For years, SEO had a simple goal: appear in Google’s top results. But that’s changing. Today, millions of people ask a chatbot or virtual assistant — like ChatGPT, Gemini, or Copilot — instead of searching for links.
And those answers don’t always include links. AI systems select, interpret, and generate content in their own voice.
So, a new question emerges:
How can your brand, product, or content become part of the AI’s response?
The answer lies in two emerging fields of digital marketing: AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization).
What Are AEO and GEO?
Answer Engine Optimization (AEO) focuses on getting your content used directly as an answer by AI systems or conversational assistants.
Generative Engine Optimization (GEO) goes one step further: it aims to make your content influence the AI’s generated answers, not just be quoted.
In short, while traditional SEO seeks clicks, AEO and GEO aim for visibility within the answer. It’s no longer about just showing up — it’s about being chosen by AI as a trusted and relevant source.
How to Start Optimizing for AEO and GEO
Optimizing for these new models isn’t just a technical process — it’s a shift in how we think about content. Here’s where to begin:
- Identify real questions your customers are asking (in chats, social media, or search).
- Write clear, natural responses — prioritize conversational tone over technical jargon.
- Use scannable formats: headings, lists, short paragraphs, and micro-answers at the top.
- Build digital authority: earn mentions from reputable media, reviews, and trusted sites.
- Keep consistency: ensure your info matches across your website, social media, and online stores.
The goal isn’t just to appear — it’s to be correctly interpreted by AI and add value in context.
Implement Structured Data: The Language AI Understands
When optimizing for generative answers, good writing isn’t enough — structure matters too. That’s where schema.org comes in: a standard for structured data that helps both search engines and generative AI understand the context of your content.
Adding structured data doesn’t change how users see your content — it changes how AI reads it.
For example:
- Instead of reading a block of text, AI understands your page describes a product — with its name, price, reviews, and availability.
- Or that your article is a How-To guide, a FAQ page, or a Review.
Using these formats improves interpretation and increases the chance your brand will be cited or mentioned in AI-generated answers.
Most Useful Schema Types for AEO and GEO
- FAQPage – perfect for quick, extractable answers.
- HowTo – ideal for step-by-step guides or tutorials.
- Product – essential for e-commerce to highlight details like price and availability.
- Article or BlogPosting – helps clarify editorial content and authorship.
- Organization – defines your brand identity clearly for AI engines.
💡 In short: structured data is the “map” that helps AI understand your content without ambiguity. And in the era of generative answers, clarity is the first step toward being recommended.
Challenges and Best Practices
- Challenge: AI doesn’t always show why it chose a specific brand.
Best practice: create clear, well-evidenced, naturally written content. - Challenge: Models tend to favor large brands or dominant languages.
Best practice: focus on niche topics, localization, and content in your language. - Challenge: There’s no measurable “GEO ranking” yet.
Best practice: track AI mentions, referral traffic, and post-response conversions.
Conclusion: From Clicks to Conversations
Traditional SEO aimed to appear. AEO and GEO aim to be chosen.
Optimizing for generative answers means adapting your content to how people — and machines — communicate today. Because in this new stage of digital marketing, visibility is no longer measured in links, but in relevance within the response.
