Search is changing. People still use Google, but more of them now ask ChatGPT, Gemini, Perplexity or Google’s AI Overviews for advice before they buy. That has created two new terms you will hear a lot: AEO and GEO. Here is what they mean, how they connect to SEO, and what you should actually do about them.
SEO: being found in search results
Search Engine Optimisation (SEO) is the work of helping your pages rank in normal search results. It covers technical health, keywords, content, internal links and authority. The goal is a click from a search result to your website.
AEO: being the answer
Answer Engine Optimisation (AEO) is about being the direct answer to a question. Think featured snippets, “People also ask” boxes and voice assistants. AEO content gives a short, clear answer near the top of the page, then backs it up with detail.
GEO: being mentioned in AI answers
Generative Engine Optimisation (GEO) is about being mentioned, recommended or cited inside answers written by AI tools. When someone asks “What is the best self storage company near me?” or “Which CRM should a small agency use?”, GEO is the work that helps your brand appear in that answer.
How they fit together
They are not separate strategies. AI tools lean heavily on pages that already rank and are trusted, so SEO is the base. AEO makes your content easy to quote. GEO makes sure your brand is understood, trusted and mentioned across the sources AI tools read.
Five steps you can take this month
- Check AI crawler access. Make sure your robots.txt does not block the crawlers you want, and that key pages show their content without needing JavaScript.
- Answer real questions. List the ten questions customers ask most, and answer each one clearly on the right page.
- Use clear structure. Short paragraphs, descriptive headings, lists and tables are easier for AI tools to read and quote.
- Add schema markup. Organisation, LocalBusiness, Service, FAQ and Article schema help machines understand who you are and what you offer.
- Track a set of prompts. Write down 20 to 30 prompts your customers might use and check each month which brands appear.
How to measure progress
Track three things: how often your brand appears for your prompt list, which sources the AI tools quote, and how much referral traffic comes from AI tools in GA4. Together they show whether your visibility is growing.
Want to know how visible your brand is in AI search today? Read about my AI Search Optimisation service or book a free call.