Common Ground
For years, we've built websites around one core objective: help people find us through Google.
We wrote articles, optimised keywords, built backlinks, and climbed search rankings. And for a long time, that worked, because search engines behaved predictably and consistently.
But today, people are no longer just “searching.” They're asking AI tools, ChatGPT, Perplexity, Bing Copilot, Google's SGE, and expecting instant, direct answers.
Our websites now need to adapt to that shift.
Context
AI systems don't act like traditional search engines. They read, summarise, and quote information, often without showing the page it came from.
This means a business can be:
- fully optimised for SEO
- ranking well on Google
- publishing strong, helpful content
...and still be invisible to AI search.
This is where AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) come in.
Big Idea
In simple terms:
SEO helps people find your website. AEO and GEO help AI systems understand and reuse your expertise.
AI tools behave like professional researchers:
- they read your content
- extract key facts
- summarise them
- answer questions
- and decide whether to cite you
If your content isn't structured for AI, you won't be included.
Analogy or Story
Imagine your website is a book in a vast digital library.
SEO is about making the book easy to find, a clear title, a recognisable cover, and a good index.
AEO/GEO make the book easy to quote, a strong summary, clear definitions, signposted key points, and highlighted insights.
The AI becomes a librarian. When someone asks, “What is agent debt?” it reaches for the book that's easiest to understand, and easiest to trust.
That's the one it quotes.
How It Works (Explained Simply)
AI engines look for structured meaning, not just well-written text. They want to know:
- What question the page answers
- What the main point is
- What the key facts are
- Which concepts matter
- How trustworthy the source is
- How well the content is organised
AEO/GEO content supports this through:
1. A short, direct summary
A clear 2-3 sentence overview that gives AI a first “signal” of relevance.
2. Natural-language headings
Questions such as:
- “What is X?”
- “How does Y work?”
- “Why does this matter?”
These align with how users phrase queries to AI tools.
3. Key takeaways
Short, scannable bullet points summarising core insights.
4. Clear definitions and named concepts
AI models recognise entities, consistent terminology strengthens understanding.
5. Structured formatting
Short paragraphs, bullet points, tables, numbered steps. This helps both humans and machines.
Why It Matters
1. AI is now a major gateway to your brand
People aren't always clicking links, AI often answers for them. AEO/GEO help ensure those answers include your expertise.
2. Brand authority depends on how well AI understands you
Without clarity and structure, AI may:
- misrepresent you
- summarise you incorrectly
- or quote a competitor instead
AEO/GEO reduce that risk.
3. Leaders need visibility in emerging AI ecosystems
This shift is as significant as the move from print to digital. Early adopters gain:
- competitive advantage
- stronger brand authority
- higher citation rates
- long-term discoverability
4. This is no longer just an SEO task
AEO/GEO require collaboration across:
- copywriting
- content design
- UX
- development
- brand governance
- structured data
It's a whole-site effort.
Where AEO/GEO Apply (Across the Site)
Blog Articles
These are ideal for AI consumption. They should include:
- question-led headings
- clear definitions
- short paragraphs
- FAQs
- structured metadata
Static Pages (Home, About, Services)
Human-first, AI-second, but both matter.
- opening summaries
- numbered process steps
- short explainers
- FAQs where helpful
Knowledge Sections
High-impact formats include:
- glossaries
- answer hubs
- how-to guides
- comparisons
- checklists
- focused question pages
These form your “brand knowledge graph.”
How AI Decides Whether to Trust Your Content (E-E-A-T)
AI models look for:
- Experience, Are real people behind the content?
- Expertise, Is it credible?
- Authority, Is your brand established and consistent?
- Trust, Is the content transparent and up to date?
Your site should therefore include:
- author bios
- case studies
- citations
- contact details
- verified brand profiles
These signals increase the likelihood of being quoted.
Why UX Matters
AI tools consider user experience as a proxy for trustworthiness.
Key signals include:
- fast load times
- mobile performance
- accessible design
- stable layouts
- minimal intrusive elements
- clean navigation
- HTTPS
If users like the experience, AI assumes the content is credible.
How AEO/GEO Change Content Structure
Every page should include:
- a direct summary
- clear questions
- structured answers
- definitions
- key takeaways
Behind the scenes, support this with:
- JSON-LD schema
- AI-specific metadata
- entity lists
- machine-readable answer fields
These create the “hooks” AI uses to understand your content.
Schema That Supports AEO/GEO
Essential schema types include:
- Organisation
- Website
- Article / BlogPosting
- FAQPage
- HowTo
- BreadcrumbList
- Product / Service
- DefinedTermSet (for glossaries)
Schema explains what a page is, not just what it says.
The Rising Importance of llm.txt
Some AI tools now read a special file, llm.txt, acting as a guidebook.
It can include:
- your business description
- links to key pages
- author details
- sitemap links
- priority content
This helps AI understand which material you consider authoritative.
Building an AI-Friendly Site Architecture
AI systems build a mental map, your “knowledge graph.”
Support this through:
- descriptive URLs
- topic clusters
- internal links with meaningful anchors
- consistent naming
- a shallow, logical hierarchy
This helps AI follow your expertise more easily.
Practical Content Types AI Favour
AI tools perform best with modular formats:
- “What is…?” pages
- comparisons
- step-by-step guides
- checklists
- glossaries
- short Q&As
- answer hubs
These offer clean, reusable blocks of meaning.
Keeping Content Fresh
AI values freshness, often more than Google.
Best practice:
- refresh core pages every 6-12 months
- update statistics and examples
- add “last updated” labels
- keep author profiles active
Freshness increases trust.
Key Takeaway
SEO helps people find your content. AEO and GEO help AI understand, trust, and quote your content.
Both matter, but AEO/GEO are the foundation of visibility in the age of AI search.