If you’ve been hearing the buzz about Generative Engine Optimization (GEO) lately, you might also have seen bold claims like “SEO is dead” or “AI is replacing Google.”
For many helping professionals, therapists, coaches, dietitians, and other service providers, statements like these can feel overwhelming. You’ve already worked hard to get your website ranking in search engines. Now there’s talk of a whole new kind of optimization? And what about all the SEO work you’ve done so far — is it suddenly irrelevant?
GEO is not a replacement for SEO. Instead, it’s the next chapter in how we help people find you online — and the most effective approach in 2025 will combine both traditional SEO and GEO strategies to help you be visible to both humans and AI.
Recently, I’ve been doing a lot of research into Generative Engine Optimization, or GEO, and how it impacts traditional Search Engine Optimization (SEO). The consensus across the board is clear: both are necessary.
While some older SEO tactics aren’t as important as they used to be — such as relying solely on keywords or pushing out content purely for quantity — the foundation of traditional SEO still drives GEO success.
Here’s why:
Yes, GEO is changing how SEO functions, but it’s more of an evolution and merging of concepts than a replacement. GEO builds on the strong foundation of traditional SEO, adapting it for a world where AI plays a bigger role in how people find answers.
Generative Engine Optimization (GEO) is the practice of optimizing your content so it shows up and is cited in AI-generated answers.
Traditionally, when people search for something online, they type keywords into Google, scroll through the list of results (Search Engine Results Pages, or SERPs), and click on the link that seems most relevant. That’s where traditional SEO shines — helping your site rank higher so people click through.
But with the rise of AI-powered search tools like Google’s AI Overviews, Bing Copilot, ChatGPT, Gemini, and Perplexity, many searches now skip the full results list. Instead, the AI generates a direct answer to the question, often pulling pieces of information from multiple websites.
GEO focuses on making sure your content is one of those sources — so when AI provides an answer, it cites (and ideally links to) your site.
Think of it this way:
With SEO, you measure success in rankings and clicks. With GEO, you measure citations, brand mentions, and visibility inside AI-generated summaries.
But here’s the kicker: AI still pulls from well-optimized, trustworthy sites — which means strong SEO is the first step toward GEO success.
Here’s why the best results come from combining both approaches:
Billions of searches happen the “old-fashioned” way every day. Many of your potential clients still scroll through results and click links to learn more.
AI models tend to use high-authority, well-structured sites as sources. If your site doesn’t have those signals in place, your chances of being cited drop.
Things like fast load speeds, mobile-friendly layouts, and clear navigation help real visitors — and also make it easier for AI to read your content.
Even if someone doesn’t click through, seeing your practice name in an AI answer builds familiarity and credibility.
Let’s say a potential client types:
“What is EMDR therapy and how does it help with trauma?”
Traditional search: They see a list of results, maybe your EMDR page ranks in the top five.
AI-powered search: They see a paragraph explaining EMDR, often followed by a few cited sources. If your content is clear, well-structured, and authoritative, you might be one of them, giving you visibility even without a click.
You don’t have to choose between them. The best strategy in 2025 is to layer GEO tactics on top of your SEO foundation.
If someone approaches you, stands up, and loudly declares that SEO is dead — that it’s no longer a viable way to get your website, your practice, or your business seen online — they are sadly mistaken.
This kind of statement is often fear-mongering designed to grab attention and push people toward one narrow way of thinking. At Simplified SEO Consulting, we take a more measured approach. We do our research, test our methods, and look carefully at how both SEO and GEO work.
The reality? Both concepts are accurate in their own way, and when combined, they create a more powerful, comprehensive optimization strategy. Together, they help your website appear in traditional search results, AI-powered search answers, and beyond.
Generative AI isn’t replacing SEO, it’s reshaping it. GEO is about speaking to AI while SEO is about speaking to people — and in today’s world, you need to do both.
At Simplified SEO Consulting, we help Helping Professionals navigate this evolution without the overwhelm. We keep your SEO foundation strong while integrating GEO strategies that ensure you’re seen in both traditional search results and AI-generated answers.
Because the most effective optimization strategy in 2025 isn’t about choosing humans or AI, it’s about connecting with both.
At Simplified SEO Consulting, our Done-For-You SEO Services go beyond traditional optimization — we integrate both Generative Engine Optimization (GEO) and Search Engine Optimization (SEO) so your website is ready for today’s search and tomorrow’s innovations.
We handle every step for you — from in-depth keyword research and on-page optimization to structuring your content for AI-generated answers — so you can focus on what you do best: serving your clients.
With our expert team on your side, your practice won’t just rank higher in Google search results, it will also earn visibility in AI-powered answers, helping potential clients find you faster, trust you sooner, and choose you with confidence.
Don’t get left behind in the shift toward AI-driven search. Let us make sure your online presence works seamlessly for both humans and AI.
Schedule your free consultation today and discover how our DFY services can help you stand out everywhere it matters.
At Simplified SEO Consulting, we provide a range of services to help helping professionals achieve their goals and grow their practices:
Mary Walker is the owner and lead strategist at Simplified SEO Consulting, a nationally recognized agency specializing in helping therapists, coaches, and other helping professionals increase their online visibility. With years of hands-on experience in both the technical and human sides of marketing, Mary has guided countless private practices to measurable growth through ethical, results-driven SEO.
Armed with Master’s degrees in Digital Marketing and Psychology, Mary brings a unique advantage to the field — the ability to combine data-driven optimization techniques with a deep understanding of how people search, decide, and connect. She is widely regarded for her ability to translate complex SEO concepts into clear, actionable strategies that empower clients to thrive in competitive online spaces.
As a business owner herself, Mary knows the demands of balancing leadership with real life. That’s why she has built Simplified SEO Consulting around principles of collaboration, psychological safety, and mutual support, ensuring both clients and her team feel seen, valued, and set up for success.
Beyond rankings and analytics, Mary’s mission is to help helping professionals grow with confidence, clarity, and purpose — creating sustainable visibility that leads to lasting impact. When she’s not advising clients or mentoring her team, you can find her cheering on her favorite football teams, spending time with her five kids, or unwinding with crochet projects that bring a moment of calm to her busy life.
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