SEO (Search Engine Optimisation) and GEO (Generative Engine Optimisation) pursue a similar goal - visibility - but differ fundamentally in how they work. SEO optimises for rankings in search engines. Success means: a page appears as high as possible in search results - usually for specific search queries or keywords.
GEO optimises for visibility in generated answers. Success means: content is picked up and processed by AI systems and used as a source or recommendation in answers to prompts or more complex questions. The key differences lie in four areas: Output format - SEO: a list of search results; GEO: directly formulated, summarised answers.
Relevance logic - SEO: keywords, backlinks, technical factors; GEO: context, comprehensibility, authority and citability. Content requirements - SEO: comprehensive and keyword-optimised; GEO: precise, structured and clearly answer-oriented. Role of the brand - SEO: rankings are possible even without a strong brand; GEO: brand and source trust become significantly more important.
In short: SEO ensures content gets found. GEO increasingly determines which content is even visibly cited in answers at all. In practice, the biggest lever lies in combining both approaches.