SEO, AEO and GEO
For years, being found online was mainly about search engine optimisation (SEO) and a good position in Google, but with the rise of AI search engines the way people find information is changing too. More and more often they ask their questions directly to ChatGPT, Gemini or Perplexity, which formulate answers and select sources instead of just showing a list of search results.
That's why, alongside SEO, AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) are getting more and more attention. Three abbreviations that don't exactly make things clearer, while the question is actually very simple: how do you make sure your business and content stay visible, even when people no longer search the familiar way?
In this section I share my insights on SEO, AEO, GEO and the changing world of online findability. Through my work in marketing and communications I research, develop and test what works, what doesn't and what is mostly just sold very convincingly. Because not every new development calls for a completely new strategy, however much some marketing gurus would like us to believe it does.
Three ways to be found
SEO makes sure Google understands your page and shows it for the keywords your customer uses.
AEO structures your copy so a search engine can pull an answer straight from it, for example for a featured snippet or a Google AI Overview.
GEO makes sure language models find enough clear, accurate information about you to mention you when someone asks for advice.
What it comes down to
All three reward the same things: clear language, a logical structure, schema markup that says who you are, and an internet that says the same thing about you everywhere. If you have that in order, you don't need to chase every new AI tool. Want to know how I'd approach that for you? Then read what I do.
Also interesting if you work with AI: AI is a man too: how sexism creeps into artificial intelligence (under Opinion).
Frequently asked questions
Is SEO still necessary now that people ask AI their questions?
Yes. AI search tools base their answers largely on web pages. A page that Google understands well is also easier for a language model to use.
What is the difference between AEO and GEO?
AEO focuses on answers within search engines, such as featured snippets and AI Overviews. GEO focuses on being mentioned in chatbots like ChatGPT, Gemini and Perplexity. In practice they overlap a lot.
How do I know whether ChatGPT mentions my business?
Ask several AI tools the questions your customer would ask and see whether and how you get mentioned. Do this regularly, because the answers change.
