What Is the Difference Between GEO and SEO?

Developing a Strategy to Help a Website Get Found Through AI Queries

The digital landscape is evolving rapidly as artificial intelligence (AI) tools such as ChatGPT, Google Gemini, and Microsoft Copilot change how people look for information online. For years, search engine optimization (SEO) has been the cornerstone of digital marketing strategies, helping websites appear in Google's search results. Now, generative engine optimization (GEO) is emerging as an essential complement to SEO, helping to ensure that websites will appear in responses generated by AI systems.

GEO focuses on optimizing websites so they are recognized and incorporated into answers provided by generative AI tools. While SEO and GEO share some similarities, they serve different purposes, and specific techniques will need to be used to make sure websites can appear in both search results and AI answers.

For law firms and other businesses that are looking to reach prospective clients, understanding these differences is critical. The team at OVC Lawyer Marketing has a strong understanding of both search engines and AI, and we work to stay on the cutting edge of online technology, building websites that will help our clients generate leads and maintain success in their digital marketing strategies. We build websites and create content that helps our clients get found online by people who are looking for their services.

How User Intent Differs Between Search Engines and AI Tools

People interact with search engines and AI tools in different ways, and these behaviors will affect how content must be optimized.

• Search Engines (SEO): When using Google, Bing, or other search engines, users typically enter short, keyword-based queries such as "divorce lawyer in Naperville" or "criminal defense attorney near me." They then browse through a list of links, scan multiple websites, and decide which one best meets their needs. The average search query is four words long.
• Generative AI Tools (GEO): When using ChatGPT, voice assistants, or other AI services, users often ask longer, conversational questions such as "Who is a trusted divorce attorney in DuPage County who can help with a high-conflict custody case?" or "What steps should I take if I am charged with DUI in Illinois?" Instead of returning a list of links, these tools generate a summarized response, and they will often include links to specific firms or websites that serve as authoritative sources of information. The average query made using AI is 23 words long.

AI tools aim to deliver complete answers within conversations with users. This shift in user intent means law firm websites must now be optimized not just with keywords, but with specific questions and answers. Optimization must be based on an understanding of how AI models interpret, process, and reference content.

GEO Techniques That Complement SEO Strategies

Generative engine optimization requires a targeted approach to ensure that websites will be recognized by AI systems, their content will be incorporated into the answers that are generated, and links will be provided for users who are looking for a firm's services. Some key GEO techniques include:

• Developing Authoritative, Comprehensive Content: AI models look for content that thoroughly addresses a topic. Law firm websites should include detailed pages that answer specific client questions, cover related legal concepts, and provide insights about how an attorney can help address people's needs.
• Structured Data: Schema markup and other data included on a website can help AI tools understand the context of a site's content. Formatting content correctly can help a site be recognized and included in answers to AI queries.
• Natural, Conversational Language: Since AI tools respond to conversational queries, website content should be written in a way that mirrors how people ask questions. FAQs can be helpful, and other plain language that provides easily-understandable answers to people's questions can help AI systems pull relevant information from a site.
• Hyperlocal Optimization: When using AI tools, people often ask questions that include geographic components, such as how to find an attorney that serves a specific city or county. Including geographical information in content, headings, and metadata can help AI chatbots associate a firm's services with the appropriate locations.
• Earning Mentions and Citations: AI models tend to favor websites that are referenced elsewhere online. Building a strong backlink profile and ensuring consistent citations can reinforce a website's credibility.

How GEO and SEO Work Together

GEO does not replace SEO; rather, the two strategies complement each other. SEO can help ensure that a law firm's site will appear in search engine results, while GEO can increase the likelihood that the site will be recognized and referenced in AI-generated responses. Together, they create a comprehensive digital presence, driving clicks from search results and increasing visibility in AI answers. Combining these strategies can help generate leads, whether people are using search engines or consulting an AI assistant for guidance.

Helping Law Firms Use GEO and SEO

At OVC Lawyer Marketing, we understand the importance of staying ahead of technological shifts that affect the ways prospective clients find products and services online. Our team works with law firms across the country to implement both SEO and GEO strategies that will increase their visibility and help them connect with potential clients. We can:

• Audit Existing Content: We can evaluate whether a website's content is likely to be found in online searches or be included in answers generated through AI tools. We can identify areas of improvement and develop a content strategy that will help a website succeed.
• Create GEO-Ready Content: Our writers produce detailed, authoritative pages that answer people's questions in ways that AI systems can process and summarize effectively. We know how to explain topics in a way that is easily understandable, using plain language while emphasizing the value that law firms provide to their clients.
• Implement Technical Enhancements: We make sure each page includes the proper schema markup, metadata, and formatting that will help AI tools understand and summarize content.
• Hyperlocal Optimization: Our geo-targeted strategies can help ensure that a firm will be recognized as a trusted legal resource in a specific area, whether a prospective client uses search engines or AI assistants.
• Build Online Authority: We can help strengthen a firm's reputation across the web by building backlinks and reviews. This can help AI models recognize the site as a credible source of information.

Optimize Your Website for AI and Search Engines

AI tools are reshaping how people search for legal services, but while it is important to address these changes, traditional SEO techniques will still be essential. To ensure that your firm is visible in both online searches and AI-generated responses, your website needs a combined SEO and GEO strategy.

OVC Lawyer Marketing can help you position your firm to reach clients wherever they are looking for answers. Contact us at 630-635-8000 to learn how we can help you enhance your digital presence and maintain success in the rapidly-changing online landscape.