Websites must reflect the keywords, questions, topics and debates sought out by their audiences — to ensure they are ranked highly by search engines, and cited by AI overviews and LLMs
By Howard James
1. What are SEO, AEO and GEO?
SEO, which stands for search engine optimisation, involves developing content that appears prominently on search engines such as Google, Bing, or Baidu. The main aim is to bring users to websites, increasing the likelihood that they will engage with the content. Higher rankings boost the chances of receiving clicks.
AEO, answer engine optimisation, involves creating content likely to be cited by AI overviews in online search engines. The goal is to increase website exposure and user click-throughs by appearing as cited sources in answers.
GEO, generative engine optimisation, involves drafting content that is mentioned when engaging with large language models, or LLMs, like ChatGPT, Gemini and Claude. The goal is to gain exposure from the answers presented by the LLM, with the hope that users further explore the mentioned source. The more mentions a source experiences, the more visitors it should receive.
2. Why are SEO, AEO and GEO important?
SEO, AEO, and GEO boost web traffic and can support a range of campaigns, from brand awareness to thought leadership and lead generation. Being cited by answer or generative engines enhances credibility, and positions sources as industry leaders, regardless of the topic.
AEO and GEO are transforming online search: with LLMs, users want instant answers instead of mere links, often asking direct questions and expecting conversation. Brands benefit from ‘zero-click visibility’, gaining exposure without needing page visitors or costly ads, while connecting with users actively seeking information or products.
Ideally, an online content strategy should involve SEO, AEO and GEO.
3. Which content formats work best for SEO, AEO and GEO?
Clear, well-structured content, with clear headings and concise and precise language, works well for SEO, AEO and GEO. Regarding the latter two, FAQs and how-tos are conducive to LLMs as they seek answers and viewpoints; as too are bullet points to help separate one topic or issue from another.
Content, which provides direct answers early-on, is favoured by LLMs — as are self-contained sentences that repeat nouns and avoid pronouns (you will have noticed that I keep saying ‘SEO’, ‘AEO’ and ‘GEO’!) It is also important to ensure that headings and subheadings are labelled correctly in HTML. For instance, <h1> is the main title and is read by LLMs as such; while <h2> is a second level heading, and treated accordingly.
It’s not just copy that is picked up by answer and generative engines. Images, audio and video are frequently cited, especially if their content is well structured and where arguments are clearly articulated —presenting content in a single, coherent response.
4. How do I create SEO, AEO and GEO content?
Effective SEO content starts with identifying the keywords and phrases target audiences use in their searches.
AEO and GEO content creators should identify common questions these customers use when searching online. Writing relevant blogs, FAQs, and how-tos increase visibility in generative engine searches. Adding reliable links strengthens content credibility, and helps search and answer engines trust your copy.
Simply put, your content won’t be fully optimised unless it aligns with the keywords, questions, and subjects your target audience typically searches for.
5. Where should I publish SEO, AEO and GEO content?
Online — across earned, owned and paid media.
It is often overlooked that good SEO, AEO and GEO content exists beyond your own online assets. In fact, having content published on third-party platforms, both earned and paid, are in many instances more effective in terms of attracting target personas, AI overviews and LLMs, than featuring on owned websites.
These typically include trade and mainstream media; community platforms like Reddit or Quora; knowledge repositories like Wikipedia or Wiki links; and review and comparison sites. The list of third-party options is far wider than most people realise.
6. Who should focus on SEO, AEO and GEO?
If your target customers or readers search online for the products, services, or information you provide, SEO is essential for your long-term growth and digital presence.
AEO is ideal for competitive, complex, and high-value sectors where buyers need reliable evidence before making decisions. It’s also valuable in compliance-driven fields like healthcare and for businesses facing lengthy sales cycles and comparison-heavy markets, such as hardware and software.
Organisations that need comprehensive explanations of their products and brands should also evaluate GEO. Generative engines excel in providing authoritative insights, particularly on subjects where definitive answers are lacking and well-supported viewpoints guide decision-making toward specific outcomes.
7. When should I create SEO, AEO and GEO content?
Update your repository promptly — then continue to refresh or supplement it at regular intervals. Brands posting weekly should aim for quarterly updates, while those publishing a few times each month can update annually.
Speak to us about Belmont ‘s content services.