Just when you thought you had SEO down, along comes GEO to throw a wrench into your entire B2B website strategy and inbound marketing plan. Nevertheless, GEO is here to stay – and B2B marketers ignore it at their peril.
In this article, we’ll break down what you really need to know about GEO, how it differs from SEO, and share the best practices we’ve used for our B2B clients to land citations and links in AI search.
What is GEO?
GEO, or generative engine optimization, is the process of structuring and optimizing a web page or blog post to ensure your brand is cited in AI search engines such as Google’s AI Overviews, ChatGPT, Claude, or Perplexity.
So where SEO optimizes content for search engines like Google and Bing, GEO does the same, but for AI search.
(Side note: some folks are using the term “AIO” rather than “GEO.” But GEO is becoming the standard term for what we’re discussing, so we’ll be using it throughout this post.)
Now you may be asking, don’t they all look at the same criteria? The good news is that GEO and SEO are, in fact, quite similar. However, there are some key nuances that make optimizing for generative engines a little different.
Why is GEO so important in B2B?
First, let’s take a look at the facts. Currently, Google still commands about 90% of the search market. BUT change is happening as we speak. Gartner warns that by 2028, organic search traffic could plummet by 50% or more as searchers begin favoring the immediate gratification of generative AI search.
And even for the Google loyalists, zero-click search is real. Google’s AI Overviews and AI Mode deliver answers directly, so users can get information without clicking through to websites. So even if you’ve done the hard work to get your B2B brand to appear at the top of the search results, a top ranking becomes irrelevant if users never scroll past the AI-generated answer.
Like it or not, search is shifting to AI. If you’re not optimized for AI engines, you’re invisible to a growing segment of the B2B audience. Effective GEO ensures your brand gets cited and linked in AI responses so you maintain your traffic and visibility.
How GEO and SEO are similar
Before we talk about the differences between GEO and SEO, let’s first discuss how they’re alike. Currently, there’s about an 80% (ish) overlap between the two approaches. We’ve even seen some B2B brands get cited in generative AI engines simply using traditional SEO best practices.
Both GEO and SEO prioritize “EEAT”: Experience, Expertise, Authoritativeness, and Trustworthiness. Google has focused on EEAT in its ranking criteria for a few years, and the generative AI engines also consider it heavily as a basis for deciding which websites to cite.
Let’s break these down.
Experience: Does the author of the content prove firsthand, real-world experience with the given topic? Both search and generative AI engines favor content written by an expert with experience.
Expertise: Does the author have the credentials or specialized knowledge on the topic? Proving a high skill level or formal training ensures that bots recognize your content as a verified, professional resource.
Authoritativeness: Do others consider you an authority on the topic? This is where mentions from sites like G2, Capterra, or other credible sources give you an advantage.
Trustworthiness: Is your website secure and transparent? This is about your B2B website following quality standards – if it lacks contact info, has broken links, or misses security protocols, you may be considered low on the trust meter.
While traditional and AI search are more similar than they are different, the companies that understand that 20% difference and optimize accordingly will win in the coming years.
How GEO and SEO are different
While GEO and SEO share the same foundation, here are the critical differences that matter:
1. Keywords vs. intent
SEO: Focuses on matching specific search terms (keywords) to intent.
GEO: Focuses on nuances behind complex conversations.
Modern SEO already looks at intent, but GEO takes it a step further. While a traditional search engine might find a page that generally matches “CRM software,” a generative engine needs to address a more complex query, like “What’s the best CRM for a remote team of 50 that integrates with Slack?”
This means instead of just sprinkling in keywords, group related facts into cohesive blocks. By answering these “layered” questions in one place, you make it easy for the AI to grab the full answer and cite you as the source.
2. Content structure
SEO: Use headers and formatting to improve readability.
GEO: Structure content so AI can easily identify and cite specific information.
AI engines love clear content hierarchy and easy-to-locate facts. Organize your site with logical topic clusters, use straightforward (not clever) H2 or H3 headers, and include bullet points for key insights. Also, FAQ sections are ideal for AI since people ask complete questions.
Shoot for instant clarity, Wikipedia style. AI often extracts full paragraphs, so the easier you make it for them, the more likely you’ll get cited.
3. Author pages and credentials
SEO: Author bylines add credibility.
GEO: Detailed author profiles are critical EEAT signals.
Create comprehensive author bio pages with specific credentials, years of experience, certifications, and links to LinkedIn profiles. AI engines heavily weigh experience and expertise when deciding which websites to cite, so detailed author profiles give B2B brands a huge edge.
4. Schema markup
SEO: Schema creates rich snippets.
GEO: Schema helps AI analyze and cite facts accurately.
Generative AI engines scan schema markup to understand what your page is about. Implement Article, Product/Service, FAQ, and Organization schema into your website’s HTML code for all relevant content. Schema (also called “structured data”) helps AI understand exactly what information is cite-worthy and who authored it.
5. Third-party validation
SEO: Backlinks improve domain authority.
GEO: Third-party mentions signal you’re worth citing.
Reviews on G2 and Capterra, directory listings, optimized Google Business Profiles, and mentions from authoritative sites create signals that you’re a legitimate B2B source. AI engines look for external validation before citing you.
6. Writing style and language
SEO: Write for your target audience using industry terminology.
GEO: Use clear, conversational language that AI can quote.
AI thrives on straightforward explanations, so avoid heavy jargon and corporate speak. If technical terms are necessary, be sure to define them. Make your content so clear that AI can confidently cite it verbatim. For technical audiences, create separate detailed sections while keeping general explanations simple.
And the best part? Your audiences will love your straightforward, no-fluff language, too.
GEO is really just about showing up for your audience wherever they are. And increasingly, they’re asking AI for answers.
It’s actually fairly simple. It’s strong writing with structure, being clear instead of clever, and proving you know what you’re talking about. Add an FAQ. Write like a human. Show your credentials.
The B2B brands that will win are investing in GEO alongside SEO. They’re the ones that make it easy to find them, trust them, and share what they know – wherever their audience is searching.
Want to start implementing GEO on your B2B website? Bop Design can write, structure, and optimize your content so you get found in both AI and traditional search. Give us a shout and let’s chat.
