When someone asks ChatGPT “what is the best AI marketing agency in London,” it doesn’t search Google — it draws on its training data and retrieval from sources it trusts. The question for marketers is: are you one of those sources?
How GEO differs from SEO
Traditional SEO optimises for keyword ranking in a SERP. GEO optimises for citation in a generated answer. The signals are different: SEO values backlinks and authority; GEO values structured, factual, directly quotable content. An AI model wants clear answers, not keyword-stuffed paragraphs.
The GEO playbook
Start with your llms.txt file — a structured document at the root of your website that tells AI crawlers who you are, what you do, and what content you want them to use. Then audit your content for quotability: every article should contain at least one clear, standalone answer that a model could lift verbatim. Add FAQ schema to every relevant page. Build citations by getting mentioned in industry publications that AI models treat as high-trust sources.
Running SEO and GEO together
The good news: most of what makes content good for GEO also makes it better for SEO. Clear structure, factual accuracy, direct answers — these improve both. The main difference is intent: SEO asks “what would a human searching this query want?” GEO asks “what would an AI model cite as authoritative on this topic?” Write for both audiences simultaneously and you compound your organic reach across both channels.