How SEO and GSO Work Together in 2025 (Not Against Each Other)
TL;DR
- SEO ranks your site in Google. GSO gets your content cited by AI tools like ChatGPT, SGE, and Perplexity.
- Search is evolving. More users read AI summaries than click links. If your content isn’t structured for both search engines and AI, you’re missing half the audience.
- Combine traditional SEO (keywords, technical structure) with GSO tactics (question-based headings, TL;DRs, schema markup) for dual visibility.
- This dual strategy helps your content show up in both organic results and AI-generated answers, future-proofing your traffic and authority.
Bottom line: SEO gets you found. GSO gets you featured. You need both to stay visible in 2025.
What if everything you thought about SEO dying in the age of AI was wrong?
What Is the Difference Between Traditional SEO and Generative Search Optimization?
Traditional SEO focuses on getting your content ranked on search engine results pages (SERPs) by using technical SEO, keyword optimization, and quality site structure.
Generative Search Optimization (GSO) AKA generative engine optimization (GEO) focuses on making your content recommendable by AI engines like Google's SGE, ChatGPT, and Perplexity.
Unlike traditional SEO, GSO targets AI responses, large language models (LLMs), and generative AI systems that interpret search intent differently.
I didn’t fully grasp this difference until early 2025, when I noticed my own search behavior changing.
Instead of clicking through multiple links on Google, I found myself reading the AI summary at the top, and often, that was enough. It made me realize: if I’m relying on answers provided by artificial intelligence, my audience probably is too.
At that time, SEO was still performing well for our clients. But a few months in, we saw a noticeable dip in metrics...not because rankings had dropped, but because search behavior had shifted.
People weren’t clicking like they used to. They were getting their answers from AI-driven search engines and moving on.
That shift forced us to reevaluate everything.
We started studying how large language models like ChatGPT and Perplexity choose what content to cite in their responses. It wasn’t just about keywords or backlinks; it was about being clear, having structure, and demonstrating contextual relevance.
Once we started adjusting our content using generative search optimization principles, we began to see early signs of recovery.
We’re still tracking results, but it’s clear: traditional SEO helps people find you. GSO helps AI recommend you.
You need both to stay visible in 2025.
Why This Distinction Matters for Content Creators and Marketers
Understanding the difference between traditional SEO and GSO (or GEO) is critical because it changes how you approach content creation and how you provide value to your target audience.
- Traditional SEO helps your content rank on the results pages (SERPs) of traditional search engines. This is great for users who still click through to websites.
- GSO helps your content get cited by AI answers which are often read instead of clicking search results.
Why does this matter?
Because in 2025, more users are getting answers from AI without ever visiting a site. If your content isn’t structured in a way that AI can scan, summarize, and attribute...
You’re invisible in the new search layer.
GSO makes your expertise accessible to AI platforms, not just human readers. And when done right, it creates double exposure:
- Your content ranks in traditional search results
- And it's quoted or recommended in AI responses by tools like ChatGPT, Google's SGE, and Perplexity
This dual visibility gives creators and marketers a competitive edge in an increasingly AI-first world.
Why Is SEO Still Essential in an AI-Driven Search Landscape?
Despite the rise of generative search engines, traditional search engines like Google still drive significant organic traffic.
SEO search results continue to deliver value:
- Helps your content appear in search without paid ads
- Builds long-term online visibility
- Supports your digital marketing strategy
When we began noticing a sudden dip in traffic across both our website and our clients’ sites, it seemed like a typical fluctuation. But the data told a different story.
It wasn’t that our rankings had dropped. They hadn’t.
Instead, some users were finding what they needed before they ever reached the links. This was all thanks to AI summaries dominating the top of the page.
We realized the problem wasn’t visibility in traditional SEO terms.
The problem was that AI engines were answering questions before some searchers clicked through. And unless your content is structured to be included in those AI responses, it might as well not exist for those people.
That was our wake-up call.
We didn't need to abandon SEO because many searchers still click through to websites.
We needed to layer in generative engine optimization in addition to our SEO so our site and our clients' sites could be found by both types of searchers.
How Have AI-Driven Search Engines Changed How We Search?
The way we search in 2025 looks nothing like it did just a few years ago. People don’t just use search engines anymore. They use AI platforms to get instant, summarized answers pulled from top-ranked sources.
Thanks to AI-driven search engines like ChatGPT, Perplexity, and Google’s Search Generative Experience, users now expect instant, conversational answers not a list of links.
I've moved from typing keywords into Google to asking full questions in natural language. And instead of clicking through multiple sites, I often just read the AI summary at the top, and that’s enough.
I catch myself doing this all the time. If my behavior has changed, that means my audience’s has too. If I'm guilty of loving it, my audience probably is too... and that's when I realized there is a huge shift happening.
This behavior shift in how we search and user intent means your content must adapt. It needs to be structured in a way that AI platforms can understand, summarize, and trust. That means using question-based headers and TL;DR summaries that highlight the main takeaways.
AI-driven search is changing not just how people search, but how content gets found.
This shift means:
- AI answers questions before users click
- Structured, concise content gets prioritized
- Traditional SEO alone no longer guarantees visibility
- GSO helps your content speak the language of AI
- AI anticipates user queries
- You must be optimized for AI-generated content tools
How Do You Create Content That Performs in Both SEO and GSO?
Creating content that works for both search engines and AI platforms doesn’t mean doubling your workload it means getting smarter about how you format and structure what you’re already publishing.
Here’s exactly how we optimize for organic search with Search Engine Optimization (SEO) and Generative Search Optimization (GSO):
- Use question-based headers
These align with how people naturally search, especially in AI chat tools. Instead of vague section titles like "Tips," go with “How Do You Optimize a Blog Post for AI?” AI engines recognize questions and often use them to structure their answers.
- Insert TL;DRs and summaries
AI loves content that front-loads value. A quick, bulleted TL;DR or summary at the top increases the chance your content will be cited in AI answers.
- Focus on E-E-A-T
That’s Experience, Expertise, Authoritativeness, and Trustworthiness. Share personal insights, back claims with real data, and use clear author signals AI favors content that feels credible and human.
- Format with structured data
Adding bullet points, and numbered lists helps both search engines and AI models parse your content more easily. It’s not just for Google it’s for tools like Perplexity and ChatGPT too.
- Use schema markup
Schema markup is a small snippet of code you add to your content that helps search engines and AI understand what your page is about.
It acts like a label that says, “This is an FAQ,” “This is a blog post,” or “This content was written by an expert.”
By using schema markup, especially formats like FAQPage, Article, or HowTo, you increase the chances that your content will appear in rich results on Google and be cited in AI-generated answers by tools like ChatGPT and Google’s SGE.
You can add schema markup manually in JSON-LD format or use tools and plugins like Yoast, RankMath, or Schema.org’s generator to insert it automatically into your site.
It’s one of the simplest ways to make your content more AI-friendly and boost visibility across both traditional and AI-driven search engines.
When you follow this approach, you’re not chasing rankings, you’re creating contextually relevant content that’s easy for AI to scan, summarize, and recommend. This is how you get the most from your SEO efforts.
The result of all of this? Visibility on both traditional search rankings and AI platforms that are shaping the future of how people discover information.
How Does GSO Fit Into Your Digital Marketing Strategy?
Think of Generative Search Optimization/Generative Engine Optimization strategies as the new layer of your marketing stack.
Generative Search Optimization complements:
- Technical SEO for site performance
- Search visibility on both traditional SEO and AI channels
- Your broader digital marketing and content creation goals
By integrating GSO formatting into our blogs and pillar content, we’ve started reclaiming traffic and reaching our target audience again, even inside Google’s AI overviews.
Here are a few examples of how to use GSO:
Example 1: Blog-First Digital Marketing Strategy (Ideal for Coaches, Educators, or Agencies)
Goal: Build authority and organic traffic beyond social platforms
How GSO is used:
- Every blog post starts with a TL;DR summary box
- Uses question-based H2s to mirror user search queries
- Implements FAQ schema to increase chances of being cited by ChatGPT, Perplexity, and Google’s SGE
- Internal links connect content into searchable topic clusters
- Content is optimized weekly based on what tools like Perplexity are surfacing for key terms
Example 2: YouTuber Scaling into Evergreen Web Traffic
Goal: Repurpose video content into discoverable written assets
How GSO is used:
- Video scripts are converted into SEO + GSO-formatted blog posts
- Posts include timestamps, summaries, and clear headers
- Schema added for VideoObject and Article
- Answer-focused formatting makes it easier for AI to pull answers from transcribed content
- Each post is tested with AI tools to see if it's being summarized or cited
Example 3: Email Newsletter Funnel with GSO Landing Pages
Goal: Build an evergreen list growth engine
How GSO is used:
- Lead magnet landing pages use structured Q&A format and schema markup
- Headings match common search questions found with AI
- Pages are reviewed quarterly and updated to reflect trending queries and search intent
- Bootcamp or course pages are structured to appear in both organic and AI-generated results
Each of these strategies uses GSO not as a separate channel, but as an upgrade to existing assets.
The result?
More consistent visibility, better AI citations, and less reliance on unpredictable social algorithms.
How Can Google Analytics Help Track GSO Success?
Right now, tools like Google Analytics and Search Console don’t give you direct insight into how often your content is being used in AI-generated responses, but they’re still essential for tracking the impact of your GSO efforts.
Here’s what to watch for:
- Declines in organic search traffic
A gradual dip may not mean your rankings have dropped, it could signal that users are finding what they need directly in AI answers, especially in tools like Google’s Search Generative Experience. If your SERP rankings stay steady but clicks drop, GSO visibility might be your next priority.
- Changes in referral sources
Unexpected traffic from sites like Perplexity, Bing AI, or even direct traffic spikes after AI-related events can indicate your content is being cited or summarized by AI engines even if the attribution isn’t always obvious.
- Shifts in bounce rates and time-on-page
If users arrive and immediately bounce, your content might not be answering their questions clearly. A GSO-format revamp (like adding summaries or question-based headings) can help.
- New search queries in Search Console
Look for more natural language questions. These can reveal how users or AI interfaces are engaging with your content differently.
While you won’t yet see “ChatGPT referred this user,” Google Analytics helps you spot behavior shifts and optimize accordingly. As GSO continues to evolve, smart marketers use these clues to stay ahead of how people and AI find and engage with content.
How Can Content Creators Use GSO to Scale Beyond Social Media?
For creators relying on Instagram, YouTube, or LinkedIn, AI search offers a new path to sustainable growth.
With the right SEO strategies and GSO formatting, your content can:
- Show up in AI-powered search
- Be summarized in AI-generated answers
- Build long-term visibility that’s not tied to an algorithm
The key?
Start small.
Implement what you learn. You don’t need to master artificial intelligence overnight. The landscape is changing fast, but that doesn’t mean you have to be an AI expert to stay visible.
Start by adjusting one blog.
Test a new format.
Add a summary.
Try a question-based heading.
The point is to move, not to perfect.
Every small change gives you data. And that data helps you understand what AI is picking up and what your audience is engaging with.
Think of it this way: SEO took years to evolve and so will GSO. But those who start now will be ahead later. The creators and brands who take action today will be the ones showing up in tomorrow’s AI answers, search results, and digital recommendations.
FAQs About SEO and GSO in 2025
What is the difference between traditional SEO and GSO?
Traditional SEO helps you rank in SERPs, while GSO helps your content be cited in AI-generated responses.
How does GSO improve my SEO success?
GSO formatting enhances your visibility across both search engines and generative AI, extending your reach.
What if I’m overwhelmed by optimizing content for AI?
Start by rewriting one post using GSO formatting. Focus on clear answers, relevant statistics, and question-based headings.
To Sum It All Up:
How SEO and GSO Work Together in 2025
In 2025, SEO isn’t dead, it’s evolving. Traditional SEO still helps content rank in Google’s search results, but it no longer guarantees visibility alone. That’s where Generative Search Optimization (GSO) also known as Generative Engine Optimization (GEO) comes into play.
GSO is how you optimize your content to be understood, cited, and recommended by AI search engines like Google’s SGE, ChatGPT, and Perplexity. It focuses on question-based formatting, TL;DR summaries, schema markup, and clarity, all designed to help LLMs find and feature your content.
This shift reflects the change in how we search. Users are now asking AI tools for answers and often reading summaries without clicking through to websites. To stay visible, creators and marketers need both SEO and GSO.
Together, SEO and GSO create dual visibility: in traditional search results and AI-generated answers. By layering GSO into your existing content strategy, you can adapt to AI-powered discovery, reclaim traffic, and reach your audience across all the ways people and AI search these days.
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