Let’s talk about two of the buzziest acronyms in digital marketing right now: SEO (Search Engine Optimization) and GEO (Generative Engine Optimization). If you’re not quite sure you are on top of the conversation, don’t worry—you’re not alone. While SEO has long been the cornerstone of online visibility, GEO is a powerful new player in the age of AI. But what exactly sets them apart? And why does SEO still hold the crown? Let’s breakdown the trends, the hype and why mastering SEO remains essentials as GEO gains ground.
What’s trending in SEO in 2025?
While marketers have been hearing about the importance SEO for years, it is far from old news. In fact, it’s evolving faster than ever. Here’s what’s hot with SEO now:
- Focus on expertise and authority: Google’s algorithm increasingly rewards content that demonstrates expertise and delivers helpful, human-centered content that addresses intent—not just keywords. That means brands need to double down on information that is relevant, authoritative and trustworthy.
- User-generated content (UGC): Platforms like Reddit and Quora are seeing massive traffic spikes because people want authentic real-life insights, not just polished marketing copy. UGC is expected to drive 80% of SEO-enhancing content by 2030.
- Zero-click searches: Users are increasingly getting answers directly on the search engine results page (SERP) and via AI overviews and featured snippets, so brands need to optimize for visibility in these formats.
- Technical SEO still matters: Fast, mobile-friendly, and well-structured sites are non-negotiable. Structured data and schema markup are increasingly important for both SEO and GEO.
And the numbers? Google and traditional search dominate.
- AI chatbots account for just 2.96% of search engine visits
- There is a 34x gap between traffic to search engines and AI chatbots
Source: https://www.semrush.com/blog/ai-search-seo-traffic-study/
Why is GEO getting so much attention?
GEO is the new kid on the block—and it’s shaking things up. Instead of optimizing for search engines, GEO is all about getting your content cited in AI-generated answers—think ChatGPT, Google SGE, Perplexity and Claude.
Key GEO trends:
- AI citations: The goal is to be referenced by AI assistants, not just ranked on a page. This requires content to be well-structured and easy to parse.
- Structured, fact-based content: Think bullet points, clear information, and authoritative sources. This helps AI models identify and surface your content in responses.
Why SEO still matters (a lot)
Even as GEO gains tractions, it’s still dwarfed by SEO’s scale and reach.
- Traffic and conversions: SEO is still the main driver of organic website traffic and leads for most businesses.
- Brand visibility and trust: Ranking high in search results builds credibility and authority. Users still trust Google’s top results more than AI-generated answers.
- It’s evolving, not dying: SEO is adapting to AI, not being replaced by it. The most effective strategies now blend traditional SEO with GEO tactics to maximize visibility across both search engines and AI platforms.
The bottom line
GEO is the future of digital visibility, but SEO is still the current heavyweight champion. If you want to win online in 2025, you need to master both—but don’t sleep on SEO’s power just yet. The smart move? Start integrating GEO strategies into your SEO playbook, and you’ll be ready for whatever the next wave of search brings.
Ready to future-proof your digital strategy? The Imprint team can help implement a strategy for both SEO and GEO—our approach to search optimization, Imprint SONAR™, helps your brand get found no matter where or how your audience searches. Reach out to our team here or send a message to imprint@imprintcontent.com.
