GEO vs SEO: Do Traditional Tactics Still Matter in AI Search?

In 2025, AI-powered search engines rivalled traditional search engines for the first time in two decades.

In the US alone, some 10% of consumers (around 13 million people) are said to rely on generative search platforms for their search queries. By 2027, this figure is predicted to reach 90 million. Gen Z, in particular, places huge trust in generative AI platforms to get quick answers and help them make decisions.

The rise of the AI-driven search engine has begun to challenge how content is discovered, ranked and presented.

This all leads to the big question, “Are traditional SEO practices obsolete?”

The short answer: Don’t panic. This isn’t quite the case. Unlike traditional search engines, AI search platforms still largely source their overview answers from content ranking highly in conventional search results

But while SEO is here to stay, it has evolved – a lot. Gone are the days of keyword stuffing, relying too much on metadata and generic link-building. SEO strategies must now be woven into a hybrid strategy that incorporates GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) principles.

For advanced generative engine optimisation techniques, think white space, bullet points, easy-to-skim listicles and clean, structured formatting.

In this article, the first in a series on AI Search Optimisation, we’ll contrast classic SEO vs AI-augmented GEO and AEO, providing a strategic guide to achieving online visibility in a landscape where success depends more on credibility, context and clarity than on keywords alone.

But first, a recap on the fundamental shift we’ve experienced this year…

The Paradigm Shift: From SEO to GEO and AEO

In our GEO blog series, we detailed the transition from SEO to GEO.

Here’s what’s happening: Instead of serving a list of links, AI assistants now summarise content into AI-generated search results that answer questions instantly. It’s no longer about ranking at the top of SERPs. It’s about getting your content cited and summarised by AI platforms like ChatGPT and Google Gemini. Zero-click searches are taking over fast. The search game has changed now that AI is the middleman.

We’re also getting familiar with a new batch of acronyms. In addition to SEO, there’s GEO and AEO, among others.

GEO now represents a new field of generative AI search engine optimisation, complete with optimisation experts, unique methods and (developing) metrics

AEO is about optimising content for answer engines like ChatGPT, Google AI Overviews, Siri or Alexa. Instead of delivering pages of results, AEO offers short, credible, direct answers to user queries.

SEO vs AEO vs GEO: 7 Key Differences

The below table highlights the main differences between SEO, GEO and AEO tactics. Afterwards, we’ll explain how the search game has changed in more detail.

1. Difference in Optimisation Focus

With traditional SEO it was all about keywords, backlinks and ranking positions.

But to optimise for GEO, you need to prioritise influencing how AI engines behave when they come up with answers to users’ conversational questions. And AEO wants actual answers to questions.

The focus has shifted big time. From SEO’s obsession with keywords and rankings to AEO’s push for direct answers, and now to GEO’s game plan: create clear, comprehensive content that AI engines actually want to cite and use.

2. Content Strategy and Format

AI engines favour certain content formats. Think:

• white space
• easy-to-parse listicles
• bullet points
• well-structured information

This isn’t unfamiliar to those optimising content for search engines like Google. What’s changed? The greater focus on credibility. Stats must be relevant and backed up. Quotes add authority. Links should be made to valid, trustworthy sources.

In terms of strategy, know that different AI tools draw from different types of domains and sources. For example, Microsoft Copilot cites articles from Forbes a lot; while ChatGPT does so with Wikipedia.

What to do? Audit and update content regularly to stay relevant with AI engines. Know which platforms your audience uses most, then optimise for those specific AI tools to maximise citations and visibility in the AI era.

3. Automation and Real-Time Adaptability

While ‘old-school’ SEO is done more manually with an approach that’s historically data-driven, GEO uses AI-driven generative engine optimisation with machine learning to automate content adjustments in real-time.

4. Changing Metrics and User Engagement

SEO backlinks and traffic metrics don’t make much of an impact on how often your content will be cited within AI search.

In fact, 95% of AI citation behaviour can’t be explained by website traffic. What’s more, traffic to links that AI has recommended, rather than from SERPs, shows higher engagement and conversions (about 1.5x more, in fact).

So track what matters: SEO focuses on rankings and traffic, AEO measures featured snippets and voice search visibility, while GEO prioritises AI citations and engagement rates. Each approach demands different measurement tactics for your strategy.

5. Technical Challenges in AI Search

While AI search is certainly smart, it does have limitations.

For now, AI search tools struggle to ‘read’ websites that load content with JavaScript. Site owners should make technical tweaks to ensure AI crawlers can find and cite their content properly.

6. Integration and Purpose

GEO ensures that SEO and AEO work together as distinct approaches for smarter search optimisation:

• SEO targets ranking and traffic
• AEO focuses on direct answers and featured snippets
• GEO targets AI-driven content citation and local or personalised search experiences

7. User Interaction Style

AI search has changed user interaction patterns.

With SEO, they’d browse through the search results links to websites. In AEO, answers are given immediately, often ditching the need for further clicks. GEO answers are conversational and personalised, meaning the search experience is more dynamic and interactive.

Traditional SEO Tactics in the Age of GEO and AEO

Despite some alarmist article headlines saying, “SEO is dead”, here’s what you need to know: this isn’t the case.

Since AI search engines still mainly source their overview answers from top-ranking search results, SEO is here to stay.

Core SEO principles (think keyword optimisation, on-page SEO and building backlinks) continue to play a critical role because large language models (LLMs) draw from well-structured, authoritative content. But while some tactics are as relevant as ever, others are less so.

Tactics That Still Matter

Keyword research and optimisation. AI is all about semantic search, its main focus is on meaning and search intent. Keyword research can certainly help, provided it’s more focused on long-tail keywords and those that are question-based.

On-page optimisation. Elements like meta tags, headings and URL structure are still important as they help AI and traditional crawlers understand content structure and relevance which is good for both SEO and GEO.

Building backlinks: As they signal authority and trust, they’re needed if you want a chance of being cited by AI.

Content updates: AI favours everything fresh. Update content regularly for both traditional search engines and AI models.

Tactics That Matter Even More

Creating top-quality content: Since AEO and GEO are about answering user queries directly, your content should do the same. It should also demonstrate 3 Cs: be clear, concise, credible.

Technical SEO: Factors like site speed, crawlability and mobile-friendliness are more important than ever. With AI crawlers battling with client-side rendering, ensuring a website’s technical structure is optimised for search engines and AI is vital.

Localised SEO: GEO values personalised, localised content. So it’s important that businesses targeting local customers use geotargeting and have an optimised Google Business Profile (GBP).

Tactics That Are Becoming Less Relevant

Keyword stuffing and over-optimising: Anything deemed manipulative or spammy, such as excessive use of keywords, could see your content penalised. Do so at your peril. Rather pay more attention to context and the intent behind queries rather than keywords alone.

Bulk directory submissions and link farming: While such black-hat SEO tactics have long been seen as unethical, modern search engines and AI-enabled algorithms detect and penalise such practices. Instead, earn high-quality backlinks from authoritative sites.

Exact match domain names: With the focus more on quality content and user intent, domain names alone are less important.

Reliance on Click-Through Rates (CTRs): There’s no need to get users to click through to a website, thanks to the direct answers offered by AI search.

Traditional link building: With GEO, it’s less about collecting links to rank higher. Links are now used by AI to confirm content credibility.

Over-reliance on on-page optimisation: It’s still important, but structuring your content for AI parsing is more so.  

SEO + GEO + AEO: Integrating Tactics for the AI Age

It’s worth repeating (for those seated in the back): Your digital marketing strategy has to be a hybrid one that blends SEO, AEO and GEO tactics.

In fact, instead of saying “SEO vs GEO vs AEO”, we should start saying “SEO + GEO + AEO”.

Each approach serves a distinct purpose in the search landscape:

• SEO: for ranking and discoverability
• GEO: for AI-powered search
• AEO: for smart assistants and featured snippets

Best Generative Engine Optimisation Strategies: Key Adaptations

Shift in focus: From driving traffic to a website through search results to giving direct answers and building authority.

Content structure: Keep AI in mind with H2 and H3 headings that divide topics into question-based headings. Keep answers short. Use techniques like schema, article mark-up and organisation markup.

Semantic search: Consider the nuances of natural language queries and WHY people have queries.

Local SEO: Optimising your online presence to appear prominently in local search results and map listings remains essential for attracting nearby customers and driving foot traffic.

Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T). These principles are increasingly important and can help establish trust and credibility with both users and AI.

Structured data: Implement structured data elements like FAQ, how-to and organisation schema to help AI search engines understand and categorise content, increasing the likelihood of appearing in rich search engine results pages and AI overviews.

Real-time adaptability: Automated, real-time insights and content tweaks powered by machine learning help brands quickly align with evolving user intent and search patterns.

The Future Is Now…

The search game has changed, radically. And while traditional SEO tactics remain foundational, they’re no longer enough on their own.

Successful brands won’t choose between SEO, AEO and GEO, they’ll master all three.

How?

By writing for people and machines, using simple words and answering clearly. And above all, by helping users – fast. This is because while SEO helps people find your page, AEO and GEO help AI pick your answer.

Ready to take control of your AI search strategy? Contact Digivate. We’re here to help you maximise your marketing ROI in the age of AI search.

If you found this blog article helpful, you might want to check out our 5-part series of posts about GEO, including How GEO Impacts Your Brand Visibility, SEO and Revenue, and How to Optimise Your Content for AI – GEO Best Practices.

FAQs – Frequently Asked Questions

What is the main difference between SEO, AEO, and GEO?

SEO focuses on improving rankings and visibility in traditional search results, AEO targets direct answers and featured snippets, while GEO aims to optimise content for AI-driven search platforms to increase citations and visibility in AI-generated responses.

Are traditional SEO tactics still relevant in the age of AI search?

Yes, foundational SEO practices remain important, but they must be integrated with new strategies that prioritise credibility, context and AI citation.

How can I make my content more likely to be cited by AI search engines?

Focus on creating clear, well-structured and authoritative content backed by credible sources, regularly update your information, and tailor your content format to be easily parsed and summarised by AI tools.

What metrics should I track to measure success in GEO and AEO?

For GEO, monitor AI citation frequency, engagement and conversion rates from AI-referred traffic; for AEO, track featured snippet impressions, voice search visibility and brand citations; and for SEO, continue to track rankings, traffic and backlink profiles.

Which AI search platforms should I prioritise for optimisation?

Focus on the platforms your target audience uses most. ChatGPT favours Wikipedia content, while Microsoft Copilot frequently cites Forbes articles. Google AI Overviews and voice assistants like Siri also have distinct preferences, so audit which sources they draw from and tailor your strategy accordingly.

What technical changes do I need to make for AI crawlers?

Ensure your website doesn’t rely heavily on JavaScript for content loading, as AI crawlers currently struggle with client-side rendering. Implement structured data markup (FAQ, how-to, organisation schema), optimise site speed and mobile-friendliness, and use clear heading structures that AI can easily parse and understand.

Article by

Deidre Donnelly

Deidre has been an editor and writer for some 20 years. Notably, she worked her way up from copy editor to senior features writer/books editor at O, The Oprah Magazine (South Africa). She was also a regular contributor to ShortList Dubai magazine, and has provided editorial and content marketing services for a variety of brands including Oxford University Press, Think With Google (MENA), and tourism authorities such as Visit Abu Dhabi and Vietnam.Travel.