The 30-second definitions
- SEO (Search Engine Optimisation): ranking web pages in traditional search results — Google, Bing, DuckDuckGo.
- AEO (Answer Engine Optimisation): structuring content so answer engines (Google AI Overviews, ChatGPT, Perplexity, Gemini) extract and cite it as the answer.
- GEO (Generative Engine Optimisation): shaping how generative AI summarises, paraphrases and recommends your brand inside long-form AI responses.
Where they overlap
All three reward the same fundamentals: clear writing, semantic HTML, strong topical authority, and credible third-party mentions. A page that ranks #1 in Google is far more likely to be cited by Perplexity and recommended inside ChatGPT than one buried on page three.
The difference is at the format and signal layer. SEO rewards depth and links. AEO rewards self-contained, quotable answers near the top of the page plus FAQ/HowTo schema. GEO rewards consistent brand language across the web — review sites, Reddit threads, press mentions — because LLMs synthesise across sources.
Which should a UK small business prioritise?
- SEO first. Without organic visibility, AI engines have nothing to cite. Fix technical health, write strong service pages, earn a few good backlinks.
- Add AEO on top. Rewrite the intros of your money pages as quotable 40–60-word answers. Add FAQ schema. Publish comparison pages.
- Layer GEO last. Get listed on industry roundups, niche directories, and review sites. Encourage customer reviews with consistent wording about what you do.
A simple rule of thumb
If you currently rank well in Google but aren't being cited by AI, your problem is AEO formatting. If you rank nowhere, your problem is still SEO. If AI keeps recommending competitors over you despite parity in rankings, your problem is GEO — not enough third-party signal.