STRATEGY

SEO vs GEO: where to spend your next dollar

A decision framework for splitting budget between rankings and AI visibility.

TTTyler TruffiManaging Partner · MAY 21, 2026 · 7 MIN READ

SEO and GEO are not either/or, but budget is finite, so the split matters.

Our framework weighs how much of your category's demand already runs through AI engines, how defensible your current rankings are, and how new your category is. Newer categories tilt toward GEO, established ones protect SEO first.

The two compound: SEO signals feed GEO, and citations reinforce rankings. The worst move is treating them as separate retainers with separate goals.

KEY TAKEAWAYRun both against one revenue number, and let the category's search behavior set the split, not internal politics.

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Tyler TruffiMANAGING PARTNER, SOMETHING INC.

Tyler leads work at the intersection of SEO and generative engines at Something Inc., helping B2B brands get ranked and cited across every major AI engine.

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