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AI Search channels (like ChatGPT, Gemini, Perplexity) are projected to overtake traditional search by 2028 (Gartner). This represents a fundamental shift in how buyers discover and evaluate products and services.

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What is GEO and AEO?

Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are two terms for the same thing, used interchangeably. GEO is the art of controlling how your brand shows up in answers when your target audience is prompting ChatGPT, Gemini, Perplexity, Google AI Overviews and other large language models (LLMs). In essence, GEO is about:
  • Creating clear content that’s easy for LLMs to read and process
  • Positioning your brand and offering strategically
  • Getting mentioned in trusted external sources like news sites and blogs
  • Getting social proof through third-party reviews (like G2 or Trustpilot) and forums (like Reddit or Glassdoor)

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AI Search Drives Buyers, Not Traffic

It’s not about driving lots of traffic anymore. Your buyers are doing research in AI Search (like ChatGPT or Gemini), only landing on your website when the decision is already made. Being visible is revenue-critical. When someone asks ChatGPT to find a washing machine that meets specific requirements, the AI will recommend specific products. The buyer then does a traditional Google search once they’ve decided — but the brand that was visible during the research phase already won. Image

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Industries Ahead of the Curve

High consideration categories that require research = where the shift to AI Search is happening faster. Search is in a hybrid phase; most buyers use a combination of AI and traditional search during the purchasing journey. Usage of AI Search in purchasing journey by industry: Image _Sources: McKinsey and _Forrester

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B2B Software is the Frontier

  • 50% of B2B buyers now start with AI Search instead of Google (G2)
  • 89% use it at some point during the purchasing process (Forrester)
Positioning your brand clearly is key to winning when your Ideal Customer Profile (ICP) is comparing options.

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GEO vs SEO: Key Differences

SEO and GEO work best together since buyers use both traditional and AI search when making purchase decisions. However, they require different strategies due to key differences:
SEOGEO
About matching content to specific keywordsNot keyword-specific
About driving traffic to your websiteAbout visibility, to influence buyers where they make decisions
Content length and keyword density mattersContent clarity is the key; LLMs can see through fluff