Key takeaways
- GEO and AEO are newer industry names for helping AI tools and answer boxes describe you clearly and correctly.
- They are not official standards, and nobody can guarantee what an AI tool will say or recommend.
- They build on the same basics as good SEO: true, helpful, easy-to-understand information about you.
- Clear facts, matching details everywhere, useful answers to real questions, and honest mentions on trusted sites help the most.
- Keyword stuffing, fake reviews, and fake websites can hurt you in search engines and AI answers alike.
You may have heard people say you now need "GEO" or "AEO" as well as SEO. If you are not technical, the new letters can make it sound complicated, or like something you have to buy.
It is simpler than it sounds. This guide explains what the terms mean in plain words, how they relate to SEO, and the honest things you can do yourself to become a clear, trusted answer when people ask AI tools about you or your business.
What GEO and AEO mean
- GEO, generative engine optimisation: helping AI tools that write answers, such as ChatGPT, Gemini, Perplexity, and Google's AI Overviews, describe you accurately and mention you where it fits.
- AEO, answer engine optimisation: helping you become the direct answer to a question, whether in an AI chat, a search answer box, or a voice assistant.
The two overlap a lot, and many people use them almost as one idea. Both are about the answer people read, not just a list of links.
How GEO and AEO differ from SEO
SEO, search engine optimisation, is about helping your pages appear high in a list of search results. GEO and AEO are about what an AI tool or answer box says when it sums things up for the reader.
- The goal: SEO aims for a good place in the list. GEO and AEO aim for an accurate mention inside the answer.
- What people see: with SEO, people click through to your page. With AI answers, many people read the summary and never click.
- What it rewards: both reward clear, trustworthy information. AI answers also lean on facts that many sources agree on.
- The foundations: they are the same. Helpful content, accurate details, and a good reputation help all three.
So GEO and AEO do not replace SEO. They build on it. If you want to understand why AI answers vary so much, read how AI tools decide what to say about you.
What makes you a clear answer
AI tools and answer boxes do best when the facts about you are easy to find, easy to understand, and backed up by more than one source.
- Clear facts in one place: an "about" page that says plainly who you are, what you do, and where.
- Matching details everywhere: the same name, address, phone number, and description on your website, profiles, and listings.
- Answers to real questions: pages that answer what customers actually ask, in plain words, such as prices, opening hours, or how a service works.
- Honest mentions on trusted sites: real press coverage, industry directories, and genuine reviews from real customers.
- Current profiles: an up-to-date Google Business Profile, LinkedIn page, and other profiles that matter in your field.
Structured data can also help. It is a small piece of code on a web page that labels facts, such as your business name, address, and opening hours, so search engines can read them more easily. It helps machines understand your page, but it does not guarantee any result.
A simple GEO and AEO checklist
You can work through this list yourself, a little at a time:
Write a clear about page
Say who you are, what you do, where you work, and anything people often get wrong, in short, plain sentences.
Answer the common questions
Collect the questions customers ask you most, and answer each one on your site in a few clear lines.
Make your details match
Check your website, social profiles, and listings. Fix any old names, numbers, or addresses so they all agree.
Add structured data
Ask whoever runs your website to add structured data for your business or organisation. Many website builders can do this for you.
Earn honest mentions
Share real news about your work, take part in your industry, and ask real customers for reviews. Our guide on getting positive press coverage can help.
Check the answers
Ask a few AI tools about yourself every month or two. If something is wrong, follow our guide on fixing wrong AI answers.
What to avoid
Because GEO and AEO are new, there are many shortcuts on offer. Most of them break the rules of search engines and AI tools, and some can damage your name.
Helps over time
- True, specific facts written for people.
- Details that match across the web.
- Genuine reviews and real press coverage.
- Pages that answer real questions well.
- Honest updates when your details change.
Can backfire
- Stuffing pages with your name or keywords.
- Fake reviews, paid reviews, or fake accounts.
- Networks of fake websites that praise you.
- Hidden text written only for machines.
- Lots of thin, copied, or mass-produced pages.
This guide is general information, not legal advice. Every platform and country has its own rules, and they change. We are not lawyers. For legal questions about your case, please speak to a qualified lawyer.