Search has changed more in the last two years than in the previous ten. Google now shows AI Overviews and offers AI Mode, while millions of people ask ChatGPT, Perplexity, Gemini or Copilot for recommendations. New acronyms have followed: AEO, GEO, LLM SEO, AI SEO. This guide explains what each really means and where to focus your effort.

In this guide
  1. SEO
  2. AEO
  3. GEO
  4. E-E-A-T
  5. Myths to ignore
  6. A simple action plan

SEO: Still the Foundation

Search engine optimisation makes your website crawlable, indexable and the most helpful result for relevant searches. It covers technical health, content, internal links and reputation. Everything else in this article builds on it.

Google's own guidance on its AI features says that, from Google Search's point of view, optimising for AI Overviews and AI Mode is still SEO. To be eligible, a page must be indexed and able to appear in Search with a snippet. There is no separate AI checklist to tick.

AEO: Answer Engine Optimisation

AEO focuses on being the answer to a specific question — in featured snippets, People Also Ask, voice search and AI-generated answers. In practice it means researching the real questions customers ask, answering each one clearly near the top of a section, then adding depth, examples and evidence.

Think of AEO as SEO written from the customer's question outward. Learn more about our AEO services.

GEO: Generative Engine Optimisation

GEO is about how your brand appears inside answers written by generative AI — Google AI Overviews and AI Mode, ChatGPT Search, Perplexity, Gemini and Copilot. The goal is to be mentioned, cited and described accurately when someone asks an AI tool about your category.

For Google's AI features, GEO is mostly excellent SEO. For other AI tools, what the wider web says about you matters a great deal: consistent business facts, genuine reviews, and mentions on reputable websites. That is why GEO overlaps heavily with brand building and digital PR. See our GEO and AI search services.

E-E-A-T: The Trust Layer Behind It All

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It comes from Google's Search Quality Rater Guidelines and describes what high-quality content looks like. It isn't a single ranking factor, but it describes the qualities Google's systems aim to reward — and the qualities that make any source worth citing.

Show who writes your content, share first-hand experience, cite reliable sources, keep information current and make your business transparent. Our E-E-A-T service helps you do this genuinely.

Myths and Tactics to Ignore

  • “You need an llms.txt file.” Google has said it is not needed to appear in AI Overviews or AI Mode.
  • “Chop your content into AI-friendly chunks.” Google advises against rewriting pages in an artificial, AI-specific style. Write clearly for people.
  • “Add special AI schema.” Use structured data where it genuinely fits your content; there is no secret AI markup.
  • “Buy brand mentions.” Inauthentic mentions, fake reviews and paid link schemes can backfire badly.
  • “We guarantee ChatGPT will recommend you.” Nobody controls AI answers. Be wary of anyone who promises it.

A Simple Action Plan for Small Businesses

  1. Fix technical basics: indexing, speed, mobile and HTTPS.
  2. List the 20 questions customers ask most, and answer each clearly on your site.
  3. Add real author bios and share first-hand experience, photos and examples.
  4. Keep your business details consistent everywhere, including your Google Business Profile.
  5. Earn genuine reviews and mentions from respected sites in your industry.
  6. Each month, ask AI tools your customers' questions and note whether — and how — you appear.

The bottom line: SEO, AEO, GEO and E-E-A-T aren't competing strategies. They are layers of the same goal — being the most helpful, trustworthy answer wherever people search.

Quick Answers

Is SEO dead because of AI?

No. Google's AI features draw on its search index, and AI tools frequently rely on well-optimised, trustworthy websites. SEO is the foundation of AI visibility.

Should I focus on AEO or GEO first?

Start with SEO fundamentals and answer-first content (AEO). GEO then adds brand and reputation work for AI assistants.