Web sites owners are used to chase ranking in search engines by SEO (search engine optimization). Meanwhile many search engines integrate an artificial intelligence which delivers an answer at an prominent place on the page with the results. Many users are pleased with the answer and do not click on the displayed links anymore.
Generative AI chats like Grok, ChatGPT, or perplexity delivers answers. So what to do now to obtain visitors on your website? The new keywords are AEO (answer engine optimization) and GEO (generative engine optimization.
In the case of AEO website owners should form their content in a way, that answer engines could deliver it directly as an answer to a user’s question. These are direct answers, featured snippets or voice search responses. Here your success is not measured in the amount of clicks on the link to your page. Success is meassured in how often your brand is mentioned in the only answer which is shown in a conversational chat.
GEO is the practice to become a trusted source for AI systems. You are not trying to rank, you are trying to become the authority, AI systems trust and pull their answers from. Here you structure your content in a way, large language models can easily parse, trust and reuse it, when generating replies to user’s questions. The goal is, that your brand, website and link is mentioned in the AI answer. Here, success is meassured by citations, mentions and traffic coming from AI systems.
You need both, because AEO brings you quick visibility on specific questions, while AEO builds lasting authority.