Generative Engine Optimization (GEO) is the new buzzword in marketing. With AI-driven tools like ChatGPT, Google Gemini, and Claude changing how people search, many photographers are asking:
Should I focus on GEO, or keep investing in SEO?
The truth is simple: SEO is still the foundation you need to be found online. GEO will grow, but it builds on the fundamentals photographers rely on today.
Why GEO is Getting Attention
Generative AI models don’t know everything. Their knowledge has a cutoff date (for example, GPT-5’s cutoff is Sept. 30, 2024)—which means they rely on live search to stay current. To do this, they use something called retrieval-augmented generation (RAG)—basically “browsing” search engines like Bing or Google.
This means:
- If your photography site doesn’t rank well in search, AI tools may not even know your business exists.
- If you’re mentioned across the web (directories, reviews, press, blogs), AI is more likely to pull you into its answers.
For example, Mark Williams-Cook shows how closely AI search results align with Bing results.
In other words: SEO comes first, GEO comes second.
SEO First, GEO Second
Recent studies (via Search Engine Land) show:
- Almost half of ChatGPT queries use live search.
- 90% of AI search citations come directly from Bing’s Top 20 results.
For photographers, this means your website’s SEO is still the main factor in whether potential clients—and now AI tools—can find you.
What This Means for Photographers
Think of your website and online presence as a “data feed” for search engines and AI. Here’s how you can prepare:
1. Do a Technical SEO “Spring Cleaning”
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Schema Markup: Helps Google and Bing understand your site structure, services, and products (Google’s guide to structured data).
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Updated XML Sitemap: No broken links, no outdated pages, fully crawlable (XML Sitemaps basics).
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Page Performance: Fast-loading, mobile-friendly, and clean code (Google PageSpeed Insights).
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JavaScript Fallbacks: Make sure galleries and features still work without too much JavaScripts.
2. Strengthen Your Photography Brand
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Add depth to your About page: your story, specialties, location, what makes you unique (see why it matters here).
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Collect and showcase press mentions, awards, and testimonials—these signals matter for both SEO and GEO.
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Claim and optimize your Google Business Profile to show up locally.
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Stay consistent in how you describe your business across your website, social media, and directories (BrightLocal on local citations).
Preparing for the Future
As GEO grows, your photography website will serve as structured information for AI, not just a portfolio. That means:
- Keep building strong brand signals with reviews, mentions, and collaborations.
- Tackle technical SEO tasks you may have put off.
- Treat GEO as 20% of your effort right now. Focus first on SEO, while beginning small steps like structured content, schema, and consistent brand storytelling.
The Takeaway for Photographers
Don’t get lost in the hype. SEO is still the main driver of visibility and bookings for photographers. GEO is coming, but it won’t replace SEO—it will depend on it.
If you want your photography business to show up in Google, Bing, and eventually in AI-driven search, you need:
- A clean, optimized website.
- Strong, consistent branding across the web.
- Ongoing investment in both technical SEO and creative content strategies.
At PhotoBiz, we help photographers stay ahead of these changes. Your website won’t just look stunning—it will be built to be found today and in the future of AI-powered search.
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