What is Generative Engine Optimisation (GEO)?

GEO makes your content easy for AI systems like Google AI Overviews, ChatGPT, and Bing Copilot to interpret, summarise, and reference in their answers.

How is GEO different from SEO and AEO?

SEO improves rankings in traditional search. AEO structures concise answers for snippets and voice. GEO adds depth and context so AI tools cite your brand in longer, conversational responses.

Do I need GEO if I already do SEO?

Yes. SEO drives visibility in classic results, while GEO improves inclusion in AI-generated answers. Together they future-proof your online presence.

What content helps with GEO?

Clear headings, FAQs, schema markup, up-to-date product and business details, and context-rich, conversational explanations that answer likely follow-up questions.

How can NZ businesses start with AI Optimisation?

Audit key pages for clarity and schema, add FAQs, refresh outdated info across your site and directories, and track whether AI tools reference your content. Contact AI Optimisation for a tailored plan.

What is GEO, and how does it differ from SEO and AEO?

Elaine Angel
Aug 26
3 min read

Digital graphic showing the concept of GEO vs SEO vs AEO for AI search optimisation in New Zealand. Blue gradient background with search and AI icons and the title “GEO vs SEO vs AEO — The Future of Search in NZ.”

Here’s a clear breakdown: GEO is Generative Engine Optimisation focused on getting your business discovered through AI-driven answer engines like ChatGPT and Google SGE. SEO optimises for search engines (like Google), while AEO tailors your online presence for AI-powered Q&A platforms.

What you’ll learn from this blog

The exact definition of GEO and why it matters today
How GEO compares, contrasts, and complements SEO and AEO
Actionable tips for businesses to prepare for the new search landscape
Real-life examples of how brands adapt to generative engine trends

GEO Unveiled: The Next Step After SEO

Let’s not tiptoe around it: Google isn’t the only digital doorman anymore. GEO, or Generative Engine Optimisation, is about making sure AI engines, think ChatGPT, Bing’s Copilot, or Google’s Search Generative Experience, find, understand, and trust your business.

Unlike classic SEO, you’re not just optimising pages for crawl bots. You’re feeding context to conversational tools, ensuring your business is the answer when potential customers ask, “Who’s the best plumber near me?” or “What’s the safest toothpaste for kids?”

GEO leans hard on structured data, FAQ-rich content, and brand consistency, almost like prepping for a futuristic interview, not just a technical website tune-up.

SEO: The Old Reliable, But Not the Whole Picture Anymore

SEO is still the backbone, don’t get me wrong. You need fast-loading pages, smart keywords, inbound links, and all the Google-friendly practices we’ve championed for decades.

But think of SEO as having a billboard on the highway.... plenty of eyeballs, but less of a two-way conversation. If a business owner asks, “How can I appear in Google’s regular search?” that’s SEO’s turf. But if the question becomes, “How can I make my brand the direct answer in AI-driven conversations?” now, we’re speaking GEO.

AEO: AI’s Personal Q&A, but More Than Just a Buzzword

Let’s clear up the confusion: AEO (Answer Engine Optimisation) focuses on shaping your data so AI assistants confidently present your business as a factual, safe, and up-to-date answer.

Unlike SEO’s general listing strategy, AEO is all about fitting the answer box or being chosen by voice assistants like Siri, Alexa and Chat GPT etc. Want to get featured in those “People also ask” boxes or as a top pick when someone talks to their phone? Embrace AEO, think crisp, structured snippets, schema markup, and regularly refreshed information.

How We Got Here: A Real-World Scenario

Imagine you sell eco-friendly cleaning products. Five years ago, you’d focus almost exclusively on Google rankings, blogs, meta tags, backlinks, the usual suspects.

Fast forward to now: A potential customer types “Best non-toxic floor cleaner for babies” into ChatGPT. If your website structure, brand info, and product details are marked up for both SEO and AEO, but lack the context-rich, conversational data GEO demands, you’re missing out on the AI answer revolution.

It’s like showing up to a radio interview and speaking in bullet points: good, but not engaging.

How to Prepare Your Business for the GEO Future

Here are practical steps you can start today:

Audit your web copy for clarity, consistency, and a conversational tone.
Add FAQs, testimonials, and structured product details, answer every question a prospect might ask aloud.
Keep data updated everywhere: your website, directories, partnerships, and public data sources.
Leverage schema markup so AI engines understand what you offer.
Monitor how generative AIs are mentioning or paraphrasing your brand, you’d be surprised how creative they can get!

The digital landscape keeps evolving, but brands willing to adapt will always stay ahead. GEO, SEO, and AEO aren’t rivals, they’re a toolkit.

The most future-proof businesses wrangle all three, becoming not just visible, but memorable, in both search results and AI conversations.

If you want to ensure your business doesn’t disappear into the digital noise, Contact us at AI Optimisation. Let’s get your brand ready for what’s next.

Find out what I need to do to be found in AI searches