SEO vs GEO vs AEO: what's the difference?

If you've been following AI search trends, you've seen the acronyms multiply. SEO, GEO, AEO, LLMO, AIO. Industry publications can't agree on terminology. Neither can agencies or practitioners.

Here's what's actually happening: the way people search is changing, and new optimization practices are emerging to address it. This article explains what SEO, GEO, and AEO mean, how they differ, and where to focus your efforts.

The quick answer

SEO (Search Engine Optimization) helps you rank in search results. AEO (Answer Engine Optimization) helps you become the direct answer. GEO (Generative Engine Optimization) helps you get cited by AI.

All three matter. None replace the others. They build on each other.

What is SEO?

Search engine optimization is the practice of improving your website's visibility in traditional search engine results like Google or Bing.

The goal is to rank higher in search results to drive clicks and traffic.

You optimize content around keywords, build backlinks, improve technical performance, and create content that satisfies user intent. Search engines crawl your site, index your pages, and rank them based on relevance and authority signals. Success is measured by rankings, organic traffic, click-through rates, and conversions from organic search.

SEO has been around for 25+ years and remains essential. 99% of AI Overviews cite content from the organic top 10. If you don't rank, AI systems can't find you to cite.

For statistics on search and AI trends, see our AI search statistics for 2026.

What is AEO?

Answer engine optimization focuses on getting your content selected as the direct answer to user queries in featured snippets, voice search results, and AI-generated responses.

The goal is to become the answer, not just a search result.

You structure content to be extractable: clear headings, concise answers, FAQ formats, schema markup. Instead of competing for clicks among 10 blue links, you optimize to be the single answer that voice assistants read aloud or that appears in featured snippets. Success is measured by featured snippet appearances, voice search selections, and position zero rankings.

AEO emerged with voice search and featured snippets. The shift from typing "best coffee shop NYC" to asking "what's the best coffee shop near me?" changed what optimization means. Users want direct answers, not lists of links to evaluate.

For more on AEO, see our answer engine optimization guide.

What is GEO?

Generative engine optimization is the practice of making your content findable and citable by AI systems like ChatGPT, Perplexity, Claude, and Google's AI Overviews.

The goal is to get cited in AI-generated responses.

You create authoritative, well-structured content with clear facts, statistics, and citations. You build entity recognition through consistent brand mentions across trusted sources. You keep content fresh, since 95% of ChatGPT citations come from content updated within 10 months. Success is measured by AI citation frequency, share of voice in AI responses, and referral traffic from AI platforms.

GEO operates differently than traditional SEO. Instead of optimizing for keyword rankings, you're optimizing for semantic relevance within vector-based retrieval systems. The Princeton GEO study found that content with citations, statistics, and quotations achieves 30-40% higher visibility in AI responses.

For implementation strategies, see our generative engine optimization guide.

Comparison table

| Aspect | SEO | AEO | GEO | |--------|-----|-----|-----| | Goal | Rank in search results | Become the direct answer | Get cited by AI | | Target platforms | Google, Bing | Voice assistants, featured snippets | ChatGPT, Perplexity, AI Overviews | | Success metric | Rankings, traffic, CTR | Featured snippets, position zero | AI citations, share of voice | | Content focus | Keywords, comprehensiveness | Direct answers, structured data | Authority signals, freshness | | Discovery method | Crawler indexing | Structured data extraction | RAG retrieval, entity recognition | | User behavior | Click through to site | Get answer without clicking | May or may not click | | Measurement | Search Console, rank tracking | Snippet monitoring | Manual audits, emerging tools |

Are GEO and AEO the same thing?

This is debated. Some argue GEO and AEO describe the same practice: optimizing for AI-powered answer systems. Others draw distinctions.

Both focus on getting your content surfaced in AI-generated answers rather than traditional ranked results. The tactics overlap significantly. The goal is identical: be the source AI systems cite.

But they have different origins. AEO started with voice search and featured snippets (Google's answer boxes). GEO emerged specifically for large language models and generative AI. The technical mechanisms differ too. AEO relies heavily on schema markup and structured data. GEO emphasizes entity building, third-party mentions, and semantic authority.

The distinction matters less than understanding the underlying shift. Users increasingly get answers from AI systems rather than clicking through search results. Whether you call it AEO or GEO, the practice is the same: optimize to be cited, not just ranked.

How they work together

These aren't competing strategies. They're layers.

SEO is the foundation. You need to rank for AI systems to find your content. 76% of AI Overview sources come from the top 10 organic results. Bad SEO means bad GEO.

AEO builds on SEO. Once you rank, structure your content for extraction. Add clear answers, use schema markup, format for featured snippets. This makes your content eligible for direct answer selection.

GEO extends both. Beyond on-page optimization, build authority signals that AI systems recognize. Get mentioned in trusted third-party sources. Include statistics and citations. Maintain content freshness.

Think of it as a pyramid. The base is SEO (get indexed and ranked). The middle is AEO (become extractable and answerable). The top is GEO (become citable and authoritative).

Where to focus first

If you're wondering where to invest your time:

Start with SEO if...

You're not ranking for target keywords. Your organic traffic is declining or flat. You haven't addressed technical SEO fundamentals. Your content doesn't match search intent.

SEO remains the foundation. Without rankings, AI systems have nothing to cite.

Add AEO if...

You rank but don't appear in featured snippets. Competitors are capturing position zero for your keywords. Your content answers questions but isn't structured for extraction. Voice search is relevant to your audience.

AEO is often quick wins on existing content: restructuring rather than creating new pages.

Prioritize GEO if...

You already rank well and appear in featured snippets. Your industry is heavily discussed in AI responses. You're seeing referral traffic from ChatGPT or Perplexity. Competitors are being cited in AI responses and you're not.

GEO requires broader strategy: not just on-page optimization, but building authority across the web.

The allocation question

How should you split effort between SEO, AEO, and GEO?

There's no universal answer, but here's a starting framework for most businesses in 2026:

60-70% traditional SEO
15-20% AEO (structured data, answer formatting)
15-20% GEO (authority building, freshness, citations)

SEO still dominates because 95% of Americans still use traditional search monthly. Traditional search isn't dying. AI is expanding total search behavior. Abandoning SEO would sacrifice the majority of available traffic.

GEO and AEO matter now because Gartner predicts 25% of search will shift to AI by end of 2026. Early movers in GEO will have advantages as adoption grows. The GEO market is projected to reach $33.7 billion by 2034.

Common mistakes

Treating these as separate strategies. They're not. The same content can be optimized for all three. Good SEO content, properly structured for AEO, with authority signals for GEO.

Abandoning SEO for GEO. AI systems cite content they find through search. Poor SEO undermines GEO. The tactics are additive, not alternative.

Ignoring measurement challenges. GEO and AEO are harder to measure than traditional SEO. Accept that you'll have less precise data. Focus on directional trends, not exact metrics.

Over-rotating based on hype. Every few months brings new terminology and predictions. Build fundamental quality: clear, authoritative, well-structured content that performs across all three frameworks.

Key takeaways

SEO, AEO, and GEO are layers, not alternatives. SEO gets you found. AEO makes you the answer. GEO gets you cited.

SEO remains the foundation. 99% of AI citations come from content that ranks organically. Skip SEO and you skip AI visibility.

The terminology is messy. GEO and AEO overlap significantly. Focus on the underlying practice: optimizing for AI-generated answers.

Start where you're weakest. If you don't rank, fix SEO first. If you rank but aren't cited, add AEO and GEO tactics.

Build for all three simultaneously. The best content is optimized for search, structured for extraction, and authoritative enough to cite.

For implementation details, see our guides on generative engine optimization and answer engine optimization. For the latest data, see AI search statistics 2026.