SEO vs AEO vs GEO differ by what they optimize for: SEO improves a site’s eligibility and relevance for ranking and clicks in traditional search; AEO structures content so answer systems can extract a correct, scoped response; GEO applies experimentation to increase inclusion and citations in generative answers.
Test CustomGPT’s 7-day free trial to track citations weekly.
TL;DR
SEO helps search engines understand and rank your pages so people can discover and click them. AEO (an industry term) focuses on structuring content so AI answer experiences can extract a correct, scoped response and cite it. GEO (a research-defined approach) treats inclusion in generative answers as something you can test, measure, and systematically improve.
Audit one page’s answer block and measure citation lift weekly.
Important terminology: In this article, GEO = Generative Engine Optimization (not geographic/local SEO).
Quick Comparison Table
| Term | Primary Goal | What You Optimize | Typical Outputs | Success Signals |
| Search Engine Optimization – SEO | Earn rankings + clicks from classic search | Crawl/indexability, relevance, authority, UX | Landing pages, guides, category pages | Impressions, clicks, rankings, conversions |
| Answer Engine Optimization – AEO | Be selectable and quotable in answer experiences | Definition clarity, scoped claims, structure, entity coverage | TL;DR blocks, FAQs, “how it works” sections | Citations/mentions, qualified visits, assisted conversions |
| Generative Engine Optimization – GEO | Improve inclusion/visibility via experiments | Controlled variants, measurable prompts/queries, evaluation metrics | Test variants (answer blocks, headings, summaries) | Lift in inclusion rate / citations across tests |
Definitions
SEO
Google describes SEO as helping search engines understand your content and helping users find your site and decide whether to visit through search.
In practice, SEO includes technical eligibility, content that matches intent, and credibility signals that help pages compete.
AEO
AEO is a common industry label for optimizing content so AI-driven answer experiences can extract a clear, correct, and well-scoped response (often with a supporting link or citation).
In this article, AEO specifically means “optimize to be selected and cited in AI-generated answers,” not “voice search” or “featured snippets” in general.
GEO
GEO is a term introduced in research describing how to optimize content for visibility in generative engine responses, using measurable approaches and evaluation metrics.
Plain English: GEO treats “being included in AI answers” like an experiment – change one variable, measure impact, iterate.
Why This Difference Matters
AI answer experiences change what “winning” can look like: you may get fewer clicks but more visibility through citations, mentions, and downstream branded actions.
For Google specifically, the safest baseline is still SEO fundamentals. Google states there are no special optimizations required to appear in AI Overviews or AI Mode beyond foundational SEO, and it also notes AI Overviews/AI Mode surface links to help users explore.
Also, Google warns that AI responses may include mistakes, which raises the value of pages that are easy to interpret correctly (tight definitions, scoped claims, and current references).
What To Do in Practice (SEO vs AEO vs GEO)
If You Need Discoverability and Demand Capture: Start With SEO
- Ensure your pages meet eligibility and best practices described in Google Search Essentials (technical requirements, spam policies, key best practices).
- Publish content that matches intent and earns links/brand trust over time.
If You Want Your Content Quoted or Cited: Layer AEO Structure on Top of SEO
Add “answer-friendly” structure to the page:
- A ≤60-word definition block near the top (scoped, unambiguous).
- One concept per heading (avoid mixing terms).
- Lists/tables for comparisons (reduces extraction errors).
- Updated citations for any time-sensitive claims.
If You Want Repeatable Improvement: Run GEO-Style Tests
Treat answer visibility as testable:
- Pick one primary query and 5–20 close variants.
- Create two variants of only the answer block (keep the rest stable).
- Track inclusion/citations/mentions over a fixed time window.
- Roll forward the winner and log the change.
Measurement: What to Track
For Google AI Features
Google states that sites appearing in AI features (AI Overviews / AI Mode) are included in overall Search Console traffic and reported in the Performance report (“Web” search type).
Practical implication: you can track overall impressions/clicks, but isolating AI Overviews-only performance may require additional tooling or SERP monitoring (treat third-party claims cautiously).
For Your Owned Answer Experiences (Site Search / Helpdesk / Agents)
If you control the answer surface (e.g., an on-site assistant), you can measure:
- “Sources shown” rate (how often answers cite documents)
- “Links/citations clicked” rate (how often users open sources)
- Deflection/containment outcomes (did the user need escalation?)
How to Operationalize This With CustomGPT.ai
If you’re using CustomGPT.ai to serve answers from your content, you can apply AEO/GEO principles with verifiable controls:
- Connect canonical sources (pages or sitemaps) so answers come from the right material.
- Enable citations so answers remain auditable.
- Measure citation/link usage to quantify “answer visibility”.
- Use Auto-Sync for websites/sitemaps when freshness matters (Premium plan or higher).
- Embed where users ask questions (note: iframe embed doesn’t preserve conversation history on refresh).
- Keep security defaults aligned with your risk tolerance (e.g., “My Data Only,” anti-hallucination).
Example: One Topic Turned Into SEO + AEO + GEO Outputs
Topic: “SEO vs AEO vs GEO”
- SEO output (rank-and-click): A crawlable explainer page with intent-matched headings and strong internal linking.
- AEO output (answer-and-cite): TL;DR + a table + short definitions under distinct H2/H3 headings so answer engines can extract the right snippet.
- GEO output (test-and-improve): Two variants of the TL;DR:
- Variant A: definition-first
- Variant B: decision-first
Then compare citation usage (in an owned assistant) or inclusion proxies over time.
Common Mistakes
- Mixing terms (calling GEO “just AEO”) → readers and models conflate definitions.
- Chasing structure while neglecting indexing → AEO/GEO won’t help if SEO eligibility is weak.
- Overstating measurement precision → especially for AI Overviews segmentation; keep claims bound to what tools actually report.
- Updating multiple variables at once → kills GEO-style test validity.
Conclusion
SEO drives rankings and clicks, AEO makes content extractable and citable in answers, and GEO improves inclusion through testing.
Next Step: CustomGPT.ai supports citation-backed answers with tracking, and the 7-day free trial helps validate measurable lift.
FAQ
Is GEO the Same Thing as AEO?
Not exactly. AEO is a practical industry label for “make content easy to extract and cite in answers.” GEO is a research framing that emphasizes systematic testing and visibility metrics for generative responses. In practice, teams often use AEO tactics inside a GEO testing loop (e.g., A/B testing the TL;DR block).
Do I Need Special Optimization for Google AI Overviews?
Google’s guidance says no special optimizations are required beyond strong SEO fundamentals for AI Overviews and AI Mode. Focus on eligibility (indexing/snippets), helpful content, and clear structure. Then measure overall outcomes via Search Console and on-site conversions rather than assuming a separate “AI Overviews SEO.”
How Can I Measure AEO If Clicks Don’t Increase?
Use a layered approach: track organic impressions/clicks and conversions, but also add “visibility” indicators like brand queries, assisted conversions, and (for owned answer surfaces) citation/link clicks. Don’t equate fewer clicks with failure, AI answers can shift discovery upstream while still driving qualified actions.
If I Use CustomGPT.ai, What Should I Track to Validate AEO Improvements?
Track how often answers show sources and how often users click citations/links. CustomGPT.ai documents “links clicked in conversations” and what citation formats are tracked. Use that data to compare two versions of an answer block (keep everything else stable) and look for lift in citation display/click behavior.
When Is Auto-Sync Actually Worth Enabling in CustomGPT.ai?
Enable Auto-Sync when your site/sitemap changes frequently and stale answers are costly (policies, docs, product specs). CustomGPT’s Auto-Sync guide is specifically for websites and sitemaps and notes availability on Premium plan or higher. If you can’t enable it, schedule periodic rebuilds around known update cycles.