What is the difference?
SEO improves discovery in organic search. GEO is a term used for work that supports discovery and understanding in generative AI-assisted search. These are not separate technical worlds: for Google’s AI search features, core SEO remains the foundation.
A citation is not a recommendation
An AI answer may cite a guide without recommending the business that published it. Record source citations, brand mentions and recommendations separately. Then look at referrals and qualified enquiries, rather than treating a screenshot of one answer as proof of business impact.
Start with the customer’s question
Explain what you do, who it is for and what the work includes. Add verifiable examples and clear next steps. Our suggested sequence is a useful service page, a decision guide, a practical tool and short content that brings interested people back to the relevant page. This is a planning framework, not a reported customer result.
Measure consistently
Choose ten customer questions and record the platform, date, answer and source URLs. Repeat the same questions over time. For organic search, compare completed periods and separate brand queries from service queries. Low traffic may require a longer observation window. Include lead quality in the review.
Avoid the special-file shortcut
Google does not require a special AI file or special schema for its AI search features. An llms.txt file can be a content index, but it is not a ranking guarantee. Focus first on useful information, technical access and a clear route from learning to enquiry.
Source: Google Search Central: AI search guidance
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