GEO vs SEO: what is the difference?

The terms

SEO: optimising for search engines.
GEO (Generative Engine Optimization): optimising to appear in AI-generated answers.
AEO (Answer Engine Optimization): similar, a term from the era of featured snippets and voice assistants.
AOS: no single definition. Usually means optimising for AI Overviews and AI search.

So the abbreviations mostly describe the same work. Do not let them talk you into a second budget before the basics are right.

What stays the same

Google writes that SEO fundamentals remain relevant to its AI features. In practice the tasks overlap heavily: crawlable pages, clear structure, helpful content, recognisable authors and outside trust.

What really differs

	Classic SEO	AI search
Result	List of links	One answer, few sources
Success	Position and click	Named or cited, often with no click
Unit	Mainly the page	Often a single passage
Stability	Fairly stable	Answers vary from run to run
Measurement	Search Console and analytics	Patchy, much manual work

What follows in practice

Write so passages work alone

The answer goes first, with a clear subject: not “it costs”, but “a website costs…”. This helps models and readers who skim.

Build on your own facts

Nobody needs to cite you for what is written everywhere. Your own data, comparisons, project experience and clear judgements are reasons to name you in particular.

Think about your brand

If your company gets named without anyone clicking, no click report shows it. It can still work: people later search for your name. So also watch searches for your brand.

How to split your budget

Technology first: without indexing and access nothing works, in Google or AI systems.
Then the pages for your services: this helps both channels.
Then content that answers questions: well structured, with evidence.
Then mentions: directories, reviews, trade media.
Monitoring last: a fixed list of questions is enough at first. Expensive tracking tools can wait.

The steps are detailed in How to appear in AI Overviews and ChatGPT, and the basics in the SEO checklist.

When GEO takes priority

If your customers prepare complex purchases with AI, as with software or consulting, and your basics are in order, more effort earlier pays off. For the hairdresser around the corner, the Google Business Profile and reviews are almost always more important. For an assessment of your business, see AI search with tob-apps.

Sources

Google: AI features and your website