Search marketing is constantly evolving. New terms and techniques appear all the time, and it’s not unusual for clients to ask us how “traditional SEO” compares with newer offerings like AEO (Answer Engine Optimisation) or GEO (Generative Engine Optimisation).
The key takeaway? SEO remains the overarching discipline, with AEO and GEO being natural developments within it, not separate practices.
What Is SEO?
Search Engine Optimisation (SEO) is the process of improving a website so that it performs better in search engines like Google and Bing. At its core, SEO involves:
- Technical optimisation: Ensuring a site is crawlable, fast, and well-structured
- Content optimisation: Creating valuable, keyword-relevant content that answers user intent
- Authority building: Earning backlinks and mentions that signal trust
- User experience: Making sure visitors can find what they need quickly and easily
SEO has always been about connecting users with the right content, but as search evolves, so do the methods we use. That’s where AEO and GEO come in.
What Is AEO?
Answer Engine Optimisation (AEO) focuses on optimising for Google’s built-in answer products, including AI overviews, featured snippets, voice assistants (Siri, Alexa, Google Assistant), and other platforms designed to give users direct answers.
Key elements of AEO include:
- Structuring content to answer questions clearly.
- Using schema markup and FAQs to help search engines understand your content.
- Targeting conversational and long-tail queries (often linked to voice search).
AEO doesn’t replace SEO; it builds on it. By integrating AEO, you’re making your SEO strategy fit for the way people actually search in 2025 and beyond.
What Is GEO?
Generative Engine Optimisation (GEO) is a newer concept, emerging with the rise of AI-driven search platforms such as Google’s Search Generative Experience (SGE), Bing Chat, and other AI-powered search interfaces.
Unlike traditional search engines that display a list of links, generative engines produce direct, conversational answers, often synthesising content from multiple sources. GEO focuses on:
- Ensuring your brand’s content is understood and surfaced by AI systems.
- Creating content that is authoritative, well-structured, and verifiable.
- Building topical depth and expertise to increase the likelihood of inclusion in AI summaries.
Just like AEO, GEO sits under the SEO umbrella. It’s not a replacement for SEO, but a new layer of optimisation required to stay visible as search technology advances.
How Do SEO, AEO, and GEO Work Together?
Think of it like this:
- SEO is the foundation – Without strong technical, content, and authority optimisation, nothing else works
- AEO builds on SEO – It ensures your content surfaces in featured snippets, voice searches, and direct answers
- GEO builds further – It positions your content to be recognised and cited in AI-generated responses
They’re not separate strategies, but different dimensions of the same discipline.
Why Does This Matter For Your Business?
A common question we receive is whether our clients need to choose between SEO, AEO or GEO. The answer is that you need all three, but in balance. By keeping SEO at the centre, we ensure that your website is strong and visible, whilst layering in AEO and GEO techniques so you are prepared for the search landscape of tomorrow.
At I-COM, our SEO service already incorporates AEO and GEO thinking, meaning your strategy is future-proof from day one.
Which Industries Benefit from SEO, AEO and GEO?
The short answer: every industry. Whether you’re a local business, a national brand, or an international retailer, search visibility is central to how customers find and trust you.
That said, certain industries have unique opportunities when it comes to SEO, AEO, and GEO.
Legal Services
The legal sector is highly competitive online, with many firms offering similar services. SEO ensures you can compete for valuable local and practice-area keywords, while AEO makes sure your firm is the one providing direct answers in AI overviews, “people also ask” boxes or in the local pack (Google’s map). GEO adds another layer, helping your expertise and authority surface in AI-generated responses where potential clients are researching sensitive legal issues.
Professional Services
Accountants, consultants, financial advisors, and other professional services thrive on trust. Strong SEO builds that foundation with informative content and credibility signals. AEO helps your business provide instant, clear answers to client queries (e.g., “how to file a tax return”), while GEO ensures that expertise is carried into AI-powered search engines, keeping your brand front-of-mind for decision-makers.
E-commerce
For online retailers, visibility means sales. SEO captures high-intent shoppers searching for products, while AEO can help your store show up in direct answer formats (e.g., “best running shoes for beginners”). GEO is particularly powerful for e-commerce, as AI-driven shopping assistants are already influencing purchase decisions, meaning your product descriptions, guides, and reviews must be optimised for inclusion.
FAQs
How will I know how to split my strategy between SEO, AEO and GEO?
You won’t need to worry about that; we’ll lead the way. Your account manager will use data and insights to shape the right mix of SEO, AEO and GEO to form the strategy which will drive growth in line with the objectives and KPIs you have outlined for us. If the data shows you’d benefit from PPC, email marketing, or any other channel, we’ll make sure your overall strategy reflects that.
Is SEO going to become redundant?
No. SEO is not going anywhere; it’s simply evolving. AEO and GEO are new layers that sit under SEO, responding to the way people search today (through voice, featured snippets, and AI-powered engines). Strong SEO remains the foundation, and without it, AEO and GEO can’t work effectively.
How will I know if AEO and GEO are working?
Once we’ve decided how AEO and GEO fit into your strategy, we’ll build dedicated reporting to show their impact. For AEO, this could include metrics like keyword rankings within AI and traffic driven into the website from these results. For GEO, we’ll track brand name inclusion in generative search results and again, traffic driven into your website. These metrics will sit alongside your SEO performance reporting, giving you a clear view of how each element contributes to your overall results.
Ready to Evolve Your Search Strategy?
Whether you’re focused on SEO foundations, exploring AEO opportunities, or preparing for the rise of GEO, the important thing is having a strategy that works together to deliver results. At I-COM, we specialise in building tailored search strategies that not only boost visibility today but keep your business future-proof for tomorrow.
Get in touch with our team to discuss how we can shape the right mix of SEO, AEO and GEO for your business. Call us today on 0161 402 3170 , or fill out our online form.
