SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
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The agency
SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
Generative Engine Optimization (GEO) is the set of practices that aim to optimize a website in order to be cited by a generative search engine such as Google AI Overview, Perplexity AI or Copilote. This marketing strategy strengthens digital visibility, credibility and increases the conversion rate of brands.
This marketing trend is recent and not yet universally applicable. It responds to Internet users’ desire to benefit from a personalized and contextual response without having to search and click on links. Some also refer to it as AEO (Answer Engine Optimization).
Companies that integrate GEO into their marketing strategy gain a significant competitive advantage by positioning themselves directly in AI-generated responses.
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While traditional search engines offer a list of links to web pages, AI search engines provide a direct and synthetic answer. They understand the language, context, and precise search intent of a query using large language models (LLMs). They use semantic indexing to understand the deeper meaning of words. As a result, they can provide a direct answer without the user having to search through links themselves.
AI search engines also stand out for their machine learning. They “learn” from the data they have stored to improve their future responses. This technological advancement is changing the way we search the internet. Internet users can ask complex questions without having to optimize their queries.
Additionally, AI generated answers have a significant impact because AI doesn’t only offer a list of relevant results like a search engine. It chooses the best answer, further increasing trust.
As AI gains popularity, GEO allows companies to act positively on these points:
By optimizing their GEO, brands have a better chance of becoming a reference for AI search engines such as Perplexity AI, Google AI Overview or Copilot.
Being appointed by the AIs helps to strengthen one’s authority.
Because the answers are more precise and personalized, users will be more engaged. Thus, websites that are valued will benefit from a better conversion rate (the conversion rate is the number of individuals who have completed a desired marketing action).
SEO, SEA, and GEO are three marketing strategies used by businesses to increase their presence and, more importantly, their digital visibility. These three strategies are based on different principles.
SEO (Search Engine Optimization) is the set of practices that aim to optimize a brand’s web pages so that traditional search engines like Google or Yahoo place it at the forefront.
The goal is to position yourself at the top of the search engine results pages (SERPs) that contain the most relevant links. In fact, the first three links generate more than 60% of clicks on a search page.
SEO platforms operate on over 200 criteria, but here are the three main pillars:
SEA (Search Engine Advertising) is a technique that refers to “sponsored articles.” It is a paid SEO strategy that seeks to place a brand as an advertisement in a good position on search engines using tools like Google Ads.
Unlike SEO, brands pay search engines for every click on their ad. This is called CPC (cost per click).
This technique is very expensive, but allows for rapid results. It is also easier to measure the impact of SEA on a site’s conversion rate.
GEO (Generative Engine Optimization) is a technique that aims to optimize content for use by artificial intelligence-based search engines such as Perplexity AI. GEO is an emerging strategic asset that allows you to be visible to generative intelligence.
In short, SEO is a free and sustainable strategy for maintaining a top position in the SERPs. SEA is a paid, short-term strategy based on sponsored articles. Finally, GEO is a strategy that aims to appear directly in AI-generated responses.
| SEO | GEO | SEA | |
|---|---|---|---|
| Result Format | List of clickable links on a page (SERP) | A direct and contextualized response | Sponsored Ad |
| Favorited Content | Original, detailed and reliable content | SEO optimized content + FAQ, clear paragraphs, lists | Product sheet |
| User Intent | Navigate, long search | Get a direct answer | Buy, search for a specific product |
| Strategic Benefits | Long visibility on Google | Visible on AI-generated content | Lots of conversion |
| Duration of Strategy | Long term | Long term | Short term (expensive) |
The introduction of Generative Engine Optimization has led many to question whether this new technique can replace SEO. The answer is no, GEO is an evolution of SEO.
Both intend to boost exposure online but through different means to achieve that end. SEO has to do with ranking pages in the normal SERPs while GEO wants to go straight into the AI-generated reply. The brands that AI search engines highlight are the same ones that land up at the top of the SERP pages. Basically, AI search engines are also going to use authority criteria (backlinks). These two approaches are complementary.
In short, SEO is important for good traditional SEO, which is always responsive to the relevance of keyword selection. Companies now have to meet the challenge of combining optimal SEO content with adaptation to the new demands of a GEO.
Optimizing your GEO requires a good SEO strategy. Indeed, GEO optimization and SEO share several criteria, such as accessibility, readability of content, authority, and popularity.
In order for a generative Search Engine to quote you, the quality of the info must be good. In contrast to a regular search engine, AI utilises semantic indexing, or the capacity to comprehend a notion’s underlying significance, to create an accurate and contextual answer. This will no longer analyze keywords only like it used to, but will provide answers that satisfy a certain intention, in a conversational logic. That is why data should be clear, precise , concise and conversational. The user’s follow-up questions should be anticipated in the content.
Generative search engines will analyze different criteria to determine whether the resources are legit. AI of search engine checks: the experience, expertise, authority and trustworthiness of a text. Hence, a text must contain specific expert quotations, moreover, added relevant statistics, furthermore, the writing tone must be assertive, professional, and authoritative. All of these techniques make a text more credible. A credible document, once again, has more chances of getting cited by artificial intelligence and acquiring visibility.
Similar to SEO, the AI search engines need to have easy and speedy access to information.
For instance, the importance of structuring your content and having hierarchical Hn tags. This helps AI select the information it needs more quickly. Another good practice is improving the loading speed of the web page and add relevant alternative text to images to increase readability.
Generative search engines value conversational content. By constructing an FAQ, you are basically answering the sub-questions of a user. Also, this will increase your chances of being cited as an AI source.
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