Digital marketing is evolving from a focus on high Google rankings to integrating AI-driven tactics such as generative engine optimization (GEO) and answer engine optimization (AEO). Large language models (LLMs) like ChatGPT now prioritize synthesizing information for users over traditional keyword rankings. AEO and GEO strategies assist in structuring content to ensure visibility in new AI-powered search experiences. While foundational SEO practices remain relevant, content must be optimized for how AI engines process and respond to queries, emphasizing direct and concise answers.
Large language models (LLMs) like ChatGPT, Gemini, Perplexity, and Claude now function as answer engines. Rather than listing links, they synthesize information and produce conversational responses to users' queries, sometimes with citations.
Answer engine optimization focuses on structuring content in a way that helps AI engines extract direct and summarized answers, typically displayed in SERPs as featured snippets, answer boxes, or other instant answer formats.
Generative engine optimization, on the other hand, is about influencing how LLMs generate answers, with emphasis on semantics, structure, and context. It's about being present in the knowledge base that tools like ChatGPT, Gemini, and Claude use to answer queries.
SEO still matters and remains highly relevant. Ranking well in search engine results, optimizing metadata, and creating authoritative, keyword-rich content are foundational practices that continue to support discoverability.
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