic. A 2024 report from EndlessSEO supports this, noting that long-form content ranks higher in both traditional and AI search results.
2. Write Conversationally for AI Search
AI search users expect answers that feel personal and direct. Content that sounds like it’s speaking to the user like a friend explaining something tends to do well. For example, starting a section with “Here’s the thing about AI search…” can make the content more engaging for LLMs.
3. Use Structure to Stand Out
Headings, lists, and tables are a win for both SEO and GEO. They make content easier to read for users and more digestible for bots, whether it’s Google’s crawlers or an AI model.
4. Build Authority Strategically
For SEO, earning backlinks from high-authority sites is key. For GEO, including citations and references to credible sources can increase the chances of being cited by an AI model.
5. Monitor Performance Across Channels
Google Analytics and Search Console are great for tracking SEO metrics like organic traffic and bounce rate. For GEO, tracking traffic from AI platforms is still a bit of a work in progress, but tools like Perplexity’s analytics can provide insights into how often content is being cited.
Challenges to Watch Out For
Traditional SEO Challenges
- Keeping Content Fresh: Updating old posts can be time-consuming, but it’s necessary to stay competitive. A good rule of thumb is to revisit top pages every six months.
- Competing for Backlinks: Established sites often have an edge when it comes to earning links. Smaller sites may need to get creative, like collaborating on projects or creating shareable resources.
AI Search (GEO) Challenges
- Unpredictable Citations: AI models don’t always cite the best content, which can be frustrating. Experimenting with different formats, like FAQs or how-to guides, can help.
- Lack of Transparency: Unlike Google, AI models don’t share their ranking criteria. It’s a bit of a guessing game, but focusing on expertise and citations seems to improve results.
Final Thoughts
To thrive in 2025, optimizing for both traditional SEO and AI search is non-negotiable. It’s a balancing act, but by prioritizing high-quality content, building authority, and ensuring a great user experience, it’s possible to succeed in both arenas.
The digital landscape is always evolving, and staying ahead means adapting to these changes with a mix of creativity and strategy.
For more insights on SEO vs. GEO trends, publications like Search Engine Journal and Backlinko have also been sharing valuable updates in 2025. Keep experimenting, keep learning, and most importantly—keep creating content that users (and bots) will love.
Are you struggling to get your website noticed in today’s fast-evolving digital landscape? At OM Web Agency, we understand the challenges businesses face in standing out, not just on Google, but also in the rapidly growing world of AI-driven search.
Let us help you future-proof your online visibility and drive more traffic, leads, and revenue in 2025 and beyond. Let’s Talk.
