GEO vs. SEO in 2025: Why Ranking #1 is No Longer Enough
GEO vs. SEO in 2025: Why You Need Both (Not Either/Or)
The biggest mistake SEO professionals make in 2025 is treating GEO as a replacement for SEO. It’s not. It’s a complement.
For five years, the narrative was “SEO is dying” every time Google made an algorithm change. Now it’s “SEO is dead, GEO is king.” Both are wrong. The truth is more nuanced: the channel is splitting.
Some user intents benefit from traditional SEO. Others benefit from GEO. Winners in 2025 will be the ones who optimize for both simultaneously—understanding when to push each lever.
This article explains how to build that hybrid strategy.
Where Traditional SEO Still Wins: Transactional Queries
Not all searches have moved to AI. In fact, some searches are more Google-dependent than ever.
Transactional Intent (User wants to buy/sign up)
- “Buy Nike Air Force 1”
- “Project management software free trial”
- “Plumber near me”
Why SEO dominates: The user’s intent is to click and convert. AI summaries don’t satisfy this. They still need your website.
Metric: 70% of clicks still come from transactional queries (Google still owns intent-to-buy).
Navigational Intent (User wants a specific brand)
- “Salesforce login”
- “Nike customer service”
Why SEO dominates: The user already knows the brand. They just need to find it quickly. Ranking #1 = traffic.
Local Intent (User wants current information)
- “Best Thai restaurant in San Francisco”
- “Dentist open now”
- “Store hours near me”
Why SEO dominates: Information changes constantly. Google still has the freshest data. Plus, Google Maps integration is critical for local businesses.
Where GEO Now Dominates: Informational Queries
Informational & Comparative Intent (User wants to learn or compare)
- “What is the best CRM for small businesses?”
- “How to optimize for AI search”
- “HubSpot vs. Salesforce comparison”
- “Why is my website traffic dropping?”
What’s happening: AI engines synthesize the answer directly. The user reads ChatGPT’s summary and decides without clicking. The articles AI cites get mention, but not necessarily clicks.
The data is stark:
- 60% of Google searches now end without any click (Digital Bloom, 2025)
- When AI Overviews appear, CTR drops 47% (from 15% to 8%)
- For news queries specifically, zero-click reached 69% by May 2025 (Similarweb)
This isn’t “some traffic loss.” This is a fundamental shift in how informational queries are consumed.
The Hybrid Strategy: A Decision Matrix
The question isn’t “SEO or GEO?” It’s “Which queries get which strategy?“
Use this matrix to prioritize:
| Query Intent | Example | Primary Strategy | Secondary Strategy | Investment |
|---|---|---|---|---|
| Transactional | “Buy project management software” | SEO (High Priority) | GEO (Low) | 70% SEO, 30% GEO |
| Navigational | “Asana login” | SEO (High Priority) | GEO (Low) | 80% SEO, 20% GEO |
| Informational | “Best project management tools 2025” | GEO (High Priority) | SEO (Medium) | 40% SEO, 60% GEO |
| Comparative | “HubSpot vs. Asana vs. Monday” | GEO (High Priority) | SEO (Medium) | 35% SEO, 65% GEO |
| Local | “Best dentist in Austin” | SEO (High Priority) | GEO (Low) | 85% SEO, 15% GEO |
| Research | “How does AI search affect marketing” | GEO (High Priority) | SEO (Medium) | 30% SEO, 70% GEO |
The key insight: Transactional queries = SEO priority. Informational queries = GEO priority.
Real-World Example: SaaS Company Budget Reallocation
Let’s say you’re a B2B SaaS company with a current SEO-only strategy spending $50,000/month.
Old Model (SEO-Only)
- Content marketing: $20,000 (50 blog posts/year)
- Link building: $15,000 (partnerships, PR)
- Technical SEO: $10,000 (crawl optimization, site speed)
- Tools + analytics: $5,000
New Hybrid Model (SEO + GEO)
- Content marketing: $12,000 (20 high-quality blog posts + 5 research reports)
- Digital PR & Citation Building: $12,000 (featured in Forbes, TechCrunch, industry publications)
- Entity Management: $8,000 (Wikipedia, Wikidata, Knowledge Graph optimization)
- Link building: $8,000 (selective partnerships only)
- Technical SEO: $5,000 (llms.txt, Schema markup, LLM-friendly structure)
- Tools + analytics: $5,000
What changed:
- Cut volume-based content (50 → 20 blog posts). Focus on depth instead.
- Shifted 75% of PR budget to “citation building” (getting mentioned in authoritative sources)
- New line item: Entity Management (GEO-specific)
- Keep technical SEO but refocus on machine readability, not just crawler optimization
Expected outcome:
- Transactional traffic: -5% to -10% (acceptable loss; AI doesn’t impact “buy now” queries)
- Informational visibility: +40-60% (more citations in ChatGPT, Perplexity)
- Brand awareness: +30-50% (more mentions in AI answers)
- Lead quality: +25% (you’re being recommended as the authority)
The Five Keyword Types: Which Strategy for Each?
Not all keywords are created equal. Here’s how to classify your keyword list:
Type 1: Transactional Keywords (Pure SEO Focus)
Examples: “Buy,” “pricing,” “free trial,” “sign up,” “best … for [specific use case]”
Strategy: Traditional SEO playbook. Rank on Google SERP.
GEO tactic: Minimal (focus on correctness of product description if mentioned)
Type 2: Informational Keywords (Pure GEO Focus)
Examples: “What is,” “how to,” “why,” “best practices,” “how does”
Strategy: Create answer-ready content. Optimize for citations.
GEO tactic: Write content specifically for AI synthesis. Short, factual, well-structured.
Type 3: Comparative Keywords (GEO Primary, SEO Secondary)
Examples: “Vs.,” “comparison,” “competitor,” “alternative to”
Strategy: GEO primary (AI is doing the comparison). SEO secondary (capture some clicks).
GEO tactic: Write comparison that AI will cite. Make your product sound credible vs. competitor.
Type 4: Local Keywords (Pure SEO Focus)
Examples: “Near me,” “[City] + service,” “open now,” “hours”
Strategy: Google Maps + SEO. GEO irrelevant here.
GEO tactic: None needed.
Type 5: Brand Keywords (Both, but SEO Still Wins)
Examples: “[Your brand] + feature,” “[Your brand] login,” “[Your brand] vs competitor”
Strategy: Rank #1 (SEO). Also get mentioned in AI answers (GEO).
GEO tactic: Ensure brand data is consistent and updated (Wikipedia, Wikidata, G2).
The Overlap: Measuring Both Success Metrics
Here’s where it gets tricky: Some keywords need both SEO and GEO measurement.
For Transactional Keywords (Pure SEO):
- Track: Ranking, CTR, Conversion Rate
- Ignore: AI mentions (irrelevant)
For Informational Keywords (Pure GEO):
- Track: Share of Voice (SOV) on AI engines
- Track: Sentiment (positive/negative mentions)
- Track: Citation frequency
- Ignore: Google ranking (less relevant)
For Comparative Keywords (Both):
- Track: Ranking + CTR (SEO layer)
- Track: Citation frequency + Sentiment (GEO layer)
- Measure: Brand preference shift (did being cited improve customer perception?)
The metric to watch: Brand mention sentiment. If ChatGPT says “X is best for enterprise” (your territory), that’s a GEO win even if you lose a few Google clicks.
Common Mistakes: How to Avoid the GEO/SEO Conflict
Mistake 1: Cutting SEO Too Aggressively
What happens: You optimize for GEO, stop doing SEO, and watch your transactional traffic collapse.
Fix: Keep SEO budget for keywords where user intent = buying. Only reduce SEO for informational keywords where GEO now dominates.
Mistake 2: Assuming All Traffic Loss = AI Impact
What happens: Your traffic drops 15%, you panic, assume it’s all AI. You ignore other factors (seasonal, competition, algorithm changes).
Fix: Segment your keywords by intent first. Only apply GEO strategy to informational/comparative. Keep SEO focus for transactional.
Mistake 3: Optimizing for AI at the Cost of User Experience
What happens: You write content so “GEO-optimized” (short, structured, robotic) that humans hate reading it.
Fix: Write for humans first. Then add GEO structure (schema, short paragraphs, clear statements). Both audiences win.
Mistake 4: Ignoring Your Actual User Path
What happens: You assume all users use ChatGPT. Your actual users prefer Google. You waste budget.
Fix: Check your analytics. Where do your customers actually come from? Optimize there first.
The 2025 Playbook: Hybrid in Action
Month 1: Audit & Classify
- Pull your top 200 keywords
- Classify by intent: transactional, informational, comparative, local, brand
- Measure baseline: Google ranking + AI visibility (using Geolify or similar)
- Identify where you’re losing visibility (informational keywords where AI dominates)
Month 2-3: GEO Priority Fixes
- For informational keywords: Rewrite top 10 pieces with answer-ready structure
- Build entity authority: Update Wikipedia, Wikidata, G2
- Launch 2-3 original research/data projects (citation-worthy)
- Pitch to tier-1 media (Forbes, TechCrunch, industry publications)
Month 4+: Ongoing Hybrid Management
- SEO layer: Monitor rankings for transactional keywords (weekly)
- GEO layer: Monitor AI mentions and sentiment (weekly via Geolify)
- Attribution: Track which sources (Google organic vs. AI mention) drive conversions
- Adjustment: Double down on what’s working. Cut what isn’t.
Conclusion: The Hybrid Win
Ranking #1 on Google is still valuable. But it’s no longer sufficient.
In 2025, the winners are brands that:
- Rank #1 for transactional keywords (capture buying intent)
- Dominate AI answers for informational keywords (capture mindshare)
- Measure both (not just Google rankings)
The brands that try to optimize for only one will lose to those who master both.
Your hybrid strategy starts with classification. Know which keywords to push which way. That’s the only way to win in the AI era.
