Brighton GEO vs SEO

Search is changing. For more than two decades, SEO (Search Engine Optimisation) has shaped how businesses in Brighton and beyond get discovered online. But with the rise of Generative AI search, a new discipline is emerging: GEO (Generative Engine Optimisation).

While SEO is far from dead, GEO represents the next evolution of digital visibility. Understanding the difference is crucial for Brighton businesses, agencies, and startups that want to stay ahead.

What is SEO?

Search Engine Optimisation (SEO) is the practice of improving a website’s visibility in traditional search engine results pages (SERPs).

Key elements of SEO include:

Keyword research and content creation
On-page optimisation (titles, meta tags, internal linking)
Technical SEO (site speed, mobile-friendliness, crawlability)
Link building and authority signals
User experience and engagement

SEO’s goal is simple: rank higher in Google’s results to capture clicks and traffic.

What is GEO?

Generative Engine Optimisation (GEO) is the practice of ensuring your brand, content, or product is included, cited, and trusted in the answers created by Generative AI engines such as:

Google AI Overviews
ChatGPT Search (SearchGPT)
Perplexity
Bing Copilot

Unlike traditional search, these engines don’t simply list links. They summarise information and make recommendations.

The goal of GEO is to position your business so that when a user asks an AI a question, you are part of the answer.

SEO vs GEO: The Key Differences

Aspect	SEO	GEO
Focus	Ranking in Google’s SERPs	Being cited in AI-generated answers
Format	Keywords, snippets, blue links	Conversational queries and structured answers
Signals	Backlinks, content relevance, technical optimisation	Authority, EEAT signals, structured data, wide brand mentions
User Behaviour	Clicks on results to visit sites	Reads AI summary, clicks cited sources less frequently
Goal	Drive organic traffic	Secure brand visibility in AI answers, even without clicks

Why GEO Matters in Brighton

Brighton is uniquely placed to lead in this shift:

BrightonSEO has already started covering GEO in talks, bringing global attention to the city’s role in shaping search marketing.
Local businesses — from hotels and restaurants to e-commerce brands — depend heavily on discovery. If a visitor asks Perplexity “What are the best things to do in Brighton?”, they’ll see AI answers, not just Google results.
Agencies and freelancers can expand their service offerings into GEO consulting, audits, and optimisation, giving Brighton a first-mover advantage.

Do SEO and GEO Compete?

No — they complement each other.

SEO is still essential for visibility in Google’s core results, but GEO is the new layer on top. Think of it as:

SEO builds the foundation: high-quality content, technical optimisation, authority.
GEO adds the AI lens: structured data, conversational Q&A content, strong signals of expertise and trust.

Businesses in Brighton that integrate both will dominate traditional search and AI-generated search.

How to Get Started with GEO in Brighton

Audit Your AI Visibility
Test your brand and keywords in Google AI Overviews, Perplexity, and ChatGPT. Are you being mentioned?
Strengthen EEAT
Make your expertise, authority, and trust signals crystal clear across your website and wider web presence.
Add Structured Data
Use schema markup to make your content more machine-readable.
Publish Conversational Content
Frame articles around direct questions and answers, not just keywords.
Build Brand Mentions
The more you’re cited across the web, the more likely AI models are to surface you.