For many years, online retailers have relied on Search Engine Optimization (SEO) as their primary method for generating organic traffic and visibility. With the rise of generative AI, a new strategy, Generative Engine Optimization (GEO), has emerged, reshaping how brands think about discoverability online.

At Broadleaf Commerce, we recently incorporated GEO into our broader digital strategy. Although our experience is still in its early stages, our internal analytics since provide meaningful insights into how GEO compares to traditional SEO, and why retailers should start preparing now.

What’s the difference between SEO and GEO?

At their core, both SEO (Search Engine Optimization) and GEO (Generative Engine Optimization) aim to increase the visibility of your content, but they operate in fundamentally different environments.

SEO focuses on traditional search engines like Google and Bing. It relies on well-researched keywords, authoritative backlinks, and technical optimization to help your site rank prominently in search results. SEO has long been the foundation of online visibility, and Broadleaf’s experience reinforces its continued importance. Organic traffic from SEO consistently delivers engaged, high-intent users who interact deeply with content, making it a dependable channel for driving sustained growth.

Conversely, GEO is designed for the next generation of search generative AI platforms like ChatGPT, Google’s Search Generative Experience (SGE), Google Gemini, and Perplexity. Rather than listing links, these systems synthesize responses and incorporate information directly from trusted sources. Content must be explicit, accurate, structured, and immediately valid for it to be included. GEO represents a shift from purely keyword-driven strategies toward contextual relevance and structured clarity, aligning with how users increasingly seek instant, authoritative answers rather than browsing multiple sites.

SEO and GEO represent complementary approaches to modern search visibility, one rooted in traditional discovery, the other in emerging AI-driven behavior. Retailers who understand the strengths of both are best positioned to meet users wherever they search.

What early GEO insights has Broadleaf observed?

Since implementing GEO, we’ve observed some very interesting trends from our analytics over the last six months.

Compared to our established SEO efforts, GEO sources (including generative AI-driven platforms like ChatGPT and Google’s syndicated generative search) now deliver about 30% of the total traffic from traditional organic search. Given GEO’s recent emergence, this percentage is significant and signals rapid growth.

Even more compelling, GEO-driven sources now make up over half of all referral traffic, surpassing traditional third-party referrals such as articles and directories. This indicates a clear user shift toward AI-driven discovery.

Our analytics also reveal strong engagement from GEO users. While their sessions typically have shorter durations due to the direct-answer nature of generative AI, their engagement rate rivals that of SEO visitors, indicating highly qualified traffic.

ChatGPT stands out in our GEO analytics, demonstrating that conversational AI is becoming a major entry point for high-intent users.

Why does GEO matter for the future of eCommerce?

The data underscores a crucial shift: generative AI is not just a curiosity; it’s becoming a primary pathway for customer discovery and engagement. Retailers who begin optimizing their content for generative search now can seize critical competitive advantages.

Consumers are increasingly turning away from browsing multiple search results and instead relying on immediate, concise answers delivered directly by AI-driven platforms. As this behavior grows, content explicitly optimized for generative engines will provide greater visibility, deeper user trust, and stronger brand positioning.

Retailers who proactively adopt GEO strategies align their content strategy with current user trends and a rapidly evolving technological landscape. Early investment positions brands ahead of competitors who rely solely on traditional SEO methods.

How can retailers prepare for GEO?

To effectively integrate GEO alongside traditional SEO, online retailers should take a strategic approach:

• Structure and clarity: Develop explicit, concise, well-structured content designed for easy extraction by AI systems.
  
• Structured data: Use schema.org structured data markup to explicitly communicate your content’s meaning and context to AI platforms.
  
• Analytics focus: Regularly monitor your analytics to identify emerging generative AI sources and track changes in traffic patterns.
  
• Content optimization: Adjust your existing high-value, informational content to align closely with generative AI expectations, making it easy to integrate into AI-generated responses.

How is Broadleaf approaching GEO?

At Broadleaf Commerce, we’ve found that GEO seamlessly complements our existing SEO strategy. Optimizing content for AI-driven platforms enhances overall clarity, trustworthiness, and usability, benefiting both generative search visibility and traditional search engine ranking.

Rather than creating entirely separate content, we’ve adjusted our approach to be more generative-friendly, enhancing the user experience across all channels. The results have already shown improved traffic and engagement from generative AI sources, signaling strong growth potential as this channel matures.

Should SEO and GEO work together?

SEO remains vital. It continues delivering significant and stable traffic, deeply engaged users, and a reliable foundation for online visibility. However, the rapid emergence and strong performance of GEO in our analytics point to an increasingly essential role for generative optimization.

Brands that continue investing solely in traditional SEO may risk losing ground in an environment where user expectations shift toward direct-answer discovery. Retailers embracing GEO alongside their SEO efforts will likely see greater overall visibility, increased brand trust, and a valuable competitive advantage as generative AI platforms become even more prominent.

Final Thoughts: SEO and GEO as Complementary Forces

Our early insights clearly show SEO and GEO strategies should coexist, each supporting the other in driving sustained visibility and engagement. SEO ensures long-term stability and continued prominence in traditional search. GEO positions your brand as an early mover within the generative AI landscape, capturing emerging user behaviors and delivering high-intent visitors.

As generative AI increasingly shapes how consumers discover and engage with brands online, businesses that adopt GEO strategies early will find themselves well-positioned for sustained visibility and growth in the evolving eCommerce landscape.