TL;DR
- Different game entirely: SEO optimizes for rankings. GEO optimizes for citations. The tactics that work for one often fail for the other.
- Trust Hub > Backlinks: From what we've seen, LLMs don't count links the way Google does. They weigh mentions across trusted sources.
- Consensus > Authority: In our testing, one source saying you're great reads as marketing. Multiple sources agreeing starts to look like truth.
- Extraction > Ranking: Your content needs to be quotable in 40-50 word chunks. Long prose that ranks #1 may never get cited.
- Personas > Keywords: LLMs don't fear cannibalization. Build "[Product] for CTOs" AND "[Product] for developers." Same product, different citation paths.
The Uncomfortable Truth About Your SEO Strategy
Your SEO agency is running a playbook designed for the Google-only era. Backlinks, keyword density, technical audits, domain authority.
That playbook still works. But buyers aren't just using traditional search anymore.
When a VP of Engineering asks ChatGPT "What's the best observability tool for Kubernetes?", your #1 Google ranking doesn't matter. What matters is whether you're in the answer.
Your #1 ranking is worthless when buyers ask AI for recommendations and you're not in the answer.
The Core Difference: What Each System Rewards
SEO and GEO optimize for fundamentally different things.
| Dimension | Traditional SEO | GEO (AI Visibility) |
|---|---|---|
| Goal | Rank higher than competitors | Get cited in AI answers |
| Trust Signal | Backlinks from high-DA sites | Mentions across consensus sources |
| Content Format | Long-form, comprehensive | Quotable 40-50 word blocks |
| Success Metric | Rankings, traffic, clicks | Citation rate, snippet adoption |
| Keyword Strategy | Avoid cannibalization | Build persona-specific variants |
| Authority Source | Domain authority score | Third-party validation (G2, Reddit) |
| Update Cycle | When rankings drop | Continuous freshness signals |
| Competition | 10 spots on page 1 | 3-5 mentions in the answer |
SEO asks: "How do I rank above competitors?" GEO asks: "How do I become the answer?" Different content, different distribution, different measurement.
The GEO Playbook: 8 Plays Your SEO Agency Isn't Running
These aren't SEO tactics with a new label. They're fundamentally different plays.
Play 1: Trust Hub Mapping (Not Link Building)
Find YOUR Specific Trust Sources
From what we've observed, LLMs cite the same sources repeatedly for each vertical. Discover which domains they trust for YOUR category, then build presence there.
- Run 30-50 queries in ChatGPT/Perplexity for your category
- Track every domain (not page) cited. Build a frequency table.
- The domains appearing repeatedly = YOUR Trust Hub
- This list is specific to your industry. Not generic.
Play 2: Consensus Building (Not Authority Building)
Get the Same Fact Said Multiple Ways
Based on our testing, LLMs seem to validate claims by checking how many sources agree. One source saying you're great reads as marketing. Multiple sources saying the same thing starts to look like truth to the model.
- What we call the 70/30 approach: 70% of the fact stays the same, 30% varies in phrasing
- Your website says "reduces MTTD by 67%"
- G2 review says "MTTD dropped 67%"
- Case study says "67% faster detection"
- Same fact, natural variation, multiple sources = stronger signal for AI
Based on what we've seen, don't coordinate identical mentions across sources. We believe AI systems may detect artificial patterns. If 5 Reddit accounts post the same phrasing in the same week, it looks like manipulation. Natural variation over time beats coordinated campaigns. Build consensus gradually, not all at once.
Play 3: Answer Block Engineering (Not Long-Form SEO)
Write for Extraction, Not Reading
LLMs grab content in chunks. Key claims need to be at the start of each section in 40-50 word blocks that stand alone.
- First 40-50 words after each H2 = your Answer Block
- Direct, factual, quotable. No "In this section, we'll explore..."
- Front-load the answer: Not "The cost depends on factors..." but "The average cost is $50/user. Factors include..."
- Write as if AI will copy-paste this exact text
Play 4: Persona Multiplication (Not Cannibalization Avoidance)
Same Product, Multiple Entry Points
Traditional SEO fears cannibalization. GEO embraces it. Each persona page is a different citation path.
- Start with your top 3 sales personas. CTOs? DevOps leads? Security teams?
- Create dedicated pages: /for-ctos, /for-developers, /for-startups, /for-enterprise
- The 40/60 rule: 40% core product content, 60% persona-specific framing
- CTO asks AI → /for-ctos cited. Developer asks → /for-developers cited.
- Use subdirectories, not subdomains. Keep authority consolidated.
Play 5: Money Page Optimization (Not Blog-First Strategy)
Pricing and Features > Thought Leadership
When someone asks "How much does [product] cost?", your pricing page gets cited. Not your blog.
- Clear pricing with specific tiers (not "Contact Us")
- Feature pages with structured tables, not marketing prose
- Comparison pages you own: "[Product] vs [Competitor]"
- Use-case pages with concrete examples
Play 6: Schema for Entity Connection (Not Just Rich Snippets)
Tell AI Who You Are
Schema isn't just for rich snippets. It connects your entity graph so AI knows your G2 profile, LinkedIn, and website are the same company.
Organizationschema withsameAslinking all profilesProductschema with pricing, features, categoriesFAQschema (we've seen meaningful citation lifts with this in our client work)HowToschema for technical content- Entity linking: Use
mentionsto link concepts to Wikipedia/Wikidata URLs
Play 7: Freshness Signals (Not "Evergreen" Content)
Continuous Updates Beat Static Authority
SEO loves "evergreen." In our experience, GEO rewards freshness. Your 2023 content loses to their December 2024 update.
- Add "Last Updated: [Month Year]" to all money pages
- Refresh one section per quarter minimum
- Update comparison pages when competitors change pricing
- Republish with new data, not just cosmetic changes
Play 8: Original Data Publication (Not Content Repurposing)
Unique Stats Force Citations
If you're the primary source for a stat, AI must cite you. Original data beats repurposed content.
- Survey customers quarterly. Even 50 responses = unique data.
- Publish benchmark reports with specific numbers
- Turn internal metrics into public insights
- Data-led PR: release stats through news channels for indexing
The Measurement Gap: What Traditional SEO Tools Miss
Your SEO dashboard shows rankings, traffic, backlinks. None capture AI visibility.
Citation rate: Run 20 target queries weekly. Citation rate = (cited / total) × 100.
Snippet adoption: Does AI use your exact phrasing? Compare to your Answer Blocks.
Consensus score: Search your key claims in quotes. Count distinct domains repeating them.
Questions to Ask Your SEO Agency
If they can't answer these, they're running the wrong playbook.
"What's our citation rate for commercial queries?"
If they talk about rankings instead of citations, they're measuring the wrong thing.
"What's our Trust Hub and how are we building presence there?"
If they mention backlinks but not Reddit, G2, or industry forums, they're playing the old game.
"How are you building consensus for our key claims?"
If they don't understand multi-source validation, they're not doing GEO.
"What's our snippet adoption rate?"
If they don't know what this means, they haven't studied how AI citations work.
"Show me the Answer Blocks in our content."
If every page starts with fluffy intros instead of quotable 40-word summaries, the content isn't GEO-optimized.
The 30-Day GEO Transition Plan
Don't abandon SEO. Layer GEO on top.
Map Your Trust Hub
Run 50 queries in ChatGPT and Perplexity. Track every cited source. Identify your 10-15 Trust Hub domains.
Fix Your Money Pages
Add Answer Blocks to pricing, features, comparison pages. Implement FAQ and Organization schema. Add "Updated: [Month Year]".
Seed Your Key Facts
Pick 3 metrics. Create natural mentions across G2, Reddit, one industry publication. 70% consistent, 30% varied.
Establish Baseline
Run 50 queries again. Track citation rate. Set up monthly tracking. Identify gaps. Plan next month.
GEO isn't replacing SEO. Both matter. But if you're only playing SEO, you're invisible to buyers who start with AI. The winners run both playbooks.
→ Start Here: 3 Quick Wins (Do This Week)
- Run 10 queries in ChatGPT for your category. Note every source cited. That's your Trust Hub starting point.
- Check your pricing page. Does it show actual prices or "Contact Us"? If hidden, AI can't cite your pricing.
- Add "Updated: January 2026" to your top 3 money pages. Refresh one paragraph on each.
The Bottom Line
Traditional SEO optimizes for Google's algorithm. GEO optimizes for AI's knowledge graph. Different systems, different rules, different playbooks.
Your SEO agency isn't wrong. They're just playing a different game. But when a VP asks ChatGPT for recommendations and you're not in the answer, your #1 ranking is worthless for that deal.
The window is open. GEO is where SEO was in 2010. The companies that figure it out now will own AI visibility in their categories.
Start with the Trust Hub discovery. 50 queries. Track every citation. Find YOUR sources. Build presence there. The rest follows.
Want to diagnose why you're not getting cited? Read: Why Your Competitors Are Getting Cited in AI Answers (And You're Not)
Yuval Halevi
Yuval, an expert in SEO with over a decade of experience, helps startups simplify their digital marketing strategies. With a focus on practical solutions and a track record of success as a digital nomad and successful company builder, he drives growth through effective SEO, growth hacking, and creative marketing.