Home » A maritime professional’s guide to online visibility through SEO and GEO

Search Engine Optimization (SEO) is simply making your website easier to find when people use Google, Bing, Yahoo!Search and other search engines. Let’s use Google as an example in this blog. Think of Google as a massive library, and SEO is how you organize your books so people can actually find them on the shelves.

When someone types “ship management services” into Google, SEO determines whether your company appears in the first few results or gets buried on page 5 where usually nobody looks. Did you know that most search engine users never go beyond the first page of results? According to research by Backlinko analyzing 4 million Google search results, only 0.63% of people click on a link from the second page. That’s why SEO is of vital importance in your business. Whether you are looking for clients or new colleagues, it is a continuous effort to end up on the first page of Google.

Simple maritime example: A crane manufacturer optimizes their website so when port operators search “container handling equipment,” their products show up prominently in the top of Google results.

Pro tip #1: Local SEO for ports, regions and countries
If your company operates in specific ports (e.g., Rotterdam, Singapore, Houston), make sure your website mentions these locations. Optimize for “port services in Singapore” or “ship repair near e.g. Batam,” so you’re discoverable by regional clients.

Now, I am pretty sure you have heard of ChatGPT, Google Gemini and Microsoft Copilot. These chatbots are becoming increasingly more popular among Internet users. 
 

What is GEO?

Generative Engine Optimization (GEO) is the newer kid on the block. It focuses on AI tools like ChatGPT, Claude, and Google’s AI features. Instead of trying to rank high in search results, GEO ensures your company gets mentioned when these AI tools answer questions.

Think of it this way: If SEO is about being found in the library, GEO is about being recommended by the knowledgeable librarian when someone asks for advice.

Simple maritime example: When a fleet manager asks ChatGPT “How can we reduce fuel costs in shipping?” GEO helps ensure your fuel optimization services get mentioned in the AI’s response.

Pro tip #2: Create Q&A (question and answer) style content for better GEO results
Dedicate sections of your website to answering common maritime or logistics questions (e.g., “What is the difference between a time charter and a voyage charter?”). These Q&A snippets are highly GEO-friendly.

Today’s maritime professionals research differently than they did five years ago. Some still prefer traditional Google searches when they know exactly what they’re looking for. But increasingly, they’re asking AI tools complex questions about industry challenges.

Your shipping line might rank #1 on Google for “container shipping services” (SEO success), but if ChatGPT never mentions you when asked about efficient shipping solutions, you’re missing opportunities.

Real scenario: A port authority manager needs to improve cargo throughput. They might Google “port efficiency software” (where SEO matters) and also ask Claude “What are proven methods to reduce port congestion?” (where GEO matters). You want to be visible in both situations.

SEO and GEO aren’t competing strategies. They’re different tools for different types of searches. SEO captures people who know what they’re looking for, while GEO captures people who are exploring solutions to problems.

As the maritime industry becomes more digital, companies that understand and use both approaches will have a significant advantage in being discovered by potential clients, regardless of how those clients prefer to search for information.

The key is recognizing that your next big client might find you through either channel, so being visible in both is essential for comprehensive digital presence.