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Search is changing fast. For as long as most of us working in digital marketing can remember, search engine optimization has been the driving force behind businesses getting found online. But with the rise of generative AI and conversational search tools, a new concept is emerging: generative engine optimization, or GEO. For local businesses, from retail stores and clinics to restaurants and home services providers, the shift from SEO to GEO (or rather, the layering of GEO into SEO) brings both challenges and opportunities. Understanding the similarities and differences between SEO and GEO is critical to maximizing local visibility and driving real business on the ground. What Is SEO (Search Engine Optimization)? SEO is the practice of optimizing your website so that traditional search engines (Google, Bing, etc.) rank your pages and content higher in search results for relevant queries. Keyword research and targeting: Figuring out what terms your local audience is searching for.
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