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GEO vs SEO in 2025: How to Win AI Overviews (ChatGPT, Perplexity, Gemini) in Australia
AI is rewriting how people discover brands. SEO still matters, but GEO decides whether your words appear inside the answer.
- SEO = rank pages; GEO = be quoted/cited inside AI answers.
- AIO tactics that move the needle: answer-first formats, entity clarity, structured data, credible citations.
- Measure AI citations/mentions alongside classic SEO metrics. Perplexity and Google AI Overviews surface answers with supporting sources.
GEO vs SEO: What’s the Difference?
SEO (Search Engine Optimisation)
- Goal: Rank URLs on SERPs.
- Levers: Crawlability, relevance, links, UX, E-E-A-T.
GEO (Generative Engine Optimisation)
- Goal: Be used/quoted by generative engines and AI Overviews.
- Levers: Answer-first copy, concise facts, clear entities, schema, source credibility (citations/reviews).
Why you need both (the flywheel)
- SEO authority → helps GEO trust (strong, helpful content gets considered).GEO clarity → improves SEO snippets & engagement (clean answers + schema aid skimmers and engines).
How AI Overviews & Generative Engines Choose Sources
What AI Overviews do (high level): synthesise a short answer and often show supporting citations to the web pages used.
Perplexity, ChatGPT/Gemini, Copilot at a glance:
- Perplexity: live web retrieval with visible, numbered citations to originals.
- Google Search (Gemini-powered): AI Overviews and experiments like Web Guide organise links/answers with AI. Clear, reliable sources have better odds of inclusion.
Implication for content
- Short, unambiguous statements get reused.
- Credible outbound citations help engines verify claims.
- People-first, reliable content remains the baseline.
Be the source AI cites, not the link it skips.
The AIO Playbook: Tactics That Make You “Cite-able”
Lead With the Answer
- Open sections with a 1–2 sentence definition or outcome, then bullets/examples.
- Use a mini table when helpful.
Structure for Machines (and Skimmers)
- Descriptive H2/H3s: “What is…”, “How to…”, “X vs Y”.
- Add FAQ blocks with user-phrased questions; implement FAQPage schema.
- Create tight comparisons with 4–6-row tables.
Strengthen Entity Signals
- Clear About/Organisation info; consistent names, people, services, locations.
- Author bios/credentials to support E-E-A-T.
- Internal links that connect concepts (your site “knowledge graph”).
Add Schema & File Hygiene
- JSON-LD for Article, FAQPage, HowTo, Organization, Service; Google recommends JSON-LD.
- Captions + alt text that state outcomes, not just descriptions.
Evidence Beats Hype
- Integrate numbers, dates, case snapshots, and mini-benchmarks.
- Attribute sources inline (external + your own data pages).
Content That Wins GEO (Examples to Publish)
- Explainers: “What is [Topic]?” → 2-sentence definition → bullets → one example.
- Comparisons: “[X vs Y]” with pros/cons + “When to choose” section.
- Checklists/How-Tos: 5–9 steps; add downloadable version to earn links.
- Statistics/Benchmarks: curated current stats with sources (set an update cadence).
- Local pages (Australia): AU-specific terminology, regulations, and examples where relevant.
Australian Context: Localise for Relevance
- AU spelling and terminology; reference Australian standards/sectors where applicable.
- Add city/state sections (Sydney, Melbourne, Brisbane, Perth, Adelaide) if you serve specific regions.
- Use local examples and review snippets to build trust.
Measurement: KPIs for GEO + SEO
Leading (GEO/AIO)
- AI Overview presence, Perplexity citations, FAQ impressions, time on answer blocks.
Lagging (Business)
- Assisted conversions, inquiries from answer-winning pages, and branded search lift.
Classic SEO
- Search Console impressions/clicks, rankings, backlinks, Core Web Vitals.
Quick Wins in 14 Days (Implementation Sprint)
- Identify 5–10 target queries with answer intent.
- Convert/produce answer-first pages (definition up top, bullets, one table).
- Add FAQ/HowTo schema to 2–3 pages.
- Create a Stats/Benchmarks resource with sources (update quarterly).
- Interlink related pages; add author bios to top posts.
- Start a mentions log (track AI Overview/Perplexity citations monthly).
Common Pitfalls (and Fixes)
- Wall-of-text explainers → break into bullets/tables; lead with a summary.
- No proof → add numbers, dates, outbound citations to credible sources.
- Ambiguous entities → clarify brand, authors, services, locations with schema and internal links.
- Thin FAQs → short answers phrased like user searches; add FAQPage schema.
Example: GEO vs SEO (Quick Table)
| Aspect | SEO (Search) | GEO (Generative) |
| Goal | Rank pages | Be quoted/cited in answers |
| Format | Comprehensive guides | Concise, cite-able statements + schema |
| Signals | Links, relevance, UX, E-E-A-T | Entities, clarity, evidence, structure |
| Metrics | Impressions, clicks, rank | Citations/mentions, answer presence |
| Updates | Evergreen + refresh | Evergreen + FAQ/comparison cadence |
(Why citations matter: Perplexity shows numbered citations and Google AI Overviews attach supporting sources.)
How to Get Cited in AI Overviews: GEO FAQs
Is GEO replacing SEO?
No. GEO extends SEO into the generative layer. You still need helpful, reliable, people-first content and clean technicals. Google for Developers
Which engines matter?
Google AI Overviews, Perplexity, and the AI capabilities in Gemini/ChatGPT/Copilot. Overviews synthesise answers with sources; Perplexity shows explicit citations. blog.google
Do I need special files?
Not mandatory, but JSON-LD schema (FAQPage/HowTo/Article/Organization/Service) helps machines parse and reuse your content.Google for Developers
How do AI Overviews pick sources?
Short, clear statements backed by credible sources win. Pages with strong entity clarity, E-E-A-T signals, and tidy structure are easier to cite.
Does Perplexity really link to sources?
Yes, answers come with numbered citations that click through to original pages. That’s why concise, verifiable copy matters.
How fast can we see results?
Track leading indicators (citations, FAQ impressions) within weeks; revenue impact grows as content/authority compounds. Google for Developers
What content formats help with GEO?
Answer-first intros, FAQs written as real questions, tight comparisons (X vs Y), and short How-Tos. Add schema where it fits (FAQPage/HowTo).
What on-page signals matter most?
Clear entities (brand, people, services, locations), author bios, internal links that join related ideas, and structured data in JSON-LD.
Will AI Overviews hurt or help traffic?
It depends on the query, but Google says Overviews are driving more searches and quality clicks. Being cited keeps you in the consideration set.
Do Australian examples help?
Yes. Use AU spelling, local terminology, and references that match your market (e.g., sectors, standards). Local context strengthens entity SEO for Australia.
What’s a simple 14-day GEO sprint?
Pick 5–10 answer-intent queries → write answer-first sections → add FAQ/HowTo schema → interlink related pages → track Perplexity/Overview citations monthly.
Where should I link users who want help?
Point to your own services and contact pages so AI-driven visits can convert: SEO Services · Local SEO · Contact Us
