People love a good “either/or” debate, don’t they? Coffee vs tea, cats vs dogs, SEO vs GEO.
The truth is, SEO (Search Engine Optimisation) and GEO (Generative Engine Optimisation) aren’t rivals at all. They’re complementary. And you’ll want them working hand in hand if you want your brand to stay visible.
For years, SEO was the main way people discovered businesses online. Optimise your site, add some keywords, build a few backlinks, and if you did it well, you’d climb the Google rankings. That still matters.
But the way people search is shifting fast.
Tools like ChatGPT, Perplexity, Microsoft Copilot, and even Google’s own AI Overviews are changing behaviour.
Research shows that 71.5% of users now turn to generative AI for information before clicking on search results, and nearly 60% of Google searches end without a click.
So no, SEO isn’t dead but evolving. And GEO is simply the natural next layer.
- SEO is about being discoverable. You optimise so your website shows up when people scroll search results.
- GEO is about being credible. You optimise so AI systems actually cite or reference you when they generate answers.
It’s a shift from clicks to citations. Both matter.
Here’s the good news: you don’t have to pick between them. SEO and GEO share the same foundations:
- Quality content. Both search engines and AI models prioritise accurate, original, and authoritative content.
- Clear structure. Headings, short paragraphs, and direct answers make life easier for humans and algorithms alike.
- Authority. Brands with consistent media mentions and third-party validation show up more often in both Google and AI results.
So if you’ve already been working on your SEO, you’re halfway there. GEO is just asking you to take it a little further.
This is where it gets exciting for us, because PR works wonders in both SEO and GEO.
Think about it:
When your brand is quoted in the press, featured in an industry piece, or even mentioned in passing in a respected publication, that’s gold.
It boosts your backlink profile (great for SEO) and it builds credibility that AI systems are looking for when deciding which sources to reference (perfect for GEO).
That’s why we don’t see PR as “separate” from digital strategy.
Done well, it strengthens the whole ecosystem.
Media coverage, influencer campaigns, and product placements all work together to build authority online. And authority is exactly what both Google and AI reward.
If you’re wondering how to put this into action, here are three practical steps you can take:
- Answer questions, not just keywords. Your customers are asking AI tools conversational questions, not typing stiff keywords. Create content that answers those questions clearly and directly.
- Build your authority. Press features, thought leadership, interviews—anything that earns third-party credibility makes your brand more likely to be surfaced by AI.
- Think about both clicks and citations. SEO measures traffic, and GEO measures mentions.
A smart strategy covers both.
Brands that embrace this hybrid approach are already seeing results.
According to industry analyses, companies optimising for both SEO and GEO report:
- Greater visibility across both Google and AI platforms.
- More consistent brand mentions, building trust and authority.
- A competitive edge, as fewer than half of businesses are actively planning for GEO right now.
And let’s be honest… if your competitors aren’t doing it yet, this is your chance to get ahead.
SEO and GEO aren’t about choosing sides. They’re about making sure your brand shows up in every search environment, whether someone’s scrolling on Google or chatting with an AI assistant. And you don’t have to figure it all out on your own. This is where PR and content come together beautifully. We’ve seen how the right press placements, timed well and tied to smart content, can boost both SEO rankings and GEO citations.
