What this article covers: The decision: which of SEO, AEO and GEO your business needs, and in what order.
As AI search systems became more visible, the terms AEO and GEO started appearing alongside SEO. The problem is that these terms are used differently across the industry. It is more useful to look at the actual work behind them than to treat them as three completely separate disciplines.
SEO — Search Engine Optimisation
SEO is the broad foundation. It includes:
- crawling and indexing,
- technical health,
- site structure,
- content,
- internal links,
- external signals,
- user experience,
- performance measurement.
Without this foundation, adding a separate "AI SEO" layer makes little sense.
AEO — Answer Engine Optimisation
AEO usually describes making content clear and structured enough for systems that provide direct answers. In practice this means:
- clear questions,
- direct answers,
- well-structured service pages,
- definitions,
- comparisons,
- steps and instructions,
- useful content without unnecessary filler.
This also improves the experience for human visitors.
GEO — Generative Engine Optimisation
GEO is commonly used for improving the usefulness and visibility of content in generative search systems. The practical work overlaps heavily with SEO and AEO:
- technical accessibility,
- a clearly described entity,
- original content,
- verifiable facts,
- references,
- structured content,
- accurate organisation information,
- strong internal relationships between related pages.
Does Google require special GEO optimisation?
Not in the form of a special file or special schema. For its generative Search features, Google still emphasises established SEO fundamentals. Important content needs to be accessible, indexable and understandable.
Tip: Source: Google's AI optimisation guide. How to check actual impressions: How to check whether your website appears in Google AI results.
What about ChatGPT?
For public content to be eligible for inclusion in ChatGPT Search, the website should not block OAI-SearchBot. This is separate from GPTBot, which relates to potential use of content for model training.
Allowing a crawler still does not guarantee that a website will be cited or recommended.
What does a business actually need?
For most businesses, the order should be:
- technical SEO,
- useful service pages,
- a clear business entity,
- references and evidence,
- well-structured answers,
- access for relevant search crawlers,
- measurement of Google and referral data,
- only then experimentation with new AI-specific formats.
Conclusion
SEO, AEO and GEO are not three separate websites or three checkboxes. The strongest foundation is still a website that a search engine can crawl, a human can understand and a business can support with real evidence.
Tip: What we check and what we do not promise: AI search optimisation (GEO/AEO). For the foundation: SEO services and a longer explanation of the terms in What is GEO and AEO.
Frequently asked questions
Do I need separate SEO, AEO and GEO strategies?
No. The tasks largely overlap: a technically accessible website, clear content, a well-defined business entity and verifiable evidence. Separate "AI packages" without an SEO foundation do not solve the underlying problem.
Does Google require a special file or schema for AI results?
No. Google emphasises established SEO fundamentals for its generative features; llms.txt is not a Google ranking signal and no special AI schema is required.
What needs to be in place for ChatGPT Search?
The website should not block the OAI-SearchBot crawler (separate from GPTBot, which relates to training). Allowing the crawler does not guarantee a mention in answers.
Where should I start?
With technical SEO and service pages that clearly answer customer questions. Then the business entity, references and measurement — experiments with new AI formats come last.