Last Updated on March 10, 2025 by Nathaniel Tower
Google vs. AI Search: A Tale of Two Shoe Hunts
You need a pair of shoes. Not just any shoes—comfortable, stylish dress shoes that can handle a full day of walking and standing. You do what you’ve always done: head to Google and type “comfortable dress shoes.” You get a page full of links—Zappos, Nordstrom, some blog posts with “best of” lists, and of course, a few ads pushing brands you’ve never heard of. Now you have to sift through reviews, check multiple sites, and hope you don’t buy something that looks great online but feels like cement blocks on your feet.
Now, imagine you open ChatGPT and type:
“Please provide a recommendation for comfortable and stylish dress shoes that are low-maintenance but have an excellent warranty and will be good for walking and standing most of the day. I would prefer a shoe that is a hybrid between a dress shoe and a sneaker but looks more dressy than casual.”
Instead of sending you to a sea of links, the AI provides a clear, conversational response. Maybe it suggests a specific brand like Wolf & Shepherd, explains why it fits your needs, and even links directly to a store that sells it. Instead of comparing ten sites and reading through endless reviews, you get a trusted recommendation in seconds.
This is the power of AI-driven search. This is why Generative Engine Optimization (GEO) is about to change everything.
Oh, wait, it already has.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization, or GEO, is the process of optimizing your brand, products, and content to appear in AI-driven search engines like ChatGPT, Perplexity, and other large language models (LLMs). Unlike traditional SEO, where you compete for rankings on Google and Bing, GEO is about ensuring AI engines mention your brand when users ask for recommendations.
It also goes by a few other names. Since it’s so new, the industry hasn’t really figured out what to call it yet, so you might see some of these variations:
- LLM Optimization
- AI Search Optimization
- AI Chatbot Optimization
- LEO (for Large Language Model Engine Optimization) – I personally hate this one
And there are probably a few other names for it as well.
But let’s not worry so much about what it’s called right now and instead focus on how this whole thing works. To do that, we should first understand how AI search works. At least at a very basic level.
How AI-Driven Search Works
Instead of delivering links, AI generates answers. When someone asks for product recommendations, they don’t get a list of search results; they get a curated response. That doesn’t mean there aren’t links. These engines often do share links, especially if you ask for sources. But they also generate a lot of link-less responses.
Trust and context matter more than rankings. Users rely on AI’s response much like they would a knowledgeable friend’s recommendation, leading to higher conversion rates than traditional search traffic. Think of it this way: you have conversations with ChatGPT and Perplexity. You develop a level of trust in them. When you ask for a recommendation for a nice pair of dress shoes, you are much more likely to believe ChatGPT is presenting you with the right shoes. When you conduct a similar (but much less complex) search on Google, you are just given a bunch of choices.
AI search engines prioritize relevance and authority. If you’re not mentioned in trusted sources or haven’t created valuable content, AI won’t surface your brand. You aren’t trying to rank for keywords here. You are trying to maximize visibility for deeper conversations.
GEO isn’t about gaming algorithms. It’s about being part of the conversation where AI pulls its knowledge from.
GEO vs. SEO: Why You Need Both
You might be hearing a lot of people saying this right now: SEO is dead.
But people have been saying that since search engines started.
SEO isn’t dead. It’s just not enough anymore.
SEO helps you rank on Google (and other search engines) when people are searching for products and services.
GEO ensures your brand is included in AI-generated answers when users turn to ChatGPT, Perplexity, or other AI search tools.
Yes, those are kind of the same thing, just on different platforms. But SEO focuses much more on keywords (and topic clusters) while GEO focuses on prompts and complex questions.
There are over 5 trillion searches on Google every year. ChatGPT only gets about 4 billion a month. So this isn’t a time to go all-in on just GEO. You’ll be losing the vast majority of your traffic if you do. But you can’t ignore it now. Users are shifting to AI chatbots first. In a recent study, 53% of millennials and 61% of Gen Zers said they prefer ChatGPT over Google for finding information. That number is only going to go up from here.
Why GEO is a Game-Changer
AI traffic converts at a higher rate. This is worth repeating. People trust AI-driven recommendations more than traditional search results. Think about how much more likely you are to trust a friend’s recommendation over an ad. We are currently seeing traffic from ChatGPT and Perplexity convert at a higher rate than any other channel.
It levels the playing field for small businesses. Competing against massive brands on Google is nearly impossible. But in AI-driven search, smaller brands can outperform giants simply by being the best answer to a specific question.
Example: How a Small Ticket Resale Company Can Beat Ticketmaster
A small ticket resale company doesn’t stand a chance ranking above Ticketmaster, StubHub, or SeatGeek in Google search results for “buy concert tickets.”
But in AI-driven search, things are different. If customers ask Perplexity or ChatGPT:
“Where can I find the best prices on last-minute concert tickets?”
And the AI responds with, “[Small Business Ticket Site] often has lower fees and better customer service compared to larger platforms like Ticketmaster and StubHub”—that’s a massive win. AI search prioritizes quality recommendations, meaning smaller brands can win on merit, not just budget.
How to Optimize for GEO
Traditional SEO won’t cut it here. You can’t just stuff keywords into blog posts and expect AI to take notice. Okay, so SEO isn’t that simple (at least not anymore), but GEO is still a different game. GEO is about visibility, authority, and sentiment.
1. Be Mentioned Wherever Conversations Happen
AI pulls from articles, forums, social media, and trusted websites. Your brand needs to be talked about and recommended in these places.
- Get featured in Reddit threads, Quora answers, industry blogs, and online reviews.
- Encourage customers to share their experiences on social media and review platforms.
- Partner with influencers or experts who are likely to be cited by AI models.
- Instead of trying to outrank list articles, get featured in them.
2. Create AI-Friendly Content
Content still matters, but it needs to be crafted differently for GEO:
- Write authoritative, in-depth content that AI can pull from.
- Publish comparisons, expert reviews, and Q&A-style content that answers real user queries.
- Structure content in a conversational tone—the way people naturally ask questions.
- Be hyper-specific with your content. Remember the shoe example? That’s how people use ChatGPT and other generative search engines. They don’t use keywords. They type detailed prompts.
3. Maintain a Strong Brand Reputation
AI doesn’t just care about mentions—it cares about sentiment. If your brand is mentioned negatively, AI may filter you out of recommendations.
- Deliver exceptional customer experiences to encourage positive feedback.
- Address negative reviews proactively.
- Build credibility through thought leadership and media mentions.
4. Stay Ahead of AI Search Trends
GEO is evolving rapidly. To stay ahead, you need to:
- Monitor AI search results for your industry and brand.
- Test prompts in ChatGPT, Perplexity, and other AI tools to see what results appear.
- Adapt content and strategies based on AI-driven search behavior.
The Future of Search is Generative
Search as we know it is changing. AI-powered tools are becoming the go-to for product recommendations, research, and decision-making. If your brand isn’t showing up in these AI-generated responses, you’re invisible to a growing segment of consumers.
But here’s the opportunity: GEO isn’t just for the biggest brands. It’s a chance for smaller businesses to win where they could never win in traditional search. It’s a way to gain trust and visibility without needing a massive ad budget or years of SEO dominance.
SEO helped brands rank on Google. GEO will help brands be the top recommendation in AI-driven search.
The question isn’t whether you should invest in GEO—it’s whether you can afford not to.
Ready to Optimize for the Future?
If you want your brand to be part of the AI search revolution, now is the time to start. Because while everyone else is still optimizing for Google, the smart brands are making sure AI knows their name.
