SEO vs AEO vs GEO: what is the difference and what do you need?
Search now happens in results pages, answer boxes and AI chat tools. Here is how SEO, AEO and GEO differ, and where a business should start.
Generative Engine Optimization
GEO: help AI search understand, trust and mention your brand
Buyers now ask ChatGPT, Gemini, Perplexity, Copilot and Google's AI Mode which provider to choose. These tools build their answers from sources they can find and trust. GEO is the work of making your business one of those sources: clearly described, consistently represented and backed by content worth citing.
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Questions we help you answer
- Do AI tools mention us when buyers ask about our category?
- How do they describe us, and is it accurate?
- Which competitors appear instead, and why?
- Which sources are they citing?
- What would make us more likely to be included?
The problem
Your buyers may be getting a recommendation that doesn't include you
When someone asks an AI tool "Which agency should I use for…?" or "What is the best software for…?", they get a short answer with a few names. If your business isn't one of them, you are out of the shortlist before you knew there was one, and there is no ranking report that shows it.
The causes are usually fixable. AI tools struggle with businesses whose name, services and location are described differently in different places, whose websites make vague claims instead of specific statements, and which are rarely mentioned by other credible sources.
How AI answers are put together, simply
The tool looks things up. Many AI search tools retrieve current web pages through a search index before writing an answer. If your pages aren't indexed or easy to read, they can't be used.
It prefers clear, specific information. Passages that state facts plainly (what you do, for whom, where, how much, compared with what) are easier to use than marketing language.
It looks for agreement between sources. When your website, business listings, reviews, articles and social profiles say the same thing about you, the tool can describe you with more confidence.
What we do
What GEO work involves
AI visibility baseline
We test a fixed set of buyer prompts across the main AI tools and record whether you appear, how you are described, which competitors are named and which sources are cited. Answers vary, so we repeat the test over time and look at trends.
Entity clarity
An entity is a clearly defined "thing", such as your company, your founder or your product. We make your name, description, services, locations and people consistent across your website, structured data, business listings and profiles.
Content quality and citability
Specific, verifiable statements, original insight, clear definitions, comparisons and self-contained passages that can be quoted accurately. Fewer vague claims, more useful facts.
Information structure
Headings, summaries, lists and tables that make each page easy to understand at a glance, for people and for the systems reading on their behalf.
Authority and corroboration
Earning mentions in industry publications, relevant directories, review platforms and partner sites, so other credible sources confirm what your site says.
Technical foundations
Indexable, server-rendered pages, fast loading, accurate structured data, and robots.txt settings for AI crawlers that reflect your decision on access.
Content strategy for AI search
Identifying the questions in your category where AI answers are forming, and creating the pages and resources that deserve to be part of them.
Find out what AI tools currently say about your business.
Request an AI Visibility ReviewHonest expectations
What GEO can and can't promise
AI search is new and changes quickly. Answers differ between tools, between users and from one day to the next. No one can guarantee that your brand will be included in a particular answer.
What GEO does is improve the inputs these systems depend on, most of which also strengthen your SEO, your reputation and your website for human visitors. That makes it a sensible investment even while the technology keeps changing.
Who it's for
Where GEO matters most
- B2B and SaaS companies whose buyers research and compare options before contacting anyone
- Professional services where recommendations and reputation drive decisions
- Brands that are well known offline but poorly represented online
- Businesses that have noticed competitors named in AI answers instead of them
How we work
How a GEO engagement runs
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Understand
Your category, competitors, buyers and the questions they ask AI tools.
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Baseline
An AI visibility test across tools, plus an audit of your entity information and content.
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Plan
Prioritized fixes to entity consistency, content, technical setup and authority building.
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Execute
Content updates, structured data, listings and profile clean-up, and outreach for mentions.
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Measure
Repeated prompt testing, AI referral traffic and changes in how you are described.
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Improve
Shift effort toward the sources and topics that are moving your visibility.
Nobody can promise you a mention in ChatGPT, and I won't. What we can do is make your business easy for these tools to find, understand and trust. That part is in your control, and most of your competitors haven't started on it yet.
Questions
Frequently asked questions
Still have a question?
Ask us directly. You will get a straight answer, even if it is that you don't need us.
Ask Your QuestionHow is GEO different from SEO?
SEO is about ranking pages in search results. GEO is about how AI tools describe and recommend your business when they write an answer, drawing on many sources at once, including your site, review platforms, directories, articles and forums. Good SEO is still the foundation, because many AI tools look things up through search indexes. GEO adds work on how consistently and convincingly your brand is represented everywhere those tools look.
Can you guarantee that ChatGPT or Google will recommend us?
No. AI answers vary with the wording of the question, the user, the tool and the day, and no one outside those companies controls them. Anyone promising guaranteed AI placement is guessing. We improve the signals these systems rely on and measure whether your visibility is trending up across a consistent set of questions.
How do you measure AI visibility?
We agree on a fixed set of prompts that your potential customers might use, such as "best [service] for [type of business]", comparisons and problem questions, and run them regularly across the main AI tools. We record whether you are mentioned, how you are described, which competitors appear and which sources are cited. We also watch referral traffic from AI tools in your analytics.
Should we block or allow AI crawlers?
It is a business decision with trade-offs. Blocking crawlers such as GPTBot or Google-Extended keeps your content out of some AI training or answers, but it can also reduce how visible you are in those tools. We explain what each crawler does and set your robots.txt to match the choice you make.
Do we need an llms.txt file?
llms.txt is a proposed convention for pointing AI tools to your most useful content. It is cheap to add, but there is no clear evidence yet that major AI search tools rely on it. We treat it as optional and spend most effort on things with a clearer effect: content, entity consistency and authority.
Does GEO replace SEO?
No. Most of what makes a brand visible in AI answers also makes it visible in search: helpful content, a technically sound site and a strong reputation. GEO extends SEO rather than replacing it.
Further reading
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Start a conversation
What do AI tools say about your business?
Tell us your category and main competitors. We will check how you are represented in AI answers today and what could change it.
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