SEO vs GEO: How E-E-A-T helps your clients win at both and how to make it happen

Izzy Fletcher • 17 July 2025

Your SMB clients aren't just competing for traditional Google rankings anymore. AI overviews and large language models (LLMs) are reshaping how customers discover businesses, and the rules have shifted.

If you've been wondering how to approach this with your clients without getting lost with acronyms and technical jargon, you're in the right place! I'm going to break this down in a way that actually makes sense for your digital marketing organisation and, more importantly, for the local businesses you're working with.



SEO vs GEO: What's the difference?

These new terms can be confusing for SMBs, but as their digital marketing partner, you need to understand the fundamental differences to have meaningful sales conversations. Here's how they stack up:

A table to display the differences between SEO and GEO

Source: Pragati Gupa

The key insight? While SEO gets you ranked, GEO gets you cited by AI as a trusted source. Both matter, but they require different approaches.

Why E-E-A-T works for both SEO and GEO

Here's what makes this interesting: E-E-A-T isn't just Google's ranking factor anymore. AI systems use these same signals to determine which businesses to cite in their responses.

When someone asks an AI "Who's the best accountant in Manchester?" the AI looks for the same trust signals Google does: proven expertise, local authority, and authentic customer experiences.

This creates a massive opportunity for SMBs. Focus on genuine E-E-A-T signals, and you'll improve both traditional search rankings and AI visibility simultaneously.

The practical approach to ranking in SEO and GEO

Start with authentic expertise

Every SMB has unique knowledge that its competitors don't. Your job is to make this visible online. Ask clients about their years in business, professional qualifications, industry awards, and what makes their business different.

This information needs to live prominently on their website, Google Business Profile, and in their content. But here's the crucial part for GEO: structure this information clearly. To achieve results in both, focus on:

  • Content depth with detailed information
  • Prioritise E-E-A-T
  • Answer questions first, details explanation second
  • Clear heading tags
  • Structured data
  • FAQ sections
  • Place critical facts early in the content
  • Site speed and indexability
  • Strong presence and backlinks on third-party websites like business directories

Here’s what you need to start doing today

Audit the business to understand which areas of their online presence and website pages are driving results and which need work. Optimise the results in your data to create a strategy for improvements.

If you’re thinking “how do I qualify businesses quickly?” Insites audits have over 200 checks for SEO, local SEO, AI ranking, website building and more. And the best part? They’re super easy-to-understand for both sales reps and SMBs. Each check is ranked out of 100 and has a colour coded scores, so no one gets confused.

Screenshot of an Insites SEO audit showing an overall score of 68

Create content that AI can understand

Traditional SEO content targets keywords. GEO content answers questions comprehensively. Encourage clients to create detailed how-to guides, case studies with specific results, and industry insights that demonstrate deep knowledge.

But there is a lot of power in the copy your use to create this type of content. AI systems love specific, actionable information they can cite. So instead of writing "Local SEO tips for restaurants," write "How Manchester restaurants can increase foot traffic by 40% using local SEO strategies."


Build local digital authority

For SMBs, local authority is everything. But GEO changes how you build it. Beyond traditional tactics like local citations and reviews, focus on structured data that AI can easily extract.

This means properly marked-up business information, detailed service descriptions with schema, and consistent NAP data across all platforms. When AI systems scan for local experts, they rely heavily on this structured information.


Make trust signals crystal clear

AI systems are incredibly good at spotting trust signals, but they need clear markers. Ensure clients have comprehensive contact information, professional website design, active social media presence, and regular content updates.

Most importantly, display customer reviews prominently and respond to them. AI systems interpret active review management as a strong trust signal.


Common pitfalls to avoid

Don't try to game AI systems with keyword stuffing or fake credentials. These systems are sophisticated enough to detect inauthentic content, and the penalties are severe.

Don't ignore the technical side. Proper schema markup, structured data, and clear information architecture aren't nice-to-haves anymore – they're essential for AI visibility.

Don't set unrealistic expectations. Building genuine E-E-A-T takes 6-12 months, but the businesses that commit to this approach consistently outperform competitors in both traditional and AI-powered search.


Measuring success for both

Track traditional SEO metrics like rankings and organic traffic, but also monitor AI visibility. Are your clients being cited in AI overviews? Are they appearing in voice search results? Are they getting featured in AI-powered local search responses?

Use tools like SEMRush, Insites or SE Ranking that can audit both traditional SEO signals and AI-readiness factors. This gives you a complete picture of your client's digital visibility and helps you identify opportunities competitors are missing.


The bottom line

For your SMB clients, focusing on building a strong online presence for SEO and GEO means they’re building the kind of business they probably wanted to build anyway: one that's trusted, respected, and known for its expertise.

The beauty of this approach is that it creates a sustainable cycle. The more you help clients demonstrate their expertise and build trust online, the more successful they become.

Want to see how your clients' online presence stacks up? Our comprehensive audit tools can help you identify opportunities and track improvements over time.

Want to know more about Insites audits? Book a free demo call with us today.

by Izzy Fletcher 7 August 2025
BrightEdge research shows that ChatGPT and Google are now giving wildly different responses to the same searches. Learn how to optimise for both AI and SEO.
decorative
by Izzy Fletcher 24 July 2025
How Google's June Core Update affects digital marketing solution providers who work with small-medium businesses
A google logo with social media icons surrounding it.
by Izzy Fletcher 10 July 2025
Instagram announced that they will be showing posts from business accounts in Google search results. This is a great opportunity to upsell social media services.
A cartoon of a woman looking through binoculars on a pink background.
by Izzy Fletcher 3 July 2025
Selling digital marketing to local businesses? Discover 5 ways to get them cited in ChatGPT and position your sales team as experts in AI optimisation.
A woman wearing headphones is sitting in front of a laptop computer.
by Izzy Fletcher 24 June 2025
Learn how to handle the 'Is SEO dead?' objection with Google's own data. Turn AI concerns into sales opportunities with proven conversation frameworks.
A man is looking through a magnifying glass at a gear.
by Izzy Fletcher 3 June 2025
Your clients are invisible to ChatGPT, Gemini, and Perplexity. Discover 6 critical AI optimisation gaps your sales team should spot to win more deals and future-proof client businesses.
A person is holding a cell phone in their hand surrounded by social media icons.
by Izzy Fletcher 29 May 2025
Surprising data reveals 49% of SMBs are boosting marketing budgets while 75% invest in AI. Get the complete sales playbook for capitalising on these opportunities as a digital marketing provider.
A hand is holding a magnifying glass over a laptop screen that says keyword.
by Coral Wood 28 May 2025
Why keyword research actually matters for small businesses, the challenges digital marketing providers face and how to overcome SEO objections with Insites Keyword Planner.
A magnifying glass over website content
by Coral Wood 21 May 2025
Let's face it - small businesses that have had bad experiences with SEO providers are like someone coming out of a bad relationship. They're wary, skeptical, and probably a bit defensive. And fair enough! Many have shelled out serious cash only to see minimal results, or worse, had their websites damaged by dodgy tactics. These folks aren't just looking for another service provider - they want someone who actually gets their business and can deliver what they promise. Spotting the signs of SEO heartbreak Before you dive into your pitch, take a moment to spot the telltale signs that an SMB has been burned before: They ask super specific questions about your tactics (because they've been bamboozled with jargon before) They want guarantees and exact timelines straight away They're reluctant to share previous work or analytics access They seem suspicious of practices that are actually industry standard They're confused about SEO basics because they've been fed misinformation Remember, this isn't them being difficult—they're just protecting themselves from getting burned again. Show some empathy (and ditch the jargon) When you're chatting with these businesses, the standard sales spiel just won't cut it. Instead: Acknowledge their frustrations without throwing shade at other providers Talk like a normal human being—avoid the technical mumbo-jumbo that might trigger bad memories Be brutally honest about timeframes and what's actually achievable Be crystal clear about how you'll keep them in the loop on progress Show them exactly how you're different from the providers who let them down Building back trust takes time, so don't rush the process. Let the data do the talking Nothing cuts through skepticism like solid data that actually makes sense. Create jargon-free audits that clearly show: What's currently holding their visibility back Opportunities they're missing out on How local competitors are nabbing their potential customers Specific, actionable fixes with realistic outcomes A good audit demonstrates your expertise while giving them immediate value—even before they've paid you a penny. Start small, win big For businesses still nursing their SEO wounds, consider offering: A small starter project with clear deliverables A shorter initial contract without the scary long-term commitment A step-by-step approach with checkpoints before expanding work No sneaky lock-in clauses that got them stuck last time This gives wary clients the chance to see real results before they go all-in. Show your work (properly) Burnt SMBs need extra reassurance that things are actually happening. Create reports that: Show clear before-and-after comparisons Explain technical stuff in plain English Connect improvements to actual business outcomes, not just abstract rankings Are completely honest about what's working and what's not Visual proof of progress works wonders for rebuilding confidence. Teach without the techno-babble Many SMBs have either been kept completely in the dark or bombarded with confusing tech talk. Find the sweet spot by: Creating simple guides tailored to their specific business Using analogies and examples relevant to their industry Breaking complex topics into bite-sized pieces Creating an environment where they feel comfortable asking "stupid" questions A client who understands what you're doing is a client who trusts you. Make it about their business, not just SEO Rather than droning on about algorithms and meta tags, connect your work to what actually matters: Show how SEO improvements translate to more customers Demonstrate the journey from clicks to cash Use examples specific to their industry Show how your work supports their broader business goals This shifts the conversation from "SEO wizardry" to tangible business growth. Real talk: How we helped a skeptical dentist A local dental practice had thrown thousands at SEO with nothing to show for it. When we started working with them, we discovered: Their website had technical errors that were basically making it invisible to Google Despite having a prime high street location, they were nowhere to be seen in local searches Their competitors were actually ranking for their brand name (ouch!) No proper tracking was in place, so previous agencies could hide their lack of results By implementing clear, weekly updates and focusing on quick wins first, we helped them see substantial improvements within three months. Today, they're getting 40% of new patient bookings through their improved online presence. Your action plan for winning over the skeptics Ready to rescue some SEO-burnt businesses? Here's how to start: Create a straightforward audit process that cuts through the confusion Develop simple guides that help business owners understand what you're actually doing Offer flexible contracts that don't feel like a trap Use clear, jargon-free reporting that actually means something Focus on delivering some quick wins to build momentum Remember, winning these clients isn't just about new business—it's about showing them that effective, ethical SEO actually exists! The silver lining of working with the skeptics Here's the thing—SMBs who've had terrible SEO experiences often become your most loyal clients when you finally deliver what others couldn't. By understanding their concerns, being refreshingly transparent, and actually getting results, you're not just winning new business—you're helping repair the reputation of an industry that's let too many small businesses down. More importantly, you're helping local businesses that are the heart of our communities reach the customers they deserve through honest, effective digital marketing. And that's something worth getting out of bed for. Ready to stop guessing which keywords actually matter? Our new Keyword Research tool takes the headache out of SEO planning for your clients. No more cobbling together data from multiple platforms or trying to explain complex metrics to skeptical SMBs. Say goodbye to keyword confusion and hello to: Instant keyword suggestions tailored to your client's industry Easy-to-understand difficulty scores and search volumes Built-in local search insights that show real competitive gaps Simple reporting that actually makes sense to small business owners The best part? It's already included in your Insites subscription at no extra cost. Book a quick demo today to see how our Keyword Research tool can help you win over even the most SEO-traumatised clients with data they can actually understand.
A close-up of a computer screen showing keyword planner on it.
by Coral Wood 15 May 2025
Empower your digital marketing sales team with Insites Keyword Planner. Convert more SMB prospects with instant, AI-powered keyword suggestions that build confidence, save time, and demonstrate clear ROI. No SEO expertise required.
Show More