What is AEO and GEO?

I’m continuing through the content section of my digital marketing framework, but today I want to focus on two terms you’re hearing a lot more lately, GEO and AEO.

GEO means Generative Engine Optimisation.
AEO means Answer Engine Optimisation.

These ideas exist for one simple reason. The way people search has changed.

Where someone once typed questions into Google, many now ask ChatGPT or other AI tools. Those tools respond with direct answers, not a list of links. That shift means our websites need to work for large language models, not only traditional search engines. This shift is captured very well in this excellent post by McKinsey and Company, where they report based on analysis that half of consumers use AI-powered search today, and it stands to impact $750 billion in revenue by 2028.

From a GEO perspective, the focus sits on authority and context. What you publish and how clearly your site explains who you are and what you do.
From an AEO perspective, the focus sits on accuracy and clarity. Strong answers, written in a way machines and humans both understand.

I want to share a few practical things I’ve learned and started using myself.

These steps support both GEO and AEO.

First, follow the answer-first rule.

When you write content that answers a question, place the answer at the very beginning. For example, if I’m writing a post about how to write better prompts, the answer comes first. In my case, that answer is the SCORE framework. I state that clearly at the top, then explain how the framework works.

Next, write in blocks.

Avoid long walls of text. Short paragraphs help machines scan content and make it easier for people to read. Headings matter too. Use H2 and H3 headings, and make them questions where possible. Use the same questions your audience asks in real life. Bullet points help as well. AI systems scan lists efficiently, and readers do too.

Another important step involves proof.

If you claim results, back them up with data. For example, if a solar company talks about saving customers money, numbers matter. Saying that 90 per cent of Dublin customers saved a specific amount in 2026 adds credibility and authority. AI systems treat that as stronger evidence.

Now let’s talk about schema.

The easiest way to think about schema involves food labels. A label explains what’s inside the package. Schema does the same for your website. It tells AI systems what the page covers, what matters most, and why the site deserves attention.

One approach I’ve started using involves adding FAQs at the bottom of key pages. On my prompting guide, I added three common questions with clear answers. I then used Google Gemini to generate the FAQ schema and embedded it on the page. Visitors never see the schema, but AI systems do.

After adding the schema, validation matters.

I run the page through Google’s rich results test to confirm everything works. I also check the schema validator to confirm zero errors or warnings. Finally, I view the page source and confirm the JSON-LD exists on the page.

Once that’s in place, the page communicates clearly with AI systems.

I also built a simple tool in Google AI Studio that analyses content for extractability and fact density. It suggests FAQ questions based on the content. That tool helps shape a schema that aligns with how language models process information.

To test the result, I asked ChatGPT to review the page and explain my prompting framework. The response accurately matched the framework and cited my site first. That confirmed the setup worked.

One final piece involves an llms.txt file.

This file acts like a plain-language summary of your site. It explains services, focus areas, and key information in a format AI systems read easily. A webmaster can help with setup, but the concept stays simple.

Before wrapping up, one thing matters more than anything else.

GEO and AEO do not replace traditional SEO.

Technical SEO, inbound links, outbound links, local SEO, page speed, image alt text, metadata, headings, sitemaps, and keyword-focused pages still matter. Thought leadership still attracts links. Guest content still builds authority. Local businesses still need strong Google Business profiles and reviews.

AEO and GEO sit on top of strong SEO foundations. They add clarity, not shortcuts.

Watch all my previous Digital Sparks here.