什么是GEO生成式引擎优化？2024最新指南与SEO对比 | Geoz.com.cn

Introduction

Search is changing. Fast. Search engine optimization (SEO) helps your content rank in Google’s search results. Generative engine optimization (GEO) helps your content appear and get cited in AI answers from tools like ChatGPT, Perplexity, and Google AI Overviews. By the end of this guide, you’ll understand GEO vs. SEO, where they overlap and differ, and how to optimize for both. Plus, you get this clear GEO optimization checklist you can apply right away.

搜索正在快速变革。搜索引擎优化改进网站以帮助其在搜索结果中显示更高位置并驱动更多自然（非付费）流量的过程。（SEO）帮助您的内容在谷歌搜索结果中排名。生成式引擎优化一种优化品牌在生成式AI模型输出结果中可见性与知名度的技术，旨在使品牌信息被AI采纳并融入生成答案。（GEO）则帮助您的内容在诸如ChatGPT、Perplexity和谷歌AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。等工具生成的AI答案中出现并获得引用。通过本指南，您将理解GEO与SEO的异同，以及如何对两者进行优化。此外，您还将获得一份清晰的GEO优化清单，可立即应用。

What Is Search Engine Optimization?

SEO is the process of improving your site to help it show higher in search results and drive more organic (unpaid) traffic. SEO techniques include:

• Keyword research (关键词研究)
• Internal linking (内部链接)
• On-page optimization (页面优化)
• Schema markup (结构化数据标记)
• Building backlinks (i.e., getting other sites to link to you) (建立反向链接，即让其他网站链接到您)

SEO是优化网站以提高其在搜索结果中的排名、从而带来更多自然（非付费）流量的过程。SEO技术包括：关键词研究、内部链接、页面优化、结构化数据标记、建立反向链接（即让其他网站链接到您）。

What Is Generative Engine Optimization?

GEO is the process of improving your site to increase the chance that AI-generated answers in LLMs like Google AI Overviews and ChatGPT mention and/or link to you. To optimize for GEO:

• Use factual, concise language (使用事实性、简洁的语言)
• Structure content so LLMs can easily parse and summarize it (构建内容结构，以便LLM轻松解析和总结)
• Publish authoritative content that other trusted sources mention (发布其他可信来源引用的权威内容)
• Add schema markup and use formatting that AI systems can read (e.g., avoid JavaScript for key details) (添加结构化数据标记并使用AI系统可读的格式，例如，避免对关键细节使用JavaScript)

GEO是优化网站以提高其在谷歌AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。和ChatGPT等大型语言模型基于大规模参数和复杂神经网络结构的人工智能模型，具有强大的自然语言处理能力，但需要大量计算资源进行训练和推理。生成的AI答案中被提及和/或链接的概率的过程。针对GEO的优化包括：使用事实性、简洁的语言；构建内容结构，以便LLM轻松解析和总结；发布其他可信来源引用的权威内容；添加结构化数据标记并使用AI系统可读的格式（例如，避免对关键细节使用JavaScript）。

Why Does GEO Matter?

Traditional SEO gets your content or offerings listed. GEO gets your content or offerings recommended. If a user searches Google for “best cordless screwdriver under $100,” they’ll see a list of products they can buy. And SEO helps your product appear in that list. If a user asks a generative AI tool the same thing, it gives a recommendation—not just a list of options. And GEO helps your product become one of those recommendations. In the above example, ChatGPT recommends the Milwaukee M12 for professional work and the DeWalt 8 V Max for light home use.

传统SEO让您的内容或产品被列出。GEO则让您的内容或产品被推荐。如果用户在谷歌搜索“100美元以下最佳无线螺丝刀”，他们会看到一个可购买的产品列表。SEO帮助您的产品出现在该列表中。如果用户向生成式AI工具提出同样的问题，它会给出一个推荐——而不仅仅是一个选项列表。GEO则帮助您的产品成为这些推荐之一。在上面的例子中，ChatGPT推荐Milwaukee M12用于专业工作，DeWalt 8 V Max用于轻度家用。

Plus, Google is rolling out AI answers for more and more queries. According to Semrush’s study of 10 million+ keywords, 13.14% of all queries triggered AI Overviews as of March 2025. That’s up from 6.49% in January 2025—doubling in only three months. If your content isn’t included in AI answers, searchers are less likely to see it.

此外，谷歌正在为越来越多的查询推出AI答案。根据Semrush对超过1000万个关键词的研究，截至2025年3月，13.14%的查询触发了AI概览Google搜索中显示的AI生成的答案摘要，直接回答用户查询而不需要点击链接。。这比2025年1月的6.49%有所上升——在短短三个月内翻了一番。如果您的内容未被包含在AI答案中，搜索者看到它的可能性就会降低。

SEO vs. GEO: Similarities

SEO and GEO overlap in that high-quality, well-structured, authoritative content is rewarded. Here’s where SEO and GEO overlap more specifically:

• Quality standards are crucial: Both Google and LLMs aim to serve high-quality content that meets user needs and preferences. (质量标准至关重要：谷歌和LLM都旨在提供满足用户需求和偏好的高质量内容。)
• Structured content is more likely to be cited: Use headings, bullet points, FAQs, and clear formatting to help Google and AI parse your content. (结构化的内容更有可能被引用：使用标题、项目符号、常见问题解答和清晰的格式，以帮助谷歌和AI解析您的内容。)
• Topical authority contributes to visibility: Publishing clusters of related, high-quality content can help you gain visibility in search engine results pages (SERPs) and LLMs. (主题权威有助于提升可见性：发布相关的高质量内容集群可以帮助您在搜索引擎结果页面和LLM中获得可见性。)
• Original research is valuable: Unique data attracts backlinks for SEO and improves citation likelihood for GEO. (原创研究很有价值：独特的数据为SEO吸引反向链接，并提高GEO的引用可能性。)
• Clear answers are best: Direct, concise answers perform well in featured snippets and AI summaries. (清晰的答案最佳：直接、简洁的答案在精选摘要和AI摘要中表现良好。)

SEO和GEO的重叠之处在于，高质量、结构良好、权威的内容都会得到奖励。以下是两者更具体的重叠点：质量标准至关重要；结构化的内容更有可能被引用；主题权威有助于提升可见性；原创研究很有价值；清晰的答案最佳。

If you already produce strong SEO content, you’re halfway to GEO. To take full advantage of generative engines, you’ll need additional optimization steps (we’ll go over those later in this article).

如果您已经能产出优秀的SEO内容，那么您已经完成了GEO的一半工作。为了充分利用生成式引擎，您还需要额外的优化步骤（我们将在本文后面讨论这些步骤）。

SEO vs. GEO: Differences

SEO and GEO mainly differ in how content is shown and how success is measured. Let’s break down the differences:

类别	SEO	GEO
Search output	SERP with ranked links	AI-generated text answers
Search engine type	Traditional (Google, Bing)	Generative (ChatGPT, Perplexity, Gemini)
Query format	Short, keyword-based	Longer, more conversational prompts
Optimization target	Higher rank in search results	Inclusion or citation in AI-generated responses
Content delivery	User clicks through to your page	AI summarizes or paraphrases your content inside its answer
Success metrics	Clicks, traffic, rankings, bounce rate	Citations, mentions, and share of voice
Content update needs	Evergreen content can stay ranked for years	Content must stay fresh and authoritative to remain cited

SEO和GEO的主要区别在于内容的展示方式和成功衡量标准。让我们来分解这些差异：

类别	SEO	GEO
搜索输出	带有排名链接的搜索结果页面	AI生成的文本答案
搜索引擎类型	传统型（谷歌、必应）	生成式（ChatGPT、Perplexity、Gemini）
查询格式	简短的、基于关键词的查询	更长的、更具对话性的提示
优化目标	在搜索结果中获得更高排名	被包含或引用在AI生成的回答中
内容交付	用户点击进入您的页面	AI在其答案中总结或转述您的内容
成功指标	点击量、流量、排名、跳出率	引用次数、提及次数、声量份额在AI工具生成的答案中，某个品牌或产品被提及的频率相对于竞争对手的比例。
内容更新需求	常青内容可以保持排名多年	内容必须保持新鲜和权威才能持续被引用

What does this mean in practice? Unlike SEO, GEO doesn’t often drive direct traffic through rankings. In fact, a study from Bain & Company shows that 80% of users answer 40% of their queries without clicking a link. But less organic traffic doesn’t necessarily mean lower conversions. SEO expert Wil Reynold noticed that while a site’s organic traffic declined, email subscribers from organic search remained steady. Meaning that the traffic you’re losing may not be quality traffic.

这在实践中意味着什么？与SEO不同，GEO通常不通过排名来驱动直接流量。事实上，贝恩公司的一项研究表明，80%的用户在不点击链接的情况下解决了40%的查询。但有机流量的减少并不一定意味着转化率降低。SEO专家Wil Reynold注意到，虽然一个网站的有机流量下降了，但来自有机搜索的电子邮件订阅者数量保持稳定。这意味着您正在流失的流量可能并非高质量流量。

So what’s the goal of GEO? GEO positions your brand as a trusted source that AI assistants use in their answers. This presence builds brand awareness and can later drive branded searches and conversions.

那么GEO的目标是什么？GEO将您的品牌定位为AI助手在其答案中使用的可信来源。这种存在感建立了品牌知名度，并可以在以后推动品牌搜索和转化。

GEO vs. SEO: Input Signals, Ranking Logic, & Measurement

Input Signals: Keywords vs. Prompts

SEO starts with keywords: phrases people type into search bars. GEO starts with prompts: natural language questions users ask AI tools like ChatGPT and Perplexity. SEO success hinges in part on using keywords in:

• Headings (标题)
• Title tags (标题标签)
• Meta descriptions (元描述)
• Body text (正文)

SEO始于关键词：人们在搜索栏中输入的短语。GEO始于提示词：用户向ChatGPT和Perplexity等AI工具提出的自然语言问题。SEO的成功部分取决于在以下位置使用关键词：标题、标题标签、元描述、正文。

In GEO, keyword placement is less important. AI models prefer content that reads like a complete, trustworthy answer to a specific question. To optimize for prompts:

• Write clear, direct answers to likely questions (针对可能的问题撰写清晰、直接的答案)
• Add FAQ sections with short, factual responses (添加带有简短、事实性回答的FAQ部分)
• Use subheadings that match how a user would phrase a prompt (for example, “What Is GEO?”) (使用与用户表达提示词方式相匹配的子标题，例如“什么是GEO？”)

在GEO中，关键词的放置位置不那么重要。AI模型更喜欢读起来像是对特定问题的完整、可信答案的内容。针对提示词进行优化：针对可能的问题撰写清晰、直接的答案；添加带有简短、事实性回答的FAQ部分；使用与用户表达提示词方式相匹配的子标题（例如，“什么是GEO？”）。

Ranking: SERPs vs. Generative Answers

SEO content is built to rank in search results. GEO content is built to provide a direct answer. Traditional search engines like Google rank pages using complex algorithms that evaluate factors like:

• Your content’s relevance to a searcher’s keyword (您的内容与搜索者关键词的相关性)
• How many backlinks your site has and how reputable those links are (您网站有多少反向链接以及这些链接的声誉如何)
• How authoritative your domain is (您域名的权威性如何)
• How fast and user-friendly your site is (您网站的速度和用户体验如何)
• Your content’s quality (您内容的质量)

SEO内容旨在在搜索结果中排名。GEO内容旨在提供直接答案。像谷歌这样的传统搜索引擎使用复杂的算法对页面进行排名，评估因素包括：您的内容与搜索者关键词的相关性；您网站的反向链接数量和质量；您域名的权威性；您网站的速度和用户体验；您内容的质量。

These factors determine where a page appears on the SERP. LLMs generate synthesized answers in real time. The model selects, summarizes, and sometimes cites trusted sources. Factors like quality and relevance are still important in GEO. But for inclusion in AI-generated answers, your content must also be:

• Mentioned across the web (在网络上被广泛提及)
• Accurate and context-independent, which means excerpts from your content make sense even when quoted without thorough explanation (准确且上下文独立，这意味着即使在没有详细解释的情况下引用，您内容的摘录也能讲得通)
• Regularly updated (updates are important for SEO, but LLMs seem to prioritize recency even more) (定期更新（更新对SEO很重要，但LLM似乎更优先考虑时效性）)

这些因素决定了页面在搜索结果页面上的位置。LLM实时生成综合答案。模型选择、总结，有时会引用可信来源。质量和相关性等因素在GEO中仍然很重要。但为了被包含在AI生成的答案中，您的内容还必须：在网络上被广泛提及；准确且上下文独立，这意味着即使在没有详细解释的情况下引用，您内容的摘录也能讲得通；定期更新（更新对SEO很重要，但LLM似乎更优先考虑时效性）。

KPIs & Measurement: Traditional Metrics vs. AI Visibility Metrics

SEO is measured with traditional metrics marketers have used for years. GEO is measured with emerging metrics relevant to AI. Traditional SEO uses these key performance indicators (KPIs):

• Organic traffic (自然流量)
• Keyword rankings (关键词排名)
• Click-through rate (CTR) (点击率)
• Bounce rate (跳出率)
• Conversions from search (来自搜索的转化)

SEO使用营销人员多年来使用的传统指标来衡量。GEO则使用与AI相关的新兴指标来衡量。传统SEO使用以下关键绩效指标：自然流量、关键词排名、点击率、跳出率、来自搜索的转化。

GEO success looks different given users rarely click the links. Key GEO metrics include:

• Citation frequency in AI tools (在AI工具中的引用频率)
• Brand or product mentions in AI answers (在AI答案中的品牌或产品提及次数)
• Share of voice in AI tools (在AI工具中的声量份额在AI工具生成的答案中，某个品牌或产品被提及的频率相对于竞争对手的比例。)

鉴于用户很少点击链接，GEO的成功看起来有所不同。关键的GEO指标包括：在AI工具中的引用频率；在AI答案中的品牌或产品提及次数；在AI工具中的声量份额在AI工具生成的答案中，某个品牌或产品被提及的频率相对于竞争对手的比例。。

You can measure your performance in LLMs using Semrush’s AI Visibility Toolkit. And you should still pay attention to traditional SEO metrics to see how generative engines are affecting your brand. You might see a drop in total traffic, but an increase in conversion rate. Because the visitors who do arrive are now more qualified. While the low-intent clicks that used to pad your numbers are no longer showing up.

您可以使用Semrush的AI可见性工具包来衡量您在LLM中的表现。您仍然应该关注传统的SEO指标，以了解生成式引擎如何影响您的品牌。您可能会看到总流量下降，但转化率上升。因为现在到达的访问者资质更高。而过去用来充数的低意向点击不再出现。

GEO Optimization Checklist

Use this checklist to optimize your content for generative engines like ChatGPT, Perplexity, and Google AI Overviews:

Content Quality

When writing website content, ensure it:

• Answers one or more specific, natural-language prompts (回答一个或多个特定的自然语言提示)
• Is written clearly and concisely (清晰简洁地撰写)
• Includes factual, trustworthy, and up-to-date information (包含事实性、可信且最新的信息)
• Reflects deep topical authority—not just surface-level coverage (体现深刻的主题权威性——不仅仅是表面覆盖)

在撰写网站内容时，确保其：回答一个或多个特定的自然语言提示；清晰简洁地撰写；包含事实性、可信且最新的信息；体现深刻的主题权威性——不仅仅是表面覆盖。

Run your draft through Semrush’s SEO Writing Assistant to improve clarity that may translate to better GEO.

将您的草稿通过Semrush的SEO写作助手运行，以提高清晰度，这可能转化为更好的GEO效果。

Structure & Formatting

To ensure AI (and humans) can easily read your content, include:

• Bullet points, lists, or tables to simplify how concepts are presented (使用项目符号、列表或表格来简化概念的呈现方式)
• FAQ sections with short, direct answers (包含简短直接答案的FAQ部分)
• A summary or definition at the top of sections when relevant (在相关章节顶部提供摘要或定义)

为确保AI（和人类）能够轻松阅读您的内容，请包含：使用项目符号、列表或表格来简化概念的呈现方式；包含简短直接答案的FAQ部分；在相关章节顶部提供摘要或定义。

Trust & Citability

LLMs evaluate your brand based not only on your website, but also on information from sources such as Wikidata, Crunchbase, and LinkedIn. These sources help LLMs understand who you are and whether you're credible. That means off-site presence and consistency across the web is just as important as on-page optimization.

LLM不仅根据您的网站，还根据来自维基数据、Crunchbase和领英等来源的信息来评估您的品牌。这些来源帮助LLM了解您是谁以及您是否可信。这意味着站外存在感和网络一致性与页面优化同样重要。

Monitoring

Finally, here’s how to track the success of GEO efforts:

• Track citation frequency in AI tools (跟踪在AI工具中的引用频率)
• Track brand mention frequency in AI tools (跟踪在AI工具中的品牌提及频率)
• Track where your competitors are mentioned or cited but you aren’t (跟踪您的竞争对手被提及或引用而您没有的地方)

最后，以下是跟踪GEO工作成功的方法：跟踪在AI工具中的引用频率；跟踪在AI工具中的品牌提及频率；跟踪您的竞争对手被提及或引用而您没有的地方。

Use Semrush’s AI Visibility Toolkit to analyze how LLMs like ChatGPT and AI Mode feature your brand and get actionable recommendations to improve your business strategy.

使用Semrush的AI可见性工具包来分析ChatGPT和AI Mode等LLM如何展示您的品牌，并获得可操作的改进业务策略的建议。

Audit: Comparing SEO and GEO Results

This audit shows how AI-generated answers differ from Google SERPs, how AI answers vary across tools, and why GEO matters. We tested the query “best CRM tools.” First, the SERPs: Google’s AI Overview recommends Salesforce, HubSpot, Zoho, and Pipedrive. Below the AI box, Google