Cathleen Voss Consulting

If you’ve been paying attention to digital marketing lately, you’ve probably heard the term “GEO” or “Generative Engine Optimization” floating around. And if you’re like most small business owners, you’re thinking: “Great, another acronym I’m supposed to understand. What happened to just SEO?”

I get it. The landscape is changing fast, and it feels like the rules keep shifting. But here’s the thing: understanding the difference between SEO and GEO isn’t just industry jargon—it’s about staying visible as your customers change how they search for businesses like yours.

Let me break this down in plain language and show you what you actually need to know.

What Is GEO (And Why Should You Care)?

GEO stands for Generative Engine Optimization. It’s the practice of optimizing your online presence for AI-powered search engines and tools like ChatGPT, Google’s AI Overviews, Perplexity, Claude, and other AI assistants.

Here’s what’s happening: people are increasingly asking AI tools for recommendations instead of searching Google the traditional way. Instead of typing “best plumber near me” into Google and clicking through results, they’re asking ChatGPT, “I need a plumber in Austin who can fix a burst pipe today. Who should I call?”

The AI then synthesizes information from across the web and gives them a direct answer—often with specific business recommendations.

If your business isn’t optimized for AI search, you’re not part of that answer. You’re invisible.

How Is GEO Different from Traditional SEO?

Traditional SEO is about helping search engines understand your content so they can rank it appropriately in search results. The goal is to appear on page one of Google when someone searches for your services.

GEO is about helping AI engines understand your content well enough to cite it, recommend it, and use it in their answers to user questions.

Here’s a simple comparison:

Traditional SEO goals:

• Rank in the top 10 for target keywords
• Get clicks from search results
• Drive traffic to your website

GEO goals:

• Get cited or recommended by AI engines
• Appear in AI-generated answers and summaries
• Build trust signals AI can recognize

The key difference: With traditional SEO, users still visit your website to get information. With GEO, they might get their answer directly from AI without ever clicking through.

Does This Mean SEO Is Dead?

Absolutely not. And anyone telling you “SEO is over, it’s all GEO now” is selling you something.

Here’s the reality: most people are still using traditional search engines for most searches. Google processes billions of searches per day. Bing still exists. People still click on links.

But—and this is important—the way people search is diversifying. Some searches happen in ChatGPT. Some happen in Google with an AI Overview at the top. Some happen when someone asks their voice assistant a question.

You need both. SEO and GEO aren’t enemies; they’re complementary strategies that work together.

What Small Businesses Need to Know About GEO

Let me be straight with you: you don’t need to completely overhaul your digital strategy for GEO. Most of the fundamentals that make good SEO also make good GEO.

But there are some key differences in how you should think about content and optimization.

1. AI Engines Prioritize Clear, Authoritative Information

Traditional SEO rewards content that’s optimized for keywords, has backlinks, and matches search intent. GEO rewards content that’s structured, trustworthy, and easy to parse.

What this means for you:

• Write in clear, direct language (not keyword-stuffed nonsense)
• Use headers (H2, H3) to organize your content logically
• Answer questions directly and completely
• Cite credible sources when making claims
• Include your credentials and expertise prominently

Example: Instead of writing, “Our plumbing services in Austin TX area provide the best residential and commercial plumbing solutions for homeowners and businesses…”

Write: “We’re a licensed plumbing company serving Austin since 2015. We handle emergency repairs, installations, and maintenance for homes and businesses. Common services include burst pipe repair, water heater installation, and drain cleaning.”

See the difference? The second one is easier for AI (and humans) to understand and use.

2. Structured Data Matters Even More

Structured data (schema markup) is code that tells search engines exactly what your content represents. For GEO, it’s critical.

AI engines use structured data to understand who you are, what you offer, where you’re located, and how to categorize your business.

What this means for you:

• Implement LocalBusiness schema on your website
• Use Product schema if you sell products
• Add FAQ schema for common questions
• Include your hours, address, and contact info in structured format

Most website platforms (WordPress, Shopify, Wix) have plugins that make this easy. If you’re not sure if you have schema markup, ask your web developer or hire someone to add it.

3. Your Google Business Profile Feeds AI Engines

Here’s something most people don’t realize: AI engines pull heavily from Google Business Profiles when making local business recommendations.

If your GBP is incomplete, outdated, or has bad reviews, AI tools might not recommend you—or might not know you exist.

What this means for you:

• Keep your Google Business Profile 100% complete and accurate
• Collect reviews consistently (aim for 2-3 per month)
• Respond to all reviews promptly
• Post regular updates

This isn’t new advice—it’s good SEO practice—but it’s even more important for GEO.

4. Think About Question-Based Content

AI engines are answering questions. So if you want to be part of those answers, you need content that directly addresses the questions your customers ask.

Examples:

• “How much does it cost to replace a water heater in Austin?”
• “What should I do if my pipe bursts?”
• “How do I know if I need a new roof or just repairs?”

Create content that answers these questions clearly and completely. Use the actual question as a header, then provide a direct answer.

5. First-Person Expertise Matters

AI engines are getting better at detecting genuine expertise versus generic content written by someone who doesn’t actually do the work.

If you’re writing content, use first-person perspective. Share real examples from your experience. Show that you actually do this work.

Example: “In my 15 years as a plumber, I’ve seen burst pipes cause thousands in water damage when homeowners wait too long to call. Here’s what you should do immediately…”

That signals expertise in a way that generic third-person content can’t.

How to Get Started With GEO (Without Losing Your Mind)

You don’t need to become an AI expert to prepare for GEO. Start with these practical steps:

1. Audit your existing content. Is it clear and structured? Does it answer questions directly? Is your expertise obvious?

2. Update your Google Business Profile. Make sure it’s complete, accurate, and active.

3. Add structured data to your website. If you don’t have schema markup, get it added.

4. Create an FAQ page. Answer the most common questions your customers ask. Use clear headers and direct answers.

5. Build citations. Get listed on industry directories, local business listings, and review sites. Consistent NAP (name, address, phone) across the web helps AI engines verify you’re legitimate.

6. Focus on quality over quantity. One well-written, authoritative page is worth more than ten thin, keyword-stuffed pages.

When Should Small Businesses Prioritize GEO?

Here’s my honest take: if you’re a small local business and your traditional SEO fundamentals aren’t solid yet, focus there first.

Get your Google Business Profile optimized. Make sure your website is fast, mobile-friendly, and has clear calls-to-action. Build some reviews. Create content that helps your customers.

Once those foundations are in place, start layering in GEO best practices.

However— if you’re in a competitive market or your industry is seeing a shift toward AI-assisted research (like healthcare, financial services, legal, or professional services), you should start thinking about GEO now.

The Future Isn’t Either/Or—It’s Both

The businesses that win in 2025 and beyond won’t be the ones that abandon SEO for GEO or vice versa. They’ll be the ones that optimize for both.

They’ll have websites that rank well in traditional search and get cited by AI engines. They’ll show up in Google’s local pack and in ChatGPT’s recommendations. They’ll understand that search is fragmenting across platforms—and they’ll be visible everywhere their customers are looking.

The good news? The fundamentals remain the same: create clear, helpful, authoritative content. Be consistent with your business information. Build trust and credibility. Help customers solve problems.

Do those things well, and you’ll be positioned for whatever comes next—whether it’s traditional search, AI search, or something we haven’t even imagined yet.

What I Tell My Clients

When small business owners ask me, “Should we focus on SEO or GEO?” I tell them this:

Start with SEO fundamentals. Make sure your Google Business Profile is optimized, your website is technically sound, and you’re creating helpful content for your customers.

Then, layer in GEO best practices: structured data, clear authoritative content, question-based pages, and strong trust signals.

Track what’s working. See where your traffic and leads come from. Adjust accordingly.

And don’t panic about every new trend. The core principles of being helpful, credible, and visible haven’t changed—just the platforms where visibility matters.

Want help navigating SEO and GEO for your business? Contact me for a consultation. I’ll assess where you are now, identify your biggest opportunities, and create a strategy that makes sense for your business and budget.