In the fast-moving world of search, traditional SEO alone isn’t enough anymore. Businesses now need to understand SEO, Answer Engine Optimisation (AEO), and Generative Engine Optimisation (GEO) to stay ahead. These three strategies overlap but serve distinct purposes in getting your content discovered and trusted.
What is SEO and Why It Still Matters
Search Engine Optimisation (SEO) is the practice of improving your website so it ranks higher in search results. It focuses on keywords, backlinks, on-page content, and technical health, like site speed and mobile responsiveness.
In the UK, where competition is fierce across industries like real estate, hospitality, and finance, strong SEO ensures that potential customers can find your business online. It lays the foundation for visibility, helping your brand appear in relevant searches. Traditional SEO remains the backbone, making your website discoverable and credible in the eyes of search engines.
Understanding AEO (Answer Engine Optimisation)
Answer Engine Optimisation takes things a step further. Instead of only ranking for keywords, AEO is about providing clear, structured answers to users’ questions. Google, Siri, Alexa, and other voice or AI assistants pull content directly to provide instant answers.
For example, a London based restaurant can appear in voice searches for “best brunch near SoHo” if the website answers that query concisely. AEO helps businesses win featured snippets, knowledge panels, and voice search results. It’s all about being the direct answer people are looking for, not just a link they click.
GEO: Generative Engine Optimisation
Generative Engine Optimisation (GEO) is newer and focuses on AI-driven search. Tools like Google’s AI Overviews and other AI answer engines summarise content from multiple sources. If your content isn’t structured in a way AI can understand, it may never appear in these summaries.
GEO strategies involve semantic keyword research, structured data, multimedia content, and signals that help AI understand your brand and expertise. In the UK, where users rely heavily on mobile and AI tools, GEO ensures your business gets included in AI-generated answers, enhancing credibility and reach.
How They Compare
| Aspect | SEO | AEO | GEO |
| Goal | Rank higher in search results | Be the direct answer to queries | Be included in AI-generated summaries |
| Focus | Keywords, backlinks, technical health | Clear answers, FAQs, structured content | Semantic context, schema, multimedia content |
| User Behaviour Targeted | Typing search queries | Asking full questions via voice or mobile | Relying on AI summaries and generative answers |
| Content Style | Long-form, keyword optimised | Concise, question-led | Rich, contextual, multi-format |
| Visibility | SERPs, organic listings | Featured snippets, People Also Ask, voice search | AI-generated overviews, summaries, answer panels |
This table highlights that while SEO builds discoverability, AEO captures the answer-seeker, and GEO ensures your brand is visible in AI-driven summaries. Together, they form a robust strategy for modern search.
Integrating SEO, AEO, and GEO Effectively
While each strategy serves a distinct purpose, the real power comes from combining them. SEO ensures your website is discoverable, AEO positions your business as the direct answer to user queries, and GEO makes your content visible to AI-driven platforms.
For instance, a London based property firm could optimise its blog with SEO keywords like ‘luxury apartments London,’ structure answers for AEO queries such as ‘Which areas in London have the best family-friendly apartments?’ and use GEO tactics to ensure AI tools summarise their content accurately. Together, these approaches increase both human and AI visibility, driving more qualified traffic and establishing authority in a competitive market.
By aligning all three strategies, businesses can create a seamless experience for users across search engines, voice assistants, and AI summaries. This integrated approach also helps track performance more effectively, showing which queries and content formats drive engagement. Ultimately, mastering SEO, AEO, and GEO together positions a brand as a trusted leader in its industry.
Why Businesses Should Care
Nowadays, users expect instant, relevant answers and rarely scroll past the first page. Optimising for AEO and GEO in addition to SEO ensures your brand not only appears but becomes the trusted source in searches and AI-generated content.
Partnering with experts who understand your local landscape can make a big difference. Agencies like Dominate Online’s SEO services can help businesses optimise for all three strategies, ensuring visibility across traditional search, voice, and AI-driven platforms.
Final Thoughts
SEO, AEO, and GEO are no longer optional; they are essential. Traditional SEO builds the foundation, AEO ensures your content answers questions directly, and GEO ensures AI recognises your expertise. Businesses that embrace all three will dominate both human and AI-driven search, maintaining authority and visibility.
For businesses ready to take their strategy to the next level, working with specialists like Dominate Online provides the technical skills and local insight necessary to stay ahead in your companies digital landscape.
