Decoding the Future of Search: AEO, GEO, and SEO Explained

"Search is changing fast! Dive in to grasp answer engine optimisation for direct AI answers, SEO for getting clicks on Google, and generative engine optimisation to appear in AI chats. Learn how these different but linked tactics are your key to staying visible and winning online in today's world."

AI Answer Engines

What is AEO?

Answer Engine Optimisation is a newer strategy that arose with the increase in AI adoption. Its primary goal is to provide search engine users with direct and concise answers to their queries. It focuses on ensuring your brand's visibility on AI-powered answer engines.

Generative AI

What is GEO?

Generative Engine Optimisation is the process of optimising your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews.

Traditional Search

What is SEO?

Search Engine Optimisation is the long-standing method used since the 90s to help websites rank highly on traditional search engines like Google and Bing. SEO's main goal has been to rank pages higher and drive organic website traffic, leads, and conversions.

Target Platforms for AEO

Platforms targeted by AEO include AI-powered answer engines like Microsoft Copilot, ChatGPT, and Perplexity. It also aims for visibility on Google AI overviews, voice assistants like Siri, Alexa, and Gemini AI, Google Home, featured snippets, People Also Ask (PAA) sections, knowledge graphs, structured data applications, and AI chatbots.

How AEO, GEO, and SEO Relate

AEO and SEO are not competitors but are complementary strategies. AEO builds on the foundational principles of SEO. Websites that do not rank well with standard SEO are generally unlikely to succeed with AEO. SEO is the map, while AEO is the GPS voice providing exactly what is needed. These strategies can work together; for instance, using SEO for keyword research and then AEO to address search intent with concise content.

Furthermore, a broader approach is described as "search-everywhere optimisation," which helps grow visibility across different search engines, AI platforms, and social media networks. This involves optimising for AEO, SEO, and GEO simultaneously to save time and resources.

Optimisation Methods

While SEO has established techniques, AEO incorporates unique methods adapted for AI-driven search.

SEO Optimisation

Strategic keyword research and placement to match user queries.
Backlinking and link building to boost domain authority.
Metadata optimisation to attract relevant traffic.
User experience (UX) improvements like fast loading speeds and mobile friendliness.

AEO Optimisation

Aligning content with modern search behaviours.
Structuring content to lead by providing answers upfront. Aiming to answer the query in the first sentence.
Focusing on providing users with value instead of matching keywords.
Establishing authority with clear, concise, and well-structured content.
Integrating structured data like schema markup to help answer engines index your content.
Using conversational language and including long-tail, question-based keywords.
Using facts and specifics when describing products/services.

Content Formats

The preferred content formats differ between AEO and SEO due to their distinct goals.

SEO Content

Detailed and keyword-focused content.
Long-form content such as blogs, articles, and webinars, allowing for detailed incorporation of keywords and information.
Content can present many angles.

AEO Content

Direct, concise answers.
Structured snippets that AI language models can easily summarise.
Favors formats like Frequently Asked Questions (FAQs), Featured Snippets, and People Also Ask (PAA) sections.
Uses schema markups (structured data).
Aims for answers under 50 words for direct responses.
Emphasises clear headings, concise language, and scannable elements like lists and tables.

Search Behaviors Targeted

Each strategy caters to different ways users search for information.

SEO

Suited to traditional text-based searches.
Targets keyword-focused searches seeking detailed information and intent to explore a website further.

AEO

Adapts to changing behaviors moving towards voice searches and conversational queries.
Aims to cater to modern context-based searches with direct and concise answers.
Favors users on mobile, voice assistants (Alexa, Siri, Gemini AI, Google Home), or AI-powered chatbots.

Key Differences Table

Drawing on the sources, here is a table summarising the main distinctions between AEO, GEO, and SEO.

Feature	Answer Engine Optimisation (AEO)	Generative Engine Optimisation (GEO)	Search Engine Optimisation (SEO)
Primary Goal(s)	Provide direct and concise answers to user queries. Ensure brand visibility on AI-powered answer engines. Appear on featured snippets, Google AI overviews, knowledge graphs, and voice search answers. Build trust and authority by providing quick and direct answers. Get your answer shown before the user even clicks.	Boost visibility in AI-driven search engines. Position your brand to appear in AI-generated results. Increase website visibility, attract targeted traffic, and convert visitors into loyal fans of your brand. Engage audiences meaningfully, regardless of where they start their search.	Improve your website’s visibility on traditional search engine results pages (SERPs). Rank highly on search engines to attract more traffic and drive leads and conversions. Boost organic visibility on SERPs. Rank pages higher on traditional search engines and drive organic website traffic.
Focus / Targeting	Focusing on providing users with value instead of matching keywords. Understanding the intent behind a search query and delivering a straight-up answer. Voice-based searchers and conversational queries. Catering to modern context-based searches. Enhancing user experience. Targets specific questions asked directly into the search bar.	Optimising your website’s content to boost its visibility in AI-driven search engines. Engaging potential customers, clients and audiences. Focuses on content related to your products, services, or areas of expertise.	Strategic keyword research and placement to match user queries. Traditional text-based searches. Keyword-focused searches that target a broad audience seeking detailed information and intent to explore further on a website. Structuring around specific keywords.
Platforms Targeted	AI-powered answer engines like Microsoft Copilot, ChatGPT, and Perplexity. Google AI overviews. Voice assistants like Siri, Alexa, Gemini AI, and Google Home. Featured snippets. People also ask (PAA) sections. Knowledge graphs. Structured data applications. AI chatbots.	AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews. AI-generated results.	Traditional desktop and mobile search engines, like Google and Bing. SERPs.
Content Focus / Preferred Format	Providing direct, concise answers. Structured and concise answers. Snippets of content that AI language models find easy to summarize. FAQs. Featured snippets. People also ask (PAA) sections. Schema markups (structured data). Structure content to lead by providing answers upfront. Aiming to answer the query in the first sentence. Clear headings and concise language. Scannable elements like lists and tables. Using conversational language and including long-tail, question-based keywords. Aiming for answers under 50 words for direct answers. Uses facts and specifics when describing product/service.	Optimising your website’s content. Content related to your products, services or areas of expertise.	Detailed and keyword-focused content. Long-form content, like blogs, articles, and webinars. Incorporating keywords and optimising details to the desired degree. On-page content optimisation. Content can present many angles.

AI Trends Impacting Search

AI is significantly disrupting the digital landscape and transforming how people search and interact with content. Some key trends include:

The rise of AEO keeping pace with shifting search behaviors, especially voice-based content.
AI-driven algorithms enhancing the contextual relevance of search results.
Machine learning helping search engines better understand user intent and bridging the gap between AEO and SEO. Google's BERT update, powered by AI, introduced "context" to search queries, particularly long-tail ones.
Over 65% of Google queries now result in zero-click searches.

Google continues to consider helpful search results for AI overviews, which appear before organic results, offering visibility.
AI is acknowledged as a valuable tool to assist in content creation, generating ideas, research, and writing drafts. However, using AI solely to manipulate rankings violates Google's spam policies.
Google prioritises high-quality content that demonstrates E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness), regardless of whether AI is used.

How AI Overviews & Links Work

Think of an AI Overview as a quick summary provided by an AI. When this overview gets information from a website, it often gives you a link so you can go to that website and see the original source. The sources tell us there are two main ways these links can work:

1. Linking to the Whole Page

Sometimes, the AI Overview gives you a link that just takes you to the main page of a website or a specific page without pointing to a particular spot on that page. It's like giving you the address to a house. When the link works this way, the "featured snippet" preview doesn't include a description.

2. Linking Directly to Text (#:~:text=)

Other times, it links exactly where it got a specific piece of information. It does this by adding a special part to the URL (called #:~:text=) that highlights words on that page. When the link works this way, the preview includes a description matching the highlighted text.

Why Does This Matter?

In today's digital landscape, AEO is crucial because more users rely on AI tools and voice assistants for quick, accurate information. These platforms often show only one answer, not a list of links. If your website provides that answer, you gain visibility, trust, traffic, and potential conversions. Even when sources aren't explicitly shown, optimised content increases the chance of being cited or visited for more detail.

Effective AEO provides numerous benefits for businesses:

Boosts visibility in voice search and AI-generated answers.
Improves engagement by providing users with quick answers.
Drives organic traffic without solely relying on clicks.

Enhances trust by positioning your brand as a reliable source.
Supports local SEO for "near me" voice queries.
Can lower bounce rates as users find answers instantly.

While AI tools offer benefits, human expertise remains vital for strategy, creativity, and understanding nuances. Leveraging AI enhances skills but doesn't replace the need for human oversight and strategic thinking.

Optimise Your Site: Quick Wins

Understand Intent

Focus on what users really need. Use question-based modifiers like “what is,” “how to,” and “near me”.

Optimise Snippets

Use clear headings and start your content by providing the answer upfront. Write in concise formats like lists.

Structure Data

Add schema types like FAQ, HowTo, and Q&A to help search engines and AI understand your content.

Voice Search

Use conversational language and include long-tail keywords that reflect how people speak.

FAQ Pages

Structure pages to address common questions directly. Ensure each answer is clear and concise.

List Your Business

Ensure accurate listings on Google Business Profile and local directories.

Prioritise Value

Focus on providing users with value rather than just matching keywords. Be specific.

User-First

Structure your website to help users get better and faster answers. Place important facts upfront.

Phrase as Questions

Incorporate the full question users might ask naturally into your content.

Ready to Adapt to the Future of Search?

The way people search is evolving rapidly, moving towards direct answers from AI and conversational interfaces. By understanding and implementing Answer Engine Optimisation, Generative Engine Optimisation, and traditional Search Engine Optimisation, you ensure your business remains visible and finds where your audience is searching.

Don't get left behind in the changing search landscape.

Book an Expert Consultation Learn Ethical SEO

Frequently Asked Questions

Can AEO and SEO work together?

Yes, they are complementary strategies. Businesses need to integrate both to maximise online visibility. Use SEO for keyword research and AEO to deliver concise, relevant content based on search intent.

Is AEO replacing SEO?

No, AEO is not replacing SEO. It builds on SEO's foundational principles to deliver more direct results for AI chatbots and voice searches.

What are conversational queries?

Conversational queries are search phrases that mimic natural speech, often in full sentences, typical of voice searches or interactions with AI chatbots. AEO is designed to cater to these types of queries.

What is Generative Engine Optimisation (GEO)?

GEO is the process of optimising your website's content to improve its visibility in AI-driven search engines and appear in AI-generated search results.

Does AEO mean less traffic to my website?

AEO focuses on appearing in zero-click results like featured snippets and AI overviews that provide direct answers. While this means fewer direct clicks for that specific answer, having your content featured can build trust, authority, and visibility, potentially leading to traffic from users seeking more detailed information or asking for sources.

How does Google give credit to website sources that generate AEO results?

For featured snippets, the source website is displayed. Google AI Overviews appear before organic search results, offering visibility to the source used. Although AI bots like ChatGPT may not always show sources, being the source of helpful content increases your chances of being cited or prompting users to visit your site for more depth.

Is AEO a "Structured Snippet?"

No, AEO is a broader optimisation strategy. A "structured snippet" is a type of featured snippet that AEO aims to achieve, but AEO also targets other formats like PAA, voice search answers, and AI overviews.

What are the steps to achieve AEO results?

Ensure your website has high-quality, well-structured content. Provide specific answers upfront, using facts and specifics. Focus on providing value over just matching keywords. Use structured data like schema markup. Create a user-first mindset by helping users get fast answers. Phrase relevant content as complete questions. Understand user intent and target it directly. Optimise specifically for featured snippets, voice search, and create strong FAQ pages. List your business on relevant directories.