GEO and AEO

Navigating AI optimisation

60% of searches now end without a click – so how do you stay current and visible?

The answer is simple: SEO, GEO, and AEO.

AI-driven optimisation is evolving rapidly, with 50% of traditional web traffic projected to shift to AI by 2028. This acceleration drives the importance of organisations to understand and master new optimisation strategies to compete and survive. The data is clear: search without direct webpage views has become the new playing field.

If you want to strengthen your optimisation approach, this article unpacks each strategy in depth and outlines the steps to apply them successfully.

You can also find our downloadable AI-optimisation checklist below.

Understanding the basics

SEO

Search Engine Optimisation – if you want to improve the visibility and positioning of your web pages in organic search results.

GEO

Generative Engine Optimisation – if you want your content to appear accurately and consistently in AI-powered generative search experiences.

AEO

Answer Engine Optimisation – if you want your content to show up as the direct answer to a user’s question in search results.

When should I use GEO?

Generative Engine Optimisation (GEO) is suited to situations where you want your content to be cited within AI-generated overviews and long-form responses. GEO prioritises depth, originality and authoritative insight, as these are the core qualities that make content quotable in generative search results. If you want to demonstrate expertise, provide context-rich analysis or remain visible as search shifts to AI-curated experiences, GEO offers the strongest strategic advantage.

GEO performs best in long-form, high-value content designed to showcase expertise. This includes evergreen guides, thought‑leadership pieces, research-driven articles and content that presents multiple perspectives. These content formats give generative engines the depth and substance needed to reference your work within larger AI-generated answers.

How can I optimise for GEO?

Optimising for Generative Engine Optimisation (GEO) focuses on positioning your content as a trusted source for AI-generated responses. GEO increases your content’s visibility, accurate interpretation, citation and reuse by generative search engines.

1. Lead with depth and context

GEO content should explore topics comprehensively rather than answering a single question. Focus on comprehensive content that provides background, implications and related perspectives. Depth signals reliability and gives AI systems the information they need to accurately summarise and reference your content within extended generative answers.

2. Establish expertise

Authority and credibility are critical for GEO performance. Clearly identify content authors, include relevant credentials or experience and highlight original insights. AI systems favour content that demonstrates real expertise over generic summaries, making insight-driven content more likely to be cited or used as a foundational source. Additionally, AI engines prioritise content that is supported by verifiable sources and is easy to interpret. Reference reputable sources, include citations where appropriate and link to credible publications.

3. Keep content current

AI search engines rely heavily on up-to-date information. Regularly review and refresh content, update data points and include dates of when information was last reviewed/updated.

4. Structure for clarity and readability

Clear structure and readability is essential for GEO performance. Use clear headings, logical content hierarchy and consistent formatting to help AI systems accurately extract and summarise key information. Content should remain clear and engaging, as AI favours content that serves user needs and is easy to understand.

When should I use AEO?

Answer Engine Optimisation (AEO) is ideal when your goal is to appear directly in featured snippets and short-form AI-generated answers. This approach helps search engines extract clear, concise information, making it easier for your content to be presented when a specific question has been searched. If enhancing visibility in traditional search results and delivering precise, user-focused answers is your priority, AEO should be your primary strategy.

AEO is most useful for bite-sized content that delivers quick, direct answers to specific questions. It excels when content is structured to match how people search, using clear headings that align with common queries and high-intent keywords. By providing concise, scannable explanations, AEO naturally boosts visibility in traditional search results and positions your content as the most relevant answer to a user’s need.

How can I optimise for AEO?

Optimising for Answer Engine Optimisation (AEO) means structuring content to enable search engines to extract short and accurate answers.

1. Start with the right questions

Effective AEO begins with understanding what your audience is asking. To identify regular search questions, use tools like Google Search Console. Additionally, to stay ahead, discover your target audiences early‑phase searches to deduce future needs or intent. These questions should form your core content structure.

2. Write in a question and answer format

AEO works best when your content headers directly mirror a consumer’s query. Write headers as clear, direct questions, then follow each one with a short, precise answer (typically two to four sentences). This format ensures search engines quickly identify the core information.

3. Prioritise scannability

Concise, well-structured content is essential. Use bullet points, numbered lists and short paragraphs to improve scannability. Keep explanations to-the-point, conversational and focused on the fundamentals: who, what, when, where, why and how. The clearer and more direct the content, the more likely it is to be extracted.

4. Target high-intent queries

High-intent queries are where users want fast, reliable answers – and where AEO content is most likely to be featured. Target keywords used by your target market, and topics commonly associated with featured snippets or “People Also Ask” results – this often includes product comparisons, pricing questions and other high-intent information.

The intersection of AEO and GEO

Creates in-depth content that generative AI can summarise and cite.
Works best for broad, comprehensive topics.
Positions your content as a trusted source for AI to cite, summarise, or build from (beyond just ranking).
Helps AI understand and reuse your content accurately.
Supports long-form, multi-source AI answers.

Both are modern extensions for current SEO strategies.
Both aim to increase visibility in AI-driven search experiences.
Both require clear, structured, high-quality content.
Both rely on accuracy, authority, and trustworthy information.

Optimises content to surface as direct answers in search.
Designed for featured snippets, AI Overviews, and quick-result formats.
Focuses on concise, clearly structured responses.
Targets question-based queries and intent-driven searches.
Improves visibility in zero-click and voice search experiences.

Conclusion

AI-driven search is reshaping how users discover information, shifting visibility away from traditional click-throughs and toward AI-generated answers and summaries. To stay competitive, organisations need content strategies that work across both quick-response environments and deeper generative experiences. AEO and GEO are both important tools for this.

AEO ensures your content appears in high-intent moments – the fast, direct answers users expect when they ask a specific question. It focuses on clarity, precision, and structure that enable search engines to extract the exact information needed. GEO, on the other hand, positions your content as a credible, comprehensive source that AI systems can reference, cite, and build from in long-form, conversational outputs.

Used together, they grow your organisation’s visibility, authority and adaptability as search evolves.

Remember: write for humans, adapt for AI.

To help you put this into practice, download our two AI optimisation checklists below