Search is changing, and fast. For years, businesses have built their online visibility around SEO (Search Engine Optimization). The rules were fairly clear: optimize your site with the right keywords, build authority through backlinks, and provide valuable content so Google ranks you higher.
But the rise of AI-powered search, from Google’s AI Overviews to ChatGPT and other large language models (LLMs), is reshaping how people find information online. Suddenly, it’s not just about whether your site ranks on page one of Google. It’s about whether your content is considered trustworthy enough to be pulled directly into an AI-generated answer.
This is where AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) come in. If SEO was the past, AEO and GEO are the future.
What Are AEO and GEO?
- SEO (Search Engine Optimization): Optimizing content for traditional search engines like Google and Bing.
- AEO (Answer Engine Optimization): Optimizing content so AI-driven answer engines (like ChatGPT, Perplexity, or Google AI Overviews) select your site as the answer source.
- GEO (Generative Engine Optimization): Going beyond keywords to optimize your site for LLMs and generative AI models so they can easily retrieve and cite your content.
In other words:
- SEO helps people find your site.
- AEO helps AI choose your site when answering questions.
- GEO ensures your content is structured and detailed enough that LLMs can understand, trust, and use it.
Why Keywords Still Matter (and Maybe More Than Ever)
It’s tempting to think keywords don’t matter anymore… after all, LLMs don’t just match text, they “understand” language. But here’s the reality:
- LLMs are trained on patterns in human language. If you’re not using the phrases your audience is searching for, you’re invisible.
- Keywords feed discoverability. Whether someone types into Google, talks to Siri, or prompts ChatGPT, the AI is still mapping queries back to keywords and concepts.
- Conversational queries are rising. Instead of typing “best web design agency London,” people now ask: “Which web design agency in London is affordable and experienced in AI tools?” So you can see how your content must mirror this shift.
Pro tip: Think of keywords today as prompts. Your content must answer questions the same way an AI would.
And for the good part..
How to Optimize for AEO & GEO
Here are practical strategies businesses and website owners can start applying right now:
1. Use Structured, Direct Answers
- Create FAQ pages and Q&A sections.
- Use clear, concise language that directly answers a question (like “What is AEO?”).
- Provide both a short answer and a detailed explanation so AI can grab what it needs.
2. Implement Schema Markup
- Structured data makes it easier for AI to interpret your content.
- Mark up FAQs, products, reviews, and articles with schema.
- This signals credibility and improves chances of being pulled into AI summaries.
3. Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Cite credible sources.
- Showcase author bios.
- Keep content updated.
- AI engines, like Google’s overviews, heavily prioritize trustworthy sources.
4. Optimize for Conversational Search
- Use long-tail keywords that mimic natural language.
- Example: Instead of just “SEO agency,” use “How can an SEO agency improve my local rankings?”
- Answer in a way that sounds like a helpful, natural conversation.
5. Don’t Forget Traditional SEO
- Page speed, backlinks, and mobile optimization still matter.
- AI won’t pull content from a site that loads poorly or looks untrustworthy.
The Bigger Picture: Visibility in an AI-First World
The shift toward AEO and GEO means fewer users may ever land on your website, they’ll get the answer straight from an AI. But that doesn’t mean websites are irrelevant. It means:
- Credible content = citations. If AI is pulling your insights, your brand is still visible, even if indirectly.
- Branding matters more. When AI references your business as a trusted source, users remember your name.
- Conversion happens post-click. Even if fewer people visit, those who do are likely high-intent visitors looking for deeper value.
Key Takeaways
- SEO is no longer enough; you need AEO and GEO to stay discoverable in the AI era.
- Keywords still matter, but they’re evolving into conversational prompts.
- Structured content, schema markup, and credibility signals are critical for success.
- The businesses that adapt now will be the ones most visible in the age of generative AI.
