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Will GEO Replace SEO or Just Become Part of It?

  • Writer: Elaine Angel
    Elaine Angel
  • Sep 14
  • 2 min read

GEO probably won’t replace SEO entirely — but it will become a critical sub-specialty. Most businesses will fold GEO tactics (AI-ready content, schema, AI citation tracking) into their existing SEO strategies.


Fork in the road at sunrise with two signposts labelled SEO and GEO, representing the choice between traditional SEO and Generative Engine Optimisation. Text overlay reads “Will GEO Replace SEO or Just Become Part of It,” symbolising the future of search.


The Big Question

In our last post, we looked at how search behaviour is shifting — and the data makes it clear that GEO is here. But where is this all heading? Will GEO replace SEO, or just become part of it? Let’s explore the scenarios.


Scenario 1: GEO Becomes Its Own Discipline

There’s a chance GEO could split off from SEO entirely:

  • The industry makes it a thing: The more we label it as distinct, the more it becomes its own channel.

  • LLMs evolve beyond Q&A: If generative AI moves towards agentic AI making decisions, taking actions, we’ll need entirely new strategies.

  • Partnership marketing: Platforms like Perplexity are already partnering with media companies. Optimising for visibility may start to look more like PR or affiliate marketing.

  • SEO rebrands as GEO: If AI discovery becomes the main channel, “SEO specialists” will simply rebrand themselves.


Scenario 2: GEO Stays Part of SEO

But it might not split off at all:

  • Skills overlap too much: GEO uses the same toolkit as SEO, schema, content strategy, link analysis.

  • ROI unclear: LLMs currently drive very little measurable traffic. Hard to justify a separate budget line.

  • Paid GEO = PPC: Monetisation will likely be via sponsored placements, which already sit under paid search teams.


Most Likely Outcome: GEO as a Sub-Specialty

The most realistic path? GEO becomes a sub-specialty, just like local SEO or YouTube SEO. It’s an important focus area, but rarely someone’s entire job.

For most businesses, the answer will be to fold GEO tactics into your existing SEO work, rather than treating it as a separate channel.


Multi-Touch Search Journeys: Google + ChatGPT Together

Here’s a crucial insight: users aren’t abandoning Google for ChatGPT, they’re using both. They start on Google, see an AI Overview, then use ChatGPT for deeper context or step-by-step advice.

That means your brand needs to show up in both places to catch the full search journey.


What Kiwi Businesses Should Do Right Now

  • Train your team (or agency) to produce AI-ready content.

  • Track your presence in AI summaries.

  • Build partnerships with trusted sites that AI tools cite.

  • Keep an eye on developments, this space moves fast.


Conclusion

Whether GEO becomes its own discipline or stays part of SEO, one thing is clear: search optimisation is no longer just about ranking #1.


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