Quick answer
AEO (Answer Engine Optimisation) makes your content the direct answer in featured snippets, "People also ask" and voice search. GEO (Generative Engine Optimisation) makes it easy for AI tools like ChatGPT, Gemini and Perplexity to understand and cite you. Both build on normal SEO and reward clear, well-structured, factual content.
Search has split into three places where customers find answers: search results, answer boxes, and AI assistants. Each one has its own optimisation discipline.
SEO, AEO and GEO in one sentence each
- SEO (Search Engine Optimisation): helping your pages rank in the list of results on Google and Bing.
- AEO (Answer Engine Optimisation): structuring content so it is chosen as the answer in featured snippets, “People also ask” boxes and voice assistants.
- GEO (Generative Engine Optimisation): making content easy for AI models to understand, trust and cite when they generate answers.
How answer engines choose a source
Answer boxes favour content that:
- Answers the question immediately. A 40 to 60 word direct answer right under the heading.
- Uses the question as a heading. For example, “How much does a roof replacement cost?”
- Formats information for lifting. Numbered steps, short lists and simple tables.
How AI assistants choose what to cite
Generative engines look for passages they can confidently quote. That favours content with:
- Specific facts and numbers instead of vague claims
- Clear entities. Your business name, location, services and credentials stated plainly
- Self-contained paragraphs that still make sense when quoted alone
- Structured data (schema) that confirms what the page is about
- Freshness. Updated dates and current information
Tip: Bing’s index feeds several AI search experiences, so setting up Bing Webmaster Tools and IndexNow matters more than it used to.
A practical checklist for every article
- Start with a TL;DR that answers the main question
- Use question-based H2s that match real searches
- Include at least one list or table
- Add an FAQ section with FAQPage schema
- Mention your city and service area naturally
- Link to the related service page on your site
This is exactly the structure we use in our Growth package, which publishes two SEO, AEO and GEO optimised articles every week for our clients.
Frequently asked questions
Does GEO replace SEO?
No. AI search tools still rely heavily on pages that are indexed and trusted by traditional search engines. GEO builds on top of good SEO.
How do I know if AI tools cite my website?
Ask ChatGPT, Perplexity and Gemini the questions your customers ask and check the sources. Some analytics tools also show referral traffic from AI assistants.