Let’s get one thing straight. The rise of AI search, with players like Perplexity, Gemini, and even Google’s own AI, isn’t some black magic. It’s a fundamental shift, but not an entirely new game. The core truth? These AI systems are grounded in Google search results. Period. This simple fact renders the distinctions between Generative Engine Optimization (GEO), LLM SEO, and your “traditional” SEO mostly moot. These aren’t separate disciplines; they’re converging into one, focused on one objective: visibility.
AI Search Engines: They’re Not Independent Operators
Forget the hype about AI search existing in a vacuum. It doesn’t. These tools are heavily dependent on Google Search to pull and validate their information.
- Perplexity: What is it? A summarizer. It pulls from Google’s top results. If it’s on Google’s first page, it’s likely a source for Perplexity.
- Gemini: Its answers are “grounded.” That means they’re dynamically supported by live Google Search results. This isn’t groundbreaking, it’s just ensuring accuracy by using the world’s largest index.
- Google AI: Of course, Google’s own AI uses its own search index. It’s an advanced layer, yes, but it’s still analyzing, understanding, and ranking content based on the very same signals: relevance, authority, and user intent.
The content AI engines leverage for their answers is, by and large, the exact same content that already ranks well in Google’s traditional results. Don’t overcomplicate it.
GEO, LLM SEO, and SEO: Different Terms, Same War
The industry loves new acronyms. Fine. But let’s strip away the fluff:
- SEO (Search Engine Optimization): Getting your content to rank high in search engine results pages (SERPs). This is the foundation.
- LLM SEO (Large Language Model SEO): Making your content appealing to AI models so it gets chosen for generative answers.
- GEO (Generative Engine Optimization): Aiming for visibility within those AI-generated responses, hoping your content gets cited.
The objective remains singular: get your content seen. Whether it’s a classic blue link or a snippet in an AI summary, the goal is unchanged.
If an AI-based engine is pulling content for its responses, you want your brand in that mix. No exceptions.
The Tactics Aren’t Different, Either.
Let’s look at the “differences.” You’ll find they’re barely distinctions at all.
| Optimization Area | “Traditional SEO” | “AI Search (GEO/LLM SEO)” |
| Semantic Relevance | High-quality, comprehensive content | High-quality, comprehensive content |
| Authority & Trust | Backlinks, EEAT, citations | Mentions, citations, EEAT, authority |
| Content Structure | Headings, lists, schema | Headings, lists, schema |
| Freshness & Updates | Regular updates, newsworthiness | Regular updates, newsworthiness |
| Technical Accessibility | Crawlability, indexability | Crawlability, indexability |
Both reward content that is authoritative, structured correctly, and thorough. The only “difference” is the outcome you’re explicitly targeting: a ranking versus an AI inclusion. But to get the latter, you need the former.
The “Distinction” is Already Gone.
Here’s the unvarnished truth: AI search engines like Perplexity and Gemini use Google’s results as their primary data source. This means content performing well in traditional SEO is already the content most likely to be cited by AI. Studies consistently show a massive overlap—up to 87%—between AI sources and top Google/Bing organic results.
Therefore:
- Optimizing for Google is optimizing for AI: If your content ranks, AI uses it.
- GEO and LLM SEO are just an extension of SEO: They don’t replace SEO; they’re an added layer of focus on how AI selects, summarizes, and cites information.
- Metrics are evolving, but the core isn’t: We’ll track AI citation frequency, sure. But it’s still about visibility driven by quality.
The Future: One Search Optimization Strategy. Period.
AI search isn’t some alien invasion for SEO. It’s a natural progression. The distinctions between GEO, LLM SEO, and traditional SEO are disappearing because they were always superficial. They all demand the same thing: authoritative, well-structured, and accessible content that truly answers user intent. The only variable is where that content surfaces: a classic blue link, a rich snippet, or an AI summary.
For those serious about online visibility, the directive is clear: a strong SEO strategy is your strong GEO and LLM SEO strategy. Optimize for Google. You’re optimizing for AI. It’s that simple.
