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SEO vs. GEO: Why Businesses Should Care About Generative Engine Optimization

Now more than ever, businesses need to constantly adapt to maintain a competitive edge. As AI-powered tools redefine how consumers search for and interact with content, traditional strategies must evolve to meet new expectations.

The rapid adoption of AI technology has led to a fundamental shift in how businesses approach digital marketing, forcing them to rethink their strategies to stay relevant in an increasingly automated and data-driven landscape. While Search Engine Optimization (SEO) has long been the backbone of digital marketing, a new contender has emerged—Generative Engine Optimization (GEO). But what exactly is GEO, and why should businesses be paying attention to it?

What is GEO and Why Does it Matter?

Generative Engine Optimization (GEO) is the process of optimizing content specifically for AI-driven search platforms such as ChatGPT, Perplexity, Gemini, Copilot, Google AI Overviews and the new kid in town DeepSeek. Unlike traditional SEO, which focuses on keyword-based ranking in algorithm-driven search engines, GEO aligns content with the needs and expectations of AI-powered systems, tailoring content to natural language processing (NLP) models that power AI search platforms. These platforms prioritize clarity, relevance and authority—making it crucial for businesses to tailor their content accordingly. See the chart below for a breakdown of the key differences between SEO and GEO aspects.

With the rise of AI-powered search engines, businesses need to rethink their digital strategies in order to stay relevant. Here’s why GEO is essential for businesses—not just in the future, but right now:

  • Staying Competitive: AI-driven search engines are rapidly changing and evolving. Optimizing content for these platforms can help businesses maintain visibility and stay ahead of the competition.
  • Boosting Relevance: GEO focuses on delivering content that directly addresses user intent, enhancing engagement and ensuring higher rankings in AI-generated results. 
  • Adapting to Emerging Tech: AI search platforms continue to diversify, businesses must proactively align their content strategies to meet changing user behaviors and expectations.

How GEO Works: Insights from AI Platforms

To better understand GEO and how it differs from SEO, Custom Media’s Digital Marketing Coordinator Aeris Wongso looked into how three major AI platforms prioritize content. She searched the term “B2B agency in Japan” to see how Custom Media’s homepage ranked on each AI platform. Her research gives us a thorough look at how these platforms assess and rank content based on credibility, relevance and user intent.

For her research, Wongso looked at four AI search platforms. “I started by identifying the platforms most relevant to our analysis, which are Perplexity, ChatGPT and Gemini, due to their increasing adoption and influence in AI-driven search,” she said. “The goal was to uncover the specific factors these platforms prioritize. To evaluate content visibility, I conducted searches using key phrases related to Custom Media such as “B2B agency in Japan”. It was selected strategically to assess how Custom Media performs across different AI environments.”  Her findings highlight key factors influencing content ranking across these different AI engines.

  1. Perplexity: This platform prioritizes credibility, relevance and transparency by leveraging reputable sources and providing additional links for further exploration. Notably, Custom Media ranked second for “B2B agency in Japan” on Perplexity, underscoring the importance of authoritative, well-sourced content.
  1. ChatGPT: ChatGPT emphasizes addressing user intent directly, favoring content with a clear, logical structure. Custom Media’s homepage ranked second for the same search term, demonstrating the need for concise, directly relevant content. 
  1. Gemini: Gemini values localized information, integrating Google Business Profile data and Google Maps. Custom Media ranked first on Gemini, highlighting the critical role of local SEO in GEO strategies.
  1. Gemini Advanced: Unlike its counterparts, Gemini Advanced emphasizes not only localized information but also the integration of comprehensive external sources. It starts by introducing the B2B business landscape, referencing reputable external sources, and includes lists of relevant B2B agencies, each linked to their respective homepages. This approach ensures that users receive a broader context of the industry while reinforcing the credibility and relevance of the search terms. Custom Media’s homepage ranked first for the search term “B2B agency in Japan” on Gemini Advanced, highlighting the platform’s preference for authoritative, well-rounded content.

Wongso’s findings highlight the evolving landscape of AI-driven search and the diverse criteria each platform uses to evaluate content. For businesses, these insights provide a roadmap to fine-tune their content strategies, ensuring they remain visible and relevant across multiple AI search platforms.

In order to best optimize for GEO, businesses need to prioritize several key factors. First, citing reputable sources is essential to ensure credibility, as AI platforms value trusted references. Including expert quotations can also bolster the content’s authority, while incorporating relevant statistics helps strengthen the overall message.

DeepSeek: A Game-changer in AI Search

DeepSeek stands out among AI-driven platforms for its emphasis on deep contextual analysis. Unlike others that primarily focus on surface-level keyword matching or intent fulfillment, DeepSeek leverages advanced NLP and machine learning models to evaluate content for its nuance, originality and alignment with user needs. Another unique selling point is its cost-effectiveness, offering businesses a competitive advantage without the high costs associated with other AI platforms. 

In January 2025, DeepSeek released its first free chatbot app for iOS and Android, which quickly became the most-downloaded free app on the iOS App Store in the United States, surpassing ChatGPT. This rapid adoption has led to significant market reactions, including an 18% drop in Nvidia’s share price. As DeepSeek reshapes the AI landscape, businesses must adapt to its evolving search dynamics to stay competitive. Its entry into the AI search space signals the growing complexity and potential of GEO strategies.

Key Factors for Effective GEO

When it comes to GEO strategies, focusing on user intent is paramount. Content must be tailored to address the specific needs and context of user queries. To successfully optimize content for AI search engines, businesses should focus on the following:

  • Citing Reputable Sources: AI platforms value content backed by trusted references. 
  • Incorporating Expert Quotations: Adding expert insights boosts credibility and authority.
  • Using Relevant Data: Statistics and factual evidence reinforce the strength of your message.

Source: Doe, J. Exploring quantum computing https://arxiv.org/pdf/2311.09735

GEO operates through a dynamic process of additions and deletions across key criteria such as citing sources, adding statistics and ensuring authoritative content. By continually refining its sources, GEO ensures that information is accurate, up-to-date and reliable. Citing credible sources strengthens the trustworthiness of the material, while the strategic inclusion of relevant statistics enhances the depth and relevance of the data presented. Deleting outdated or less authoritative references helps maintain the integrity of the content, ensuring that only the most reliable and impactful information is included. This iterative process supports GEO’s commitment to delivering high-quality, well-supported insights. See below for an example of GEO’s methods in action:

Source: Doe, J. Exploring quantum computing https://arxiv.org/pdf/2311.09735

Aligning Content with Search Intent in GEO

Understanding search intent is crucial in distinguishing between SEO and GEO. Search intent refers to the underlying purpose behind a user’s query, guiding the type of content they seek. There are four primary types of search intent:

  1. Informational: Users seek information or answers to specific questions.
  2. Navigational: Users aim to locate a particular website or page.
  3. Commercial: Users research products or services before making a purchase decision.
  4. Transactional: Users intend to complete a transaction, such as purchasing a product or signing up for a service.

By aligning content strategies with these intents, businesses can enhance user engagement and satisfaction. While SEO focuses on optimizing content to rank higher in search results, GEO emphasizes tailoring the entire user experience to meet these diverse intents, ensuring that content not only reaches the audience but also resonates with their specific needs and expectations.

SEO vs. GEO: Can They Work Together?

While SEO focuses on optimizing content for traditional search engines through keyword strategies and link-building, GEO enhances content for AI-driven platforms by emphasizing quality, relevance and structure. These two approaches complement each other:

  • SEO ensures content is discoverable through search engines such as Google, Yahoo and Bing.
  • GEO ensures content is optimized for AI-powered platforms, improving contextual relevance and user engagement.

Businesses that integrate both SEO and GEO into their digital strategy can create a robust, future-proof online presence that excels across both traditional and AI-driven search ecosystems.

The rise of AI-powered search engines presents a new challenge—and opportunity—for businesses. By embracing GEO alongside traditional SEO strategies, businesses can ensure their content remains visible, engaging and relevant in an increasingly AI-driven world. Staying ahead of these evolving trends will be key to long-term digital success.

Ready to elevate your content marketing strategy? Let’s explore how these trends can shape your brand’s success in Japan. Reach out to Custom Media today for expert guidance tailored to your goals.

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