As AI-powered search evolves, traditional Search Engine Optimisation (SEO) faces a new challenger: Generative Engine Optimisation (GEO). Unlike conventional search engines, which index and rank websites, generative engines like ChatGPT, Google’s Bard, and other AI-driven tools generate responses based on vast datasets.
This shift raises a vital debate: GEO vs SEO—will businesses need to rethink their digital strategies entirely, or can these approaches work together?
While SEO focuses on ranking web pages through keywords, backlinks, and content structure, GEO requires businesses to optimise AI-driven answers and ensure their content is referenced in generated responses. This emerging trend is particularly relevant for industries reliant on organic traffic, such as e-commerce, finance, and education.
Here’s what you need to know about GEO.
Key Takeaways
- SEO and GEO serve different but complementary roles. SEO improves website rankings on search engines, while GEO ensures content is referenced in AI-generated responses. Combining both enhances digital visibility.
- Optimising for both requires a strategic approach. Use high-volume keywords for SEO and conversational queries for GEO, implement structured data, and prioritise factual, AI-friendly content.
- Credibility is crucial for GEO’s success. AI models rely on authoritative sources, so businesses must secure mentions in reputable publications and ensure content accuracy.
- Performance tracking is essential. Use SEO tools like Google Analytics for search rankings and manually test AI-generated responses to ensure correct brand representation.
- The best approach is a hybrid SEO-GEO strategy. Businesses should integrate both to maximise online presence, drive traffic, and remain visible in evolving search landscapes.
Understanding SEO and GEO
Image Credit: HubSpot
In Singapore’s dynamic digital landscape, businesses continually adapt to innovative marketing strategies to stay competitive. Generative engine optimisation is a recent development, emerging alongside well-established search engine optimisation.
SEO involves enhancing a website’s visibility on traditional search engines like Google. This is achieved through keyword optimisation, quality content creation, and backlink building to secure higher rankings on search engine results pages.
GEO, on the other hand, focuses on optimising content for AI-driven generative engines. These engines, including AI chatbots and virtual assistants, generate responses based on extensive datasets. Optimising for GEO ensures that these AI systems accurately reference and utilise a business’s content, providing users with relevant and precise information.
Importance of GEO and SEO in Digital Marketing
If you want to grow your business in Singapore, digital marketing isn’t just useful—it’s essential. As of 2024, over 84% of companies are already using digital marketing to promote their products or services. Out of these, 78% have a clearly defined digital marketing strategy in place. But here’s the catch—only 17% strongly agree that their efforts directly boost revenue.
Where’s the Gap?
The numbers show that most businesses are active online, but few are getting the full value out of it. This gap is where optimisation comes in—and it’s where you can get ahead.
Enter GEO and AI
With the rise of AI technologies and Generative Engine Optimisation (GEO), there’s a fresh opportunity to boost your content performance. GEO helps your content appear more frequently on platforms that use AI-driven search, such as ChatGPT and Google’s SGE. By tailoring your content to fit these engines, you increase your visibility and reach a wider audience.
Double Down with SEO + GEO
To really maximise results, you should combine traditional SEO with GEO. This dual approach ensures your business ranks well on search engines like Google and Bing, while also appearing in conversational AI results.
It’s a smart way to future-proof your brand’s online presence. If you’re not aligning your digital strategy with both SEO and GEO, you’re leaving reach—and revenue—on the table. In a competitive market like Singapore, that’s a risk you can’t afford.
GEO vs SEO: Key Differences in These Two Strategies
Image Credit: HubSpot
Before using SEO and GEO together, it helps to understand how they’re different—and why both matter.
What’s SEO?
Search Engine Optimisation (SEO) is all about helping your website appear on traditional search engines like Google, Yahoo, and Bing. By using the right keywords, backlinks, and technical tweaks, you can climb higher on search engine results pages (SERPs).
In Singapore, over 91% of internet users rely on Google. That’s why SEO is a core part of any digital marketing plan here. Whether you run a retail shop or an e-commerce store, SEO helps bring in traffic and boost conversions. But SEO isn’t a one-time job. With algorithms changing often, staying on top means constantly updating your strategy.
What’s GEO?
Generative Engine Optimisation (GEO) is newer. It’s focused on getting your content noticed by AI tools like ChatGPT, Google Bard, and Microsoft Copilot. These tools don’t show search results—they give direct answers based on massive datasets.
As of 2024, 72% of businesses in Singapore are already using AI in some way. That’s why GEO matters. If your content isn’t optimised for AI engines, your brand may never appear in those AI-generated answers. SEO gets you seen on Google. GEO gets you seen in AI conversations. If you want to stay relevant across all platforms, it’s no longer either-or. You need both.
To summarise, check out this GEO vs SEO comparison table:
| Feature | SEO | GEO |
| Purpose | Improves website ranking on search engines (Google, Bing). | Ensures brand mentions and accurate references in AI-generated responses. |
| Primary Platform | Traditional search engines like Google and Yahoo. | AI-driven search engines like ChatGPT, Google Bard, and Copilot. |
| Optimisation Focus | Keywords, backlinks, site speed, and structured data. | Data credibility, AI-friendly content, and contextual accuracy. |
| User Query Type | Users browse multiple search results and select a website. | AI provides a direct response, reducing clicks to websites. |
| Content Strategy | Blog posts, product pages, and landing pages are optimised for search ranking. | AI-trainable content, citations, and structured responses. |
| Traffic Source | Click-through rates from search engine results pages. | AI-generated summaries influencing user decisions. |
| Challenges | Algorithm updates, keyword competition, and ranking volatility. | Ensuring AI models use and reference content correctly. |
Is GEO Better Compared to Traditional SEO?
Image Credit: Seer Interactive
As AI-driven search engines gain traction, GEO presents several advantages over traditional SEO. While SEO remains crucial, GEO enhances digital visibility in ways that conventional search strategies cannot. Here are some features that give GEO an edge over traditional SEO practices:
Higher Visibility in AI-Generated Responses
Unlike SEO, which relies on ranking in search engine results pages, GEO ensures that AI chatbots and virtual assistants directly reference a brand’s content. With AI-powered platforms like ChatGPT and Google Bard increasingly influencing user decisions, businesses optimising for GEO gain exposure in personalised responses rather than competing for search rankings.
Enhanced Credibility and Authority
GEO prioritises information accuracy, ensuring that AI-generated answers cite reliable sources. Businesses optimising for GEO can establish themselves as industry leaders by structuring content for AI comprehension. For example, a financial advisory firm in Singapore could ensure AI assistants accurately recommend their investment insights to users seeking financial advice.
Adapting to Changing Search Behaviour
With 72% of Singaporean businesses integrating AI into operations, consumer search habits are shifting. Many users now prefer AI-generated summaries over traditional search results. GEO allows enterprises to adapt by ensuring their content is incorporated into AI-driven responses, meeting consumers where they seek information.
Reduced Dependence on Improving Search Engine Rankings
SEO strategies are vulnerable to search engine algorithm updates, often requiring constant adjustments to maintain rankings. GEO mitigates this risk by focusing on AI model training and credibility rather than keyword-based ranking fluctuations.
For example, a Singaporean e-commerce platform optimising product descriptions for AI-generated shopping recommendations could see consistent exposure without being affected by Google’s search algorithm updates.
Increased Engagement and Conversions
AI-generated responses often provide users with more direct and personalised information. Businesses optimising for GEO can ensure their content appears in these responses, increasing engagement and conversions. A local hospitality business, for instance, could structure its offerings so AI assistants recommend their services when users seek travel suggestions in Singapore.
Integrating GEO and SEO
But do these benefits mean GEO is better than SEO? Should you concentrate on only one strategy to grow your business? Neither GEO nor SEO is inherently superior—each serves a distinct purpose in the digital landscape. Instead of viewing them as competitors, businesses should adopt a hybrid approach that leverages the strengths of both strategies.
Why GEO Alone Isn’t Enough
While GEO ensures visibility in AI-generated responses, it does not drive direct website traffic like SEO. AI chatbots often summarise information without providing external links, meaning businesses optimised solely for GEO might lose potential visitors. Moreover, since generative engines depend on existing data, if a brand lacks strong SEO, AI models may not accurately reference it.
Why SEO Alone Is No Longer Enough
SEO remains essential for organic traffic but faces growing challenges as search habits evolve. With AI-powered platforms like ChatGPT influencing consumer decisions, businesses relying purely on SEO risk losing visibility when users prefer AI-generated answers over traditional search results. Moreover, Google’s Search Generative Experience (SGE) is already integrating AI-generated responses into search pages, shifting how results are displayed.
The Best Approach: Combining SEO and GEO
Image Credit: To The Web
For maximum impact, businesses should integrate both strategies:
- Use SEO to rank on the web and search engines to drive website traffic.
- Implement GEO to ensure AI-generated responses accurately reference your content.
- Optimise structured data and credibility to enhance visibility in traditional search engines and AI platforms.
A Singaporean fintech company, for instance, could use SEO to rank for high-intent keywords like “best digital banking solutions” while ensuring their GEO strategy helps AI assistants provide accurate recommendations when users ask, “Which digital banks offer the lowest fees?”
How to Optimise for Both (SEO and GEO)
To achieve maximum digital visibility, businesses must implement strategies that work for both SEO and GEO. Since search engines and AI-driven platforms process information differently, optimising content for both requires a balanced approach.
Here’s how you can do it effectively:
1. Create High-Quality, AI-Friendly Content
- Write concise, factual content that AI-driven search engines can easily reference.
- Use structured data (such as FAQs, bullet points, and summaries) to make information easy for both Google and AI chatbots to process.
- Prioritise authoritative and well-researched content—AI models pull data from reputable sources.
Example: A local law firm created an FAQ page addressing common legal concerns in Singapore, like “What happens if I get a letter of demand?” and “How to file a small claims tribunal case?”. This structured, factual content now appears both on Google snippets and in ChatGPT responses.
Key learning: By structuring content clearly and referencing local terms, you improve your chances of being cited by both Google and AI tools.
2. Optimise for Keywords and Conversational Search Queries
- Traditional SEO relies on high-volume keywords (e.g., “best credit cards Singapore”).
- GEO requires content optimised for natural, conversational questions (e.g., “What are the best credit cards with cashback in Singapore?”).
- Use both exact-match keywords and long-tail phrases to capture different search behaviours.
Example: A personal finance blog in Singapore ranked for “best credit cards Singapore” (SEO) but saw increased traffic after adding conversational content like “Which cashback credit card is best for NTUC groceries?” (GEO).
Key learning: Blending traditional keywords with real-life questions locals actually ask gives you an edge across both search and generative engines.
3. Leverage Structured Data and Schema Markup
- SEO Benefit: Helps Google understand your content and improves ranking.
- GEO Benefit: It makes your data more manageable for AI models to extract and reference.
- Implement FAQ schema, product schema, and organisation schema to improve visibility on both platforms.
Example: A boutique hotel in Bugis used product and FAQ schema on its website. Now, their room types and FAQs appear on Google results, and even show up when AI engines recommend “hotels near Bugis MRT”.
Key learning: Structured data makes your content more “digestible” for both search engines and AI, leading to higher visibility.
4. Build Credibility and Authority
- SEO relies on backlinks from authoritative websites to boost rankings.
- GEO requires consistent brand mentions in reputable sources for AI engines to recognise a company as trustworthy.
- Get featured on news sites, industry blogs, and high-authority platforms to strengthen SEO and GEO performance.
Example: A fintech startup was featured in The Business Times and Vulcan Post. These mentions improved their backlink profile and helped AI tools like ChatGPT reference them in answers about top fintech firms in Singapore.
Key learning: Getting featured in reputable local publications boosts both your SEO ranking and your chances of being cited by AI platforms.
5. Ensure Mobile-Friendliness and Fast Loading Speeds
- Google ranks mobile-friendly sites higher in search results.
- AI engines prefer content that loads quickly and is easily readable on all devices.
- Improve page speed by optimising images, reducing redirects, and using fast hosting services.
Example: An F&B business in Tanjong Pagar saw a 40% drop in bounce rate after switching to a mobile-first website design with optimised images and minimal redirects.
Key learning: Fast, mobile-optimised sites improve user experience—which search engines reward, and which AI platforms favour when selecting what to cite.
6. Monitor Performance and Adapt Strategies
- Technical SEO tools like Google Analytics and Search Console help track rankings and website traffic.
- GEO performance can be tracked by checking AI-generated responses (e.g., asking ChatGPT or Google Bard about your brand and seeing if it’s referenced).
- Update content regularly to stay relevant in both SEO rankings and AI-generated insights.
Example: A local e-commerce site regularly checks Google Search Console and tests prompts like “What are the best local skincare brands in Singapore?” on ChatGPT to see if they’re mentioned.
Key learning: Measuring both SEO and GEO performance helps you refine your content and stay competitive as platforms evolve.
Stop Comparing GEO vs SEO, Start Using Both
Image Credit: Write Sonic
SEO and GEO are not competing strategies—they complement each other. While SEO ensures visibility on search engines like Google, GEO ensures AI-driven platforms correctly reference your brand. As search behaviour shifts towards AI-generated responses, businesses integrating both strategies will stay ahead of the competition.
Instead of debating GEO vs SEO, the real question is how to optimise for both. A strong digital presence now requires ranking well in search results and being accurately represented in AI-generated content. Businesses that fail to adapt risk losing visibility in this evolving landscape.
Need expert help to navigate SEO and GEO? MediaOne is Singapore’s trusted digital marketing agency, specialising in traditional and AI-driven search optimisation. Get in touch today for a customised strategy that ensures your business remains visible everywhere your customers search. Start integrating SEO and GEO now—before your competitors do.
Frequently Asked Questions
How do I know if my content is being picked up by generative engines like ChatGPT or Google Bard?
You can test this by asking AI tools specific questions related to your brand or offerings and observing if you’re mentioned. Additionally, monitor referral traffic, social listening tools, and brand mentions on forums or third-party articles to identify indirect citations from AI-generated summaries.
Does GEO require a different type of content creation process compared to SEO?
Yes—GEO content needs to be factual, structured, and contextually clear, as AI models pull from high-quality, well-organised data. While SEO might focus more on keyword density and meta tags, GEO prioritises clarity, consistency, and data credibility.
What types of businesses benefit most from GEO?
Any business offering expert knowledge, professional services, or frequently asked products can benefit—especially those in finance, healthcare, education, and travel. GEO helps position them as trusted sources in AI-powered recommendations, which are increasingly shaping purchase decisions.
Is there a risk of misinformation if AI engines summarise my content incorrectly?
Yes, if your content isn’t clearly structured or if outdated/incorrect data about your brand exists online, AI engines may pull and present inaccurate information. That’s why consistent updates, fact-checking, and structured formatting are essential when implementing GEO.
Can I repurpose my existing SEO content for GEO, or do I need to create new material from scratch?
You can absolutely repurpose existing content, but it should be reformatted for clarity, structured with headings and FAQs, and reviewed for factual accuracy. Adding schema markup and breaking complex ideas into digestible points can make existing SEO content more GEO-friendly.
