How to Improve SEO (and GEO) of Your Website

To stand out among hundreds of thousands other businesses online, your site must be SEO-friendly, meaning it’s structured and optimized to perform well in search engines.

The good news? You don’t need to be a SEO specialist to do the basics. In this article, we’ll talk briefly about what SEO and GEO are, what the difference between them is, and how to start optimising your website to have better visibility online.

Why is SEO and GEO Important for Business?

SEO (which means Search Engine Optimization) is a process of improving certain parameters of your website so that it ranks first in search engines. It plays a major role in attracting the right audience and building trust online. 

It is better than paid ads

When a website ranks higher on search engines like Google, it drives more organic traffic from people actively searching for related products or services, which results in better-quality leads. Unlike paid advertising, SEO provides long-term benefits by continuously generating traffic without ongoing ads costs, making it a cost-effective marketing strategy. 

Additionally, businesses with strong SEO are more likely to outpace competitors, as customers tend to trust and choose websites that appear at the top of search results.

What is GEO?

GEO stands for Generative Engine Optimization. It’s the practice of optimising your content to perform well inside Generative AI search engines: ChatGPT Search, Perplexity, Google’s AI Overviews, Bing Copilot, and others.

Instead of ranking web pages in a traditional list of blue links, generative engines produce answers, summaries, and recommendations in real time based on user prompts. GEO focuses on making sure your brand, content, or products are included or referenced in those AI-generated responses.

Traditional search engines are still popular, but users rely more and more on Generative AI search and conversational prompts to find information and products. That’s why you shouldn’t neglect GEO — there is a lot of traffic and new leads.

SEO & GEO Criteria

There are many factors that come into play when you’re trying to optimize your website for search engines. These 8 are the main basic ones you should aim to improve ASAP:

1. Clean Site Architecture. A clean site structure ensures that both visitors and search engines can easily navigate and understand your content.
2. Easy Navigation. Straightforward menus and logical page flow keep users engaged and reduce bounce rates.
3. Fast Page Speed. Search engines rank fast websites higher. Optimized images and responsive design all contribute to faster load times. Consider adding alternative text to your images for better accessibility. Alternative text is a description of the image that loads in when the image itself cannot be loaded in. It helps search engine to crawl your website more easily.
4. Backlinks. High-quality backlinks from relevant websites build your credibility and boost your site’s authority.
5. Proper URL Structure. SEO-friendly URLs are short, descriptive, and keyword-rich, helping search engines index your site more effectively.
6. Responsiveness. Your website must look and work seamlessly across desktop, tablet, and mobile.
7. Correct Meta Information. Titles, descriptions, and keywords give search engines context about your content, improving visibility in search results.
8. Quality Content. High-value, original, and well-structured content is key for GEO even more than for SEO. Factual information with linked sources that is easy to quote is digested fast by Generative AI. Keywords also matter, but not as much — AI can extract the meaning, as well as synonyms and associations. Your goal here is to be cited and mentioned.

You can make your job a lot easier by using AI instruments. For example, AI website builder creates responsive and mobile-friendly websites by default. 

Meta Information

Meta information provides search engines with key details about your website. It directly affects how your site appears in search results.

• Meta-title – The clickable headline shown in search engine results.
• Description – A short summary that appears under the title.
• Keywords – Specific terms related to your content that help search engines understand your focus.

Our AI website builder allows you to create meta information automatically based on your website’s content, so you don’t have to do it manually.

How to Track SEO?

You should implement specific tools to gather analytics and get extensive information on your website’s performance

Google Analytics

Google Analytics is one of the most important tools for tracking your SEO performance because it shows you how visitors behave once they land on your website. While SEO gets people to your site, Google Analytics reveals what happens afterward—whether users engage, convert, or bounce.

Google Analytics helps you measure:

1. Organic traffic — how many users come from search engines
2. Landing page performance — which pages attract the most search visitors
3. User engagement — time on page, scroll depth, sessions
4. Conversions — leads, purchases, sign-ups from SEO traffic
5. Audience insights — demographics, devices, locations

These insights tell you which pieces of content are performing well and which ones need optimization. 

To set up, create a Google Analytics account and add a new data stream for your website. Then, install the tracking code manually or via Google Tag Manager. After that — verify that events and pageviews are being collected.

What to monitor?

• Traffic Acquisition. It shows how much traffic comes from organic search and compares it to other channels.
• Pages and Screens. Helps you understand which pages of your website keep users engaged.
• Events. It tracks leads, purchases, and other goals coming from organic traffic.

Google Search Console

Google Search Console helps to understand your website’s visibility in Google Search. While Google Analytics shows on-site behavior, GSC shows the performance in search results, including keywords, impressions, and technical issues.

Google Search Console provides:

1. Queries — what people searched to find your website
2. Average ranking positions
3. Click-through rates (CTR)
4. Indexing status — which pages are indexed or blocked
5. Technical SEO insights — Core Web Vitals, mobile usability, schema issues
6. Sitemap health

To set it up, go to Google Search Console and add your domain property (recommended). Verify ownership via DNS, HTML file, tag, or GA. Then, submit your sitemap for faster and easier indexing.

What to monitor?

• Performance Report. Shows clicks, impressions, CTR, and average position for each keyword and page.
• Pages. Reveals indexing problems that might hurt your visibility.
• Sitemaps. Confirms your sitemap is submitted and processed.
• Page Experience & Core Web Vitals. Shows speed and UX issues that impact rankings.

Facebook Pixel (Meta Pixel)

Although Facebook (Meta) Pixel isn’t an SEO tool, it plays a big role in tracking what SEO visitors do after they land on your site. It’s valuable for businesses that rely on conversions, retargeting, and attribution.

Facebook Pixel helps measure:

1. Conversions from organic search visitors
2. User actions such as leads, purchases, form submissions, or page views
3. Audience behavior for remarketing
4. Cross-channel impact — how SEO contributes to paid campaigns

To set it up, create a Pixel in Meta business manager. Install the Pixel code in the <head> of your website or via Google Tag Manager. Then, set up standard events.

Monitor standard events. PageView tracks organic landing visits, Lead — form submissions, Purchase — revenue attribution, and AddToCart & InitiateCheckout — e-commerce behavior.

What to Do Next?

Our friends at Site.pro compiled a detailed guide on how to optimise SEO performance using website builders tools. In their blog article they dive into how to add HTML tags, how to structure content on your website for SEO, implement custom scripts and .htaccess configuration.

They also share useful tips about how image alts and object names can be a deal breaker for your performance. Check it out to know more.

Conclusion

Clean navigation, fast speed, responsive design, backlinks, and optimised meta information all contribute to better rankings in both search engines and AI quotes. 

By combining SEO and GEO best practices with consistent monitoring, you set your website up for long-term growth.