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Is GEO just SEO?

At SearchUp, we’ve been helping clients climb the SERPs for years, and in certain niches, like TV beds, we’ve come to see some patterns emerge. SearchGPT - for premium ChatGPT users launched last week and it's fair to say it's been a mixed bag of results.  In parallel, more recently, the rise of AI-driven search engines — think Bing with its ChatGPT integration — has sparked a new twist in optimisation called GEO, or Generative Engine Optimisation. If you are a digital marketeer you may have noticed more and more goals being attributed to A. I platforms like ChatGPT or Gemini in your reporting software stack. But is GEO just SEO with a stronger focus on Domain Rating (DR) as a ranking signal? Spoiler alert: Yes. Is SEO going anywhere? No. 

The experiment

We’ve been working in the TV bed niche for around six years, so I think we know a thing or two about ranking sites in this space. I asked ChatGPT ‘TV Bed’ and got this (along with some information about TV beds):

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I then asked Bing (the search engine used by ChatGPT) the same query and got: 

The difference? The sites recommended by the AIl all had very high DR. Interestingly, the main player in the space and the company consistently at the top of all the search engines was nowhere to be found the A.I resul (tvbed.co.uk).This player, coincidentally, has a much lower DR than the SERPS picked up by SearchGPT.

The Evolution from SEO to GEO

Traditional SEO, as we know it, has always balanced multiple factors: content relevance, backlinks, user experience, and authority, to name a few other things (well around 200 that we know of). But with AI chatbots and generative models getting in on the search game, it seems like DR — typically a measure of a site’s authority based on the quality and quantity of backlinks — might be becoming a more prominent player. Could this be a clue that GEO prioritises authority signals in a way traditional SEO doesn’t? If so it looks like GEO could be like meeting the new boss. And a clue: He’s the same as the old boss…

GEO: A Fresh Spin on SEO?

In the TV bed niche, we like to think we know a thing or two. Our client has ranked consistently well through a combination of quality content and solid SEO strategies. Yet, with AI-driven searches, the game seems to have shifted slightly. Instead of solely focusing on content as a ranking factor, generative AI appears to lean heavily on the authority of sites, essentially using DR as a “trust signal.” In other words, in GEO, sites with higher DR seem to have a leg up, even if their content isn’t necessarily the most in-depth or up-to-date, or, indeed, relevant. This shift could have big implications for niche markets where smaller players, no matter how relevant their content, might get overshadowed by the big hitters with higher domain authority.

The Implications for a SEO Strategy

For brands looking to capture the top spots in AI-driven search results, focusing solely on content relevance may no longer be enough. Instead, building authority — through quality backlinks, PR, and a strong online reputation — might become even more crucial. GEO could well be just SEO, but with an amplified emphasis on authority as a determining factor.

At SearchUp, we’ve always placed a heavy emphasis on a balanced approach. For our clients, this has always meant doubling down on strategies to increase DR, while still ensuring their content speaks directly to their audience. With a TV bed, for example, it’s not just about describing product features anymore; it’s about showing search engines that our client is a trusted authority in the field.

What’s Next?

GEO represents an exciting evolution in search optimisation. By keeping an eye on DR as a ranking factor, we’re helping our clients stay ahead, even as AI reshapes the search landscape. Whether or not GEO becomes a distinct branch of SEO, we think one thing’s for sure: authority matters more than ever. And as always, the key to success lies in staying adaptable.

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