SEO vs GEO: what actually matters for local business rankings

We know your SMB clients are asking you, "How can we rank in AI?" because the providers are coming to us asking, "How can we help them?"

It's new territory, and there's so much to unpack, with new updates and changes happening constantly.

When it comes to SEO vs GEO, we’re all wondering, “What's the difference? What crosses over? How do we optimise for both? Which should we be focusing on for local business clients?”



Luckily, here at Insites, we’re always keeping our finger on the pulse, tracking the latest changes, understanding what they mean for our agency customers, and helping SMBs navigate the future of search to make sure their businesses get found.

Let's break down SEO vs GEO, what they do, how they overlap, and how you can help local business clients win in both.

SEO vs GEO: What's the difference

SEO (Search Engine Optimisation) is what you know and love. It's about getting your clients to rank higher in traditional search results, local pack, and maps.

GEO (Generative Engine Optimisation) is about getting your clients mentioned and recommended when someone asks ChatGPT, Perplexity, or Google's AI Mode a query like "best coffee shop near me".

Whilst SEO is about getting clicks, if you rank in GEO, you'll get fewer clicks but more awareness. Your aim is to be cited. Because with AI, the user gets the answer directly – they don't have to dig further through websites or reviews.



Here's a quick comparison:

What to track for each

For SEO, you're likely already tracking the classics: keyword rankings, organic traffic, click-through rates, and conversions. These metrics aren't going anywhere.

For GEO, things get a bit different. You're looking at:

• How often your client's business gets mentioned in AI responses
• Which sources are AI platforms pulling from when they make recommendations
• Whether the business is being recommended for relevant queries
• The sentiment and accuracy of how the business is being described

Where SEO and GEO overlap and do websites still matter?

Google AI Overviews now appear on around 13% of all searches, and a study by LocalFalcon found 40%+ of local business queries trigger some form of AI Overview.

When people consume information in AI Overviews or AI Mode, Google is still pulling its reasoning from your client's Google Business Profile (GBP) to power its answers. BrightLocal put it nicely when they said your client's GBP is their new homepage.

But websites still matter! AI systems (including Google) crawl and index website content to inform their recommendations. Plus, while someone might discover your client through an AI answer, a good website is what converts that interest into a call or booking.



Ultimately, you need both: a strong GBP for discovery in AI, a website for conversions, and strong reviews for deeper trust signals.

What this means for your existing clients and how to pitch optimising for SEO and AI to prospects

If you're selling digital marketing services to local businesses, this is actually great news. It's not "SEO is dead, do GEO instead." Instead, you need to position your services to optimise for both. Here's how to frame it:

For conversion and traditional SEO (SEO focus):

• Google Business Profile needs to be immaculate: fully complete, with the primary category as specific as possible, keyword-rich descriptions, and regular uploads of up-to-date images (not stock or AI-generated).
• Reviews need to be frequent, detailed, and genuine (more on this below).
• Business information needs to be consistent everywhere: directories, social profiles, and relevant third-party sites for that industry.
• Schema markup (also called structured data) on their website helps search engines understand what the business specialises in.
• High-quality content: useful, relevant, and well-written to satisfy user intent – demonstrating experience, expertise, authoritativeness, and trustworthiness (E-E-A-T).
• Good user experience (UX): page speed, mobile-friendliness, and site security all help reduce bounce rates and keep visitors engaged.

For AI discovery (GEO focus):

• Website content drives trust: add authentic signals like testimonials, awards, or case studies that AI can reference.
• Make content narrative, not generic filler: AI favours content that reads naturally and answers real questions.
• Service pages and location pages help AI understand what the business offers and where.
• FAQ sections give AI easy answers to pull from when responding to queries.
• Schema markup helps AI systems parse and understand business information accurately.
• Third-party presence matters: AI tools like ChatGPT pull from review sites, directories, and forums – not just your client's website.

Reviews and reputation matter more than ever for GEO

Did you know ChatGPT doesn't pull from Google reviews?

When someone asks ChatGPT for a recommendation, it's not checking your client's Google Business Profile reviews.

Instead, it's looking at third-party directories, review sites, and what people are saying about the business across the web (and on your website). That means platforms like TripAdvisor for restaurants, Trustpilot for services and even Reddit threads where people are recommending businesses.

For traditional SEO, Google reviews still matter enormously for local pack rankings. But for GEO, your clients need a broader reputation strategy.

Review and listing management matters for AI visibility:

• Be on the right platforms: A restaurant needs TripAdvisor and OpenTable reviews. A tradesperson needs Checkatrade or Bark. A solicitor needs reviews on legal directories. Think about where your client's customers actually look for recommendations.
• Consistency is everything: AI systems cross-reference information from multiple sources. If your client has three locations but their website only shows the head office address, AI gets confused. If their phone number is different on Yell versus their website, that's a problem. Inconsistent data leads to AI either getting it wrong or not recommending them at all.
• Detail matters: AI extracts specific attributes from reviews, so "great fish and chips, perfect for families, easy parking" tells the algorithm more than "lovely food."

The consistency piece is crucial. AI can hallucinate when it gets conflicting signals. If your client's business name is slightly different across platforms, or their opening hours don't match, or their service descriptions vary, AI might recommend them incorrectly or not at all.

Encourage your clients to ask for specific feedback on the platforms that matter for their industry. And audit their listings across the web to make sure everything matches.

What can your agency do right now?

If you want to start helping your clients rank in both worlds, here's a quick checklist:

Quick wins for GEO:

• Audit your customers' Google Business Profile – is every section complete? You can use tools like Insites to do this quickly and at scale.
• Check their primary category – is it as specific as possible?
• Search for their services in ChatGPT and Google AI Mode – do they appear?
• Look at their recent reviews – are they detailed and keyword-rich?

Ongoing work:

• Build consistent NAP (name, address, phone) across all directories.
• Add FAQ schema to their website.
• Create content that directly answers common customer questions.
• Encourage regular photo and video uploads to GBP.
• Post updates on GBP regularly.

How to upsell and make sense of GEO and AI optimisation

If you're still a bit confused on how to audit your customers at scale and don't want to manually search how they're showing up for various branded and unbranded search terms, the Insites AI Readiness Check and ChatGPT test should help you do exactly that at scale.

Not only can you show customers how they rank for traditional SEO, using the Insites checks, but you also get a quick snapshot of how they're ranking in AI, whether the answers are accurate, what ChatGPT thinks about their business (positive or negative), and where it's citing from.

Want to see how your clients are showing up in AI search?

Book a quick call, and we'll show you how other agencies are using Insites' digital marketing audits to win more local business clients at scale.