In the world of digital marketing, new acronyms pop up all the time. The latest buzz is all about GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), fueled by the rise of AI and changes in Google Search.
If you’re just starting to learn about Search Optimization, this can feel overwhelming. What do these terms mean? How do they work? And are companies offering “generative engine optimization services” legitimate?
Let’s cut through the hype. This beginner’s guide to SEO in the age of AI will explain it all and offer our take: while the names are new, the path to success relies on proven, user-focused principles.
What is Answer Engine Optimization (AEO)?
Answer Engine Optimization (AEO) is the practice of structuring your content to provide clear, direct answers to the questions your audience is asking. The goal is to be seen by Google as the most authoritative and concise source of information for a specific query.
Think of the “People Also Ask” boxes or the featured snippets at the top of a search results page. AEO has been a key part of SEO for years, focusing on detailed keyword research to understand user questions and then creating content (like FAQ pages) that directly answers them.
What is Generative Engine Optimization (GEO)?
Generative Engine Optimization (GEO) is the next evolution, designed for the AI Engine and Large Language Models (LLM) that power tools like ChatGPT, Grok, Perplexity and Google’s AI Overviews.
Instead of just aiming for a top ranking, GEO focuses on being a primary, citable source for the AI-generated summaries that are starting to dominate search results. It’s about ensuring your brand’s data, expertise, and viewpoint are included in the narrative created by the AI.
How Does Generative Engine Optimization Work?
GEO works by building such a strong foundation of authority and trust that the AI models have no choice but to reference you. The AI engine synthesizes information from a wide range of trusted sources—news articles, authoritative websites, forums, and academic papers. GEO is the process of ensuring your business is present and respected in those places. This involves creating expert-level content, generating authentic customer reviews, and earning high-quality backlinks and media mentions. You are optimizing for trust and authority, not just keywords.
Are “Generative Engine Optimization Services” a Scam?
You might see some of the top answer engine optimization companies now offering “GEO services.” They aren’t necessarily a scam. Instead, think of this as another way to describe an SEO company that is paying close attention to how search is evolving. A legitimate agency offering these services won’t have a secret formula to “trick” the AI. Instead, they will focus on the timeless marketing principles that build the authority and trust AI engines are looking for.
Our Take: New Names, Timeless Principles
Worrying about GEO and AEO as entirely new disciplines is a distraction. The best way to optimize for the future of search is to double down on the solid, user-first marketing techniques we’ve championed for years.
Start with Foundational SEO: A technically sound website, consistent business citations, and high-quality backlinks are still the bedrock. This is the price of admission.
Build Relentless Social Proof: Deliver excellent service, then make it a core part of your process to ask for customer reviews. Real feedback is one of the most powerful signals of trustworthiness.
Answer Every Question: Use your keyword research to understand what your customers are asking. Then, answer those questions everywhere—on your website’s FAQ page, on your Google Business Profile, and on social media.
Be Generous with Your Knowledge: As Gary Vaynerchuk preaches, being generous with your expertise demonstrates competence and builds trust. This creates a massive footprint of helpful content that AI tools will notice and reference.
Dominate Your Local Community: Earn legitimate media mentions and local links. These actions generate powerful signals that cement your business as a pillar of the community.
Ultimately, the path forward is clear. If you focus on being the best, most helpful answer for people, the rest—including the generative engines—will follow.