Until recently, promoting a business online meant one thing: showing up on Google. Today many customers ask ChatGPT, Gemini or Copilot directly, and Google itself answers with AI-generated summaries before showing the links. Does a local business have to choose between classic SEO and the new AI optimisation? The short answer is no, but it helps to know in which order to work on each.
What each one is
SEO (search engine optimisation) is the work that gets your website as high as possible on Google and Bing when someone searches for what you offer. It is measured in rankings, impressions, clicks and enquiries.
GEO (AI search optimisation) is the work that helps AI assistants such as ChatGPT, Gemini, Copilot or Google's AI Overviews understand who you are and mention or recommend you in their answers. It is measured in appearances and citations in those answers, and in the visits they bring.
What they have in common
Much more than it seems. AI assistants search Google's and Bing's indexes before answering, so a well-ranked website is already halfway there. Both disciplines reward the same things:
- A fast, clear website with no technical errors.
- Pages that clearly explain each service and the area you cover.
- Consistent contact details on your website, on maps and in directories.
- Real, recent reviews.
- Useful content that answers your customers' questions.
How they differ
- Bing matters much more for AI. ChatGPT and Copilot rely on its index, and many businesses have never even submitted their website to Bing.
- AI summarises; it does not list. On Google you can rank seventh and still get visits; an answer from ChatGPT only has room for two or three names.
- External mentions count for more. Directories, review platforms, associations and client websites help AI confirm that your business is trustworthy.
- Structured data is key. It tells AI, without ambiguity, which business you are, where you are and how to contact you.
What a local business needs, in order
1. The foundation: local SEO
A technically sound website, a complete and well-rated Google Business Profile, and service pages optimised for your area. Google still brings most visits and enquiries today, so this comes first. To go deeper, read our guide to local SEO in Benalmádena and Marbella.
2. The bridge: Bing and directories
Registration in Bing Webmaster Tools with IndexNow, Bing Places, Apple Business Connect and the main business directories, with the same details everywhere. It is little work and it opens the door to ChatGPT and Copilot.
3. The next step: content and signals for AI
FAQs, articles that answer specific questions, complete structured data, reviews on external platforms and mentions on other websites. This is what makes AI not only know you, but recommend you. We explain it step by step in how to appear in ChatGPT and Gemini with your business.
How to measure each one
- Google Search Console: impressions, clicks and average position on Google, plus appearances in Google's AI answers.
- Bing Webmaster Tools: performance on Bing and citations of your website in Copilot answers.
- Google Analytics: visits from search engines and from assistants such as ChatGPT, and the enquiries they generate.
With these three tools you can see the real progress. For an architecture studio on the Costa del Sol, working on both at once, daily impressions on Google grew 3.5 times and appearances in Google's AI grew 5 times within a few weeks. You can see it in our SEO success stories.
Frequently asked questions
Will AI make SEO disappear?
No. AI assistants feed on what they find in search engines, so SEO is still the foundation. What changes is that being on Google is no longer enough.
Where do I start on a small budget?
With local SEO and your Google profile, then Bing and the directories. That already covers most of what AI needs to know about you.
How much does it cost to work on both?
It depends on your sector and the state of your website. We explain it in how much SEO costs in Marbella.
SEO and AI, in a single service
At Master Informática we handle SEO in Marbella and optimisation for ChatGPT and AI as a single plan for businesses in Benalmádena, Marbella and the Costa del Sol, measuring results from the first month. Ask for your free audit on 629 555 302.
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