Optimising for the Future: Key AI SEO Optimisation Strategies

These optimisation strategies that have emerged each address a different aspect of how users and machines discover and interpret online content. There are some elements of overlap so you will see which areas complement each other and why it’s important to cover all aspects.

If you’ve found yourself down an SEO rabbit hole whilst trying to decipher the best strategy, then contact our team today. Because, although these are new themes and no one could possibly be an expert yet, our SEO team have been working in the industry for over a decade. And, with all the knowledge we have, we are finding the right strategies that work, and learning which activities are no longer relevant.

 

The Difference Between SEO, GEO, AEO and AIO

Although many aspects of these practices overlap, there are a few subtle differences between them. The below comparison table give you a visual idea of what is different and where the overlaps are. For more information we have also provided an overview of each below the table.

Comparison Table: Where Optimisation Practices Overlap and Where They Differ

Key

✅ = Core Feature ⚠️ = Secondary/Related Feature ❌ = Not Fulfilled

 

Understanding SEO, GEO, AEO and AIO

Having all these new terms mentioned can seem overwhelming but, as long as you are optimising your website in the best practices for one, the chances are, you will full fill aspects of all different types of optimisation. Here’s a brief explanation of each, with why they are important in their own right and their benefits and disadvantages.

 

SEO – Search Engine Optimisation

About SEO

SEO has been around the longest of the skills we’ll be discussing. It is the practice of improving a website’s content, structure and technical setup so it ranks highly in traditional search engine results (like Google or Bing). Some of the common tasks include optimising metadata, keywords, on-page copy, technical performance, and backlinks.

Why SEO Matters for Businesses

SEO is foundational for indexing and getting your website found on traditional search engines. Without it, your content may never appear in relevant searches that your target market use. This will limit your ability to reach organic traffic and new customers who don’t yet know about your brand.

Key Benefits of SEO

• Enhanced visibility through search engines
• Target the right traffic at different points in the buying journey
• Increase in traffic with high buying/conversion search intent leads to more sales and/or lead generation

Disadvantages

• AI is changing search trends – your audience may have moved to one of these platforms.

 

GEO – Generative Engine Optimisation

About GEO

GEO refers to the process of optimising content for generative AI search engines — systems that provide conversational, AI-generated answers instead of traditional lists of links. There is some cross over in these tools because Google is a Search Engine, but the AI Overviews feature is a Generative Engine. Other examples include Bings Copilot, Perplexity and Chat GPT.  Optimising your website for Generative Engines mean when people ask Chat GPT, Perplexity etc for “who are the best fashion brands” (or a term relevant to your business) your website will have a better chance of being featured in the answer.

Why GEO Matters

Generative search is becoming a regular source of information. Instead of “Google it…” we now hear the phrase “ask ChatGPT…” As our audience is increasingly turning to generative search tools, you need to make sure your content is structured and written in a way that these AI systems can read and cite. Investing in GEO techniques improves the chances of your content being surfaced — and quoted — in AI-generated answers.

Key benefits of GEO

• Enhanced visibility through AI content generators
• More brand awareness in tools that are increasing in usage
• Whilst not all users will be looking to purchase, there are still queries where they are looking for businesses “near me” or “best organisations for…” so the chances of conversion from clicks is higher than other AI related optimisation practices.

Disadvantages

• Tracking traffic from this channel can be difficult – although more AI content generators are now showing sources, there are still several types of content that won’t use references meaning your content is being reiterated rather than cited which will not lead to a click through.

 

AEO – Answer Engine Optimisation

About AEO

AEO is about tailoring content so it directly and clearly answers user questions — especially in formats designed for voice assistants or what we call “zero-click results” – where the user asked a search engine but the AI system generates an answer so the user doesn’t have to click through to a website. AI Overviews is a good example of zero click search. AEO emphasises semantic clarity in answering questions.

Why AEO is important

As users expect faster, more direct answers, AEO increases the likelihood of your content being selected as the definitive source — often ahead of traditional ranking results. Although this is one of the key areas where website owners may see less traffic visiting their website, it is still very important to invest because if you don’t appear in the Answer Engine sources, your competitors will. We’ve written a longer piece on how AI Overviews are affecting traffic, see it here.

Key Benefits of AEO

• Featuring in citations for answer engines increases brand awareness
• Optimises for voice search
• Answer your audiences questions to be perceived as an industry leader

Disadvantages

• Loss in Organic Traffic – although answer engines are better at citing their sources, the user will often read the AI generated answer and get what they need without visiting your website.
• Difficult to use for converting – for queries that will generally show an AEO response, the user is searching for information rather than ready to purchase.

 

AIO – Artificial Intelligence Optimisation

About AIO

AIO is a broader approach that ensures your content and digital presence are optimised for AI systems — this includes optimising the back end of your website and ensuring all the technical code and data is in the right place for the date to be crawlable and extractable. This includes clear metadata, structured data, trustworthy sourcing, and high information gain.

Why AIO is Important

As AI agents increasingly mediate content discovery and decision-making, AIO ensures your organisation’s content is AI-readable, credible, and prioritised in outputs and recommendations.

Key Benefits of AIO

• Increased visibility through all AI content generators
• Featuring within these tools promotes trust and credibility

Disadvantages

• Depending on your website back end, you may need to upgrade, or ask a developer to help you with implementation.

 

Why Optimising your Website for Search and AI Should be Part of Your Marketing Strategy in 2025 and Beyond

SEO has been around for decades now, and it has always been successful in getting traffic to websites. But now, the search landscape is changing. With AI and alternative information resources we need to make sure that our websites can be found in the space that our users are. If you stick with traditional SEO and don’t move with the rest of the world then your website will become outdated and your traffic and conversions will stop.

 

Summary

To summarise, the differences are;

• SEO ensures you’re discoverable through established search platforms.
• GEO ensures your content is featured in the fast-growing world of AI-generated search experiences.
• AEO ensures your content surfaces as the direct answer to specific queries — especially in featured snippets or voice results.
• AIO ensures your content is understood and surfaced by the next generation of AI agents and systems.

However, these new terms are being coined what seems like every 5 mins, essentially, there are two types of optimisation:

• Search
• AI

As long as you are satisfying the user with your content, following the best practices for ensuring your content is crawlable and building your online brand presence, you should see success.

 

SEO and AI Optimisation with Bubble

Like all long-standing agencies, we are still finding our feet with AI optimisation. From what is happening in the market so far and the results we have been tracking we are on the path to success. If you would like to discuss anything about SEO, GEO, AEO or AIO or if you would like us to take a look at your website and provide you with an audit, contact us today.