The way people search for information is changing. While Google still dominates with 86% of U.S. search traffic, a growing number of consumers are turning to AI platforms like ChatGPT, Perplexity, and Google’s AI Overviews to find answers. By the end of 2026, traditional search engine volume is expected to drop by 25% as AI chatbots become the go-to source for information, according to Gartner. SEO and GEO are key now more than ever before.
At JoberTalk, we help businesses navigate this shift. The short answer to whether you need both SEO and GEO is yes. But understanding how they work together is what separates brands that get found from those that get forgotten.
What Is SEO?
Search Engine Optimization (SEO) is the practice of optimizing your website and content to rank higher in traditional search engine results. When someone types a query into Google, SEO determines whether your page shows up on page one or page ten.
SEO focuses on factors like keyword optimization, backlinks, site speed, mobile responsiveness, and content quality. The goal is to earn clicks by appearing at the top of search results.
For most businesses, SEO remains the foundation of any digital marketing strategy. Google still processes billions of searches daily, and ranking well drives consistent, high-quality traffic to your website.
What Is GEO?
Generative Engine Optimization (GEO) is a newer discipline focused on getting your brand cited by AI-powered platforms. Unlike traditional search engines that list links, generative engines like ChatGPT and Perplexity synthesize information from multiple sources and deliver direct answers to users.
The term was first introduced by Princeton researchers in 2023, and by 2026, GEO has become essential for businesses that want to stay visible in the evolving search landscape.
Here’s the key difference: SEO gets you ranked. GEO gets you cited.
When someone asks ChatGPT for a product recommendation or industry advice, the AI pulls from sources it deems authoritative and trustworthy. If your content isn’t optimized for these platforms, you won’t be part of the answer.
According to DOJO AI, 50% of consumers are now using AI-powered search as their primary way to find information and make buying decisions. That’s half of your potential audience you could be missing.
Why You Need Both
Some marketers assume GEO will replace SEO. The data says otherwise.
Research from Incremys found that 99% of citations in Google’s AI Overviews come from pages already ranking in the organic top 10. Similarly, 87% of ChatGPT citations correspond to top Bing search results. In other words, traditional SEO is still the foundation that makes GEO possible. You need to rank well first to have a chance of being cited.
At the same time, relying solely on SEO is becoming risky. According to Bain & Company, 80% of consumers now rely on zero-click results for at least 40% of their searches, reducing organic traffic by 15% to 25%. That means even if you rank number one, users may never click through to your site because the AI already gave them the answer.
The solution is a combined strategy. Build your SEO foundation to establish authority, then optimize your content for AI citation to capture the growing audience using generative search.
JoberTalk specializes in SEO strategies that prepare your brand for both traditional and AI-powered search. Schedule a consultation to see how we can help.
How to Optimize for Both SEO and GEO
The good news is that many SEO best practices support GEO success. Here are a few strategies that work for both:
Create high-quality, authoritative content. AI platforms favor content that demonstrates expertise, includes credible sources, and provides clear, direct answers.
Use structured data. Schema markup helps search engines and AI platforms understand your content, increasing your chances of being featured in both search results and AI-generated answers.
Include statistics and citations. According to Princeton research, adding statistics and citing sources can improve AI visibility by 30% to 40%.
Answer questions directly. Structure your content with clear headings and concise answers to common questions in your industry.
Keep content fresh. AI platforms prioritize up-to-date information. Regularly updating your content signals relevance and authority.
The Bottom Line
SEO and GEO are not competing strategies. They are complementary. SEO builds the foundation that gets your content indexed and ranked. GEO ensures your brand is cited when AI platforms generate answers for your audience.
Businesses that invest in both will have a significant advantage as search continues to evolve. Those that ignore GEO risk becoming invisible to a rapidly growing segment of consumers.
JoberTalk helps businesses develop SEO strategies that work for today’s search landscape and tomorrow’s AI-driven future. Contact us to get started.