SEO (search engine optimisation) helps your business rank in Google’s list of search results. GEO (generative engine optimisation) helps your business get named in the answers AI tools give, such as ChatGPT, Gemini, Perplexity and Google’s AI Mode. Most local businesses in Marbella now need both: SEO so customers can find your website, and GEO so AI tools recommend you when customers ask for advice. In October 2026, when we asked 8 AI tools 11 questions about marketing agencies in Marbella, they named 181 different businesses, and most appeared in only a few answers.
The two overlap, because AI tools read many of the same signals Google does. But they are measured differently, and a business can rank well on Google and still be left out of AI answers.
What is the difference between SEO and GEO?
The difference is where you appear. SEO aims for a high position in a list of links on Google. GEO aims for a mention inside a written answer from an AI tool, which often names only 3 to 5 businesses and links to the sources it used.
That changes what matters. With SEO, a customer still compares several websites. With GEO, the AI has already done the comparing, so if your business isn’t in the answer, the customer may never see you.
What does SEO involve?
SEO means making your website easy for Google to find, understand and trust. For a local business, that usually includes:
- Clear page titles, headings and descriptions for each service
- A fast, mobile-friendly website with a sitemap
- A complete Google Business Profile with reviews
- Pages for the services and areas you cover, such as Marbella, Puerto Banús or Estepona
- Links from other trusted websites
Success is measured by your positions in Google, the traffic to your website, and the enquiries that traffic brings in.
What does GEO involve?
GEO means making sure AI tools can read your website, understand what you do, and find enough trusted evidence to recommend you. It builds on SEO and adds:
- Checking that AI crawlers can actually read your website’s text
- Pages that answer customers’ questions directly, in the first sentence
- Structured data and an llms.txt file that describe your business clearly
- Consistent business details everywhere your business is mentioned
- Listings and mentions in the directories, guides and review sites AI tools quote
Success is measured by how often AI tools recommend you for the questions your customers ask, which competitors they recommend instead, and which websites they quote.
SEO vs GEO at a glance
| SEO | GEO | |
|---|---|---|
| Goal | Rank high in Google’s search results | Be named in answers from ChatGPT, Gemini, Perplexity and Google’s AI Mode |
| What the customer sees | A list of links to compare | A written answer naming a few businesses |
| Main levers | Website structure, content, Google Business Profile, links | All of SEO, plus AI-readable pages, direct answers, structured data, and mentions in sources AI tools trust |
| How it’s measured | Google rankings, traffic, enquiries | How often AI tools mention you, for which questions, and who appears instead |
| Typical timescale | Usually months | Quick fixes can show within weeks; content and listings take longer |
| Best for | Customers who search and compare | Customers who ask an AI tool for a recommendation |
Does my Marbella business need SEO, GEO or both?
Most businesses need both, because customers use both. Start with SEO if your website is new, slow or missing basic pages, since GEO depends on those foundations. Prioritise GEO if you already rank on Google but AI tools don’t mention you, or if your customers are the kind who ask ChatGPT for a recommendation, such as visitors planning a trip or new residents choosing a service.
A quick way to decide: ask ChatGPT and Google’s AI Mode the question your customers ask, for example “What is the best [your service] in Marbella?” If you’re not in the answer, GEO is where to start.
How do I know if AI tools recommend my business?
You find out by asking them the same questions your customers ask, on several AI tools, and recording the answers. One test isn’t enough, because AI answers change from day to day.
At Get Visible, we test the real questions your customers ask across 8 AI tools: ChatGPT, ChatGPT with search, Perplexity, Google’s AI Mode, Gemini, Claude, Claude with search and Grok. We record how often you’re mentioned, who appears instead, and which websites the AI quotes, and we repeat the same test every month.
In our October 2026 test of 11 questions about marketing agencies in Marbella, the website the AI tools quoted most often was an agency directory, Sortlist, which was cited 92 times. That’s a good example of how much AI answers depend on sources outside your own website.
What should I look for in an SEO or GEO agency in Marbella?
Look for an agency that can show you what AI tools say about your business today, and explain how it will measure progress. Good questions to ask:
- Can you show me where I appear in ChatGPT and Google’s AI Mode right now?
- Which questions will you track, and how often will you report?
- Will you fix my website, create content, or both?
- How will you improve my reviews and my Google Business Profile?
- Can you show results from a similar local business?
- What does it cost each month, and what’s included?
Frequently asked questions
Is SEO dead now that people use AI?
No. AI tools rely on many of the same signals as Google, such as a clear website, good content and trusted mentions. SEO is the foundation that GEO builds on.
Is GEO the same as AEO?
They are very close. AEO (answer engine optimisation) and GEO both mean getting your business into AI-generated answers. GEO is the more common term for tools like ChatGPT and Gemini.
How long does GEO take to work?
Quick fixes, like page titles, your Google Business Profile and reviews, can make a difference within weeks. Content and listings in trusted sources take longer, and most businesses see clear progress over 3 to 6 months.
How much does GEO cost in Marbella?
It depends on how much work your website and reputation need. At Get Visible, our monthly AI Visibility Pro package costs €700 per month plus IVA, and includes an opportunity analysis and monthly visibility monitoring and reporting.
About the author
Caroline Lips is the founder of Get Visible, a marketing agency in Marbella that helps businesses get found on Google and recommended by AI tools. She offers done-for-you GEO, SEO and review management, and one-to-one marketing coaching. Book a free call to find out what AI tools say about your business today.