Just like a great storefront draws people in and word-of-mouth keeps your business top of mind, SEO and GEO work together to make sure customers find you online and in AI-driven conversations. But what, exactly, are they and how can you take advantage of these powerful targeting tools?
Not that long ago, if someone wanted to know “best restaurants in Barrie” or “how to fix a leaky roof,” they’d head to Google, scroll through the list of websites, and click on the ones that looked promising. That’s the world of SEO—search engine optimization—where the goal is to make sure your website shows up as high as possible on that list.
But today, more and more people are turning to AI tools like ChatGPT or Google’s new AI search feature. Instead of showing a list of links, these tools give the answer right away. Imagine asking a friend for advice, and they immediately tell you what you need to know, often pulling that answer from websites like yours. That’s where GEO—generative engine optimization—comes into play.
SEO Is Like Showing Up on the Street Corner
Think of SEO like setting up your shop on the busiest street in town. The better your “storefront” looks, with keywords in the right places, a fast website, and mobile-friendly design, the more likely people are to stop, walk in, and take a look around.
One of the best ways to make that happen is through blogs and resource pages on your website. Every blog post is like putting up another sign on the street. If someone searches “how to choose a mortgage term,” and you’ve written a helpful article on exactly that, your business has a much better chance of showing up in the results.
GEO Is Similar To Being Recommended in a Conversation
Now picture this: instead of someone walking down the street, they’re chatting with a friend who knows everything. They ask, “What’s the best roofing material for Canadian winters?” and their friend instantly replies, “Metal roofing is a top choice—AlPro Roofing has a great explanation of why.”
That “friend” is an AI tool and GEO is how you make sure your business is the one being recommended in that conversation. Blogs and articles matter here too, but it’s not just about writing, it’s about how you write. Clear headings, straightforward answers, and credible references make it easier for AI to pull your information into its answers. Even something simple like adding one strong statistic or expert quote in your blog can boost your chances of being cited.
A Real Look at How SEO and GEO work: One Blog, Two Wins
Let’s say you’re a mortgage broker. You decide to write a blog titled “Fixed vs. Variable Mortgage Rates: What Ontario Homebuyers Should Know.”
From an SEO perspective, that’s a strong move. People are already Googling phrases like “fixed vs variable mortgage” or “best mortgage rates in Ontario,” so by writing a clear article with those keywords naturally included, you give Google something to rank. If you’ve optimized it well, that blog could show up when a first-time buyer searches those exact questions. That’s your “busy street corner” moment — people walking by, seeing your sign, and stopping in.
But here’s where GEO comes in. Imagine someone opens an AI tool and types, “What’s the difference between fixed and variable mortgage rates in Ontario?” If your blog has clear headings, like one section simply called “What is a Fixed Rate Mortgage?” and another “What is a Variable Rate Mortgage?”, AI can easily lift those explanations and use them in its answer. Add in a simple fact, like “In 2024, nearly 60% of new Canadian mortgages were fixed-rate,” and you’ve given AI a neat, trustworthy data point it’s more likely to cite.
So one blog post does double duty. It pulls in clicks through Google search and positions your business as the “expert voice” when AI tools deliver instant answers. Whether someone’s reading your article directly or seeing your explanation inside an AI response, your brand and your website get seen and promoted as a trusted source..
Why You Need Both SEO and GEO
SEO and GEO aren’t rivals, they’re partners. SEO brings people in through Google the old-fashioned way, while GEO makes sure you’re included in AI-driven answers. One is like having a great spot on the street; the other is like being mentioned in word-of-mouth conversations.
The beauty is, when you create high-quality content on your website through blogs, FAQs, case studies, or guides, you’re really doing both at the same time. The content attracts clicks through SEO, and if it’s clear and well-structured, it also positions you for GEO.
You Need the Right Marketing Partner To Make SEO and GEO Work For Your Business
Most businesses don’t have time to keep up with the speed that search is changing. SEO alone has always been a moving target and now GEO adds another layer. Knowing how to write content that gets clicks from Google and shows up inside AI-driven answers takes strategy, planning, and technical know-how.
That’s where working with the right agency makes a huge difference. An agency that understands both SEO and GEO can help you create content that works twice as hard to build your authority, drive traffic, and make sure your brand gets noticed no matter where people are searching. Instead of guessing what Google or AI tools want, you’ve got a partner who knows how to position your business for both.
At 3SIXTY Marketing Solutions, that’s exactly what we do. We stay on top of the latest trends, so your content is always optimized for today’s search engines and tomorrow’s AI platforms. If you want your business to show up, be trusted, and stay ahead of the curve, let’s talk about building a strategy that combines SEO and GEO in a way that works for you.
👉 Ready to be seen everywhere your customers are searching? Contact 3SIXTY Marketing Solutions at 647-250-1494, or book a free consultation.
