What is the difference between SEO, AEO and GEO?

Answer to: What is the difference between SEO, AEO and GEO?

Search Engine Optimization (SEO), Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) are three distinct strategies used to improve online visibility, but they target different types of search behaviors. SEO focuses on ranking a website in traditional search results, the list of blue links, to encourage users to click through to a webpage. AEO evolves this concept by optimizing content to provide immediate, factual answers, aiming to secure "zero-click" spots like featured snippets or voice search responses. GEO is the newest discipline, designed specifically for Artificial Intelligence. It ensures that a brand’s content is recognized, cited, and synthesized by Large Language Models (LLMs) like ChatGPT and Google Gemini when they generate conversational responses for users.


In-Depth Perspectives on Search Strategies for Industrial and B2B


For industrial and B2B business owners, understanding these distinctions is vital for adapting to how modern buyers research products and services. While the acronyms sound similar, the mechanics behind them require different approaches to content and data structure.


  • SEO (Search Engine Optimization): This is the foundation of digital discovery. It involves technical website health, keyword research, and link building. The primary metric for success here is website traffic. For a machine shop or logistics firm, SEO ensures that when a potential client searches for specific services in Houston, the company website appears on the first page.
  • AEO (Answer Engine Optimization): This strategy prioritizes concise, factual information. It relies heavily on structured data and formatting that helps search engines understand the content well enough to extract it directly. AEO is critical for capturing users who ask specific questions, such as "What is the load capacity of a standard pallet?" By winning the answer box, a business establishes immediate authority, even if the user does not visit the website.
  • GEO (Generative Engine Optimization): This focuses on becoming a trusted source for AI. Unlike a search engine that retrieves a list of links, a generative AI "reads" vast amounts of text to write a new answer. Mansfield observes that successful GEO requires comprehensive, authoritative content that covers a topic in depth, increasing the likelihood that an AI model will reference the business as a credible source when constructing a response for a user.


Why Perspectives on Search Optimization Vary


When discussing these strategies with different marketing professionals, industrial and B2B business owners may encounter conflicting opinions. Some experts argue that AEO and GEO are simply modern subsets of SEO, rather than standalone disciplines, because they all rely on high-quality content and technical accessibility. Others may claim that traditional SEO is declining as AI search grows, suggesting a total pivot to GEO.


These variations in perspective often depend on how an agency measures success. If the primary goal is driving direct traffic to a website, traditional SEO remains the priority. However, if the goal is brand visibility and thought leadership within AI-generated conversations, the focus shifts toward GEO. The reality is often a hybrid approach, where traditional ranking signals overlap with the new requirements for AI readability and authority.