Why You Should Track the Same Keywords for SEO (Google) and GEO (AI Search)

With the rise of AI Overviews and chatbots like ChatGPT, the question on every digital marketer’s mind is: “How does this change our keyword strategy?” Many assume that conversational AI requires a completely new approach to keyword research.

But what if the most effective strategy was also the simplest?

Our position is straightforward: you should track identical keyword sets for both AI Search (GEO) and traditional Google Search (SEO). This approach gives you the most comprehensive insights as you navigate the changing world of search. Let’s dive into why.

First, Let’s Look Under the Hood: How AI Search Actually Works

It seems counterintuitive, right? AI is conversational. But the key is understanding the mechanics. When an AI chatbot gets a question, it performs web searches using keywords to find information before it gives you an answer.

This process includes:

• Identifying relevant search terms and keywords.
• Performing web searches with those keywords.
• Analyzing the top-ranking pages.
• Synthesizing the information into a response.

This means the same keywords that drive your organic search visibility are directly influencing AI-generated answers. While a user might ask a question differently (“What’s the best project management tool for remote teams?”) than they type a query (“remote project management software”), the underlying search intent is the same.

Why Google Search Volume is Still Your North Star

To measure performance, you have to connect it to market demand. For SEO, Google Search volume has always been that key indicator.

While AI chatbots don’t provide public search volume data, Google’s data is still the best proxy for what the market is interested in. The people asking AI about a topic are a subset of the larger audience searching for it on Google. By tracking a unified keyword list, you can base your strategy on proven market interest.

It’s an Evolution, Not a Revolution

The shift to AI is gradual. Most users are still primarily using Google Search, and that habit will be the dominant pattern for the foreseeable future.

This means SEO teams need a two-part strategy:

1. Continue optimizing for Google Search to drive immediate business impact.
2. Begin measuring and experimenting with GEO to future-proof your strategy.

Our Recommended Strategy: A Single Source of Truth

We recommend tracking identical keyword sets for Google and AI Search on a unified dashboard.

This gives you significant strategic benefits:

• Comprehensive visibility: Monitor your performance across every way people search.
• Efficient resource allocation: Avoid duplicating your keyword research and strategy efforts.
• Future-ready optimization: Build your capabilities for AI search while maintaining your core SEO performance.

Putting it into Practice

To make this actionable, we’ve integrated this unified approach directly into our Rank Tracker. Here’s a look at how you can see your Google Search (SEO) and AI Search (GEO) performance side-by-side:

In this view, you can directly compare your traditional rank in Google Search with your brand’s citation rank in AI Search (like ChatGPT), all in one place. You can also see how your presence in Google’s AI Overviews correlates with your performance, giving you a complete picture of your visibility across the entire search landscape.

Conclusion

As search evolves, a unified keyword strategy is essential. By tracking the same keywords for both traditional SEO and emerging GEO, your team can win today while being fully prepared for tomorrow.