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Generative Engine Optimization (GEO) has emerged alongside traditional SEO as AI search engines gain popularity. As AI search engines like ChatGPT and Perplexity gain traction, many are wondering if Google's dominance is threatened. This guide explores how GEO differs from traditional SEO and provides guidelines for optimizing content in the era of artificial intelligence.
The State of Search in 2025
Recently, there's been significant buzz around GEO (Generative Engine Optimization) – the practice of optimizing websites for AI search engines like ChatGPT and Perplexity. Despite headlines claiming "Google is dead" or predicting "AI Search dominance," recent data paints a different picture.
According to research from SparkToro, Google search actually grew 21.64% in 2024. Even with AI Overviews reducing clickthrough rates, overall search activity has increased substantially. Google now receives 373 times more searches than its largest AI-based alternative, ChatGPT.
Let's look at the numbers:
- Google processes 14+ billion searches daily
- ChatGPT receives approximately 37.5 million search prompts daily
This puts ChatGPT's search volume closer to Pinterest (~20M/day) or about a third of DuckDuckGo (~108M/day). Other AI search competitors like Perplexity, Claude, and Copilot receive even fewer daily searches. Interestingly, Google's Gemini holds second place, though it's part of Google's ecosystem rather than a true competitor.
The Future of Search
Based on our team's research, AI search shouldn't be ignored – SEO is evolving into multi-channel SEO, and there's significant value in optimizing for LLM-based search engines. However, GEO isn't replacing traditional SEO; it's emerging as a new subcategory within it.
Our data suggests that most top-of-funnel and B2C queries will likely shift toward AI engines in the future. For middle/bottom-of-funnel and B2B queries – crucial for SaaS and Fintech companies – Google will remain the primary information source.
It's worth noting that many AI search engines draw from Google's results. This means traditional SEO often works hand-in-hand with ranking on AI search engines. For instance, 60-70% of top search results on Perplexity strongly correlate with Google's rankings.
6 Effective GEO Strategies for AI Search Engines
1. Watch Out for JavaScript Dependency
AI search engines struggle with reading JavaScript. If your website content heavily relies on it, your site might be invisible to AI search crawlers, making it impossible to rank on these platforms.
2. Optimize Content for Natural Language Queries
LLM search engines prefer direct-answer content with clear headings and paragraphs rather than descriptive material. Write content that directly answers specific prompts or natural language queries – the kinds of questions your target audience might ask ChatGPT – and focus on fulfilling their needs through your content.
3. Don't Ignore Bing
Optimize your website for Bing using Webmaster Tools, not just for Google. Research indicates that websites ranking well on Bing have a higher chance of ranking on SearchGPT, with studies suggesting that up to 87%+ of SearchGPT's citations match Bing's top results.
Microsoft has now integrated Copilot directly into Bing Webmaster tools, potentially making the process of optimizing websites for Bing more streamlined.
4. Focus on Structure and Schema
While traditional SEO relies heavily on meta descriptions and title tags, AI search tools place greater emphasis on structured data for understanding context.
Implement a clear, logical site structure with dedicated URLs for each subtopic to improve crawlability for AI models. Add Schema markup – code that helps AI understand content structure – for various use cases such as FAQs, how-to guides, and product information.
5. Build Authority Through Citations and Community Engagement
Most AI algorithms combine high-authority sources with user-generated discussions. Your content strategy should therefore:
- Demonstrate authority by being cited on niche-relevant websites
- Maintain presence in user-generated discussions and curated feeds
A recent study analyzing 40,000 responses containing 250,000 citations found:
- Perplexity averages 6.61 citations per response, favoring YouTube and PeerSpot
- Google Gemini averages 6.1 citations per response, frequently citing Medium, Reddit, and YouTube
- ChatGPT averages 2.62 citations per response, often referencing LinkedIn, G2, and Gartner Peer
This suggests value in engaging with communities on Reddit and Quora, establishing presence on G2 and Gartner, and publishing content on LinkedIn and Medium.
6. Prioritize Fresh, Fact-Checked Content
AI search engines strongly favor newer, fact-checked, and data-backed content over outdated materials. With low barriers to content creation today, the differentiating factors increasingly become data relevancy, originality, time-relevance, and factual accuracy.
To address this:
- Invest more in data research and fact-checking
- Implement stronger content protocols to standardize information quality
- Update older blog posts and web pages with new, time-relevant data more frequently
Conclusion
We hope you find guide valuable.
GEO isn't replacing SEO but expanding it. While Google remains the dominant search platform by orders of magnitude, AI search engines are growing and shouldn't be ignored. Implementing these GEO strategies alongside traditional SEO practices can position your website effectively across both conventional and AI-powered search landscapes.
The most successful approach will likely be one that balances optimization for both Google's algorithms and the emerging AI search tools, recognizing their differences while leveraging their interconnections.
If you want to achieve the best results for your business, let’s schedule a 30-minute consultation to help you improve your online presence.
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