Answer engine optimisation (AEO) and generative engine optimisation (GEO) are the latest additions to the ever-expanding list of jargon in the online marketing world.
Unlike traditional SEO, which focuses on optimising your website to increase its visibility in traditional search engines like Google or Bing, the primary focus of AEO and GEO is to increase the visibility of your site in new, innovative types of search.
AI-powered tools and features are taking over the search landscape and changing how people find the answers to their questions.
They pull useful and relevant content from across the web to give users clear and concise answered, without needing to click a link or visit a website.
This shift means that the tried and tested techniques used by SEO professionals need updating too. You need to be seen where the searches are being made. That’s where AEO and GEO come in.
What is answer engine optimisation (AEO)?
AEO is the process of optimising the content on your website to make it easier for AI systems to read, understand and use in their responses.
AI-powered search features, such as Google’s AI Overviews or Siri or Alexa, look for clear signals to help determine what a page is about.
These signals can include schema markup, structured headings or clear formatting.
The easier it is for AI tools to understand and extract the information on your website, the more likely it is to be featured in their AI-generated answers.
For example, if your website featured a blog titled “how to change a flat tyre”, with simple step-by-step instructions, separated by structured headings, an AI Overview may use your content in its response to a user searching for this query,
What is generative engine optimisation?
GEO focuses on optimising the content on your website to enhance its visibility in AI-driven search engines, such as ChatGPT, Gemini or Perplexity.
Unlike traditional search engines which primarily show a list of blue website links in response to a user’s search query, generative engines synthesise information from several sources across the web to provide the user with a clear and concise answer to their question.
For example, if someone searched for “how do I cook the perfect risotto?”, the AI may gather tips and instructions from reputable and authoritative sites that answer this question, such as BBC Good Food or Jamie Oliver’s food blog, and combine this information to curate a single, clear response.
These websites are then cited in the answer, boosting their visibility among generative engine users.
While it may seem like AI is stealing website traffic by using your content directly in its answers, being featured in these AI-generated responses can help increase brand exposure and build credibility and trust with the reader.
This may then encourage users to visit your site in search of more information, or later down the line when they’re ready to convert, they’re more likely to remember and choose a brand that they’ve already encountered through their AI-driven search experience.
Although AEO, GEO and SEO each have different focuses, they all share the same goal of increasing website visibility. The more visible you are, the more traffic you’re likely to receive, and the greater your potential for conversions.
Need help optimising your website for search engines, answer engines or generative engines? Get in touch with the expert team at Engage Web today.
- What is the difference between AEO and GEO? - October 16, 2025
- What is answer engine optimisation (AEO?) - October 10, 2025
- What is topical authority? - September 30, 2025
