GEO + SEO: Shaping Brand Narratives in the Age of AI

December 18, 2025 | 5 minute read

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As marketing and communications professionals, we all feel the impact of AI transforming our industry and what it means for how we adapt.

Adoption of generative AI tools, such as ChatGPT, Gemini and Perplexity has jumped from 8% in 2023 to 38% in 2025. Still, traditional search continues to account for 95% of overall usage.

The takeaway? AI isn’t replacing traditional search – it’s expanding it.

In today’s search environment, where brands can’t pay to influence Large Language Models (LLMs), earned and owned content serve as the key inputs for AI-driven discovery.

This elevates the strategic role of public relations, social media, SEO and content marketing in shaping how brand narratives appear—and endure—in the age of AI.

Optimizing Content for AI Search

With the advent of AI chatbots and integrated AI Overviews, we are turning our attention to a new challenge—ensuring brand messages surface in AI-generated responses through Generative Engine Optimization (GEO). The industry is still defining terminology for this new practice, leading to a proliferation of acronyms, but the goal is the same: Structuring, enriching and optimizing content so it can be discovered, trusted and cited by AI-powered search engines and generative platforms.

AEO: Answer Engine Optimization
GEO: Generative Engine Optimization
LLMO: Large Language Model Optimization
AIO: Artificial Intelligence Optimization

Shifts in search behavior have heightened the importance of implementing GEO best practices across digital content, PR and social media channels, including:

Content: Clear answers and structure using conversational headings, Q&A formats and schema markup.
PR: Expert quotes in trade publications, first-party research citations and brand mentions across authoritative sites.
Social Media: Engaging short-form videos (TikTok, Reels), searchable captions and hashtags and coordinated content across platforms.

Why Traditional SEO Still Matters

GEO represents the next evolution of search discovery, but research confirms traditional SEO continues to play a critical role. For example, industry data shows that AI search currently accounts for only a small share of web traffic—about 3% of visits.

Additionally, an Ahrefs study analyzing nearly 2 million AI Overview citations found that 76% of the content cited in Google AI Overviews already ranked within the top 10 of Google search results. However, citation overlap drops to just 11% in AI chatbots.

SEO fundamentals—strong rankings, authority and relevance—remain the foundation for showing up in AI Overviews. But as AI search adoption grows, it will be increasingly important to integrate GEO best practices to improve the odds of brands appearing in answer engines, chatbots and voice search.

SEO vs. GEO | What It Means for Marketers

Feature	SEO (Search Engine Optimization)	GEO (Generative Engine Optimization)
Primary Goal	Improve website ranking in SERPs and drive traffic to website.	Earn inclusion, citations and brand mentions in AI answers; capture qualified clicks.
Target Platforms	Traditional search engines (Google, Bing)	ChatGPT, Google AI Overviews & AI Mode, Bing/Copilot, Perplexity, voice assistants (Siri, Alexa).
Search Behavior	One-shot, research-based queries; users browse results.	Conversational, multi-turn questions; users expect instant, synthesized answers with citations.
Content Focus	Keyword-based long-form content, one main intent.	Concise, direct answers; multi-intent/topic-cluster coverage anticipating follow-ups.
Content Structure	Headings, narrative text, some FAQs.	Q&A blocks, snippet-sized paragraphs, bullets/tables/steps; cite sources online for trust.
Entity & Off-Site Signals	Mass backlink outreach, guest posting, linked brand mentions	Entity optimization (schema, consistent naming), digital PR, reputable third-party unlinked mentions (news, forums, reviews, social presence).
User Interaction	Goal is click-through to a website.	Goal is satisfaction in-answer; win citation/mention and qualified clicks.
Optimization Strategies	Keyword research, on-page optimization, link building, technical SEO.	Question research & clustering, conversational phrasing, FAQ/HowTo formats, entity building, transparent sourcing, digital PR, social and forum engagement.
Key Metrics	Website traffic, keyword rankings, click-through rate, backlinks.	AI overview appearances, brand/product mentions and web citations in AI chatbots, AI-referred traffic and conversions.

While there are signals the monetization of AI-powered search is on the horizon, success in the current landscape largely depends on content quality, consistency and authority. Earned and owned storytelling is having its moment again.

Now is the time to align your content, PR and social media efforts around a unified strategy that leverages both GEO and SEO as complementary practices. Meyocks can support you with AI search analysis and technical audits to help ensure your brand remains competitive as the search landscape continues to evolve.

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Haley Banwart, Ph.D., is a senior public relations and content strategist at Meyocks. She specializes in crafting clear and compelling long-form content and leveraging earned media to develop narratives that help brands communicate with authenticity and impact.

Krissy Biesterfelt is the director of SEO & Content Strategy at Meyocks. She leads the strategic development of search and content initiatives that enhance visibility, engagement and performance for brands. Combining technical expertise with data-driven content strategy, she helps clients connect with audiences meaningfully across traditional search and AI-powered platforms.