GEO vs SEO - What’s the difference and what should you do about it
                     GEO vs SEO, what’s the difference and what should you do 
about it?
But, Good 
SEO = Good 
GEO!
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Over the next 10 minutes we will:
1. Review a website with good SEO but not so good GEO
2. Identify the source of the GEO visibility issues
3. Outline a plan to improve GEO visibility
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pinter.co.uk is no1 in Google UK for ‘home brew machine’ 
And top 5 for a number of related keywords:
● Position 3 for ‘home beer’
● Position 6 for ‘beer making kit’
● Position 5 for ‘beer brewing kit’
● Position 4 for ‘home draft beer’
● Position 4 for ‘home beer brewing kit’
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But, Pinter was not visible for this chain of ‘home brew’ related 
prompts in ChatGPT
What are the best easy what is the quickest and 
Are there kits or products 
How to brew beer at home brewing kits/products - ready lowest effort type of brewing 
that make this easier
in a few weeks you can do at home?
Give me a longer list of brew I don't mind paying more (up 
Just add water kits that allow 
and draft machines that to £200) for some what are the best just add 
me to brew and pour draft 
allows me to brew and pour equipment. Small batch water kits
beer at home
small batch at home brewing is ok
Give me a list of the top 50 
brew and pour 
machines/kits/kegs that 
allows me to brew and pour 
small batch at home, up to No mention of pinter across these 9 prompts!
20 pints. Cost no more than 
£200. Allows me to brew 
different types of beer/cider 
etc.
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The list that was returned still did not include Pinter
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What is training data?
LLMs accesses information in two ways:
‘Beer festivals in 
● Training data — what it learned from in the past ‘How to brew beer’London’
(fixed knowledge).
● Live web search (RAG) — what it looks up when Live web search Training data
fresh information is needed
● These can be used in combination to give a 
response
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Through other prompt threads Pinter was mentioned
● Using a slightly different series of prompts, Pinter was mentioned quickly
● But, for the first instinctive series of prompts used, Pinter was not.
● The extent of this specific visibility issue is not identified here, but there are signs of potential 
visibility issues - I am using this as an examples to explain why GEO it is important to consider 
alongside SEO 
What are the best easy 
Are there kits or products 
How to brew beer at home Best home brew machine brewing machines that brew 
that make this easier in 1-3 weeks
I don't mind paying more (up 
Just add water kits that allow what is the quickest and 
to £200) for some what are the best just add 
me to brew and pour draft lowest effort type of brewing 
equipment. Small batch water kits
beer at home you can do at home?
brewing is ok
Give me a list of the top 50 
brew and draft machines 
Give me a longer list of that allows me to brew and 
home brew and draft pour small batch at home, 
machines that allows me to up to 20 pints. Cost no more 
brew and pour small batch than £200. Allows me to 
brew different types of 
beer/cider etc
www.buriedagency.com
 
Pinter is not consistently recognised in the training data 
as a ‘home brew system’.
Question 1: What other phrases is Pinter not associated 
with because it is a slightly different ‘type’ of ‘home brew’ 
system?
Question 2: What do we need to do to impact the 
training data and ensure Pinter is visible in different 
‘category phrases’
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1. What other category phrases is Pinter not associated with?
Identify the extent of the problem through prompt 
research/tracking
Identify types of category phrases & GEO tracking
volumes
Home Brew System
Home Brew Starter Kit
All-in-One Home Brewing 
DIY Beer Brewing 
Entry-Level Brewing Appliance
Draft-Style Home Tap System
Craft Beer Brewing System
Alternative to Traditional Brewing Setups
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2. How do we impact the training data?
Create a strategy to associate Pinter with other category phrases
1 2 3 4 5
Create Own alternative Create social Publish brewing Be included in 
comparison category community education “best home 
content vs other phrases in spaces + UGC content that brew system” 
category phrases landing pages, opportunities features Pinter. or other ‘best + 
FAQs, Structured targeting new category 
data category phrases’ 
“Types of home beer systems, phrases:
kits and machines” “How home brewing systems 
actually work” “beer brewing machine” “Best home brewing 
“Pinter vs home brew 
“Brewing vs fermenting: “Beer brewing system”
machines 2025” lists “Is this worth it vs a 5L home 
systems” brew system?”
what’s the difference?”
“Beer brewing kit” “Best home beer brewing kit 
“Pinter vs brewing kits” 2025” “Better than kit X or product 
“The complete home 
“draft beer maker” Y?”
“Pinter vs Brewferm 5L kits” fermentation guide (beer, “Best beer brewing  systems”
cider & more)”
“small batch beer system” “Is it more like a beer 
“Pinter vs homebrew dispenser or a fermenter?”
dispensers”
On-page: Website 
On-page: Article content strategy Off-page: Authority building
content strategy
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LLMs are not semantically mature
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Lack of semantic maturity is everywhere in SEO & GEO
For example:
● A prompt of ‘best generative engine 
optimisation agency’ will often cite ‘8 
best generative engine optimisation 
agencies’
● A prompt of ‘Best GEO agency’ will often 
cite this article ‘top 10 geo agency UK’
● These are 2 very similar pieces of content 
with different titles - As GPT and google 
are considering each version to be more 
relevant, even though it is just the 
acronym version
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So, is GEO the same as SEO?
● There is huge crossover in SEO & GEO tactics
Integrated reporting and 
● All 5 GEO tactics we discussed in this analysis analysis
are traditional SEO tactics
● But, we would never identified these specific GEO SEO
tactics as a priority without GEO analysis and 
tracking
● Therefore: Good SEO does not = good GEO Organic search strategy
● GEO & SEO should not be run in isolation, these 
should be implemented together
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AI Search = The only way is up
AI vs traditional search - data actual up to August 2025, estimated thereafter. Percent of desktop devices with >10 visits/month to: 
ChatGPT, Claude, Copilot, Gemini, Perplexity, Deepseek. Traditional search OR Google, Bing, Yahoo, DuckDuckGo. USA data SparkToro. 
Statcounter desktop vs mobile market share worldwide. Link to data www.buriedagency.com
 
First step: Start tracking & 
understanding!
Contact us
www.buriedagency.com
[email protected]
07518 511883
An Organic Search Agency+ designed by technological and economic change
Organic Search Growth experts+ Change experts+
experts+ Founded by award-winning growth On the front line of AI search, 
We maximise the discoverability of marketeers, we put conversion at decoding shifts in LLMs and finding 
your website and grow conversions the heart of everything we do. new ways to grow organic visibility.
Digital strategy GEOSEO Analytics
Strategy defines the Generative engine 
Search engine optimisation Analytics provides the 
roadmap and prioritisation optimisation makes your 
makes your website insights and measurement 
that align your content, website discoverable, 
discoverable, relevant, and needed to understand 
technical setup, and relevant, and preferred to 
preferred to competitors in performance and guide 
campaigns for maximum competitors in AI search 
search engines data-driven decisions.
impact. engines
[email protected]
www.buriedagency.com
 
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