This article, part of a simplified series, aims to demystify Digital Marketing and technical terms used by marketing agencies. It is, by design, a shallow primer, basic introduction. Learn more: Ande Digital: Search Marketing support.
In an earlier article, How GEO Differentiates itself from SEO we looked at SEO and GEO from a relatively superficial perspective targeting marketers and users who may be unsure of basic differences. Today, we will look deeper from the view of serious marketing teams that want to use GEO to maximum effect based on our own research and (current) knowledge.
Beginning with a contradiction or counter intuitively.
To really maximise GEO in your marketing, you need to put aside the differences and think instead from a co-dependency perspective. Or, in other words: SEO (both on-site and off-site- social media, backlinks, reviews) is the foundation of GEO. Without it, GEO simply won't work. You can spend a week trying to optimise for GEO, but, unless your SEO is optimised, your results will be disappointing.
SEO relies on search engines ranking and recommending sites based on authority and traffic. GEO, on the other hand, is about AI platforms crawling, filtering, and citing information to users. Under the hood, both are converging—both leverage knowledge graphs and LLMs.(Large Language Models) Search engines have their own AI (Baidu AI, Google's Gemini). Google's Transformer architecture, for instance, powers many AI systems. So SEO and GEO aren't separate; they share the same technical DNA.
AI tools prioritise authoritative, official sources: brand websites, encyclopedias, mainstream media, industry publications, and select influencers. To get cited by AI (or to do GEO "right") you need presence on these platforms.
GEO demands more structured content (better formatting, data citations) and more targeted media placement. Think of it as off-site SEO levelled up.
As you would expect, and have likely read in various news pieces, AI comes in a plethora of models, as do APPS. We usually refer to MS Co-Pilot, Google Gemini and Chat GPK as most well known but there are many others. Early 2026 "Anthropic" has become another well known if not full understood model.
Unsurprising, with its vast array of APPS, the same is true in China
Following this logic, you'll typically see GEO improvements within two months: more comprehensive citations, greater accuracy, and increasing stability over time. But, just as almost everything else in marketing today, it's not set-and-forget — competitors are optimising too, so ongoing effort is required.
GEO can be a DIY process, but, just like Search Marketing generally, it's not a quick fix exercise, it will take time, not just to set up but as an ongoing process. AI and consequently, GEO is a relatively new tool, and, as much as happened with SEO, will go through a growing and modification period.
This article is current as at March 2026 - but should be taken as a guide only. Inevitably, there is a lot of information re GEO on the web, as a marketer you need to be wary of misinformation, either unintentional or malicious and mischievous. Much the same as SEO initially spawned "Black Hat" operatives. It is also inevitable that what we see and know today will change as the technology matures. Which it will do very quickly. So please, be aware of the above date and feel free to contact us if you have any questions.
For more information or free analysis relative to your company and the China Market we invite you to meet us personally or - E-mail / Telephone