SEO and GEO: how do they fit together?

What do SEO and GEO mean here?

SEO improves the conditions for relevant searches to lead to suitable pages. We use GEO to describe complementary work on clear, evidenced content and its observation in AI-powered answers. Terms such as AEO or AI SEO overlap; they do not automatically justify a separate service or page.

What is the shared foundation?

Google states that established SEO foundations apply to AI Overviews and AI Mode. Special AI files or schema types are not required. This statement concerns those Google features, not every AI product.

In practice, we start with the offer: which question should a page answer, who does the answer apply to, and what next step fits? We then review technical access, clear structure and helpful internal connections. A new label does not replace these tasks.

How can AI mentions be observed?

Choose a manageable set of genuine selection questions from your audience. For each observation, record system, date, language, exact question and cited sources. Repeat under comparable conditions. One answer is a snapshot, not a stable market share.

Separate mentions, linked sources, actual visits and enquiries. These four stages answer different questions. Your own test prompts are a sample, not a record of everyone else’s conversations. Referral traffic adds context but does not fully explain every contact.

Example of a useful answer.

Question: “Do we need a new shop for CRO?” A useful answer starts directly: not necessarily; first assess specific friction and change options in the current system. It then explains when targeted optimisation is sufficient and when technical limits may justify a rebuild.

A real project can illustrate the work, but establishes only what is documented: a screenshot shows a website, not revenue growth. Clear scope boundaries and traceable evidence help readers just as a concise opening definition does.

What cannot be guaranteed?

An agency does not control which sources an external search or answer system selects. Changes may take time and have causes beyond the most recently edited page. A promise to always appear in a particular AI answer would not be a reliable service commitment.

Concrete work can be commissioned: prioritising questions, refining content, linking evidence, resolving technical barriers and documenting observations. Evaluate this work alongside relevant visits and qualified contacts. A visibility report does not replace the business goal.

Sources and further documentation

Google Search Central: AI features and your website

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