For 20 years, SEO meant one thing: get to page one of Google.

Today it means something different.

Your page-one ranking still matters. But so does being selected as the direct answer. And so does being cited when people search in ChatGPT instead of Google.

Most strategies treat these three approaches equally. They don’t. Your business needs a different priority than your competitor’s. Trying to do all three at once wastes budget without moving the needle.

This post shows you how to think about SEO, AEO, and GEO separately and which one to invest in first based on your actual business.

What Changed in Search

Three things happened in the last 18 months that broke the old SEO playbook.

First, Google released AI Overviews. When you search for an informational query, Google generates a summary answer at the top of the page. Your search result slides below the fold. Your clicks drop.

Second, people stopped starting every search on Google. They search on ChatGPT. They search on Perplexity. They ask Claude. The search doesn’t happen on Google anymore. Your page-one ranking means nothing if the search doesn’t happen there.

Third, AI tools cite sources. When ChatGPT generates an answer to a question about your industry, it can cite your site. You don’t get a click from that search. You get something more valuable: you get authority. Your brand is associated with the answer. You’re the source the AI trusts.

This is why SEO, AEO, and GEO are no longer the same thing.

SEO: Rank in Search Results

SEO is what you’ve been doing for years. Optimize keywords. Build backlinks. Improve technical performance. Earn your way to page one.

When Does SEO Work?

SEO works when:

• The user actually searches on Google
• The search has commercial intent
• Your result isn’t pushed below AI Overviews
• The user clicks through to your site

What SEO Does

It gets you visible to people searching for your services or products.

What SEO Doesn’t Do

It doesn’t guarantee clicks anymore. It doesn’t make you the trusted answer. It doesn’t get you cited by AI.

How You Measure SEO

Organic traffic. Click-through rate. Keyword rankings.

The Honest Truth

SEO is still important. But it’s not enough by itself. If 40% of your target keywords trigger AI Overviews, 40% of your traffic is already gone. Improving your ranking from position 4 to position 2 won’t bring that back.

AEO: Be Selected as the Direct Answer

AEO stands for Answer Engine Optimization. It’s about being the answer Google shows you directly, whether in a featured snippet, in the “People Also Ask” section, or in an AI Overview.

When Does AEO Work?

AEO works when:

• Your content directly answers the question
• Your answer is clear and structured
• You use schema markup
• Your answer is concise enough to be extracted

What AEO Does

It builds brand recognition even when you don’t get the click. If your answer appears in a featured snippet, users see your brand. If it appears in an AI Overview, your brand is visible there too.

What AEO Doesn’t Do

It doesn’t drive bottom-funnel conversions by itself. Someone seeing your snippet might not click through. Someone seeing your brand in ChatGPT might not visit your site that day.

How You Measure AEO

Featured snippet captures. Voice search appearances. Brand mentions in AI Overviews.

The Honest Truth

AEO is not a replacement for SEO. It’s a complement. You’re trading some clicks for more brand visibility. But if your business depends on immediate clicks from search, AEO alone won’t work.

---

GEO: Be Cited by AI Systems

GEO stands for Generative Engine Optimization. It’s about making sure that when ChatGPT, Claude, Perplexity, or any other AI tool synthesizes an answer, your content is what gets cited.

When Does GEO Work?

GEO works when:

• Your content is authoritative in your field
• Your brand is mentioned across multiple authoritative sources
• Your content has original insights worth citing
• You’re clearly identified as an expert or credible source

What GEO Does

It builds long-term authority. Once you’re cited by AI, you stay cited. The more you’re cited, the more you’re recommended. You don’t get a click today, but you get mind share. You get authority. That compounds.

What GEO Doesn’t Do

It doesn’t drive clicks today. Citations don’t equal traffic. Your business won’t improve tomorrow from GEO work. GEO is a 6-12 month play.

How You Measure GEO

Are you cited in ChatGPT responses? Are you mentioned in Perplexity summaries? Are you in the sources AI systems reference?

The Honest Truth

GEO is still new. We don’t have webmaster tools. We don’t have official guidance from OpenAI or Google on how to optimize for this. We’re testing. What we know works: authority, clarity, originality, and trust. What we’re still figuring out: exactly how much each matters, how fast results compound, and how different AI tools weight different signals.

What They Actually Look Like in Practice

Here’s the difference:

Your business searches for “best CRM for remote teams.”

Outcome	Result	Impact
SEO	Rank position 3, 500 visits/month, 8% conversion = 40 leads/month	Direct, measurable revenue
AEO	Win featured snippet, lose 30% of clicks to snippet, but build brand authority	Trade immediate clicks for brand visibility
GEO	Cited in ChatGPT, zero clicks today, but builds long-term authority	Mind share now, revenue later

Each approach moves different metrics. SEO moves clicks. AEO trades clicks for brand visibility. GEO builds long-term authority.

Your Priority Depends on Your Business

This is where most advice gets generic. “Do all three equally.” That’s wrong.

Your business type determines your priority.

E-Commerce Brands

Priority: AEO then SEO then GEO

E-commerce keywords are transactional. “Best backpack for hiking” is a buying signal. When someone searches that, they want to buy.

AEO wins here because:

• Featured snippets on comparison queries influence buying decisions directly
• You don’t lose clicks; you gain visibility as the trusted source
• This happens fast (weeks, not months)

SEO is table stakes. People still search Google for products.

GEO matters less. AI rarely recommends specific e-commerce products.

B2B SaaS

Priority: GEO then AEO then SEO

B2B buyers research in ChatGPT and Perplexity before they search Google. They want synthesized information.

GEO is essential because:

• When a buyer asks ChatGPT “what are the best alternatives to Asana?”, you need to be cited
• This influences their evaluation before they ever talk to sales
• Authority compounds. Once cited, you stay cited

AEO helps (comparison content is valuable). SEO supports (some buyers still land on Google).

Local Service Businesses

Priority: SEO then AEO then GEO

Local searches are AI-resistant. “Plumber near me” still shows maps and ads first. Voice search is dominant in local.

SEO is number one because:

• Google Business Profile optimization is critical
• Local searches still drive direct customers
• Voice search is AI-resistant

AEO matters for voice search optimization. GEO is lower priority.

Content Publishers

Priority: GEO then AEO then SEO

AI Overviews are an existential threat here. Informational traffic is collapsing. But this is an opportunity.

GEO is essential because:

• If you’re cited by AI, you stay relevant in AI search
• Citations drive authority, which drives future search volume
• Featured snippets help, but GEO is the essential play

SEO is declining for publishers. This is why you need GEO.

Audit Your Current Position

Before you build a roadmap, know where you stand.

SEO Health Check

Answer these questions:

Are your top 10 keywords ranking in top 5? If not, you have basic SEO gaps.

Is organic traffic stable or growing year-over-year? If declining, AI Overviews are likely impacting you.

Does your site load in under 3 seconds on mobile? If not, fix this first.

Do you have a clear internal linking strategy? Are important pages linked strategically from other pages?

Is your backlink profile growing? Are you earning links from authoritative sites in your space?

Score: 4+ yes answers = solid SEO foundation. 2-3 = gaps to fix. 0-1 = start here first.

AEO Opportunity Check

Are you currently in any featured snippets for your target keywords? (Check Google manually.)

Do your top pages include clear summary boxes or definitions? If not, you’re missing quick wins.

Have you implemented FAQSchema on pages with FAQ sections? Schema markup helps AI understand your content.

Do you rank for any voice search queries? Voice searches often show featured snippet results.

Score: 0-1 featured snippets = significant opportunity. 3+ = you’re doing well.

GEO Readiness Check

This requires manual testing.

Ask ChatGPT a question in your industry. Does your site get mentioned? Do this for 5 questions.

Do you have 10+ quality inbound links from authoritative sites in your space? Quality beats quantity.

Is your business/brand in relevant knowledge graphs? (Google Knowledge Graph, Wikidata, others in your industry.)

Are you mentioned (not just linked to) in articles about your topic? Brand mentions matter for GEO.

Have you published original research, proprietary data, or unique insights in the last 6 months? LLMs cite original work.

Score: Being cited by ChatGPT = you’re winning. Not cited at all = 6+ months of work ahead.

Your Roadmap

Don’t try to do everything at once. This is how to sequence it.

Phase 1: Understand Your Current State (Months 1-2)

Goal: Know exactly where you stand and where you have the most leverage.

What to do:

1. Audit your top 50 keywords. Which trigger AI Overviews? Which don’t?
2. Check your featured snippet rate. How many of your target keywords show your content as a snippet?
3. Check featured snippet opportunities. Which keywords have a snippet but you’re not winning it?
4. Audit your backlink profile. Are you earning quality links? Which sites link to competitors but not you?
5. Assess current GEO position. Manually test. Ask ChatGPT, Perplexity, Claude questions in your space. Are you cited?

Resources needed:

• SEO tool (Ahrefs, SEMrush, or Moz)
• 5-10 hours of your time for manual research
• Spreadsheet to track your findings

Cost: $100-200 for tools or $2,000-3,000 if outsourced

Expected outcome: Clear picture of which queries are zero-click risk. Clear picture of where you’re vulnerable. Prioritized list of opportunities.

Phase 2: Quick Wins in AEO (Months 2-4)

Goal: Capture low-hanging fruit. AEO changes are fast and visible.

What to do:

1. Add FAQSchema to your top 10 pages
2. Restructure 3-5 pages to include clear summary boxes, definitions, and step-by-step lists
3. Create FAQ sections on pages where you have traffic but aren’t answering implicit questions
4. Optimize meta descriptions to include the answer
5. Create a “topical authority hub” with deep, structured content on your main topic

Resources needed:

• Content writer for restructuring (10-15 hours)
• Developer or schema implementation tool (2-5 hours)
• Project management (5 hours)

Cost: $3,000-8,000 if outsourced or internal time

Expected outcome: 2-3 new featured snippets within 4-6 weeks. Voice search visibility increase. Foundation for GEO.

Phase 3: Build Authority for GEO (Months 4-6+)

Goal: Establish your brand as the source worth citing.

What to do:

1. Develop original research or proprietary insights worth citing
2. Media outreach. Get mentioned in relevant publications.
3. Position your founder/expert as a thought leader
4. Build entity recognition with consistent brand presence and schema markup
5. Strategic link building from authoritative sites in your space
6. Expand topical authority with content in adjacent areas

Resources needed:

• Content strategist or senior writer
• PR/media outreach
• Link building strategy
• 20-30 hours per month ongoing

Expected outcome: Citations in ChatGPT/Perplexity within 2-3 months. Growing brand mentions in AI summaries. Long-term authority that compounds.

What We Know About GEO vs What We Don’t

GEO is new. There’s no official playbook. No Google webmaster tools equivalent. No verified ranking factors.

What We Know Works

• Authority (backlinks, brand mentions)
• Topical relevance and expertise depth
• Clarity and structure (AI can extract and paraphrase)
• Trust signals (credible author, credible sources)
• Originality and unique insights
• Being cited by other authoritative sources

What We’re Testing

• Exact weighting of these factors (does authority matter 60% or 80%?)
• Speed of citation decay (once cited, how long does it stick?)
• Impact of user signals (does engagement or social shares matter to LLMs?)
• Whether specific metadata actually prevents AI training
• How different LLMs weight factors differently

What We Don’t Know

• The specific algorithm each LLM uses
• How often crawlers access your site
• Whether your site is in their training data
• Exact ranking factors for citation likelihood
• How much GEO impact will grow as AI search grows

Why This Matters

Don’t bet your entire strategy on GEO. Use it as a long-term investment while maintaining SEO and AEO. Don’t follow GEO tactics that contradict good SEO. They should complement each other.

Your Next Step

You have three choices:

Choice 1: If your business depends on immediate clicks (e-commerce, lead gen), prioritize SEO and AEO. Build GEO as a long-term play.

Choice 2: If your business depends on authority and brand awareness (B2B SaaS, thought leadership), prioritize GEO. Support with AEO and SEO.

Choice 3: If you’re local, prioritize SEO and AEO. GEO is a lower priority for you.

Which one is your business? That determines where to invest first.

The biggest mistake teams make is treating all three equally. They’re not. Your business type, your current traffic patterns, and your business model determine your priority.

If you’re unclear on where to start, or you want to validate your priority before investing, we offer a visibility audit that shows:

• Exactly where you’re vulnerable to AI Overviews
• Which queries are zero-click risk for you
• Your current GEO position (are you being cited?)
• Which strategy (SEO, AEO, or GEO) will move the most revenue for your business

The audit takes 2-3 hours and gives you a clear roadmap

FAQ

What’s the difference between AEO and GEO?

AEO is about being selected as the direct answer in Google search results. GEO is about being cited in AI-generated responses. AEO happens on Google. GEO happens in ChatGPT, Claude, and Perplexity.

How long does it take to rank with SEO?

Typically 3-6 months to see meaningful results. Competitive keywords take longer. Less competitive keywords show results faster.

Will improving my SEO hurt my AEO chances?

No. Good SEO actually helps AEO. Clear, well-structured content improves both.

Can I do all three strategies at once?

You can, but it’s not efficient. Sequencing by business type gives you faster ROI. Do the highest-priority one first, then layer in the others.

Does GEO actually drive traffic today?

Not yet. GEO builds authority and brand awareness. Traffic impact comes later as you’re cited more often and AI search grows.

How do I know if AI Overviews are affecting my traffic?

Your rankings stayed the same but traffic dropped. If your page one keywords are triggering AI Overviews, that’s the cause. Check Google manually.

What’s the best way to track GEO progress?

Manually. Ask ChatGPT, Perplexity, and Claude questions in your industry. Check if you’re cited. Track this monthly in a spreadsheet.

Should I focus on branded or non-branded keywords?

Both matter. Branded keywords are AI-resistant (they still drive clicks). Non-branded informational keywords are AI-vulnerable (more zero-click risk).

How much should I spend on this?

It depends on your business size and traffic loss. For a small business, start with Phase 1 (audit). For a mid-size company, budget $3,000-8,000 for Phase 2. For enterprise, $5,000-15,000 per month for Phase 3.

Can I do this myself or do I need an agency?

Phase 1 (audit) you can do yourself with tools and time. Phase 2 (AEO) requires some content writing skills but is doable in-house. Phase 3 (GEO) usually requires external expertise for PR and link building.

What Happens Next

Search is not one thing anymore. It’s three things. SEO gets you found. AEO gets you selected. GEO gets you quoted.

You don’t need to master all three immediately. You need to:

1. Know which one matters most for your business
2. Start there
3. Build the others as time and budget allow

The brands winning in 2026 aren’t doing everything. They’re doing the right things in the right order.

Know your priority. Execute it. That’s how you maintain visibility when search itself is changing.