Answer Engine Optimisation (AEO) vs GEO – Are They the Same Thing?

The SEO world isn’t short on acronyms. But two of the latest to make waves—AEO and GEO—are more than just buzzwords. They’re signals of a bigger shift: how search is changing because of AI. 

We’ve gone from typing simple queries into Google to having full-on conversations with AI. Search results now look less like a list of links and more like curated answers. That’s where AEO and GEO come in. But what do they actually mean? Are they just two names for the same thing? 

Let’s clear it up. 

What is Answer Engine Optimisation (AEO)? 

Answer Engine Optimisation (AEO) is about getting your content selected when users ask direct questions. Think of voice assistants like Siri or Alexa, or Google’s featured snippets—the ones that appear at the top of search results with a short, clean answer. 

The goal of AEO is to be the answer. 

This means your content needs to: 

• Provide structured answers: Information that’s easy to extract and present. This could be in the form of FAQs, how-to lists, or definitions. 
• Use schema markup: Structured data (behind-the-scenes code) helps search engines understand your page and increases your chances of appearing in snippets. 
• Match search intent: Users ask real questions in natural language. Your content should do the same—avoiding jargon and speaking directly to what users want to know. 

AEO is especially powerful in zero-click environments. If your answer is visible at the top, users may not need to click through—but they still see your brand and your expertise. 

It’s a smart strategy for getting in front of your audience fast, especially on mobile and voice-first platforms.

What is Generative Engine Optimisation (GEO)? 

GEO is a newer approach tailored to the AI search era. Unlike AEO, which focuses on search engine snippets and direct voice responses, GEO is designed to make your content visible in generative platforms like ChatGPT, Perplexity, Bing Copilot, and Google’s Search Generative Experience (SGE). 

These platforms don’t display lists of links. They generate full responses using data from across the web.  

GEO is how you ensure your content is part of that generated answer. 

Here’s what makes content GEO-friendly: 

• Semantic clarity: Clear, unambiguous language that AI can understand and summarise accurately. 
• Reliable citations: Referencing credible sources and providing verifiable facts helps AI tools trust your content. 
• Structured formatting: Bullet points, short paragraphs, and subheadings allow easier parsing. 
• Schema and markup: Though used in both SEO and AEO, this also applies to GEO as it guides machines to your key information. 

With GEO, the goal isn’t to attract a click—it’s to be mentioned or referenced in the AI’s output. In many cases, users will see your brand or insights without ever navigating to your site. That makes GEO an essential visibility tool in this AI-driven landscape. 

Where AEO and GEO Overlap 

AEO and GEO both serve today’s evolving user behaviour. People want quick, trusted answers. Whether they’re using a search engine, voice assistant, or an AI chat interface, they want reliable information—fast. 

Here’s what the two have in common: 

• Both rely on helpful, clear, high-quality content 
• Both benefit from using structured formats like headings, lists, and Q&A content 
• Both reward authority, trustworthiness, and topical depth 
• Both require technical best practices like schema and a crawlable site 

If your content is built to inform, structured to be understood, and backed by reliable data, you’re already halfway to serving both AEO and GEO needs. 

Key Differences: AEO vs GEO 

Here’s a side-by-side comparison to highlight how they diverge: 

Feature	AEO	GEO
Primary goal	Answer specific user queries	Be included in AI-generated answers
Platform focus	Google featured snippets, voice assistants	ChatGPT, Perplexity, SGE, Bing Copilot
Optimisation method	Schema, FAQs, short-form answers	Long-form, semantically clear, expert-driven content
Search style	“How”, “What”, “When” type queries	Open-ended and exploratory questions
Visibility type	Higher CTR, direct exposure	Indirect mentions, high brand awareness
Citations	Sometimes shown or spoken	Typically included in response text

Why AEO and GEO Both Matter 

You don’t have to choose between AEO and GEO. In fact, the strongest strategies combine both! 

• Use AEO to target quick answers, voice queries, and snippet opportunities. 
• Use GEO to make sure your content is surfaced in AI conversations and cited as a trusted source. 

Together, they broaden your brand’s visibility, from classic search results to emerging generative platforms. 

What Success Looks Like in a GEO-First World 

As AI-driven tools gain traction, clicks aren’t the only way to measure content performance. Brand visibility is now about presence—being named, referenced, or summarised within AI-generated content. 

Here’s what that looks like: 

1. AI citations 

Is your content showing up in ChatGPT, Perplexity, or Google SGE? That’s a strong sign that your site is being seen as a trusted authority. 

2. Brand mentions in AI answers 

Even without direct links, seeing your brand mentioned builds familiarity and credibility. These moments influence future searches and decisions. 

3. Share of voice in AI tools 

How often is your brand showing up across generative tools? The more consistent your presence, the more you become a trusted name in your niche. 

4. Conversions from indirect exposure 

Not every interaction starts with a click. Users may discover your brand through AI summaries, then search for you later or remember your name when they’re ready to act. 

Tip to Try 

Traditional tools like Google Analytics may not capture these touchpoints. Consider using brand monitoring tools or running regular prompts in generative search tools to see how your content is appearing. 

Pitfalls to Avoid 

When brands rush into AEO or GEO without a clear plan, they often fall into avoidable traps. Here’s what to watch out for—and why it matters: 

Complicated or unclear writing 

If your content sounds like a textbook or is packed with jargon, AI tools may struggle to interpret it. Even human readers can lose interest. Aim for plain language that gets the point across quickly. If you must use technical terms, explain them clearly.  

Think of it like this: you’re writing for a curious person and a machine at the same time. 

Lack of structure 

AI models—and most readers—scan content before they read it. Without subheadings, bullet points, or visual breaks, your content becomes a wall of text. That’s not helpful.  

Use structure to make key information easy to find. It signals to AI: “Here’s the part that answers the question.” 

No schema or citations 

AI tools and search engines rely on signals to determine trust. If your page doesn’t use schema markup or reference credible sources, it’s less likely to be picked up.  

Think of schema as metadata that helps machines understand your content—and citations as the proof that what you’re saying is legit. 

Outdated content 

AI tools prefer up-to-date information. If your content hasn’t been refreshed in a few years—or it references tools, stats, or advice that are no longer relevant—expect it to be skipped over. A regular audit schedule keeps your content competitive. 

Ignoring technical SEO 

Just because GEO is about content doesn’t mean technical SEO is optional. If your page loads slowly, isn’t mobile-friendly, or is blocked from being indexed, none of your hard work matters. Solid technical foundations ensure your content can actually be found, crawled, and considered. 

How to Optimise for Both AEO and GEO 

If your goal is to stay visible across both traditional and AI-driven search, you don’t need two separate strategies—you need a smart, layered one.  

Here’s how to align your content with both AEO and GEO: 

AEO Checklist (for answering direct queries) 

• Answer specific questions clearly and directly 

Think about the kinds of queries people might ask—especially those that start with “how,” “what,” “when,” or “why.” Your answers should be concise, useful, and ideally placed near the top of the page. 

• Use FAQ and HowTo schema 

Schema markup helps search engines identify and serve your answers in rich results, voice responses, or snippets. Tools like Google's Structured Data Markup Helper can simplify this. 

• Focus on mobile and voice-friendly formats 

Most voice searches happen on mobile. Keep sentences short and digestible. Avoid large blocks of text, and make use of bullet points, short lists, and headers. 

• Reflect real search intent in your headings and subheadings 

Use natural language that mirrors how people speak and type. Instead of stuffing keywords, build headings around common user questions or needs. 

GEO Checklist (for getting cited in AI-generated answers) 

• Write in-depth, clear, and accurate content that feels expert-led 

AI tools tend to cite content that’s well-researched, logically structured, and easy to process. Don’t just skim the surface—add genuine value through detail and depth. 

• Use reputable citations and include real-world examples 

Link to authoritative sources and back up your claims with data or firsthand insights. This improves trustworthiness and encourages AI systems to consider your content. 

• Structure your content with semantic clarity and flow 

Break your content into logical sections with descriptive headers. This helps both users and AI follow your argument—and pull the right pieces when needed. 

• Refresh top-performing pages regularly to keep them current 

AI models favour up-to-date, accurate content. Updating stats, refining explanations, and fixing broken links can keep your best work relevant for longer. 

• Check AI tools regularly to track where and how you appear 

Run your own branded and industry-related queries in tools like ChatGPT, Perplexity, and Bing Copilot. Note where your content is cited—or where it’s missing. 

Blending AEO and GEO means thinking beyond search rankings and focusing on clarity, structure, and authority. It’s about being the best possible answer, no matter where or how the question is asked. 

So… Are AEO and GEO the Same Thing? 

Not quite. Think of them as two sides of the same search coin. 

• AEO is designed for direct answers—quick, structured responses. 
• GEO is for longer, AI-generated conversations—answers that might not include a link at all. 

They aren’t replacements for SEO. Instead, they reflect how SEO is evolving. 

Search today happens across traditional engines and AI-powered platforms. Being visible in both worlds is the new standard for digital strategy. 

Final Thoughts 

At Inspire Digital, we help businesses bridge the gap between traditional SEO and what’s next. That means: 

• Writing content that works for both humans and machines 
• Structuring pages so they’re easy to read, understand, and cite 
• Staying ahead of how AI tools are changing the way people find and trust information 

Curious how your content stacks up? Or ready to rethink your strategy for the future of search? 

Let’s talk. We’ll help you audit, adapt, and optimise—so you’re not just playing catch-up, but leading the way.