GEO vs SEO: what's different for a local business
SEO is about ranking a page in a list of search results. GEO (generative engine optimisation) is about being named in the answer an AI tool writes. Most of the groundwork is shared: a crawlable site, useful pages, consistent business details. The difference is that an AI answer names only two or three businesses and describes them in its own words, so being specific, consistent and well reviewed matters more than ranking for a keyword.
What's the same
AI search tools are built on top of search. Google says pages need to be indexed and eligible to appear in Search with a snippet to be shown in AI Overviews and AI Mode, and that there are no additional technical requirements. So the SEO basics still apply:
- Search engines and AI crawlers must be allowed to read your site.
- Important content should be text on the page, not locked in images, PDFs or JavaScript.
- Pages should be linked together so they can be found.
- Your Google Business Profile should be complete and current.
What's different
A results page shows ten links and the searcher chooses. An AI answer has already chosen. That changes what's worth doing:
- Shortlist, not ranking: being sixth on Google still gets some clicks; being sixth in an AI's mind gets none.
- Answers, not keywords: AI tools quote pages that answer the question in plain sentences, such as "we're taking new NHS patients" or "call-out fee £75".
- Consistency carries more weight: when your site, Google profile and directories disagree, a model is less likely to state anything about you.
- Mentions beyond your site: reviews, local press and round-ups give the model independent things to say.
What to do first
If you already do SEO, you're part of the way there. Add pages that answer your customers' most common questions directly, make your business details identical everywhere, and keep reviews coming in. Then measure the thing that matters for GEO: ask the AI tools your customers use and see whether you're named.
Written by the Get Recommended team, run by Atlas Labs. We check these guides against each AI tool's own documentation and update them when it changes.
Questions
Is GEO just a new name for SEO?
Partly. The foundations are shared, but the goal is different: being named in an answer rather than ranking in a list. That shifts effort towards direct answers, consistent details and reviews.
Do I need special code or files for AI?
Not for Google: it says there's no special markup or file needed for AI Overviews and AI Mode. Structured data that matches your page still helps every system state your details correctly, and llms.txt is optional.
Should I stop doing SEO?
No. AI search tools draw on search indexes, so SEO is the foundation GEO builds on.