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The world of digital marketing is shifting fast. For years, SEO (Search Engine Optimisation) was the key to getting found online. But now there’s a new player in town: GEO (Generative Engine Optimisation) – and together, they’re a game-changer. Some marketers are abandoning SEO completely to focus on GEO. Others are ignoring GEO altogether.
The truth? You can’t afford to choose just one.
To stay visible, trusted, and competitive and beyond, you need both.
What are SEO and GEO (and why should you care)?
- SEO – Your Search Engine Visibility
SEO is how you get your content to show up on Google, Bing and other search engines. It’s about using the right keywords, building a fast and easy-to-use site, and earning trust with search engines.
- GEO – Your AI Visibility
GEO is newer. It’s about writing content in a way that AI tools like ChatGPT, Google SGE, Claude, and Perplexity can understand and cite when answering user questions.
Think of GEO as making your content easy for AI to “read” – so when someone asks an AI for advice, your brand is part of the answer.
Why you need both GEO + SEO
Search engines and AI now work hand-in-hand. If you only optimise for one, you miss half the audience:
- SEO without GEO: You might rank on Google, but your content won’t be cited by AI.
- GEO without SEO: You might write great content for AI, but if search engines can’t index it, nobody will find it.
Here’s the winning combo:
- SEO gets your content indexed and trusted
- GEO helps your content be used and shared by AI.
How to optimise for GEO + SEO together
You don’t need two separate strategies – you just need to tweak your approach:
- Lead with answers. Start your content with a short, clear summary that answers the main question.
- Use clear, natural language. Make it easy for AI and humans to understand.
- Add structure. Use headings, bullet points, and Q&A sections.
- Integrate keywords naturally. Help search engines know what your content is about.
- Show credibility. Include author names, dates, and links to trusted sources.
When you do all this, you get the best of both worlds: your content ranks on search and gets picked up by AI.
| Feature | GEO-Optimised | SEO-Optimised |
| Content format | Clear summaries, bullet points, Q&A headers | HTML tags, H1s, schema markup |
| Tone | Natural, human-sounding | Keyword-aligned, intent-matched |
| Discoverability | Included in training or live RAG systems | Indexed and ranked by Google |
| Goal | Cited by AI in answers | Clicked by users on SERPs |
The Bottom Line
In 2025, visibility isn’t just about ranking – it’s about being where your audience looks, whether that’s on Google or in an AI-generated answer.
So stop asking:
“Should I focus on SEO or GEO?”
Start asking:
“How can I make this content easy to find, easy to trust and easy to share – by both people and AI?”
We can help. Let’s build smarter content together.
At TMP Worldwide, we help brands create content that wins attention everywhere – on search engines, in AI answers, and across every touchpoint.
Whether you need a refreshed content strategy, an employer brand that stands out, or campaigns that attract the right talent, we can help you build once, optimise twice, and reach everyone.
