How is GEO different from traditional SEO?

SEO targets "link visibility" on search engine results pages (SERPs). GEO is an optimization strategy that gets your content cited as an "information source" when generative AI tools like ChatGPT, Gemini, Perplexity, and Google AI Overviews build their answers.

Structural differences

Target

• SEO targets search engines (Google, Naver, Bing). GEO targets generative AI (ChatGPT, Gemini, Claude, Perplexity).

Visibility format

• SEO shows links and snippets. GEO earns citations and source mentions within the answer body.

Evaluation criteria

• SEO relies on keywords, backlinks, and technical signals. GEO relies on information credibility, question-answer alignment, and citation potential.

Performance measurement

• SEO measures rankings, CTR, and traffic. GEO measures mention frequency in AI answers, source citation rate, and share of mentions versus competitors.

---

GEO is not a higher-level replacement for SEO. It is a complement.

The sources AI references for its answers are ultimately the sites that search engines have judged trustworthy. So GEO starts with a site built on solid technical SEO. That is why 238lab structures GEO consulting as an "SEO foundation phase + GEO expansion phase."