Short answer: GEO (Generative Engine Optimization) is the process of optimizing website content so that AI tools like Google AI Overview, Gemini, and ChatGPT can use it as a reference for answers. AEO (Answer Engine Optimization), on the other hand, is the process of optimizing content to answer questions directly. Both are related.It is not a new discipline separate from SEO. — Google itself confirms that AI Overview pulls answers from high-quality SEO web pages that are already ranked in Google Search.
What is GEO?
Generative Engine Optimization (GEO) is a method of optimizing website content to increase the likelihood of being cited as a source of information in Generative AI responses. Examples include Google AI Overview, Gemini, ChatGPT, and Perplexity. These terms originated from academic research in 2023 before being adopted by the marketing industry to refer to services between 2024 and 2026.
The frequently discussed principles of GEO include writing content with a clear question-and-answer structure, using factual data and references, employing machine-readable tables and headings, and building author credibility (EEAT) — if you read carefully, you'll find that...All of this is what the high-quality SEO already does. This is why Google never called GEO a separate discipline.
What is AEO?
Answer Engine Optimization (AEO) is the process of optimizing content to answer the user's question directly from the very first sentence. To allow search systems to display direct answers, such as Featured Snippets, People Also Ask, or answers in the AI Overview, AEO's focus is on "one question, one complete self-contained answer," which aligns with Google's passage ranking system that allows for section-by-section ranking, not just page-by-page ranking.
Beware of confusion: The term "AEO" in Thailand also refers to... Authorized Economic Operator Or, the "AEO (Authorized Economic Operator) Standard" certification from the Customs Department, which is a supply chain safety standard. This is different from AEO in the context of digital marketing discussed on this page. — If you are looking for information on customs standards, please visit the Customs Department website directly.
What is SGE? Why haven't we heard about it much lately?
SGE (Search Generative Experience) was the experimental name for the AI feature in Google search results before its official launch as “AI Overviews” in May 2024. Therefore, if you encounter articles or services that still use the term SGE, the information is outdated. Currently, what you should be focusing on is the AI Overviews and AI Mode of the Google.
Comparison table of SEO vs AEO vs GEO
| section | SEO | AEO | GEO |
|---|---|---|---|
| target | Ranked highly in search results: Google | It was picked as a direct answer (Snippet/PAA). | Referenced in AI responses (AI Overview, Gemini, ChatGPT). |
| Where to display the results? | Normal search results: 10 links | The answer box at the top of the SERP | AI Box Overview / AI Chat |
| Indicators | Ranking, Clicks, Conversion | Snippet/PAA Domination | The number of times an AI has citation. |
| Main techniques | Quality content, Technical SEO, link. | Question-answer structure; answer directly in the first sentence. | Reference data, tables/statistics, EEAT. |
| Status according to information Google | The main scientific disciplines officially supported by the Google. | Google states that it's not a separate discipline — the AI extracts answers from functions that perform well in SEO, with no special secret formulas involved. | |
In short: SEO is the foundation; AEO and GEO are the "writing and structuring formats" that make the original SEO ready for the AI era — they are not magic services that need to be purchased separately.
What does the Google say about this? (The part many people don't tell you)
Before deciding to hire someone to do GEO/AEO, you should know the facts directly from Google:
- AI Overview uses the primary ranking system of Google Search. — Official Google documentation states that the AI features in search results pull data from the same indexes and ranking systems as regular search results. The official recommendation is to “follow the SEO basic good practices.” There is no secret optimization for AI.
- The llms.txt file has no effect on Google. — Google has confirmed that he does not use this file. If someone offers to sell you "install llms.txt to get AI installed," that is a service without any supporting evidence.
- What really works is people-first content. — Answers all questions on a single page. The author has real experience and a verifiable identity, using the same criteria as regular search result ranking.
Our perspective is straightforward: Effective GEO = SEO, high-quality content structured for AI-readable functionality. Anyone selling GEO as a magical separation of sciences is selling something that Google himself says doesn't exist.
So what should businesses really do to get into the AI Overview?
- Answer the questions directly starting from the first sentence of each topic. — The passage ranking system selects passages of content that are complete in themselves to display.
- Use tables and text data — AI can extract text, but it cannot read infographics. Therefore, text-based price/comparison tables are referenced more frequently.
- Include verifiable figures and facts. — Content with clear statistics and sources is more likely to be selected by AI than content that is purely opinions.
- Showcasing the author's identity and real-life experiences (EEAT). Both Google and AI give more weight to the reliability of the source.
- Make sure you have all the basic technical information about the SEO ready. — The page loads quickly, the index works normally, and the canonical representation is correct because the AI pulls data from the Google index.
If you want a team that performs all of these tasks according to the true Google approach, without using techniques that Google rejects, see details.AI development service for SEO / GEO of HelloAds. Sure, or you can read more about the basics in the article. What is an AI Overview?
Frequently Asked Questions
Do I need to hire someone to do GEO separately from SEO?
Not necessarily – effective GEO is an extension of quality SEO. If an agency offers a separate “GEO package” that doesn’t touch the fundamental SEO of your website, question it before paying. What you should hire is a SEO team that understands structuring content for AI.
Between AEO and GEO, which is more important?
Both are essentially the same writing technique—answering questions clearly, good structure, reliable references—a single application yields results for Featured Snippets, AI Overviews, and AI chat across all providers, eliminating the need to choose.
Do I need to install the llms.txt file?
No need — Google has officially confirmed that they do not use llms.txt files in their AI Overview source selection. Time and budget should instead be invested in content quality.
Where should a small business start?
Start by selecting the 5–10 most frequently asked questions by customers, then create the best webpage in the market that answers each question. Using the structure suggested above, small businesses have an advantage in terms of specializedness and authentic experience—which is what AI looks for.
About the author
The SEO strategy team at HelloAds Co., Ltd., a registered digital marketing agency in Thailand with over 10 years of experience and having managed more than 100 brands, closely follows official Google Search Central documentation and updates its guidelines when Google changes — we don't sell unproven technical details.AI service SEO / GEO andSEO service Ours
