Vulnerability in Perplexity’s Comet AI browser enables attackers to access open browser tabs and gain access to sensitive data

The post Perplexity Comet Browser Vulnerable To Prompt Injection Exploit appeared first on Search Engine Journal.

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If you have been working in digital marketing, you already know how much hinges on showing up in search. For years, SEO has been the way to get there. Now, GEO vs SEO is the conversation that matters, because generative AI has introduced a new way for people to get answers.

The rise of generative engine optimization (GEO) does not mean SEO is dead. It means you cannot treat them as the same thing. SEO is about earning visibility in search engine results pages. GEO is about making sure your content shows up inside AI-generated answers.

Marketers who get this right capture attention in both worlds. Everyone else is left wondering why traffic is slipping, even when rankings look fine.

Key Takeaways

• GEO vs SEO is not either-or. SEO drives visibility in search engines, while GEO ensures your content appears in AI-generated answers.
• Both GEO and SEO aim to satisfy user intent. High-quality, structured content is the foundation for success with both.
• The differences matter. SEO measures success in rankings and traffic, while GEO focuses on citations inside AI-driven outputs.
• E-E-A-T is critical for both. Strong signals of experience, expertise, authority, and trust help improve rankings and AI citations alike.
• Optimization is ongoing. Neither GEO nor SEO is “set it and forget it.” Both require consistent updates as algorithms and AI models evolve.
• You need both strategies. Together, they maximize reach across traditional search and generative platforms.

GEO and SEO explained

SEO, or search engine optimization, is the process of improving your site so it ranks higher in search results. It relies on content quality, site structure, backlinks, and technical performance to earn visibility in Google and other engines.

GEO, or generative engine optimization, works differently. Instead of chasing rankings in a results page, GEO prepares your content so AI-driven platforms like ChatGPT, Perplexity, and Google’s AI Overviews can interpret and cite you in their responses.

Both share the same end goal: connect your expertise with the people searching for it. The difference is in delivery. SEO surfaces website links. GEO delivers answers.

GEO vs SEO: The Similarities

GEO and SEO share the same mission: get useful, credible content in front of the right audience. The mechanics differ, but the fundamentals overlap in important ways.

Both are built around user intent. You win by matching the question behind the query, not by chasing vague head terms. Clear problem-solution framing and direct answers perform well in search results and inside AI summaries.

Content quality drives outcomes. Original research, step‑by‑step guidance, current stats, and real examples increase usefulness, similar to the example below. Thin copy gets ignored by ranking systems and by generative engines.

Structure increases visibility. Descriptive headings, short paragraphs, ordered lists, and clear tables help crawlers understand content and make it easier for AI models to process and reuse Clean formatting reduces ambiguity and improves the chances your content is surfaced accurately.

E‑E‑A‑T signals matter. Named authors with credentials, transparent sourcing, solid About and Contact pages, and real brand mentions build confidence for search evaluators and increase the likelihood your content is surfaced in AI outputs.

Keywords still count. You need the keywords your audience actually uses. Target natural variations, long‑tail questions, and entity terms. Avoid stuffing. Prioritize clarity.

Strong technical foundations help both. Fast load times, mobile readiness, logical internal linking, and clean URLs make content easier to discover and parse. Fix crawl issues before you expect traction anywhere.

Schema and metadata support extraction. FAQ, HowTo, Product, and other relevant types make meaning explicit.

 Clear titles and concise meta descriptions improve interpretation.

Multimedia boosts understanding. Diagrams, short videos, and annotated screenshots clarify complex steps. 

Ensure you include transcripts and alt text so systems can interpret non‑text assets.

Neither is set‑and‑forget. Algorithms and models change. Refresh outdated stats, expand sections that underperform, and retire content that no longer fits searcher needs.

Measurement principles overlap. Track engagement, clarity of answers, and query coverage. For both approaches, the consistent signal is simple: content that helps users is more likely to be surfaced. The good news here is that on the GEO side, we are seeing more tools emerge to track AI platform visibility, such as Profound.

GEO vs SEO: The Differences

Although GEO and SEO share a foundation, the way they operate, and the way you measure success, is very different.

Focus of optimization. SEO is about ranking well in search engine results pages. GEO is about being increasing visibility in AI-generated answers, whether through citations or inclusion in responses. 

Output style. SEO aims to win clicks from a list of website links. GEO focuses on being included in summaries, snippets, or conversational responses in AI-driven platforms. With SEO, visibility is measured in ranking position. With GEO, it is measured in whether your content is referenced or surfaced.

Signals of value. Traditional SEO still leans heavily on backlinks as proof of authority. GEO shifts more weight to content clarity, structured formatting, and topical alignment. Clean HTML, schema markup, and well-labeled sections give AI systems clearer context, making your content easier to interpret and surface. 

Measurement of success. In SEO, key metrics include keyword rankings, organic traffic, and click-through rate. For GEO, success is measured by brand visibility in AI outputs, including citations, mentions in AI results like AI Overviews, and sustained brand presence across AI-driven platforms.

Best practices. SEO requires long-term link building, technical health, and evergreen content. GEO adds new priorities: question-based keyword targeting, multimedia elements that AI can parse, and wider distribution across platforms AI systems draw from for answers.

Think of it this way: SEO gets you discovered. GEO gets you included in the answer. You need both.

How Does GEO Impact SEO?

GEO does not replace SEO, but it is changing how SEO delivers results. Traditional search rankings still matter, yet more searches are ending in AI-driven answers that do not send clicks or traffic to websites.

High rankings used to mean visibility. Now, visibility also depends on whether AI engines surface you in their summaries. That forces your content to be structured in ways AI can easily reuse.

It also changes the kinds of sources search engines value. AI platforms pull heavily from community-driven sites like Reddit and Quora, along with news outlets and trusted publishers.

If your brand is only visible in your own blog, you risk being left out of those AI answers. Expanding into these other ecosystems helps both GEO and SEO.

The takeaway: SEO still builds the foundation. GEO makes sure the foundation carries into AI-driven search.

How To Make GEO and SEO Work Together

The best strategy is not choosing one. It is making them work together.

Start with a solid SEO foundation. Your site still needs clean technical performance, smart keyword targeting, and high-quality content that demonstrates topical authority. 

From there, layer on GEO tactics. Structure content around real questions. It’s no small surprise that when you type in “when should I buy a house?” the Google AI Overview citations align with actual questions.

Add schema where it fits. Include multimedia formats like charts, transcripts, or short videos so AI systems can interpret your work more effectively. 

Do not keep your content siloed, either. Expand your presence to forums, social platforms, and multimedia channels. 

That distribution helps your search everywhere optimization efforts, making sure that you’re appearing on platforms that your audience may be searching on outside of Google. This ties neatly into GEO because it gives AI engines more chances to surface your brand.

The overlap is clear: SEO helps your content get discovered, GEO helps it get included in answers. When you execute both together, you maximize visibility across traditional search and the new wave of AI-driven platforms.

FAQs

Conclusion

The GEO vs SEO debate is not about picking sides. It is about realizing they work together. SEO still drives discovery. GEO ensures your brand is part of the answer.

Ignore GEO, and your rankings may look fine while your traffic keeps sliding. Ignore SEO, and you will not have the authority or structure needed for AI engines to trust you. The opportunity is to combine both into a strategy that covers search engines and AI-driven platforms.

This shift is already showing up in user behavior. Nearly 60% of searches end without a click, a trend driven by zero-click searches and AI summaries. If your content is not built to be cited, you are invisible where people stop their journey.

It also reinforces the importance of semantic search. Both search engines and AI engines are getting better at understanding meaning, not just keywords. Content that clearly explains concepts, uses natural language, and ties ideas together stands a much better chance of being surfaced.

Start small. Update a handful of pages. Track where you appear in AI summaries and search results. Double down on what works.

The marketers who adapt early will not just keep their visibility. They will be the ones AI engines and search engines both continue to cite.

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Most teams chase traffic but ignore conversions. Learn a proven CRO strategy that turns visitors into revenue by aligning UX, trust signals, and user intent.

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Across LinkedIn threads and AI‑SEO guides, the promise is the same: format your content into perfect “chunks” and you’ll get chosen for Google’s AI Overviews or cited in AI search results. The problem? Chunk optimization isn’t actually an SEO tactic.…

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Two hundred years ago, there were a lot of violinists. Many made a living at it.

If you were of means and wanted to hear music, your best option was to hire someone to play it for you.

Of course, the invention of the phonograph and the radio changed all of that. Now, one great violinist could be heard by millions, not dozens of people.

The result is that there are now only two sorts of violinists:

1. People who play the violin because they love it. They might get paid, but they probably don’t.
2. People who are so good at playing the violin that it’s worth hiring them instead of listening to a recording. They bring humanity, possibility and power to their performance in a way that no streaming service ever could.

If you are hoping to make a living as a pretty good violinist, you were born in the wrong century.

As you’ve already guessed, we’re all violinists now.

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Conversations and projects usually revolve around an axis. It could be a goal or an urgency or a person.

It might be the boss. Wondering what they want, what they need, what sort of mood they’re in, what just happened, what might happen. “What would Jeff do?”

It might the clock. SNL goes on at 11:30, whether or not it’s ready.

It might be the bureaucracy. Figuring out what the rules are, who sets approvals, what the slowdowns might be.

In politics, it’s usually about the tussle of the day, the micro-crisis of right now.

Often, conversations at work are about (apparent) risk and safety, not possibility and innovation.

Inevitably, the center of gravity pulls attention and action from all around, straight to its core. The centered emotion and fear and objective is the silent moderator of the interaction.

Worth noting: the context changes as the day unfolds. The interactions in the operating room are different than those in the boardroom (or the lunchroom) at the same hospital.

And the center isn’t usually clearly spoken of or described. The center is less about the nuts and bolts of the tactics, and more about the fears, desires and power of the humans that have made themselves the center of the conversation–even conversations that they’re not present for.

Culture is what happens when human beings interact, and “people like us do things like this” creates standards and expectations that are built on the foundation of our shared understanding of the center.

A clear indication that this is going on is how it feels when that center isn’t in the room. When we try to center on something else, the system pushes back, whispering that the new path a distraction or moving it down the priority list. But when the center shifts, we can feel the conversations shift as well.

The most effective way to change an organization, a company or a relationship is to identify the invisible centering forces and address them.

Our opportunity is to weed out the toxic centers and get back to focusing on the work that we signed up for in the first place, the change that matters.

It begins by naming the center.

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In this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you through the process we use to implement customer feedback, in the hopes that you can take it and apply it to your own content creation and maintenance strategies.

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Pedestrian traffic in Grand Central Station is a bit of a miracle. Thousands of people, all walking quickly, in almost non-Euclidian chaos, headed toward different trains. And no one collides.

We see the same thing at a more dangerous clip when a four lane highway merges. The cars are just a few feet apart (or perhaps a few inches) driving a mile a minute (faster than a cheetah) and yet, collisions are rare.

If one person, just one, running late for a train and carrying a hot pizza, starts shouting and running through the train terminal, the crowd will part and he’s likely to make it to the other side.

It might even work if two different people do it.

It doesn’t scale.

What we’ve learned from thousands of years of practice is that the only way to avoid collisions is to find the confidence and empathy to yield… the shortest way to get to where we’re going involves cooperation and the resiliency that comes with empathy and awareness. When we exchange appropriate spacing and yield when we can, connections occur and we can flow forward.

Selfish brutality might work in the short run, but it always breaks.

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