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**Reading Time:** 17 min read | **Author:** Mersel AI Team | **Date:** March 18, 2026

**AI-referred traffic converts 4.4x better than standard organic search, and structured GEO programs deliver measurable visibility lifts within 2 to 8 weeks.** This rapid ROI timeline contrasts with traditional SEO, which requires 6 to 12 months to deliver results according to DoubleDome and RankArise benchmarks. While SEO optimizes for Google's blue-link results, GEO ensures your brand is cited inside AI-generated answers from ChatGPT, Perplexity, Gemini, and Google AI Overviews.

Gartner projects traditional search engine volume will drop 25% by 2026 as AI chatbots absorb queries that previously required a Google search. Currently, 60% of all Google searches already end without a single click. If your digital visibility strategy relies solely on keyword rankings and capturing clicks, a significant share of your pipeline is already leaving through a door you cannot see in GA4.

This guide provides a precise definition of each discipline, a side-by-side comparison table covering dimensions critical to marketing budget decisions, an honest look at tradeoffs, and a practical framework for allocating spend across both strategies.

# Key Takeaways

| Metric | Search Engine Optimization (SEO) | Generative Engine Optimization (GEO) |
| :--- | :--- | :--- |
| **Primary Goal** | Earn ranked positions in Google link results. | Earn citations in AI-generated responses. |
| **ROI Timeline** | 6 to 12 months (Industry Benchmark). | 2 to 8 weeks for visibility lifts. |
| **Conversion** | Standard organic search baseline. | 4.4x higher than standard organic search. |
| **Traffic Impact** | 34.5% to 61% CTR drop via AI Overviews. | High-leverage acquisition via citations. |
| **Infrastructure** | Keywords, backlinks, and technical crawlability. | Entity definitions, schema markup, llms.txt. |
| **Market Outlook** | 25% volume drop by 2026 (Gartner). | Primary source for conversational queries. |

- SEO and GEO are complementary strategies rather than interchangeable ones. A brand can achieve a first-place ranking on Google while remaining completely absent from a ChatGPT response for the same query.
- Ranking well no longer guarantees traffic because 60% of Google searches result in zero clicks. PageOnePower reports that the presence of a Google AI Overview reduces page click-through rates by 34.5% to 61%.
- GEO requires specific AI-native technical infrastructure that standard SEO agencies do not typically deploy. This includes entity definitions, advanced schema markup, and llms.txt files to ensure AI language models can extract and cite brand information.

# The Core Definitions: What Each Discipline Actually Does

## What is Search Engine Optimization (SEO)?
**SEO is the practice of optimizing web pages so Google's algorithm ranks them highly for relevant keyword queries, driving human users to click through to your site.** This discipline signals relevance and authority to Google's PageRank-based algorithm through keyword targeting, backlink acquisition, technical crawlability, and on-page structure. The primary success metric is a ranked position that generates organic clicks.

## What is Generative Engine Optimization (GEO)?
**GEO is the practice of structuring content and technical infrastructure so that AI language models extract your brand's information and cite it within generated responses.** Large language models like GPT-4o or Gemini synthesize conversational answers from ingested sources rather than serving a ranked list of links. The objective is to secure a citation inside the AI's answer itself rather than a position on a search results page.

"Traditional SEO methods are not directly applicable to generative engines," notes research published on [ArXiv](https://arxiv.org/pdf/2311.09735). The optimization targets, content structures, and technical requirements are distinct enough to be treated as separate disciplines. For a deeper grounding in how GEO works as a standalone practice, see our [complete guide to generative engine optimization](/blog/what-is-generative-engine-optimization-geo).

# Side-by-Side Comparison: SEO vs. GEO

**GEO and SEO differ fundamentally in their optimization targets, technical requirements, and success metrics.** This side-by-side comparison table illustrates why treating GEO as "just SEO for AI" leads to underinvestment in the wrong areas. Understanding these distinctions is critical for B2B SaaS brands looking to maintain visibility as AI-generated answers replace traditional search engine results pages.

| Dimension | SEO | GEO |
| --- | --- | --- |
| **Target engine** | Google (and Bing) search algorithms | LLMs: ChatGPT, Perplexity, Gemini, Claude, Google AI Overviews |
| **Optimization goal** | Earn a ranked position that drives human clicks | Earn a citation inside an AI-generated answer |
| **Content structure** | Long-form, keyword-dense, comprehensive coverage | Semantic chunking: structured so AI can extract specific facts without surrounding context |
| **Technical requirements** | Standard crawlability, metadata, sitemap, backlinks | Entity definitions, schema markup (FAQPage, HowTo, Product), llms.txt, AI crawler-accessible rendering |
| **Success metric** | Keyword rank, organic click-through rate, traffic volume | Citation rate, Share of Voice across AI engines, AI-referred traffic |
| **Time to first results** | 6 to 12 months for meaningful ROI | 2 to 8 weeks for visibility lifts; 60 to 90 days for pipeline impact |
| **Primary content type** | Informational guides, landing pages, product pages | Prompt-matched articles, comparison posts, use-case breakdowns, category definitions |
| **Who does the work** | SEO agency or in-house team | Specialized GEO practitioners or fully managed service |
| **Pricing model** | Monthly retainer averaging $3,209/month (Ahrefs survey) | Custom-scoped programs; monitoring tools run $300 to $3,000/month |
| **Best-fit funnel stage** | Full funnel (informational through transactional) | Bottom-of-funnel (evaluation, comparison, shortlisting) |
| **ROI trajectory** | Slow compounding over 12 to 24 months | Faster initial lift; compounds as content and infrastructure mature |
| **Zero-click impact** | High: AI Overviews cannibalize informational traffic | Low: GEO targets the AI answer itself, not the click behind it |

# How Search Behavior Is Shifting Right Now

**Traditional search volume is projected to decline by 25% by 2026, a shift already evidenced by current market data.** Gartner’s 2024 projection aligns with mid-2025 observations where Google AI Overviews appear in approximately 57% of all search results. Simultaneously, ChatGPT has reached over 800 million weekly active users, further diverting traffic from traditional search engines and reflecting a structural change in how search results pages function.

**B2B software companies are experiencing a 6.7% year-over-year drop in search referrals, with mid-tier sites seeing the steepest losses.** PageOnePower’s analysis of tracked web properties indicates that sites ranking in positions 100 to 10,000 are particularly vulnerable. This structural change suggests that while rankings may remain stable, the actual volume of traffic reaching these properties is diminishing as AI engines provide direct answers to user queries.

**Practitioner data reveals a desktop click-through rate (CTR) collapse from 25% to 2.8% on pages featuring AI Overviews.** Sentiment from Reddit's r/TechSEO and r/SEO communities highlights a structural change where rankings hold steady but clicks disappear. One SEO manager noted that AI-powered reviews answer questions before users scroll down, while another reported a desktop CTR drop to 2.8% specifically for pages where AI Overviews appeared.

**The top-of-funnel informational content your SEO investment was designed to capture is now answered by AI before any click occurs.** For CMOs, the implication is direct: the channel is not dead, but it is being redirected. This shift affects content such as "What is X?" or "How does Y work?", which AI now provides directly to the user, bypassing traditional website visits.

# SEO's Current ROI Timeline vs. GEO's

Time-to-value represents the most consequential difference between SEO and GEO for budget planning. Traditional SEO involves a well-documented lag, whereas GEO programs operate on a significantly faster cycle. According to DoubleDome and RankArise, the standard SEO phases follow a timeline that delays measurable impact for several months.

| SEO Phase | Timeline | Expected Impact |
| :--- | :--- | :--- |
| **Phase 1** | Months 1 to 3 | Technical audits, keyword mapping, and fixing crawl errors; no measurable traffic impact. |
| **Phase 2** | Months 3 to 6 | Initial ranking improvements; modest traffic increases; minimal lead generation. |
| **Phase 3** | Months 6 to 12 | Substantial organic traffic growth and positive ROI begin to appear. |
| **Phase 4** | Year 2+ | Compounding effects of content and backlinks reach full force. |

The traditional 6 to 12 month SEO runway is increasingly risky because AI Overviews capture the top of the page and eliminate clicks, even for first-position content. Allocating a $5,000 monthly retainer for a year to wait for traffic that AI immediately intercepts is a budget strategy that requires scrutiny. GEO provides a faster alternative for B2B SaaS brands.

| GEO Metric | Performance Timeline | Evidence/Case Study |
| :--- | :--- | :--- |
| **Initial Visibility Lift** | 2 to 8 weeks | Industry data from multiple structured programs. |
| **Pipeline Impact** | 60 to 90 days | Meaningful demos and qualified inbound leads. |
| **Visibility Growth** | 92 days | Series A fintech startup grew AI visibility from 2.4% to 12.9%. |
| **Lead Influence** | 92 days | 20% of demo requests influenced by AI search (Fintech case study). |
| **ROI & Payback** | 18-day payback | Popl (digital business card SaaS) reached a GEO ROI of 1,561%. |

Google's algorithm requires months to accumulate trust signals like backlinks, crawl history, and engagement patterns. In contrast, Large Language Models (LLMs) cite well-structured, entity-rich content significantly faster, especially when it directly addresses conversational prompts used by buyers. This fundamental difference in how engines process data allows GEO to deliver results in weeks rather than years.

## The Two Layers GEO Actually Requires

Most teams attempting in-house GEO find that content quality alone is insufficient. A complete program requires two distinct layers: a prompt-mapped content engine and an AI-native infrastructure layer. While most managed services focus only on content, the infrastructure layer is the missing component that ensures content is extractable by LLM crawlers.

*The diagram above shows the two required layers of a GEO program: a prompt-mapped content engine with a GSC and GA4 feedback loop (Layer 1), and an AI-native infrastructure layer that makes content extractable by LLM crawlers (Layer 2). Most managed content services cover only Layer 1. The infrastructure layer is what most teams are missing.*

**Layer 1 is the content engine.** This layer involves building articles based on actual conversational prompts buyers use in AI tools, such as "What is the best compliance tool for a Series A fintech?", rather than keyword research alone. It requires a continuous feedback loop connecting to GSC, GA4, and AI referral data to identify which posts earn citations and update them based on performance.

**Layer 2 is the AI-native infrastructure.** AI crawlers like GPTBot, PerplexityBot, and ClaudeBot often struggle to extract clean data from JavaScript-rendered content, marketing language, and complex navigation designed for humans. Deploying clean entity definitions, proper schema markup, and an llms.txt configuration tells AI models exactly what to read and cite without changing the human visitor experience.

Technical infrastructure separates brands earning consistent LLM citations from those appearing only occasionally, according to Walker Sands. While high-quality content remains a necessity, the infrastructure layer is what makes that content extractable for AI. Without this technical foundation, even the best content fails to be recognized and cited by generative engines.

## What SEO Does Well

**SEO builds durable, compounding authority and remains the most cost-efficient channel for transactional queries where users are still clicking links.** High-quality content targeting commercial-intent keywords drives bottom-funnel traffic at a low marginal cost once established. Backlinks earned three years ago still pass ranking signal today, contributing to long-term search performance.

| Research Source | Key Finding |
| :--- | :--- |
| BrightEdge Research | 60% overlap between Perplexity citations and Google's top 10 results |

Strong SEO rankings support GEO visibility. While SEO and GEO are not interchangeable, they are reinforcing strategies for B2B SaaS brands.

## What SEO Struggles With

**Traditional SEO struggles with the "zero-click" problem, where AI Overviews cause an average CTR drop of up to **61%** according to PageOnePower.** Informational content that previously generated reliable top-of-funnel traffic is now answered directly on search results pages. Waiting 6 to 12 months for ROI while AI absorbs the traffic that SEO was designed to capture creates a significant structural budget risk for modern brands.

GEO targets the specific buyer discovery moment that traditional SEO cannot reach: the AI conversation where a buyer asks "What should I be using for X?" to build a shortlist. AI-referred traffic converts 4.4x better than standard organic search because these visitors are pre-qualified by the AI's response. A GEO program earning consistent citations in high-intent prompts compounds over time as citation history reinforces model trust.

Faster time-to-value is a primary differentiator for Generative Engine Optimization compared to legacy search strategies. Unlike the 6-to-12-month runway required for SEO, structured GEO programs begin showing measurable visibility lifts within weeks rather than quarters. This allows B2B SaaS brands to respond more quickly to market shifts and competitor movements within AI models like ChatGPT, Gemini, and Perplexity.

GEO is harder to measure than SEO because it lacks the direct impression and click data provided by Google Search Console. Tracking AI citations requires dedicated tooling such as Profound or AthenaHQ, and the connection between citations and revenue is harder to attribute in early months. GEO also cannot replace SEO's role in transactional, high-intent searches where buyers still click through to compare options.

# When to Prioritize SEO vs. GEO

The most accurate strategy for most mid-market B2B brands in 2026 is to run both disciplines while investing incrementally in GEO now. SEO laid the foundation, but GEO is where the next buyer discovery channel is being built. Brands that wait for GEO to become "proven" are compounding a visibility gap in conversations they cannot see happening.

For a direct look at whether [SEO still works in 2026](/blog/does-seo-still-work-in-2026) alongside AI-driven alternatives, that breakdown covers the current state in depth.

**Prioritize SEO when:**

- Your category is still heavily click-driven, such as e-commerce product pages or high-intent service landing pages.
- You have a strong domain authority base that is actively generating organic revenue.
- Your team has the bandwidth to produce and maintain consistent long-form content.
- You are targeting keywords where AI Overviews are not yet dominant.

**Prioritize GEO when:**

- Your organic traffic is flat or declining despite stable rankings.
- Your category is actively evaluated through AI conversations like "What's the best X for Y use case?"
- You are a SaaS or B2B brand where buyers form shortlists before talking to sales.
- You have competitors already appearing in AI recommendations and you are not.
- Your team lacks the bandwidth to build and maintain a new optimization discipline.

# The B2B SaaS Budget Allocation Framework

CMOs should allocate budgets based on their current content footprint and SEO performance to balance legacy search with emerging AI discovery. The average SEO retainer costs $3,209 per month globally, with mid-market agencies typically ranging from $1,500 to $5,000 according to Ahrefs. GEO monitoring tools add $300 to $3,000 per month, requiring internal labor or managed programs to execute on data.

| Company Situation | Recommended Allocation |
| :--- | :--- |
| Early-stage, limited content footprint | 60% GEO (build citation foundation), 40% SEO (technical baseline) |
| Established SEO, traffic declining | 50% SEO (maintain rankings), 50% GEO (recover discovery pipeline) |
| Strong rankings, AI visibility near zero | 30% SEO (maintenance), 70% GEO (capture the emerging channel) |
| No current digital marketing investment | 50/50 split to build both foundations simultaneously |

The real cost comparison for B2B brands is the total cost of ownership. This includes the SEO retainer, GEO tools, and the internal labor required to act on GEO data versus a fully managed GEO program. Managed programs typically handle both content and infrastructure, ensuring that the dashboard does not become an expensive report that no one in the organization acts on.

If you want to understand the full GEO software landscape before making a decision, our [generative engine optimization software guide](/blog/generative-engine-optimization-software) covers the leading tools and managed services in detail.

# Frequently Asked Questions About GEO Strategy

## What is the difference between SEO and GEO in simple terms?
**SEO focuses on ranking websites in Google's list of links to drive clicks, while GEO ensures a brand is cited within answers generated by ChatGPT, Perplexity, or Google AI Overviews.** SEO optimizes for algorithms that rank pages based on traditional signals like backlinks and keywords. In contrast, GEO optimizes for large language models (LLMs) that synthesize direct answers for users by pulling from authoritative data sources.

## Does GEO replace SEO?
**GEO does not replace SEO; instead, the two disciplines function as complementary strategies for digital visibility.** BrightEdge research indicates that approximately 60% of Perplexity citations overlap with Google's top 10 results, confirming that strong SEO rankings support GEO visibility. GEO specifically addresses the buyer discovery phase occurring inside AI conversations before a traditional Google search ever takes place.

## How long does GEO take to show results compared to SEO?
**Structured GEO programs deliver measurable visibility lifts within 2 to 8 weeks, significantly faster than the 6 to 12 months required for traditional SEO ROI.** According to industry benchmarks from DoubleDome and RankArise, GEO programs impact the pipeline within 60 to 90 days. AI models cite well-structured content more rapidly than Google’s algorithm establishes long-term domain trust.

| Comparison Metric | Traditional SEO | Generative Engine Optimization (GEO) |
| :--- | :--- | :--- |
| **Primary Objective** | Ranking in link lists for click-throughs | Brand citation within AI-synthesized answers |
| **Optimization Focus** | Search engine ranking algorithms | Language models and answer synthesis |
| **Time to Results** | 6 to 12 months for measurable ROI | 2 to 8 weeks for visibility; 60 to 90 days for pipeline |
| **Discovery Phase** | Post-search navigation | Pre-search buyer discovery and conversations |

## Why is my organic traffic dropping even though my rankings haven't changed?
**Organic traffic is declining due to the "zero-click" phenomenon, where AI-generated answers intercept users before they click a website link.** PageOnePower reports that 60% of all Google searches—and 77% on mobile—now end without a click. When Google AI Overviews appear, target queries experience a CTR drop ranging from 34.5% to 61%, even when rankings remain stable.

## Can I do GEO with my existing SEO agency?
**Most traditional SEO agencies lack the specialized expertise in AI-native infrastructure and prompt-mapped content strategies required for effective GEO.** As Walker Sands notes, GEO necessitates technical infrastructure that exceeds standard SEO deliverables. Brands must audit agencies specifically for their ability to deliver at the infrastructure level rather than just content production.

# Integrating SEO and GEO for Maximum Visibility

SEO and GEO are not competing budget lines. They are sequential layers of the same visibility strategy. SEO builds the authority foundation that your brand still needs, while GEO is the layer that ensures that authority translates into presence in the AI conversations where buyers are now forming their shortlists.

### The Two Layers of Modern Search Visibility
*   **Layer 1: The Content Engine (SEO)**
    *   Establishes the brand's authority foundation and domain trust.
    *   Optimizes for traditional search engine rankings and organic traffic.
*   **Layer 2: AI-Native Infrastructure (GEO)**
    *   Translates authority into presence in AI conversations and buyer shortlists.
    *   Deploys technical entity definitions and schema mapping.
    *   Implements llms.txt files and crawler-specific rendering.
    *   Builds prompt-mapped content strategies from LLM buyer behavior data.

According to Perficient, by 2028 an estimated $750 billion in U.S. revenue will flow through AI-powered channels. The brands that establish citation presence now are compounding an advantage that gets harder to close the longer competitors wait. The practical next step is understanding where your brand currently stands in AI answers across your highest-value buyer prompts.

That gap analysis determines how urgently your budget needs to shift and where to start. [Book a call with the Mersel AI team](/contact) to see exactly where your brand appears (and where it doesn't) in the AI conversations your buyers are already having.

# Related Reading on AI Search Optimization

- Alternatives to Traditional SEO for AI Search
- How AI Search Differs from Traditional Enterprise SEO
- The Future of Search: LLMs vs. Ten Blue Links

# Sources and Research Data

| # | Source | Title / Key Insight |
| :--- | :--- | :--- |
| 1 | **Gartner** | "Gartner Predicts Search Engine Volume Will Drop 25% by 2026" |
| 2 | **Reddit r/TechSEO** | "Search traffic still dropping — how are you dealing?" |
| 3 | **PageOnePower** | "Numbers Don't Lie — AI Search Is Reshaping the Search Marketing Industry" |
| 4 | **Walker Sands** | "Generative Engine Optimization (GEO): What to Know in 2025" |
| 5 | **Frase.io** | "What Is Generative Engine Optimization (GEO)?" |
| 6 | **DoubleDome** | "SEO ROI Timeline" |
| 7 | **RankArise** | "SEO ROI: How Soon Can You Expect Returns After Launch" |
| 8 | **Reddit r/ArtificialIntelligence** | "Anyone else seeing traffic drop because of AI Overviews?" |
| 9 | **ArXiv** | "Generative Engine Optimization" (academic paper) |
| 10 | **Ahrefs** | "SEO Pricing: How Much Does SEO Cost?" |
| 11 | **Search Engine Land** | "What Is Generative Engine Optimization (GEO)?" |
| 12 | **FirstPageSage** | "SEO Agency Pricing Survey" |
| 13 | **Perficient** | "Websites Aren't Dead But They're Not Your Front Door — AI Search Optimization" |
| 14 | **Semrush** | "Generative Engine Optimization" |
| 15 | **Finch** | "What Is Generative Engine Optimization Explained" |

# Related Posts

[GEO ·

## AEO vs. SEO vs. GEO: Which Strategy Should Your Team Prioritize in 2026?

**Your team should prioritize an investment in SEO, AEO, and GEO based on market data and budget logic, as these three disciplines are not interchangeable.** To decide which discipline deserves your 2026 investment, you must evaluate:
*   The exact differences between SEO, AEO, and GEO
*   Market data
*   Budget logic

Learn the exact differences, market data, and budget logic to decide which discipline deserves your 2026 investment.](/blog/what-is-an-answer-engine)[GEO · Mar 17

## What Does It Cost a B2B SaaS Brand to Ignore Generative Engine Optimization?

**Ignoring Generative Engine Optimization (GEO) costs B2B SaaS brands between 18% and 64% of their organic traffic and millions of dollars in potential pipeline.** This 12-month compounded loss model illustrates the severe financial consequences for brands that fail to adapt to AI-driven search environments. Neglecting GEO results in a significant erosion of market visibility and lead generation as traditional search traffic shifts to AI answer engines.

| Impact Category | Estimated Loss from Ignoring GEO |
| :--- | :--- |
| Organic Traffic | 18% - 64% |
| Pipeline Value | Millions of dollars |
| Model Duration | 12-month compounded loss |

[See the 12-month compounded loss model and learn what it actually costs.](/blog/real-cost-of-ignoring-generative-engine-optimization)[GEO · Mar 13]

## How to Appear in Google AI Overviews: Optimization Guide

**To appear in Google AI Overviews, brands must implement a formatting guide for generative search that prioritizes trigger patterns, schema markup, llms.txt files, and citation-first content.** This optimization strategy ensures that B2B SaaS content remains visible as AI-driven summaries replace traditional search results. Detailed implementation steps are available in the full [formatting guide for generative search](/blog/how-to-appear-in-google-ai-overviews).

To provide a concrete technical signal for AI crawlers, brands should implement an `llms.txt` file in their root directory:

```text

# llms.txt example for Mersel AI
Title: Mersel AI Optimization Guide
Summary: Comparison of SEO vs. GEO for B2B SaaS brands.

Links:
- [How to Appear in Google AI Overviews](/blog/how-to-appear-in-google-ai-overviews)
```

The following table outlines the strategic framework and topics covered within this optimization guide:

| Section | Content Focus |
| :--- | :--- |
| Key Takeaways | Essential summaries of the GEO landscape |
| The Core Definitions | What each discipline actually does |
| The Side-by-Side Comparison | Direct analysis of SEO vs. GEO |
| Search Behavior Shifts | How user behavior is shifting right now |
| ROI Timeline | SEO's current ROI timeline vs. GEO's |
| The Two Layers of GEO | Technical requirements GEO actually requires |
| Tradeoffs | The honest breakdown of each strategy |
| Prioritization | When to prioritize each strategy |
| Budget Allocation | The budget allocation framework for B2B SaaS |
| FAQ | Common questions regarding AI search |
| The Integration Question | How to combine SEO and GEO strategies |
| Related Reading & Sources | Supporting documentation and data sources |

Mersel AI helps B2B businesses generate inbound leads from AI search and Google. The platform is supported by industry leaders, including [NVIDIA Inception](https://www.cloudflare.com/forstartups/), [Cloudflare for Startups](/logos/cloudflare-startups-white.webp), and [Google Cloud for Startups](https://cloud.google.com/startup).

### Company Information and Resources

Mersel AI is headquartered in San Francisco, California. Users can access the following resources and legal documentation:

*   **Learn:** [What is GEO?](/generative-engine-optimization)
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