What is GEO and how is it different from SEO? Google's view

The abbreviations GEO and AEO come up often in SEO circles, but not everyone means the same thing. This guide defines both using Google's own guidance, shows where they differ from SEO, and lists what a site can do this week.

What are GEO and AEO?

GEO stands for generative engine optimization; AEO for answer engine optimization. Both describe work meant to get a site shown as a source or recommendation in places like ChatGPT, Perplexity, Gemini, Copilot, and Google's AI Overviews and AI Mode. These names are not an official standard; Google's guide mentions them as terms used for visibility in AI search.

Does Google treat GEO as separate from SEO?

No. Google's guide to optimizing for generative AI search (last updated 10 July 2026) says generative AI features are built on Google's core ranking and quality systems, and that optimizing for generative AI search is "optimizing for the search experience, and thus still SEO". It suggests judging third-party AEO or GEO services by the same yardsticks it gives for third-party SEO advice. Those features can split one question into several related searches, a technique called query fan-out.

That applies to Google's own surfaces. ChatGPT, Perplexity and Claude each describe in their own documents how they reach sites; we do not claim it is all "the same".

What stays the same?

According to Google's guide, these basics still apply to AI answers:

• Valuable, non-commodity content. Offer a unique point of view such as first-hand experience, do not just recycle what others said, and ask whether your visitors would find the content satisfying.
• A clear technical structure. Pages must be indexed and eligible to show with a snippet, and content must be crawlable. In the guide's words, a site must be included in Search generative AI features in Search Console.
• No mass-produced query-variation pages. Those can violate Google's scaled content abuse policy.

None of this is new. What is new in GEO is measuring the same work on a new surface.

What do you not need to do?

Google's guide rejects these common "tricks":

More on llms.txt: What is llms.txt?

What extra do you do for AI?

Two extra jobs for engines other than Google, both written in documents:

1. Let search bots in. OpenAI's OAI-SearchBot shows sites in ChatGPT search; sites that opt out via robots.txt do not appear in ChatGPT search answers. Perplexity also recommends allowing PerplexityBot. Details and sample files: robots.txt for AI bots.
2. Measure. Google counts traffic from generative AI features in the Search Console Performance report, under the "Web" search type, together with other search traffic. On 10 February 2026 Bing added the AI Performance report (public preview) to Webmaster Tools, which counts how often a site is cited in AI answers. Neither shows whether your brand is mentioned without a link; for that you need to ask a fixed question set of the same engines each week. Method: How AI answers pick which brands to name.

Google's guide also warns about third-party tools claiming access to its internal ranking or AI systems: no third-party tool has that access.

Where to start this week

1. Make sure your site is verified in Search Console and your key pages are indexed.
2. Check that your robots.txt and CDN let search bots in.
3. Put a direct two or three sentence answer at the top of your ten most important pages.
4. If you are registered with Bing Webmaster Tools, look at the AI Performance report.
5. Ask two or three AI engines the ten questions your buyers ask, and save the cited pages.

For step 2, Ruescan, our site scanner, is not open yet (the early-access list is open on the home page). When it opens, it will read robots.txt for AI bot permissions and also show the sitemap, llms.txt, structured data, meta tags, speed and security in the same report. If you want the weekly measurement set up for your brand, write to us using the form below.

Frequently asked questions