For years, search engine optimization (SEO) has been the key to digital visibility. Nonprofits have worked hard to rank on Google, knowing that a top spot could mean more donations, volunteers, and awareness.
But the way people find information is changing. The rise of artificial intelligence has introduced a new player to the field: Generative Engine Optimization, or GEO.
AI-powered tools like ChatGPT and Google’s AI Overviews now provide direct answers to user questions, bypassing traditional search results. This shift from searching to asking marks a new era in digital discovery. For nonprofits, understanding the difference between SEO and GEO—and how to use them together—is essential for staying visible and connecting with supporters in 2025.
Traditional SEO Basics: The Foundation of Discoverability
Before we dive into the new landscape, it’s important to remember why traditional SEO is still crucial. SEO is the practice of optimizing your website to rank higher in search engine results pages (SERPs). It’s built on a few core pillars:
- Keywords: These are the terms people use when searching for information related to your cause, like “animal shelters near me” or “how to volunteer at a food bank.” A solid keyword strategy ensures your content aligns with what your audience is looking for.
- On-Page Optimization: This involves optimizing individual web pages to rank higher. It includes using relevant keywords in your titles, headings, and body content, as well as ensuring your website loads quickly and is mobile-friendly. A well-designed nonprofit website is the bedrock of good on-page SEO.
- Backlinks: When other reputable websites link to yours, it signals to search engines that your content is trustworthy and authoritative. Earning backlinks from partners, news outlets, or community organizations can significantly boost your rankings.
SEO is not going away. It remains the foundation for getting your organization listed in the blue links that users know and trust. It builds long-term digital authority and drives organic traffic from people actively seeking to engage with causes like yours.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the process of optimizing your content to be found, understood, and used by AI-driven generative engines. Think of tools like ChatGPT, Perplexity, and the AI Overviews that now appear at the top of Google search results. Instead of just trying to rank your website, GEO focuses on making your content the source for the direct answers these AI models provide.
How does GEO differ from SEO?
- Goal: SEO aims to rank a web page high in search results. GEO aims to make your information the basis for an AI-generated answer.
- Format: SEO prioritizes long-form content, keyword density, and technical factors. GEO prioritizes clear, concise, factual, and easily digestible information, often in a question-and-answer format.
- Signal: SEO relies on signals like backlinks and domain authority. GEO relies on signals like clarity, authoritativeness, and structured data that help an AI understand context.
Essentially, SEO gets you on the list while GEO makes you the answer.
Why GEO Matters for Nonprofits
As AI becomes more integrated into daily life, the way your stakeholders find information is evolving. Donors, volunteers, and grant-makers are increasingly turning to AI assistants for quick, comprehensive answers.
Imagine a potential donor asking an AI, “What are the most effective environmental charities working on ocean conservation?” Or a prospective volunteer asking, “Where can I volunteer with a youth mentorship program in my city?” If your nonprofit’s information is not optimized for these engines, you will be invisible in these critical moments of discovery.
By becoming “answer-ready,” your organization can position itself as a trusted authority. When an AI model cites your nonprofit or uses your data to formulate an answer, it builds instant credibility. This is an opportunity to stand out in a crowded digital space and connect with a new generation of supporters who value speed and accuracy. Nonprofits that embrace GEO can directly influence the information shaping their community’s decisions.
Strategies for Generative Engine Optimization
Optimizing for GEO doesn’t require abandoning your SEO efforts. Instead, it involves adding a new layer to your content strategy. Here are some actionable strategies to get started:
1. Write in a Question-and-Answer Format
Structure key information on your website as direct questions and answers. Create comprehensive FAQ pages that address common queries about your mission, impact, donation process, and volunteer opportunities. For example, instead of just a generic “About Us” page, include sections like:
- Q: What is [Your Nonprofit’s Name]’s mission?
- A: Our mission is to provide…
- Q: How are donations used at [Your Nonprofit’s Name]?
- A: 90% of every dollar donated goes directly to…
This format makes it easy for AI to pull your content and present it as an authoritative answer.
2. Provide Clear, Authoritative Answers
AI models prioritize content that is clear, factual, and concise. Avoid jargon and ambiguous language. When stating facts or data, be precise. For instance, instead of saying “we help a lot of people,” say “we provided meals to over 15,000 individuals last year.” Back up your claims with data, and ensure your content demonstrates expertise on your specific cause. This builds the trust that both users and AI models look for.
3. Use Structured Data and Context-Rich Content
Structured data (or schema markup) is code you add to your website to help search engines understand your content more effectively. For nonprofits, there are specific schemas you can use, such as “Nonprofit or VolunteerAction“. Using structured data provides context, telling AI engines exactly what your organization does, where it’s located, and what events it’s hosting. This technical step is critical for ensuring your information is interpreted correctly. Combining this with well-written content provides the rich context AI needs to feature you.
SEO + GEO = A Holistic Digital Strategy
The digital world is no longer just about search rankings—it’s about being the source of reliable answers. To ensure your nonprofit remains discoverable and influential, a blended approach is necessary.
Continue investing in the SEO fundamentals that build your website’s authority and attract organic traffic. At the same time, begin layering in GEO practices to prepare your content for the AI-driven future of search.
By preparing your strategy, whether that’s in-house or by working with a nonprofit marketing agency like Elevation, you set your nonprofit ahead of the curve. Organizations that make their content “answer-ready” will become the go-to sources for donors, volunteers, and partners using the next generation of search tools. This proactive approach will not only enhance your visibility but also solidify your position as a trusted leader in your field.
