SEO, AEO and GEO: The Guide to AI Search
Get found by humans and AI.
What actually gets a business found in Google, in AI Overviews and in ChatGPT, based on what those companies have published.
SEO gets a page found in search results. AEO shapes content so a direct answer can be lifted from it. GEO aims to make a page a source that AI systems cite. They overlap heavily: all three depend on a page being crawlable, clear and worth using, and the same work serves all of them.
What is the difference between SEO, AEO and GEO?
| SEO | AEO | GEO | |
|---|---|---|---|
| Stands for | Search Engine Optimization | Answer Engine Optimization | Generative Engine Optimization |
| Goal | Rank in search results | Be the direct answer | Be cited in AI-written answers |
| Where it shows | Google and Bing results | Answer boxes, voice, AI Overviews | ChatGPT, Perplexity, Gemini, Copilot |
| Main work | Crawlability, relevance, links | Answer-first writing, clear headings | Reachable crawlers, sourced, specific facts |
Stands for
- SEO
- Search Engine Optimization
- AEO
- Answer Engine Optimization
- GEO
- Generative Engine Optimization
Goal
- SEO
- Rank in search results
- AEO
- Be the direct answer
- GEO
- Be cited in AI-written answers
Where it shows
- SEO
- Google and Bing results
- AEO
- Answer boxes, voice, AI Overviews
- GEO
- ChatGPT, Perplexity, Gemini, Copilot
Main work
- SEO
- Crawlability, relevance, links
- AEO
- Answer-first writing, clear headings
- GEO
- Reachable crawlers, sourced, specific facts
These are industry terms, not product rules. Google says plainly that optimizing for generative AI search is still SEO, and warns against AEO and GEO hacks. Use the terms to organise the work, and be wary of anyone selling them as a separate secret.
What does Google require for AI Overviews?
A page must be indexed and eligible to be shown in Search with a snippet. Google lists no additional technical requirements, and says no special schema or AI text files are needed. Its guide also says a site must be included in Search generative AI features in Search Console. Details are in how to appear in Google AI Overviews.
How do ChatGPT and Perplexity find websites?
Through their own search crawlers. OAI-SearchBot surfaces sites in ChatGPT search, and PerplexityBot does the same for Perplexity. Blocking them keeps you out of those results. Blocking GPTBot is a separate choice about model training. See how to get cited by ChatGPT and Perplexity.
What should a business do first?
- Verify the site in Google Search Console and Bing Webmaster Tools, and submit the sitemap. Without them you are working blind.
- Fix what stops crawling and indexing. Check robots.txt, CDN and firewall rules, canonicals and page speed. Use our technical SEO checklist.
- Say clearly who you are. A real About page, contact details and consistent business information.
- Answer real questions. Put the direct answer first, as in what is AEO.
- Publish what only you know. First-hand detail, real numbers and named sources, at a pace you can review.
- Earn genuine mentions. Real listings, partners and customers. Google says inauthentic mentions are not as helpful as they might seem.
Can AI help with SEO and content?
Yes, within limits. AI can research topics and draft articles, and Google allows that, but it says AI content must be fact-checked before publishing, and its spam policy covers making many pages without adding value. Our AI blog automation guide covers how to run it safely, and AI Blogs Publishing is our own tool for it.
All guides on this topic
AEO: Answer Engine Optimization
GEO: Generative Engine Optimization
Questions, answered.
Is AEO or GEO replacing SEO?
No. Answer engines and generative tools still need to find and trust a page, so SEO fundamentals remain the base. Google says optimizing for its generative AI features is still SEO.
Do I need llms.txt?
Not for Google, which says you do not need AI text files to appear in Search. It is a low-cost option for other tools. Read our article on llms.txt for the detail.
Can anyone guarantee rankings or AI citations?
No. Google says meeting every requirement does not guarantee a page will be shown, and AI companies do not publish how they choose sources. Treat a guarantee as a warning sign.
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