What is AI Discoverability and GEO?
Our search styles are changing, and AI is taking over. Don’t be scared, I’m here to walk you through the basics. SEO is turning into GEO, Generative Engine Optimization, and we need to adapt our marketing tactics to cater to AI based searches.
At the very base, here’s what you need to understand:
Impressions and clicks are going down because searchers are getting answers from Google’s AI Overview or asking LLMs, Large Language Models, their specific prompts and getting the answers they need without ever needing to click a link.
What is happening in SEO and GEO in 2025?
While SEO and ranking in searches still remains a priority, digital marketers need to switch their focus from SEO to GEO, generative engine optimization. GEO is a strategy focused on optimizing content for visibility within AI powered search engines in chatbots. GEO is becoming increasingly crucial as AI-driven search becomes more prevalent.
So, what this means is that instead of focusing on keywords to optimize your page like with SEO, you need to focus on search queries that your audience is asking LLMs, Large Language Models (ChatGPT, Perplexity, etc). A traditional SEO query would be “best b2b payment processor” whereas a GEO driven query would be more like “what is the cheapest international payment tool for b2b startups in 2025”. Prompts asked to LLMs are typically longer and more detailed.
Why should I make the change from SEO to GEO?
Spoiler alert: it’s not too hard nor too drastic of a change. You need to continue to focus on SEO basics while implementing new GEO strategies. You need to continue implementing keywords, just not too many. These LLMs do not like keyword stuffing, it is viewed as inauthentic. Keep your content quality high, focus on user experience and website readability, and keep your technicalities in the right space. Headers, titles, meta description and keywords do still matter.
A big adjustment to get used to is going to be how you measure your metrics. With SEO, your aiming for more impressions and clicks because you want users to search their query, find your site, click your site, then make their purchase. With GEO, users are directing their prompts straight into LLMs or getting results from Google’s AI Overview. This means that they don’t have to do the research (the clicking on webpages) to find what they are looking for. Chatbots are giving them the answers. Sometimes you can even make a purchase directly from the LLM you were searching on. Your goal with implementing GEO is to get sourced by LLMs so that they are pushing your product to users.
How do I get my website sourced by LLMs in 2025?
Notice the H2 above this paragraph: “How do I get my website sourced by LLMs in 2025?”. In SEO, I would’ve used “How to get my website sourced by LLMs” – it’s such a small change that you can build into your habits! As I mentioned earlier, LLMs do not like keyword stuffing (shoving a bunch of keywords into your blog post or page content). They also are not fans of boilerplate content, meaning any content that duplicated from your site or others. That might sound like an obvious one, but I know I find myself in situations where content from one blog post might be relevant in another one, so copy and paste feels natural. It isn’t plagiarizing if it’s my own content, right? Try to avoid any copy and pasting.
Oddly enough, Large Language Models do not like when your content is AI generated. The base of everything I’m discussing is to be authentic, keep your content real, true, authentic, and authoritative. Site your sources, talk about what you know, and keep it real.
How do I adopt GEO into my content creation?
You may need to shift your focus across more platforms, enabling more content and media styles if you’re not doing already. Having more forms of media and content across varying platforms raises your brand identity and authority (makes it more authentic).
| Query Goal / What Users Want | Platform to Use / Where Users are Searching |
|---|---|
| Fix a Problem | Google, LLMs |
| Vent Frustration | Reddit, Forums |
| Compare Tools | Google, LLMs |
| Learn How it Works | Website, LLMs |
| Evaluate Solutions | Product Sites, LLMs |
How do I format my content to be well optimized in 2025?
With implementing GEO, you may need to change your layout and formatting techniques. It’s important to keep your formatting specific, clear, and specifically addressing the users real intent (the goal they want to achieve by searching a specific prompt). An example would be:
“our product is comprehensive, seamless solution” > SEO based, keyword stuffed sentence
“If you are having *Problem*, *Product* is a simple solution” > GEO driven, authentic and relevant
Graphic Guide:
I’ve created two graphics that basically cover the content I just wrote about, feel free to adopt these Beginner Guides of GEO Basics and use them as you need. If you want to talk more about this, connect with me on LinkedIn and shoot me a message.
SEO vs GEO Beginner Guide
Marketing Beginner Guide
Helpful Content:
After months of research, I’ve found so much helpful content out there, but find myself referring to these ones most often:
Thanks for taking the time to check out my blog! My biggest piece of advice for anyone who is in the digital marketing world (looking for a job, wanting to get better at your job, practicing for fun), is to build your own website. What you’re on right now, samstrasler.com , is where I practice my SEO and GEO basics. Feel free to check out some of my other blogs and content, and I encourage you to create your own site (or message me on LinkedIn and I will do it for you).