From SEO to AEO and GEO: this is how AI changes online findability.

What's the difference between SEO, AEO and GEO? And why it's becoming more important than ever
Online findability is changing at a pace we didn't think possible a few years ago. Whereas for years SEO was the basis for visibility in search engines, we now see AI reshaping that entire search world. Users search differently, systems display information differently, and companies must adjust their strategies accordingly.

That's exactly why terms like AEO and GEO are coming up more and more often. And no, that's not hype. It's a logical development at a time when Google, ChatGPT and Perplexity are increasingly providing the answer themselves instead of displaying a list of links.

But what do SEO, AEO and GEO really mean? And, more importantly, how do you use them together to stay visible?

What is SEO? The familiar basics
SEO is the term everyone is familiar with by now. It stands for Search Engine Optimization and is all about optimizing your website so that you rank higher in search engines such as Google.

SEO focuses on when someone types in a search term and then chooses from a list of results. Consider landing pages, blogs, technology, speed, mobile optimization and internal link structures. In short, SEO remains the foundation. If your website is performing poorly technically or your content does not match the intent of your target audience, then no new SEO or AI strategy makes sense.

What is AEO? Becoming visible in response
AEO stands for Answer Engine Optimization. Where SEO is about “being found among the results,” AEO is about “being chosen as the answer.”.

Google is increasingly showing direct answers above search results, think featured snippets, Google AI Overviews or answers that voice assistants read out. Users then no longer click through ... they get the answer right away.

AEO is all about content that:

• gives a short and clear answer
• is logically structured
• is structured with structured data
• show that you are an expert

If your content is seen by Google as the best answer to a question, you win not by a click, but by visibility.

What is GEO? Becoming visible in AI-generated answers
GEO, Generative Engine Optimization, goes one step further. More and more people are no longer asking their questions to Google, but directly to ChatGPT, Bing Copilot, Claude or Perplexity.

These platforms generate their own answer based on numerous sources. They rewrite information, combine insights and present a complete answer without the user having to open a single Web site. Therefore, GEO is about something different from SEO or AEO:
you make sure AI recognizes, understands and trusts your business and your content.

You do this by:

• Write in-depth, contextual content
• Communicate consistently about your brand
• Build authority through multiple trusted sources
• update content regularly

This way, you increase the chances that an AI system will mention your company as an example or incorporate your information into its response.

SEO, AEO and GEO: how are they different?
SEO is all about being found in search engines.
AEO is all about being chosen in response.
GEO is all about being visible in AI-generated answers.

SEO drives clicks.
AEO steers for direct visibility.
GEO drives brand recognition within AI.

They sound like separate strategies, but in reality they greatly reinforce each other. Those who only bet on classic SEO will lose visibility in AI environments. But those who only do GEO without a strong foundation will not be seen as a reliable source.

How do you combine SEO, AEO and GEO in your strategy?
The trick is not to choose, but to stack. You start with SEO: a fast website, strong content, good structure and pages that respond to your target audience's questions. Then you add AEO: structured data, FAQs and content that Google can easily pick up as a direct response. Then you build GEO: in-depth content, consistent branding and building authority on platforms that use AI models. That's how you become visible in search results, visible in answers and visible in AI systems that generate texts themselves.

Why this is relevant to your business
Search behavior is changing. People are typing less, asking more. They expect less effort and faster answers, and they are less likely to click through to websites. That means your online visibility no longer depends on one platform, but on a mix of search engines, AI reviews and generated answers.

How PWRD helps with SEO, AEO and GEO
We help companies not only be findable, but also be recognized.
We combine SEO, AEO and GEO into one brand strategy that works in both Google and AI environments.

We make sure your business:

• Strong technically and substantively
• becomes visible in response to relevant questions
• can be mentioned by AI systems such as ChatGPT
• provides a consistent, reliable source across all channels

In short: one strategy that works in today's world, where search and answers are fundamentally changing.

Want to know how your company scores on SEO, AEO and GEO?
We are happy to analyze and show where your brand has untapped opportunities in search engines and in AI environments.