Why AEO and GEO optimisation extend traditional SEO

Recent Google guidance confirmed that AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) primarily involve standard SEO. For companies and marketers, this shifts the focus from search tricks to high-quality, expert content.

What are AEO and GEO, and why do they matter?

Google uses AEO and GEO to improve search with AI, giving users more accurate, convenient answers. Underlying this innovation are familiar SEO principles rather than separate new technologies.

How this changes the approach to website promotion

Expert content takes priority: Create original material with in-depth analysis and practical examples, rather than formulaic text containing general facts.
The website's technical condition: Pages should be indexed correctly, load quickly and provide a good user experience.
Integration with business services: For e-commerce and local businesses, we recommend platforms that let AI agents access product and service data.

Common misconceptions about optimisation for AI search

In its official guide, Google rejected popular techniques promoted as GEO optimisation, such as:

Using special files such as LLMS.txt that supposedly make content easier for AI to 'understand'.
Breaking content into small fragments without considering logic or readability.
Creating special markup exclusively for AI bots.

Instead, the company recommends strengthening established SEO practices focused on usability and relevance.

What this means for businesses and marketers

Adapting to AI search is another stage in SEO development. To remain competitive, businesses should focus on:

Improve content quality by prioritising expertise and real experience.
Optimising the website's technical foundations to meet modern standards and work across devices.
Using opportunities to interact with AI agents, for example through structured data and business platforms.

Monitor changes to Google's algorithms and documentation so you can adjust your marketing approach in time.

Preparing websites for AI agents: a look ahead

Google has introduced guidance for websites ready to interact with autonomous AI agents that perform tasks such as purchasing or booking services independently. This requires:

Ensure page structures are accessible and clear, including the DOM tree and compliance with accessibility standards.
Follow the UCP protocol and account for partner platforms' requirements, including Shopify's.

Although participation in these processes remains voluntary, companies planning long-term growth should start adopting these technologies now.

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We review your strategy, advertising, website, analytics and funnel, focusing on practical outcomes rather than a report for its own sake.