In short
SEO (search engine optimisation) targets the classic search results of Google and Bing. GEO (Generative Engine Optimization) targets generative AI search such as ChatGPT Search or Google’s AI Overviews. AEO (Answer Engine Optimization) targets direct answers to specific questions. All three build on clean technology, clear content and trustworthy data.
SEO: being found in classic search
SEO is about getting pages to appear high up in the Google or Bing results list. This includes technical foundations such as crawlable URLs, canonicals and fast loading times, content that genuinely answers a search query, and links from other websites.
GEO: appearing as a source in AI answers
Generative search systems formulate their own answer and cite individual sources. GEO prepares content so that it qualifies as a reliable source: clear statements, verifiable facts, a recognisable brand and pages that crawlers can reach technically.
AEO: answering the question directly
AEO focuses on individual questions. A good answer page gives the answer in the first paragraph, without detours, and then goes into detail. Voice assistants, featured snippets and AI search all use this format.
What the three have in common
The terms overlap considerably. Clean technical work and clear answers to questions improve all three areas at once. Separate strategies are rarely needed, but separate measurement is: rankings, AI mentions and direct answers can only be tracked with their own tools.
Read how we put this into practice for Shopware shops on the page GEO, AEO and AI visibility.