GEO vs. SEO vs. AEO: What It All Means and How to Optimize for What Actually Matters
- Custom Craft Marketing
- Jul 16, 2025
- 9 min read
Table Of Contents
What You'll Get Out of This Article
As digital marketing continues evolving to keep up with consumer trends, the list of marketing and search terms to keep track of has multiplied. This can make it confusing to know what exactly to focus on to grow a business’s online presence. At first, we had SEO (Search Engine Optimization), which was the go-to strategy for driving visibility online. But with the rise of AI-powered tools and new user behavior in search, concepts like GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) have emerged.
This article helps make sense of these terms in plain language. We’ll explain what each one means, how they work together, and what you should be doing right now to build visibility that lasts. You’ll learn how search is changing, what stays the same, and how to make smart, forward-thinking decisions for your website, your content, and your brand. Whether you’re running a new site or looking to stay competitive long-term, this article offers a practical path forward.
What Do SEO, GEO, and AEO Stand For and What Do They Mean?
Let's start by defining each term (definitions provided by Google):
SEO (Search Engine Optimization): Traditional techniques to improve website rankings in traditional search engine results.
GEO (Generative Engine Optimization): Influencing how AI models like Chat GPT or Google's Search Generative Experience use your content to generate their responses.
AEO (Answer Engine Optimization): Optimizing content for direct answers and featured snippets within search results.
Although these terms appear very similar, they each serve a unique purpose for search engines. SEO helps your website rank in classic search results. GEO makes your content more accessible and usable by AI-driven tools and generative search engines. AEO optimizes your content to provide direct answers within search engine results pages, often being shown as structured snippets.
While the specific goals of these terms differ, all three rely on creating clear, useful, well-structured content that provides value to your audience. By doing this well, you naturally position yourself to build credibility and visibility with search engines and AI engines.
Search Is Changing: What You Need to Know About Generative and Answer Engines
As platforms like Chat GPT have gained popularity, people's expectations for search have adjusted. Online searchers are no longer just typing in a query and clicking through multiple websites, hoping to find what they need. They’ve become accustomed to instant answers that are summarized clearly and tailored to their questions.
To meet these expectations, search engines have started integrating AI technology into how they serve content. Google, for example, has introduced its Search Generative Experience (SGE). This is a feature that uses generative AI to pull relevant information from across the web and present it in a synthesized response. Think of it as a normal Google search that goes one step further to present information in an easier way to absorb.
What does this look like in real life? The image below shows an AI-generated summary to answer the question “what are the 3 fastest animals?”. In traditional search, the user would need to click on a link and read the article to find this information. With AI, the answer is presented directly with no clicks needed.
This shift marks a major evolution in how users engage with content. If your business wants to stay visible in this new environment, it’s not just about ranking anymore - it's about being referenced. Search engines and AI tools are now scanning content for clarity, structure, and trustworthiness to include in these AI summaries. That means if your content is well-organized, genuinely helpful, and answers questions directly, it stands a much better chance of being featured in both traditional results and these new AI-powered experiences.
The Role of Traditional SEO in a Generative Search World
As new acronyms like GEO and AEO gain attention, how important is traditional SEO? The good news is that in today’s evolving search experience, many of the same techniques used in SEO work for GEO and AEO as well. That’s because the principles of good SEO (clear content structure, helpful answers, relevance, etc..) are exactly what modern search engines and AI tools are looking for.
You can also think about these AI integrations within search engines as the evolution of structured snippets. Before AI became widely used, Google displayed answers and information as FAQ boxes, “People Also Ask” sections, and featured snippets to make content more accessible. Today, tools like Google’s AI Mode and AI Overviews function as more advanced versions of those snippets. Because of this, many of the same strategies previously used to rank content in these snippets still apply today.
In practical terms, that means if your content is already optimized to perform well in classic search results, you’re halfway there. Structuring pages with clear headings, writing to directly answer user questions, and establishing yourself as a credible source still matter. Now, they also help AI models pull your content into summaries, quick answers, and conversational responses.
Traditional SEO hasn’t gone away. It’s just working harder behind the scenes, feeding a much more dynamic search environment.
What Is GEO and How Can You Prepare for It Now?
GEO, or Generative Engine Optimization, is all about preparing your content to be found, understood, and cited by AI-driven tools like Chat GPT, Google’s Search Generative Experience, and others that are gaining popularity.
The way these platforms work is a little different from traditional search. Rather than listing out a set of links for users to choose from, they pull together answers from multiple sources and summarize them into a single response. That means if your content isn’t easy to understand or doesn't clearly answer a relevant question, there’s a good chance it won’t be referenced at all.
So, how do you prepare for GEO?
The good news is you don’t have to reinvent the wheel. Many of the same tactics that work for traditional SEO also help with GEO. For example:
Structuring your content with clear headings (H2s and H3s)
Writing concise, informative answers to common questions
Using plain, natural language that mirrors how people talk
Including keywords that match your audience’s real search intent
Presenting your brand as an authority on the topic you are discussing
Where GEO goes a step further is in optimizing your content to make it easier for generative AI models to digest and reuse. That means focusing on clarity, reducing fluff, and making sure the purpose of each section is obvious. AI isn’t just looking for keyword matches - it’s scanning for relevance, reliability, and readability. Instead of writing a paragraph that dances around an idea, try stating it directly and supporting it with context. Think less about “stuffing keywords” and more about “making it easy for both people and machines to understand what you're saying.”
Credibility is also extremely important. AI models tend to favor content that appears trustworthy. Citing sources, demonstrating expertise, and maintaining consistency across your website can all signal that your content is reliable, making it more likely to be referenced in AI-generated answers.
Ultimately, GEO is about making your content usable in a new type of search experience. The businesses that do this well will have a major advantage as search behavior continues to shift toward these tools.
What About AEO? How to Optimize for Answer-Based Search
AEO, short for Answer Engine Optimization, is all about getting your content selected as a direct answer to a specific question. Think of Google’s “People Also Ask” boxes and AI-generated quick answers. These are the spaces where AEO shines.
The core idea behind AEO is simple: provide a clear, direct answer to a user’s question in a way that’s easy for search engines to find and trust.
To accomplish this, focus on these steps:
Use question-based headings so search engines can easily match them to search queries (example: "What is AEO?").
Answer the question directly in the first sentence or two underneath the heading, then use the rest of the paragraph to expand with context or details.
Format your content for clarity, including bulleted or numbered lists when relevant - this makes it easier for engines to extract and display.
Stick to the facts - search engines are looking for accuracy, relevance, and authority.
Add FAQ schema or Q&A structured data markup to help search engines understand and categorize your content more effectively. This can significantly boost the chances of your content being featured in answer boxes or AI-generated summaries. Here is more information about adding schema: https://www.semrush.com/blog/schema-markup/.
Many of these tactics overlap with good SEO and GEO practices, but AEO places extra importance on structure and intent. You’re not just trying to rank, you’re trying to be the answer. That means avoiding long-winded introductions or burying important information halfway down the page. Instead, lead with value.
Another useful tip: include an FAQ section on key pages of your site. These can be incredibly effective at winning featured snippet space and helping with both AEO and GEO performance, especially when paired with properly implemented schema.
At the end of the day, AEO is about anticipating your audience’s questions and meeting them with clear, well-positioned answers. When done right, your content isn’t just seen - it’s chosen.
SEO vs. GEO vs. AEO: When to Focus on Each (And How They Can Work Together)
Now that we've gone over what SEO, GEO, and AEO are, how do we know which to prioritize?
The truth is, each plays a unique role in your overall search strategy. Think of them not as competing approaches, but as complementary layers that build on each other to help your business get found, stand out, and stay relevant as search continues to evolve.
SEO is your foundation. It makes your content visible in traditional search rankings and helps search engines understand your site.
AEO adds an enhancement layer, helping your content show up as direct answers in featured snippets, FAQs, and “People Also Ask” results.
GEO is your future-facing layer, shaping how AI tools and search engines with generative capabilities summarize or reference your content in conversational results.
Here’s how to know where to start:
New website? Focus on SEO first. Get your technical foundation, on-page content, and keyword strategy in place so that your site can be indexed and ranked properly.
Local or service-based business? A blend of SEO and AEO can be especially effective. SEO helps you show up in local searches, while AEO positions your business as the answer to common questions.
Content-heavy brand or education-based business? Start layering in GEO tactics. That means structuring content for clarity, targeting long-tail queries, and making your insights useful for generative tools.
Because there is an overlap, it is easy for brands to optimize their content for all different platforms. Many of the same core practices (writing clearly, organizing content with proper headers, and using schema markup) help you succeed across SEO, AEO, and GEO all at once.
You don’t need to choose just one. Combining all three sets up your brand to be visible online now and in the future. With the right content structure and strategy, your site can rank in traditional search, earn featured snippets, and even be pulled into AI-generated overviews - all from the same page.
How to Future-Proof Your Online Visibility with a Balanced Approach
Now that you know what SEO, GEO, and AEO are and how to optimize for each, the next step is thinking long-term. The search landscape will continue evolving, but a strong, balanced approach will help your brand remain visible no matter how algorithms or user behaviors shift.
Start with strong SEO basics:
A fast, well-organized website, intuitive navigation, mobile responsiveness, and helpful, keyword-optimized content. These set the stage for both traditional and AI-driven visibility.
Layer in AEO tactics:
Use structured content like FAQs and apply schema markup (FAQ, How-To, etc.) to help search engines pull your content into featured snippets and answer boxes.
Prepare for GEO:
Experiment with deeper, more conversational content. Tools like Google SGE and Chat GPT look for content that’s well-structured, useful, and easy to summarize. By building your credibility and structuring content effectively, you can be the source AI turns to.
Keep an eye on your performance. Traditional tools like Google Search Console still matter, but also stay alert for new ways to measure visibility in AI-powered platforms.
Above all, prioritize based on where and how your audience is searching. If they’re asking direct questions, AEO matters. If they’re exploring generative platforms, GEO deserves your attention. But whatever the format, clear, helpful content rooted in strategy will keep working for you long term.
Final Thought: Trends Come and Go, But A Strong Foundation Will Win
Staying informed is no longer optional for brands looking to increase online visibility - it’s essential. As search engines and AI tools continue to evolve, brand owners need to stay updated on how these platforms function and adjust their strategy accordingly. The businesses that will thrive are the ones that keep learning and adapting.
With that said, long-term success still depends on doing the fundamentals well: maintaining an organized site structure, publishing clear and optimized content, ensuring fast load times, and positioning your brand as a trustworthy, authoritative source. These core tactics create the foundation you need to grow, no matter how the platforms change.
If you need help positioning your brand to dominate online going forward, let's schedule a free consultation call to make sure you are set up for success!
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