Search is changing. In 2025, nearly half of all Google queries now trigger AI-generated overviews, and platforms like ChatGPT, Perplexity, and Gemini are shaping how users discover information.

For businesses, this shift means that traditional search engine optimization (SEO) alone is no longer enough. Generative engine optimization (GEO) has emerged as a critical strategy for brands aiming to be visible in AI-generated answers and summaries.

This article explains the core differences between SEO and GEO, why GEO matters now, and how AthenaHQ’s expertise helps businesses adapt and thrive in the era of AI-driven search.

What is SEO?
Search engine optimization (SEO) is the established practice of improving a website’s visibility in traditional search engine results pages (SERPs) like Google and Bing. SEO strategies include keyword optimization, backlink building, technical site improvements, and content creation focused on ranking higher for specific queries.

What is GEO?
Generative engine optimization (GEO) is a newer discipline focused on optimizing content for AI-driven search engines and answer platforms such as ChatGPT, Perplexity, and Google’s AI Overviews. GEO aims to increase the likelihood that your content is cited, referenced, or synthesized in AI-generated responses, not just listed as a clickable link.