GEO and SEO: Convergence, divergence or something in between

Over the past two years, AI and LLMs have stepped out of the shadows and into public consciousness. 

Not long ago, most people’s understanding of AI was limited to sci-fi references or the occasional nightmare about machines taking over.

Now, everyone seems to be talking about it – and naturally, marketers have jumped right in. 

We did it with search engines. We tried it with social media. 

And now we’re doing it again with LLMs, using emerging technology and growing public interest to promote our brands.

Conferences are dedicated to finding the silver bullet of AI optimization. LinkedIn is overflowing with think pieces. 

We’ve nearly agreed on an acronym. And marketing job postings already list it as a must-have skill.

But what about the future of “GEO”? 

Will it grow into a critical channel with its own specialists, or will it settle into a niche within SEO like so many other skill sets before it?

Why GEO may become its own marketing discipline

There are reasons why we might expect GEO to develop into its own marketing discipline.

We make it a thing

The core reason GEO could become its own specialization is if we, as an industry, make it so. 

There is already significant discussion around GEO within the SEO community, from trying to pick the right acronym to defending its importance among other marketing channels. 

One way it may become its own discipline is through sheer force of will. 

The more we label it as distinct from SEO, the more it will be seen as a standalone channel.

Dig deeper: Yes, GEO is happening

LLMs evolve beyond Q&A

We may also see a major shift in how LLMs operate. 

Right now, GEO feels very similar to SEO at a strategic level, with differences mainly in tactics. 

Both focus on optimizing for discovery across platforms. 

But if LLMs evolve beyond the current question-and-answer model – or if agentic AI becomes the real focus of GEO – our tactics may need to change significantly, requiring an entirely new strategic approach. 

At that point, the platforms themselves would have diverged enough for GEO to be treated as its own discipline.

GEO shifts toward partnerships

Another reason GEO might separate from SEO is if it becomes less about optimizing for algorithms and more about partnerships with LLM providers.

For example, Perplexity AI has formed partnerships with media companies, using their data sets in its knowledge base so customers can interact with participating brands directly through answers. 

If this trend grows, optimizing for visibility may look less like SEO and more like affiliate or partnership marketing.

SEO rebrands as GEO

Finally, GEO could surpass SEO in overall value. 

If LLMs become the primary source of discovery, GEO skills will be in higher demand. 

In that case, many SEO specialists may simply rebrand themselves as GEO specialists. 

Rather than being just a niche channel, GEO could become the default search discovery channel.

Dig deeper: SEO vs. GEO: What’s different? What’s the same?

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Why GEO might not separate from SEO

While there are many reasons why GEO could become its own specialization, there are also important reasons why it may not.

Skills stay too close to SEO

Right now, the skills needed to optimize for visibility in LLMs are very similar to those of SEO.

The main difference lies in understanding how LLMs function and how people use them.

But these aren’t fundamentally new skills. 

SEOs already spend hours:

• Studying algorithm changes.
• Analyzing how they affect results.
• Understanding how audiences engage with search engines.

The platforms may operate differently at a technical level, and their inner workings aren’t as straightforward as some assume. 

Still, the expertise required to succeed with LLMs overlaps heavily with SEO.

Niche focus adds little value

Another reason GEO might not split from SEO is if there simply isn’t enough revenue or measurable value to justify a dedicated specialization. 

Right now, LLMs drive very little traffic to websites, and the true impact of visibility in these platforms is difficult to track. 

Unless GEO begins to replace the value currently generated by SEO, the case for a standalone focus remains weak.

Paid models in LLMs will fold into PPC

LLMs will likely be further monetized, most likely through paid partnerships or pay-per-click (PPC) and pay-per-impression models. 

If that happens, these opportunities will fit neatly within the existing skills of digital marketers. 

Paid GEO would simply become part of established advertising practices, not an entirely new discipline. 

Similarly, there’s no real reason to expect a need for specialists in organic LLM optimization.

Dig deeper: Will GEO replace SEO – or become part of it?

What I think is most likely

Honestly, I think the most likely outcome lies somewhere in between.

GEO becomes a sub-specialty

Most plausibly, GEO will end up as a sub-specialty rather than a standalone discipline. 

Think of local SEO or YouTube SEO. These aren’t fields that someone practices exclusively. 

Instead, they tend to be areas of focus for people who enjoy the nuances or have gained significant experience in them, but they’re rarely the sole focus of a role.

It’s uncommon to see a job posting for a “YouTube optimizer” with no other requirements. 

Even roles that specify “local SEO” typically expect strong generalist SEO knowledge alongside it. 

Similarly, it’s hard to imagine a company hiring one person to handle SEO and another to handle only GEO. 

The overlap is just too great.

GEO and SEO converge into search optimization

More likely, once the current hype around AI optimization fades, search professionals will fold GEO into their existing responsibilities. 

Right now, many people are positioning themselves as GEO experts, often trying to stake out something revolutionary (and sometimes deliberately contrary) to gain attention. 

But this isn’t new. 

Not long ago, the buzz was around TikTok as the “next frontier” of SEO. 

LinkedIn was full of think pieces about social media becoming Gen Z’s search platform. 

That didn’t materialize in any meaningful way.

When the next shiny thing arrives, GEO and SEO will likely become two sides of the same coin – simply part of a broader practice of search optimization.

Dig deeper: GEO and SEO: How to invest your time and efforts wisely