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

Search is changing fast! Dive in to understand Answer Engine Optimisation (AEO) for direct AI answers, SEO for getting clicks on Google, and Generative Engine Optimisation (GEO) to appear in AI chats and LLMs. Learn how these different but linked tactics are your key to staying visible and winning online in today’s fast moving AI world.

AEO 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.

Instead of driving users to websites, AEO optimises content to appear on featured snippets, Google AI overviews, knowledge graphs, and voice search answers.

These results often provide summaries that eliminate the need for users to click through to a website. AEO focuses more on user experience than traditional keyword structuring. By providing quick and direct answers, you build trust and authority. AEO future-proofs your website for the shift to AI-driven search tools and enhances user experience.

GEO is the process of optimising your website’s content to boost its visibility within AI-driven search engines such as Gemini AI, ChatGPT, Perplexity and Copilot. The goal of GEO is to position your brand, services or products to appear in AI-generated results when users search for queries related to your offerings. This aims to increase website visibility, attract targeted traffic, and convert visitors into loyal fans.

GEO is about engaging potential customers and audiences meaningfully, regardless of where they begin their search.

SEO 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. It focuses on boosting organic visibility on traditional search engine results pages (SERPs). SEO works for every marketing funnel stage, from building qualified traffic to encouraging conversions.

Traditional SEO typically insists on structuring around specific keywords to help web pages appear for relevant search queries.

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 seen as 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.

While SEO has established techniques, AEO incorporates unique methods adapted for AI-driven search. SEO, and GEO simultaneously to save time and resources.

Think of an AI Overview as a quick summary provided by an AI. When this overview gets information from a website, it often (not always) 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 or Website: 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 little preview box or “featured snippet” that shows the link provides a general description.
2. Linking Directly to Specific Text on a Page: In this case the AI Overview wants to show you exactly where it got a specific piece of information on a page (a highlighted fragment).
   • It does this by adding a special fragment to the website address (called #:~:text=) that tells your web browser to find and highlight certain words or sentences on that page. It’s like giving you the address and marking the exact sentence you should look at inside. Here is an example.
   • When the link works this way, the little preview box or “featured snippet” includes a description, and that description is the same text that will be highlighted on the page when you click the link.

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.

Getting your content ready for answer engines involves several practical steps you can take:

• Understand and Target Search Intent: Focus on what users really need. Use question-based modifiers like “what is,” “how to,” and “near me”.
• Optimise for Featured Snippets: Use clear headings and start your content by providing the answer upfront, then elaborate. Write in concise formats like lists or tables for readability.
• Use Structured Data (Schema Markup): Add schema types like FAQ, HowTo, and Q&A to help search engines and AI understand your content.
• Optimise for Voice Search: Use conversational language and include long-tail keywords that reflect how people speak. Optimise for local queries (e.g., “best gym in Durban”).
• Create High-Quality FAQ Pages: Structure these pages to address common questions directly. Ensure each answer is clear, concise, and provided in the first sentence. Use schema markup on FAQs.
• Be Specific: Use facts and specifics when describing your product or service.
• User-First Mindset: Structure your website and content to help users get better and faster answers, perhaps by placing important factual answers upfront.