WTF are GEO and AEO? (and how they differ from SEO)

Originally published on May 14, 2025, this article has been updated to include an explainer video.

Move over SEO — there’s a new game in town. 

For publishers and writers, the rules of SEO are changing. Future success no longer looks like being top of the blue links on Google’s index or any other search engine’s – it will center on how to ensure your content gets surfaced in AI answer engines too. And that’s a whole new ball game. Welcome to the era of generative engine optimization (GEO) – or is it answer engine optimization (AEO)? Actually, it’s generative search optimization (GSO), right?

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