Navigating the Intersection of SEO and GEO: Optimizing Content for Traditional and Generative Search Engines
In the evolving landscape of digital marketing, Search Engine Optimization (SEO) has long been the cornerstone for driving organic traffic through platforms like Google. But with the rise of AI-powered search tools—think ChatGPT, Perplexity, and emerging models like Grok—a new frontier has emerged: Generative Engine Optimization (GEO). GEO focuses on tailoring content to perform well in AI-generated responses, where natural language queries dominate and results are synthesized on the fly. The good news? SEO and GEO aren't at odds; they're complementary. What's effective for one often boosts the other. At HandBuiltBrands, we believe in bridging these worlds through strategic content creation, measurement, and best practices that can apply to any B2B company looking to enhance its online presence.
The Challenges of Measuring Visibility in an AI-Driven World
Traditional SEO relies on tools like SEMrush or Google Search Console to track visibility—essentially, how often your site appears in search results for relevant keywords. In competitive B2B sectors, established players often dominate visibility, while newer entrants start lower on the scale. But when it comes to AI search (or GEO), measurement tools are still evolving. AI crawlers frequently misunderstand industry nuances, mixing up different business types, products, or services, which can lead to noisy data.
To address this, forward-thinking approaches involve leveraging APIs from AI models that support live search data. By querying these models with natural language questions derived from target keywords, businesses can gauge their "AI share of voice"—how often they're mentioned in generated responses. This helps reveal patterns in competitive landscapes and identifies opportunities for improvement. As more models integrate live search capabilities, these metrics will become even more accessible and refined.
Content Creation: The Bridge Between SEO and GEO
At its core, optimizing for both SEO and GEO boils down to a robust content program. Think of it as expanding your website's depth and breadth on a consistent basis. You're not just chasing keywords; you're addressing user intentions through natural language that resonates with both human searchers and AI engines.
A useful analogy: Deciding to improve your site's visibility is like committing to a workout routine.
Going solo might work, but partnering with experts is like hiring a personal trainer—they provide accountability, best practices, and tailored plans. The twist? In this model, the "trainer" does most of the heavy lifting, while you approve and refine. This ensures content is created efficiently, with human oversight to maintain quality.
How to do it
Start small: Aim for 1-2 new pages per month, centered around boosting awareness for tracked keywords, intentions, and natural language queries. This crawl-walk-run approach avoids overwhelming your team or triggering red flags with search engines. Flooding your site with content—even high-quality, AI-assisted pieces—can look spammy to Google, which still commands 89% of the search market. Google's official stance? AI-generated content is fine, as long as it's not produced algorithmically without human input. Emphasize expertise, ensure a "human in the loop," and focus on serving real users. Spamming might yield short-term gains, but it often leads to penalties that wipe out progress.
The payoff? While traditional SEO results can take many months to materialize (with an initial enthusiasm dip around that mark), AI engines respond faster. Content optimized for GEO naturally feeds into SEO, creating a virtuous cycle. Google has shifted from a pure "search market" to a "discovery market," where AI influences recommendations. Skate to where the puck is going:
Prioritize content that's valuable for humans, and the algorithms will follow.
Best Practices for SEO-GEO Success
Benchmark and Track Holistically: Use dashboards that combine SEO metrics (rankings, traffic, visibility) with GEO indicators (like AI mention frequency). Establish baselines early and monitor trends over time.
Craft Natural Language-Focused Content: Derive questions from keywords that users might ask AI tools. Optimize pages to answer them directly, building authority in both realms.
Scale Thoughtfully: Resist the urge to ramp up too quickly. Two pages a month is often ideal for bandwidth and avoiding algorithmic suspicion. If capacity allows, scale based on performance, but always prioritize quality over quantity.
Integrate AI Tools Wisely: Leverage APIs for measurement and content ideation, but ensure creation involves human editing to demonstrate expertise. This aligns with Google's guidelines and enhances GEO performance.
Focus on the Human Element: At the end of the day, search engines—traditional or generative—aim to serve users. Content that educates, solves problems, and builds trust will win in both arenas.
Looking Ahead: The Future of Search Optimization
As AI continues to reshape search, the lines between SEO and GEO will blur further. Businesses that adapt now—by building comprehensive content ecosystems and measuring across engines—will gain a competitive edge. It's not about choosing one over the other; it's about creating strategies that fuel both. For any B2B company, start by auditing your current visibility, experimenting with AI queries, and committing to consistent content growth. The results may take time, but when they arrive, they'll transform your digital presence.
