Have you heard? SEO is dead, killed by AEO and GEO. You’ve probably seen many arguments on the topic. The truth isn’t so dramatic and it’s more about evolution than extinction.
At the heart of this change are two new acronyms: AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation). While they might sound revolutionary, they’re built on the same core principles as SEO – helping users find relevant content. But as search shifts to AI-powered platforms like ChatGPT, Google Gemini, and Perplexity, it’s crucial for businesses to adjust how they approach digital visibility.
If you're feeling confused about these new strategies and how to integrate them with traditional SEO, you're not alone. This guide will break down what AEO and GEO are, how they differ from SEO, and why they matter for your business.
While the tools and platforms are changing, the goal remains the same: helping users find your content. Let’s break down the acronyms to see how they all fit together:
SEO (Search Engine Optimisation) – Traditional optimisation for search engine rankings, primarily focused on Google and other search engines like Bing, DuckDuckGo, etc.
AEO (Answer Engine Optimisation) – Optimising content to deliver direct, clear answers through AI-powered interfaces, such as voice assistants, featured snippets, or chatbots.
GEO (Generative Engine Optimisation) – Ensuring your content is cited and referenced by AI models, such as ChatGPT, when they generate responses.
Though these shifts might sound intimidating, the core principles of creating high-quality, relevant content remain unchanged. The real difference lies in how users access and interact with this content – via traditional search engines or AI-driven platforms.
AEO is about ensuring your content is structured to provide direct answers to user queries, specifically through AI-powered platforms. Unlike traditional SEO, which focuses on search rankings, AEO optimises content for AI interfaces like voice assistants, featured snippets, or chatbot responses.
Key Components of AEO:
Conversational Content: Crafting content in a Q&A format that mirrors how users ask questions.
Structured Data & Schema Markup: Adding coding elements to help search engines and AI systems understand your content.
EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness): Building credibility through high-quality references and authoritative sources.
AEO isn’t a completely new concept; it’s simply an extension of SEO principles. As AI-powered systems like Google’s AI Overviews become more integral to information retrieval, AEO will be crucial for ensuring your content is featured in those responses.
GEO is about ensuring your content is optimised for generative AI models like ChatGPT, Google Gemini, and Perplexity. Instead of aiming to rank for traditional search queries, GEO focuses on ensuring your content is cited by these AI models when they generate answers.
Key Components of GEO:
AI-Friendly Content: Writing content that is easily interpreted by large language models (LLMs).
Citations & References: Ensuring your content is mentioned or referenced by AI systems to boost visibility.
Platform Adaptation: Tailoring content to meet the specific requirements of various AI platforms.
As more users turn to generative engines for information, mastering GEO will be vital for ensuring your brand remains visible and cited in AI-generated responses.
While AEO and GEO both focus on AI-driven platforms, they target different aspects of visibility. Here’s a quick breakdown of the key differences:
|
AEO |
GEO |
|
|
Focus |
Direct answers via AI platforms |
Ensuring visibility in AI-generated responses |
|
Content Structure |
Q&A format, structured data |
Optimised for large language model interpretation |
|
Platform Target |
Voice assistants, featured snippets |
Generative AI models (ChatGPT, Perplexity, etc.) |
|
Optimisation Goal |
Content included in AI responses |
Content cited by AI engines |
Even as AEO and GEO focus on new, AI-driven platforms, traditional SEO still plays a crucial role. In fact, Google still holds the majority of the market for search and remains the tool of choice for most users. However, AI chatbots are growing rapidly and are increasingly used in combination with Google search. Therefore, these three strategies – SEO, AEO, and GEO – are complementary, and when combined, they ensure the best possible visibility across all platforms.
Integration Tips:
Keyword Optimisation + Structured Content: Combine traditional SEO keyword strategies with AEO and GEO by structuring content in a way that works for both search engines and AI interfaces.
Structured Data: Use schema markup to make your content more interpretable for both search engines and AI systems.
Continuous Monitoring: Track how your content performs across search engines, AI platforms, and chatbots to ensure comprehensive visibility.
Understanding your Audience: Knowing what tools your audience uses to find information is crucial here as it helps to determine how much you need to invest in each platform. But remember, even if your audience isn’t using ChatGPT right now, things change and they might do in the next few years!
By using this integrated approach, your brand will be well-positioned to succeed across both traditional and AI-driven search environments.
To stay ahead in the evolving digital landscape, here are a few practical steps to integrate AEO and GEO into your strategy:
Audit Existing Content: Review your current content and identify where it can be optimised for AEO and GEO alongside traditional SEO.
Implement Structured Data: Use schema markup to help search engines and AI systems better understand your content.
Create Conversational Content: Craft content in a Q&A format to align with how users ask questions and interact with AI.
Build Authority: Focus on acquiring high-quality citations, not just backlinks. Mentions from authoritative sources help your content stand out in AI-generated answers.
Monitor Performance: Track your content’s performance across all platforms – search engines, AI-driven tools, and chatbots.
By following these steps, you can ensure that your content remains visible and relevant across all digital platforms, keeping your brand competitive in the AI-driven landscape.
The rise of AEO and GEO may feel like a departure from traditional SEO, but at their core, they are grounded in the same principles. It’s still about creating high-quality, relevant content that answers users’ needs. Whether users are searching on Google or asking an AI assistant, your content needs to be accessible, authoritative, and visible.
For marketing leaders, adapting to these changes is crucial. By integrating AEO and GEO into your strategy, alongside traditional SEO, you can ensure your brand stays competitive.