SEO, AEO, and GEO: What’s Working Right Now (2025 Edition)

SEO = getting ranked. AEO = getting answered. GEO = getting referenced. Are you optimizing for all three?

Let’s be real, keeping up with digital marketing right now feels like running on a treadmill that keeps speeding up.

One minute you're optimizing for Google search, the next you're wondering how to get cited by ChatGPT. (Seriously, how did we get here?)

Whether you're a solo creator, a marketer, or running your own business, it's time for a 2025 reality check: SEO is evolving, AEO is here to stay, and GEO is the new kid everyone wants to sit with at lunch.

If you’re confused, don’t worry, you’re in good company. Let’s break it all down.

So First… What Even Are These?

SEO (Search Engine Optimization): The OG. It’s all about ranking high on Google so people actually find your stuff when they search.

AEO (Answer Engine Optimization): This is about getting your content picked up by AI-driven answer engines like Google’s SGE (Search Generative Experience), ChatGPT, or Perplexity.

GEO (Generative Engine Optimization): This is even newer. GEO is about making your content visible and influential in AI-generated results. Basically, you want ChatGPT, Claude, and Gemini to use your content when answering people’s questions.

Still Confused About SEO vs. AEO vs. GEO?

You're not alone. Here's a side-by-side comparison to make sense of it all:

Feature	SEO (Search Engine Optimization)	AEO (Answer Engine Optimization)	GEO (Generative Engine Optimization)
Audience	Human searchers using Google or Bing	AI-powered search engines (SGE, Perplexity)	Large language models and chatbots (ChatGPT, Claude, Gemini)
Goal	Rank in search engine results pages (SERPs)	Show up in AI-powered search answers	Be cited, paraphrased, or referenced in AI-generated responses
User Intent	Navigational, transactional, informational	Primarily informational — users are still on search platforms	Conversational, exploratory — users inside chat-style AI tools
Visibility Format	Blue links, featured snippets, rich results	Answer boxes, summaries, and source previews	Inline responses, citations, and summaries in AI conversations
Optimization Method	Keywords, backlinks, E-E-A-T, structured content	FAQs, schema, clarity, skimmable formatting	Unique POV, entity mentions, conversational tone, AI-friendly structure
Output Location	Search results (SERPs)	AI-enhanced search results	Chatbots and AI assistants — often outside traditional search engines

Think of SEO as optimizing for Google search results, AEO as optimizing for AI-powered search answers, and GEO as optimizing for AI-powered conversations.

 Digital marketers stare blankly at the ultimate fork in the road

What’s Working for SEO in 2025

Google’s still here, and it still matters. But their ranking game has changed.

1. E-E-A-T or Bust

Experience, Expertise, Authoritativeness, and Trustworthiness aren’t just buzzwords. Google uses these signals to rank content, especially in sensitive industries like health, finance, and legal. Learn more from Google’s documentation.

Pro tip: Talk like a human, but also back your claims with proof. Case studies, testimonials, author bios. Bring receipts.

2. Content With a POV

Google's "Helpful Content" updates have made one thing clear: regurgitated, keyword-stuffed content is dead. Google wants you, your story, your tone, your actual experience. Here’s a solid breakdown from Search Engine Journal.

What to do: Create content that reflects your real-world experience. Tell stories, give examples, say what you think, not what everyone else says.

3. Original Visuals + Data Win

Pages with original charts, graphs, screenshots, and photos are winning. AI can’t fake your messy whiteboard or product teardown.

Try this: Add one original chart or data point to every blog post, even if it’s just a quick Canva design.

4. Topic Clustering Is Still King

If you want to be known for something, don’t write one post. Write ten that all link together. Google rewards topical authority.

Want to go deeper into how AI is reshaping marketing strategy this year? Check out our deep dive on AI-driven SEO and SEM tactics.

What’s Working for AEO in 2025

Okay, now let’s talk about AI-generated answers. Google SGE (Google Search Generative Experience), ChatGPT, and Perplexity are answering people’s questions before they ever click.

So, how do you get your content in those AI answers?

1. Structured, Clear Answers

AI loves bullet points, numbered lists, short paragraphs, and clear headings. Think of your blog post like a buffet — easy to skim and grab.

2. FAQ Sections Are Gold

Not just for SEO. FAQ blocks also help AI quickly grab Q&A-style content. Add 3–5 FAQs to every major post.

3. Schema Still Helps

Structured data like FAQ Schema and Article Schema can make it easier for engines to parse your content. It’s like giving the bots a cheat sheet. Here’s a guide from Moz on how to use schema effectively.

4. Human Vibes Win

AI is learning to favor content that feels real. That means your personality, your voice, your story.

What’s Working for GEO in 2025

Generative Engine Optimization is all about training the AIs to like your stuff.

1. Make Your Content AI-Friendly

Use strong headings, clear formatting, and structured sections. This helps LLMs (large language models) chunk and cite your work.

2. Opinion + Insight > Facts Alone

Everyone can list stats. But if you explain what they mean and why they matter, your content is more likely to get referenced by generative engines.

3. Keep Your Brand Visible

LLMs learn from patterns. Make sure your name, brand, and website are consistently mentioned in your content and across the web.

4. Create Content That’s Hard to Paraphrase

AI skips over boring fluff. But if your blog post includes fresh metaphors, strong opinions, or firsthand experience, it stands out.

When the IT department gets too efficient

Real Talk: What Works Everywhere

Whether it’s SEO, AEO, or GEO, here’s what works across the board:

• Be human. Share your thoughts, voice, and experiences.

• Structure well. Use headings, bullets, and short sections.

• Give value. Provide something people can’t find anywhere else.

• Stay consistent. Show up often and update your content regularly.

Wrapping It All Up:

The game has changed, but it’s not over. If anything, this is your time to stand out, not by playing the algorithm, but by being unmistakably you.

Focus on content that helps, content that speaks, and content that can’t be faked by a bot.

Because in 2025, it’s not just about getting clicks. It’s about earning trust from humans and machines.