Back to SEO basics
If you work in marketing, SEO probably sounds familiar. Search Engine Optimisation is all about being found through search engines like Google — by smartly optimizing your website. That means using the right keywords, publishing strong content, improving technical performance, earning quality backlinks, and ensuring a great user experience.
The result? More relevant traffic without paying for ads. SEO has long been the foundation of online visibility — but that foundation is starting to shift. Search behavior is evolving fast, and new terminology is popping up everywhere.
AEO vs. GEO vs. AIO
More and more, we’re getting direct answers from Google’s AI Overviews — or hearing responses via voice search. And then there are generative AI models like ChatGPT, Perplexity, and Claude, which don’t just search — they generate answers. But what’s what, and what can you do with it?
AEO: Be the best answer (without the click)
Answer Engine Optimisation (AEO) is all about one thing: being the best answer.
AI tools like Google’s AI Overviews and voice assistants aren’t looking for the best web page — they want the best, clearest response. For example, if someone asks, “What’s the capital of France?”, AI gives the answer immediately — often without a user ever clicking through to a site.
This has led to a sharp rise in zero-click searches and a drop in site visits. According to research from Ahrefs, the click-through rate (CTR) for informational queries has dropped by 34.5%. Many websites are already feeling that.
Still, AEO can deliver real value — especially in terms of brand visibility.
Want to stay visible in this new search reality?
Focus on clear, concise content that directly answers user questions. Use structured data like schema markups, and write with question-based headlines in mind. AEO is all about relevance, speed, and clarity.
GEO: Become the source for AI
Generative Engine Optimisation (GEO) takes things a step further. Here, the goal isn’t just to be found by humans — but by AIs.
AI tools like ChatGPT, Gemini, Perplexity, and Claude pull from trustworthy, up-to-date sources to support their answers. They only cite sources when necessary — usually for current, complex, or fact-based queries.
What does that mean for your brand?
You need to create content that AI models want to use: factual, structured, original, and easy to digest. Make sure your brand is featured on reputable external websites — such as news outlets, trade publications, or industry platforms. Share original insights, and present your data clearly so AI systems can process it easily.
Also, start thinking like an AI model: What makes your content valuable to a machine scanning the web for the most relevant answer?
SEO: Is traditional SEO still relevant?
Yes. Here’s why.
A study from Ziptie.dev, based on 25,000 real-time AI search queries, showed that brands ranking #1 in Google are 25% more likely to be mentioned by AI. So don’t stop investing in SEO. It’s still the foundation.
AIO: The formula that makes the difference
Artificial Intelligence Optimisation (AIO) is the sum of AEO and GEO.
It’s about mastering visibility, not just for eople, but also for AI-powered tools and search engines. AIO helps organisations lead the way in a digital world increasingly driven by AI-based search and recommendation systems.
By utilising these technologies effectively, companies can provide faster, smarter, and more personalised online experiences, and remain competitive and relevant.
