AEO vs SEO vs GEO: What's the Difference?

AEO vs SEO vs GEO: What's the Difference (and What to Do First)

If you've been researching "AI SEO", you've probably seen a flood of new acronyms: AEO, GEO, "AI Search Optimisation", "answer engines", "generative search"… and a lot of confident opinions.

For most SMEs, the confusion isn't academic. It's practical:

• "Do I need to change my SEO strategy?"
• "Will AI search kill website traffic?"
• "Should I be writing content differently?"
• "What's the quickest way to turn this into leads?"

This guide breaks it down in plain English. You'll walk away with a clear understanding of what SEO, AEO and GEO actually mean, how they overlap, and—most importantly—what to prioritise first if you're an SME in Surrey or London.

If you want the wider framework and a full roadmap, start with our hub guide: AI Search Optimisation for Surrey & London SMEs.

Quick answer: what do AEO, GEO and SEO mean?

Here are the simplest definitions:

• SEO (Search Engine Optimisation): improving your website so it ranks in traditional search results and earns organic traffic.
• AEO (Answer Engine Optimisation): improving your content so it can be used as a direct answer when someone asks a question in AI-powered search experiences.
• GEO (Generative Engine Optimisation): improving how your brand and services are represented in AI-generated summaries and recommendations (for example, "Here are the best options…").

They're different labels for a shared outcome: get found and chosen.

Why there are new acronyms in the first place

Traditional SEO was largely about ranking pages so people click and browse.

AI-driven search experiences are often about reducing browsing:

• People ask a question.
• They get a summary.
• They choose a path (sometimes clicking, sometimes contacting a provider directly).

That shift changes what "winning search" looks like.

You still need SEO fundamentals. But now you also need:

• content that answers questions clearly,
• structure that makes it easy to quote,
• and brand signals that make you a safe recommendation.

That's what AEO and GEO are trying to describe.

SEO vs AEO vs GEO: the most useful comparison

Here's a practical comparison for business owners. (This is not about buzzwords; it's about where leads come from.)

What each one is optimising for

SEO optimises for:

Visibility in search results + clicks to your website.

AEO optimises for:

Being used as an answer (and sometimes cited) when the user asks a question.

GEO optimises for:

How you show up in AI-generated recommendations and summaries—your "brand presence" inside the answer.

Where you "appear"

• SEO: Google/Bing results pages (and local results/maps).
• AEO: AI answers, featured snippets, "People also ask"-type question formats, and AI-powered results that surface direct answers.
• GEO: The assistant's written answer and recommendations list (sometimes with citations, sometimes without).

What you create

• SEO: service pages, blog posts, location pages, technical fixes, internal linking, backlinks.
• AEO: answer-first content, FAQs, comparisons, clear definitions, step-by-step guides, structured content that can be reused.
• GEO: consistent brand/entity information, proof, reviews, mentions, and content that makes it easy to describe you accurately.

What you measure

• SEO: rankings, impressions, clicks, organic conversions.
• AEO: visibility in AI answers, citations/mentions, assisted conversions, branded demand, enquiry quality.
• GEO: how often your brand is recommended/mentioned for the category, sentiment/accuracy of the description, and lead quality.

The overlap: why you rarely do "just" one

In reality, AEO and GEO sit on top of SEO, not beside it.

If your technical SEO is broken (pages not indexed, slow site, confusing structure), you make it harder for search engines and AI systems to access and trust your content.

Equally, if your content is vague and salesy, you make it harder for any system—human or AI—to understand what you actually do.

The simplest way to think about it:

• SEO is the foundation.
• AEO is how your content becomes the answer.
• GEO is how your brand becomes the recommendation.

What should an SME prioritise first?

Most businesses don't need to "choose" between SEO, AEO and GEO. But you do need to sequence the work so you get results quickly.

Here's the priority order we recommend for Surrey and London SMEs.

1) Start with SEO foundations (because everything depends on them)

If any of the following are true, start here:

• Your site is slow or clunky on mobile.
• Your core service pages don't clearly explain what you do.
• You don't have strong local visibility (Google Business Profile, location relevance).
• You've got technical issues (indexing, duplicates, broken internal links).
• You're not tracking conversions properly.

Why this matters for AEO/GEO:

AI systems need accessible, clear pages. If your foundations are weak, you're making AI Search Optimisation harder than it needs to be.

Fast foundation wins (often within weeks):

• Clarify service pages (who it's for, what's included, proof, FAQ).
• Improve internal linking (so important pages are easy to find).
• Fix crawl/index issues and obvious technical problems.
• Add conversion blocks and clear CTAs on key pages.

If you want support with this, see: SEO services.

2) Then layer in AEO: turn your expertise into "answer-ready" content

Once your core pages are in good shape, AEO is where you often see the biggest compounding gains.

AEO work tends to focus on:

• question-led content ("how much does it cost?", "what should I look for?")
• comparisons ("WordPress vs custom", "SEO vs PPC", etc.)
• definitions and frameworks
• FAQs that match real buyer questions

For SMEs, AEO is not about writing more content. It's about writing the right content, in a way that's easy to extract and reuse.

3) Build GEO signals as you grow: become the safe recommendation

GEO is where many SMEs quietly win, because local credibility and proof are powerful.

This looks like:

• consistent brand information across the web,
• case studies with specific outcomes,
• reviews and testimonials,
• industry associations,
• and reputable mentions/links.

GEO is especially important in competitive categories where the AI answer includes a shortlist. If you're not clearly credible, you're less likely to be included.

A simple decision tree (use this to choose your next step)

Use this to decide what to do next.

If you're not getting leads from your website…

Start with web design + CRO + SEO foundations:

• tighten messaging,
• improve conversion flow,
• make key pages clear and fast,
• and build local relevance.

AEO won't fix a site that doesn't convert.

If you get leads but want more consistency…

Do SEO + AEO:

• strengthen your service pages,
• publish a hub page (pillar guide),
• add spokes targeting high-intent questions,
• and improve internal linking.

If you rank well but traffic is dropping…

Do AEO + GEO:

• optimise key pages for answer formats,
• publish content that matches question intent,
• strengthen proof and authority,
• and measure assisted conversions and enquiry quality.

Practical examples (Surrey & London SMEs)

Example 1: A Surrey accountant

• SEO: rank for "accountant in Guildford" and "tax return help Surrey".
• AEO: publish clear answers like "How much does an accountant cost in Surrey?" and "When should I incorporate a limited company?"
• GEO: strengthen reviews, add case studies, build local mentions (partners, business groups, trade sites).

Result: you're not only visible when someone searches; you're visible when someone asks an assistant for guidance and supplier recommendations.

Example 2: A London-based clinic

• SEO: technical foundations and local SEO are essential.
• AEO: publish safe, accurate "what to expect" content and FAQs patients ask.
• GEO: credibility matters—clear author info, medical review statements (where applicable), and strong trust signals.

Result: higher quality enquiries, because the content pre-qualifies people.

Example 3: A Surrey trades business

• SEO: local visibility and service pages.
• AEO: direct answers: "How much does X cost?", "How long does it take?", "Do I need planning permission?"
• GEO: reviews, before/after proof, local mentions.

Result: phone calls from people who feel they already trust you.

What "good" looks like for each (an SME-friendly checklist)

SEO: the essentials

• Clear service pages for each main offer
• Local relevance (service areas, Google Business Profile, consistent contact details)
• Fast mobile experience and stable performance
• Logical internal linking and navigation
• Content that matches buyer intent (not generic fluff)
• A steady baseline of reputable backlinks/mentions over time

AEO: the essentials

• A direct answer within the first 100–150 words
• Question-style headings (that match real searches)
• Numbered steps, checklists and short summaries
• FAQs with plain answers (not marketing copy)
• Content that explains what to do next (decision guidance)
• Internal links to relevant service pages and next steps

GEO: the essentials

• Consistent business/entity details across the web
• Proof: case studies, testimonials, portfolio examples
• A recognisable niche focus (who you help, where, and why you're different)
• Mentions and links from reputable, relevant sites
• Clear authorship and "about" information
• A brand presence that is easy to describe accurately

A 30-day "do this first" plan (balanced for SEO + AEO + GEO)

If you want a simple plan you can actually follow, use this.

Week 1: Fix the basics

• Review your main service pages: do they clearly explain outcomes, process and pricing approach?
• Add a short FAQ section to each key page.
• Ensure your site has a clear contact path (CTA on every key page).
• Check your internal linking: can you reach important pages in 2–3 clicks?

Week 2: Build one answer-ready hub page

• Publish one comprehensive pillar guide (like our AI Search Optimisation hub).
• Add a table of contents.
• Add "quick answer" summaries.
• Add a CTA for a discovery call or audit.

Week 3: Publish two high-intent spokes

Choose the questions that move people towards buying:

• pricing and timelines,
• comparisons,
• "what to look for" checklists,
• common mistakes and risks.

Week 4: Strengthen trust and local proof

• Add 2–3 short case studies or "results snapshots".
• Ask for reviews from recent clients (and display them).
• Secure one or two reputable local mentions (partners, directories, associations, guest posts).

Myths to ignore (they waste time)

"SEO is dead"

SEO is not dead. But the way visibility turns into leads is changing. SEO foundations still matter—they're simply not the whole story anymore.

"AEO is just adding FAQ schema"

Schema helps machines understand your content, but it won't rescue weak content. Clear structure + real usefulness come first.

"GEO means paying to be recommended"

In most cases, GEO is earned through credibility: proof, clarity and consistent signals.

"AI Search Optimisation only works for huge brands"

Local businesses can win because they often have something big brands lack: genuine local relevance, clear service areas, and relationships that create real-world authority signals.

FAQs

Usually not. Most SMEs improve results by upgrading:

• core service pages,
• internal linking,
• 2–4 high-intent content pieces,
• and trust signals (proof, reviews, case studies).

No. AEO and GEO build on SEO. You still want your website to be discoverable, indexable and fast. The difference is how your content is structured and how your expertise is communicated.

Look for business outcomes:

• more qualified enquiries,
• better lead quality,
• more brand searches,
• prospects referencing your content on calls,
• and visibility improvements across priority topics.

If you want a practical plan for your business, book a free discovery call and we'll map out the quickest route to more visibility and leads in Surrey and London.

Ready to improve your visibility in AI-powered search?

If you want to show up more often in AI answers and recommendations—and turn that into real enquiries—our AI Search Optimisation (AEO/GEO) service is designed for SMEs in Surrey and London.

Explore the full guide: AI Search Optimisation for Surrey & London SMEs

Or book a free 30-minute discovery call to discuss your specific situation.