In short
SEO improves discoverability in search. GEO describes work on visibility in generated answers. For Google's AI features, ordinary SEO fundamentals still apply: there is no special AI schema or required llms.txt file.
What is the difference?
Search engine optimization helps search engines discover, understand and serve useful pages. Generative engine optimization is an industry term for improving and observing how a brand appears in generated answers, including citations, descriptions and recommendations. It is not a separate Google certification or technical standard.
These labels describe different reporting questions. A search report asks which queries bring people to a page. An AI-answer review asks whether an answer cites the page and accurately represents its claims. A citation, a brand mention and a referral visit are three different things; count them separately.
What stays the same?
Both kinds of discovery benefit from accessible content that answers a real need. Keep important pages linked, make the main information available as text, state who wrote it, and support claims with evidence. Use structured data that describes visible content accurately.
Google explicitly says there are no additional requirements for its AI Overviews and AI Mode beyond the relevant Search requirements. A page needs to be indexed and eligible for a snippet to qualify as a supporting link. Eligibility does not guarantee inclusion. See Google's AI features guidance.
What should you avoid assuming?
Do not assume that a particular heading format, FAQ markup or a short answer guarantees a citation. Clear writing helps readers; claims about ranking or retrieval effects need evidence. Google does not require a new AI text file or special schema. Its AI optimization guide explains the role of original, useful content.
Other assistants may use different retrieval systems. Check each provider's current documentation instead of extending a statement about Google to every AI product. Treat an experiment on one engine as a result for that engine and test date.
How should you measure each?
For SEO, use Search Console to inspect relevant queries, landing pages, clicks and impressions. Connect those visits to enquiries or other useful actions in analytics where consent permits. Separate branded searches from searches by people who do not already know the business.
For generated answers, keep a fixed question set and record the engine, date, locale, citations and answer text. Repeat observations because outputs vary. A small prompt sample describes that sample, not the whole market. Check referral visits and their outcomes separately.
Which should come first?
Start where the business has evidence of demand. Fix blocked pages and unclear service information before buying another visibility score. If buyers use AI tools to compare suppliers, add a repeatable answer review to the same editorial programme.
Use our combined SEO and AI visibility workflow for the implementation steps, or explore SEO services for an audit of the current site.
Common questions
Does GEO replace SEO?
No. Google's AI search features use the same underlying SEO fundamentals. Other systems may differ, so check provider documentation and measure actual audience behaviour.
Is llms.txt required?
Google Search does not require llms.txt for rankings or AI visibility. Maintain it only when a specific consuming system makes it useful.
Does FAQ schema guarantee an AI citation?
No. Valid markup describes content; it does not guarantee selection or citation by an AI system.
