SEO optimises your content for the classic Google results list, AEO (Answer Engine Optimisation) for answer engines such as Google AI Overviews or Perplexity, and GEO (Generative Engine Optimisation) so that generative AI systems such as ChatGPT name your website as a source. The difference lies in the goal: a position in the results list, a place in a composed answer, or a mention in generated text.
We compare the three terms in one table and show what to check this week.
What is the difference between SEO, AEO and GEO?
The difference is the system that evaluates your content:
- SEO (Search Engine Optimisation): search engines like Google deliver a results list. The goal is a good position on the first page.
- AEO (Answer Engine Optimisation): answer engines such as Google AI Overviews or Perplexity compose a single answer. The goal is to be mentioned or cited.
- GEO (Generative Engine Optimisation): generative systems such as ChatGPT write their own answers and select sources for them. The goal is to be named as a source.
| Criterion | SEO | AEO | GEO |
|---|---|---|---|
| Goal | Position in the results list | Mention in a composed answer | Inclusion as a source in generated text |
| Ranking system | Search engine (Google, Bing) | Answer engine (AI Overviews, Perplexity) | Generative AI model (ChatGPT, Perplexity) |
| Content shape | Comprehensive, structured pages | Direct, precise answers | Citable, well-connected statements |
| Measurement | Rankings and clicks | Visibility in answers | Mentions and links in AI answers |
How do search engines rank compared to answer engines?
Answer engines and generative systems evaluate websites much like search engines, with one difference: they must deliver one answer, so they like sources that answer a question in a few clear sentences. The providers do not disclose exactly how they select sources; the points below are experience, not guarantees.
In practice:
- Clear question-and-answer structures are easier to reuse than long introductions.
- Structured data (Schema.org) helps all systems understand content mechanically, see Structured data explained.
- Authority and consistency across website, Google Business Profile and directories remain key.
Which content shape fits which system?
One piece of content can work for all three systems, if it is built the right way:
- For SEO, depth counts: one complete, helpful page is usually better than many thin subpages.
- For AEO, the direct answer counts: the first paragraph answers in one or two sentences, then the depth follows.
- For GEO, citable statements count: short, self-contained sentences with facts an AI system can reuse even without context.
How do you measure AEO and GEO in practice?
SEO measurement is established: rankings, clicks and impressions via Search Console. For AEO and GEO there are few established tools, so a manual sample is practical:
- Define a fixed catalogue of 10 to 20 customer questions.
- Ask them in two or three AI systems at regular intervals.
- Note whether your business is mentioned, linked or cited.
- Repeat monthly and compare.
This gives a clear picture of whether your visibility in AI answers grows.
What overlaps between SEO, AEO and GEO?
Much more than the names suggest. These measures work for all three:
- Clear, well-structured content that answers questions directly
- Structured data and consistent business information
- A maintained Google Business Profile for local queries
- A clean technical base: loading time, mobile, indexable pages
- A consistent positioning across all channels
Some emphases differ, such as citability for GEO and depth for SEO. As separate disciplines with separate budgets, though, they are too much effort for most small businesses. For more: What is AI visibility (GEO)?.
What should you check this week?
This checklist helps you assess where you stand:
- Your most important customer question is answered in the first two sentences of the relevant page
- Every section stands on its own and is phrased in a citable way
- Structured data (Organisation, LocalBusiness, FAQ) is in place and valid
- Your Google Business Profile is complete and consistent with the website
- The website loads quickly and works well on mobile
- A fixed question catalogue for AI tracking is in place
Not sure what already works? In an initial consultation we look at it together. In advance, you can read about our SEO and AI visibility service.
Conclusion
SEO, AEO and GEO are not three separate disciplines, but three perspectives on the same content. The fundamentals, clear structure, direct answers, traceable sources, technical cleanliness, apply to all three. Implement them consistently and you are well prepared for all three systems without running three separate programmes. None of the three approaches guarantees rankings or mentions.
Want to know how visible your website is in Google and in AI answers today? Talk to us.
