SEO vs. AI SEO vs. GEO & AEO: What is AI SEO?

 

AI search bar

 

The introduction and proliferation of AI has changed the search landscape, meaning there are now additional tactics to consider when producing content and creating PR strategies. In addition to traditional Search Engine Optimization (SEO), there is also now AI SEO, Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) to think about.

For business owners and brand managers, it's critical to understand new terms, such as AI SEO and AEO/GEO. If you want to stay visible online, you need to embrace new methods of connecting with audience members.

What Is AI SEO?

AI SEO is an updated version of traditional SEO. It focuses on traditional SEO tactics as well as new tactics to capture AI Overviews and appear in searches performed using AI-driven search. AI SEO also uses artificial intelligence tools and techniques to make a brand more visible in paid and organic search results.

Thanks to Google's Search Generative Experience (SGE), ChatGPT and other AI tools, search results are now highly personalized. Search engines can easily generate content summaries, predict search intent and make users feel as if they're getting in-depth answers to their most pressing questions.

Generative AI SEO strategies typically include the following elements:

  • Predictive search. Google and other search engines use AI to predict what users want before they even finish typing. Incorporating AI SEO into your marketing strategy can help you connect with more audience members.
  • Content personalization. AI makes it possible for search engines to deliver content tailored to a user's location, personal preferences and online behavior. Using AI in SEO can help your brand improve the customer experience.
  • Intent understanding. SEO for AI search engines is about more than adding relevant keywords to every page of your website. AI allows search engines to interpret user meaning and deliver contextual results.

AI SEO takes semantic SEO to a whole new level, as it's about adapting to an environment in which search engines can think and behave much like humans.

GEO vs. AEO vs. AI SEO

GEO, AEO and AI SEO are often used interchangeably, but they have slightly different meanings. Here's a breakdown of AI SEO vs. GEO vs. AEO.

GEO / AEO are synonyms and are a set of techniques designed to attract AI-powered search engines to your content. These optimizations focus on a combination of content and technical optimizations. One common example is the use code on the backend called  JSON schema, which helps search engines and AI crawlers interpret the content on your website.

Why Does AI SEO Matter?

AI has changed the way brands connect with their audiences. For example, Google is now using generative AI to deliver summaries at the top of the search results. This makes it possible for users to get answers without clicking any links.

User behavior is also changing. Previously, people typed queries into search engines, creating natural opportunities for them to find your content. Now that AI tools are widely available, users are asking chatbots for answers instead of using Google or Bing. If your content doesn't show up in Claude, ChatGPT and other discovery tools, you might miss out on an opportunity to grow your audience.

How to Optimize for AI SEO?

Knowing the critical differences between standard SEO and AI SEO is only half the battle; the real work begins with implementation. To truly maximize your visibility in this new search environment, you must focus on actively optimizing your content for AI-driven search tools. The subsequent steps provide a clear, practical roadmap for adapting your strategy and reaching previously untapped audience segments.

  • Focus on topical authority. AI prioritizes in-depth content that provides more than just a surface-level look at a topic. Press releases provide strong topical authority and are a valuable part of AI SEO.
  • Write natural, conversational content. AI-driven search engines prioritize conversational content. Use plain language and answer questions just like you would if you were having a one-on-one conversation with another person.
  • Use schema and structured data. Schema and structured data are code on the backend of a website, which helps AI better parse the information on your site.  FAQ schema and other forms of markup can help machines understand your content, making it more likely that you'll appear in AI summaries or snippets.
  • Include questions and answers. Many users ask questions rather than entering general search terms. Adding Q&A sections to your website makes it easier for search engines to display accurate responses.
  • Build comprehensive content clusters. A content cluster is a group of connected pages centered on a single topic, and creating them helps demonstrate authority on a particular subject. For example, a snack company might choose "Nuts and Seeds" as a cluster topic. Then, they'd have individual pages for walnuts, cashews, almonds, sunflower seeds and pumpkin seeds.
  • Leverage first-party data and expert insights. Instead of repeating what everyone else in your industry is saying, add your own unique insights to each piece of content. Expert insights help you build authority.
  • Optimize for context, not just keywords. Traditional SEO was focused on serving up content with targeted keywords. Make AI SEO work to your advantage by thinking about what you can do to solve a user's problem instead.

Common Mistakes to Avoid when Optimizing Content for AI

When you implement a new optimization strategy, there's usually a bit of a learning curve. Save time and avoid frustration by sidestepping these common mistakes:

  • Overusing keywords. Two decades ago, you could rank on the first page of Google just by using the same keyword 10 or 15 times. Now, that's known as keyword stuffing, and it won't help you with AI SEO. Focus on quality content instead.
  • Creating thin content with no depth. Avoid short, shallow articles that barely scratch the surface of a topic. Aim for authority with thorough content that attracts AI-driven search engines and human users alike.
  • Failing to adapt to user intent shifts. User intent is always changing, so update your content regularly to match how people are currently phrasing their questions.

Final Thoughts

The shift toward AI is one of the biggest search engine transformations in years. Traditional SEO still makes a difference, but you also have to incorporate elements of AEO/GEO and AI SEO to get found online. Remember that AI SEO isn't a set of techniques that you can use once and forget about. You have to apply its principles consistently.