SEO Is Not Dead. But If You're Only Doing SEO, You're Already Behind.

TL;DR

SEO gets you found on Google. GEO gets you recommended by AI. For B2B SaaS in 2026, you need both, but the investment balance depends on your market, resources, and timeline. This guide helps you decide where to focus.

“Should we focus on SEO or GEO?”

It’s the wrong question, but I hear it constantly. The right question is: “What’s the optimal investment balance between SEO and GEO for our specific situation?”

Both channels matter. They serve different purposes. They require different tactics. And the right mix depends on factors specific to your business.

Definitions

SEO (Search Engine Optimization)

The practice of optimizing content and websites to rank higher in search engine results pages (SERPs). For B2B SaaS, SEO typically focuses on ranking for category keywords, comparison searches, and solution-specific queries.

GEO (Generative Engine Optimization)

The practice of optimizing your online presence so AI assistants (ChatGPT, Claude, Perplexity) accurately understand and recommend your product. GEO focuses on visibility in AI-generated responses rather than search rankings.

How They Differ

Factor	SEO	GEO
Target	Search engine rankings	AI recommendations
Primary metric	SERP position	Mention frequency
Key inputs	Content, links, technical factors	Reddit, reviews, clarity
Time to results	3-6 months	6-12+ months
Control level	High (you own your site)	Lower (depends on external sources)
Decay rate	Gradual	Slower (training data persists)

Where They Overlap

Despite different mechanisms, SEO and GEO share common ground:

Content Quality

Both reward content that genuinely answers questions. Thin, keyword-stuffed content fails at both SEO (after recent Google updates) and GEO (LLMs detect low quality). Our guide on creating AI-friendly content covers the specific techniques for writing content that works for both channels.

Clarity of Positioning

Vague positioning hurts both. Google struggles to rank ambiguous content for relevant queries. LLMs struggle to recommend products with unclear use cases.

Authority Signals

Both weight authority. SEO uses backlinks as authority signals. GEO uses mentions in trusted sources. Building genuine authority helps both.

Technical Foundation

Clean, structured websites with semantic HTML and schema markup improve both search engine understanding and LLM parsing.

The Traffic Reality

73% of B2B SaaS website traffic (Industry Benchmark 2025)

still comes from search engines (Google, Bing).

SEO isn’t dead. Google still sends massive traffic. The reports of SEO’s death are exaggerated.

But traffic patterns are shifting:

AI-assisted searches growing rapidly
“reddit” appended to queries increasingly common
Zero-click searches reducing some SEO value
AI overviews changing SERP behavior

The question isn’t whether SEO still matters. It’s how the mix is changing.

When to Prioritize SEO

SEO should be primary focus when:

You Need Results Faster

SEO can show results in 3-6 months. GEO typically takes 6-12+ months. If you need pipeline now, SEO delivers faster.

You’re in a High-Search-Volume Category

Some categories still see massive search volume. If 10,000 people monthly search “best CRM for agencies,” SEO captures that demand.

You Have Content Advantages

Strong content team? Technical SEO expertise? These assets favor SEO investment.

Your Buyers Still Search

Some audiences are search-first. Enterprise buyers, certain verticals, and older demographics still rely primarily on Google.

When to Prioritize GEO

GEO should be primary focus when:

Your Buyers Use AI Assistants

If your target customers ask ChatGPT for recommendations, you need GEO visibility.

You’re in a New Category

For emerging categories without established search volume, GEO matters more. AI recommendations can create demand that search queries haven’t caught up to yet.

Competitors Are Already There

If competitors dominate AI recommendations and you’re invisible, GEO becomes urgent regardless of other factors. Running a competitive AI visibility audit will show you exactly how big the gap is.

You’re Building for the Long Term

GEO compounds more slowly but persists longer. Training data creates lasting presence. Long-term players benefit from early GEO investment.

The Integrated Strategy

For most B2B SaaS companies, the answer isn’t SEO or GEO. It’s both, integrated.

Integrated SEO/GEO Strategy

How to build a strategy that serves both channels

Audit Both Channels

Evaluate your current SEO performance (rankings, traffic) and GEO performance (AI mentions, accuracy). Identify the bigger gap.

Align Positioning

Ensure your positioning is clear across all channels. The same specific, quotable positioning that helps GEO also helps SEO through better click-through rates.

Create Multi-Purpose Content

Content that ranks well and gets cited by AI. Comparison guides, how-to content, and definition content serve both channels.

Build External Presence

Reddit presence, review site coverage, and community participation help GEO directly and indirectly boost SEO through brand signals. For the Reddit component specifically, our Reddit marketing playbook covers the tactical approach.

Monitor Both Metrics

Track search rankings and traffic alongside AI mention frequency. Optimize for the integrated picture. For a structured approach to the AI side, see how to set up AI brand mention tracking.

Budget Allocation Framework

A rough framework for investment allocation:

Early Stage (Pre-PMF)

SEO: 20%
GEO: 80%

Rationale: Building early community presence creates lasting GEO advantage. SEO competition is often too fierce for pre-PMF resources.

Growth Stage ($1M-$10M ARR)

SEO: 50%
GEO: 50%

Rationale: Need both demand capture (SEO) and future positioning (GEO). Balance investment.

Scale Stage ($10M+ ARR)

SEO: 40%
GEO: 60%

Rationale: SEO likely established. GEO becomes competitive differentiation.

These ratios adjust based on your specific market and competitive dynamics.

The Future Trajectory

The importance of GEO will increase. AI-assisted search and discovery is growing. The companies investing now build advantages that compound.

But SEO isn’t going away. Traditional search will evolve but persist. Smart companies invest in both rather than betting everything on one channel.

Is GEO just a fad?

No. AI-assisted discovery is a fundamental shift in how people find information and products. The specific tactics will evolve, but the importance of AI visibility will only grow.

Can I ignore SEO and just do GEO?

Not advisable for most companies. SEO still drives majority of B2B traffic. Ignoring it leaves significant demand uncaptured. GEO should complement SEO, not replace it.

Do I need separate teams for SEO and GEO?

Not necessarily. Many tactics overlap. One marketing team can own both with appropriate skill development. Larger companies might specialize, but integration matters more than separation.

How do I convince leadership to invest in GEO?

Show competitive analysis (who’s getting recommended, who isn’t). Demonstrate the shift in buyer behavior toward AI assistants. Frame it as building for the future while maintaining current SEO investment. Our complete guide to GEO provides the strategic framework you can present to stakeholders.

Key Takeaways

SEO gets you found on search; GEO gets you recommended by AI
Both matter for B2B SaaS; the balance depends on your situation
Significant overlap exists: content quality, positioning clarity, authority signals
SEO delivers faster results; GEO compounds more slowly but persists longer
Most companies need integrated strategies covering both channels
Budget allocation shifts as company stage changes
GEO importance will increase, but SEO isn’t disappearing