Traditional SEO vs. Generative Engine Optimisation

Traditional SEO focuses on optimizing websites for keyword-based search engines like Google by improving on-page elements, backlink profiles, technical structure, and content relevance. The goal is to rank high in the search results pages (SERPs) by targeting specific search queries and aligning with known ranking algorithms.

In contrast, GEO is designed for AI-powered search experiences such as ChatGPT, Perplexity, and Google AI Overviews, which retrieve, chunk, and synthesize answers directly from web content without showing traditional links. GEO requires a different mindset—one that emphasizes structured, semantically rich content that can be easily parsed and cited by large language models. Instead of optimizing for clicks, GEO focuses on content retrievability, authority & trust signals , and prompt-level relevance to ensure your content is included in AI-generated responses. As AI search continues to grow, GEO is becoming essential for maintaining visibility in a rapidly changing digital landscape.

Cost of GEO

The cost of implementing GEO strategies can vary widely depending on your current content infrastructure, the competitiveness of your industry, and how aggressively you want to pursue AI search visibility. Unlike traditional SEO, which often centers around ongoing link building and technical fixes, GEO investments are more content-driven—focusing on rewriting, restructuring, and semantically enriching existing material to make it retrievable and citable by AI systems. This may involve prompt-based content planning, expert-driven authority building, and formatting your content into well-defined, answerable chunks.

While GEO may not yet require the same ongoing spend as traditional SEO in link acquisition or large-scale site audits, it does demand expertise in AI behavior, prompt engineering, and search intent mapping within language models. Many businesses may see upfront costs for content strategy shifts, schema markup implementation, and AI search prompt testing. However, as competition for AI-generated visibility grows, early investment in GEO can offer a strong first-mover advantage and compounding returns over time, especially as generative search becomes a dominant discovery channel.

Why Hire an External GEO Expert Instead of an Internal Team?

Generative engine optimisation is a rapidly evolving field that requires a deep understanding of how AI systems like ChatGPT, Perplexity, and Google AIO interpret, chunk, and synthesize web content. Most internal teams, even experienced SEO professionals, aren’t yet equipped with the specialized knowledge needed to align content with AI retrieval models or optimize for prompt-based queries. Hiring an external GEO expert gives you immediate access to cutting-edge strategies, tools, and insights without the learning curve or overhead of training an in-house team.

An external GEO expert brings cross-industry experience, real-world testing results, and a fresh perspective to uncover opportunities your team may overlook. They can quickly audit your content through an AI lens, restructure key pages for maximum retrievability, and provide strategic recommendations tailored to the AI-driven search landscape. By working with a specialist, you can accelerate implementation, avoid costly missteps, and ensure your brand is discoverable in the next era of search—without having to reallocate your internal resources or reinvent your SEO playbook.