Generative AI Changes SEO: GEO and AEO Emerge as New Strategies
As generative AI systems like ChatGPT become primary gateways for information, a new strategy is emerging as essential for digital visibility: Generative Engine Optimization (GEO). This approach, led by experts like Lesa Seibert, CEO and cofounder of Mightily, focuses on making content accessible and useful to these AI decision-makers.
GEO involves creating content that generative engines can use to create answers, recommendations, and narratives directly for the user. This is crucial as these engines increasingly serve as decision-makers, influencing what information users see and engage with. Traditional SEO, ensuring websites are technically sound and content is optimized with keywords, remains foundational, but it's no longer enough on its own.
To optimize for generative AI, content should be credible, structured, easy to understand, and reflect how people actually ask questions in conversation. This is where Ask Engine Optimization (AEO) comes in. AEO focuses on providing clear and helpful responses to user questions, using schema markup to help search engines identify the right answers. Consistency across all digital touchpoints is also crucial for increasing the chances of being included in AI-generated answers.
In the evolving landscape of search, from traditional keyword-based queries to conversational, question-based interactions with voice assistants and conversational AI, GEO and AEO are becoming vital strategies. They ensure brands remain visible, relevant, and accessible to both users and the AI systems that guide them.
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