SEO, AEO and GEO: A New Playbook for Search Visibility

Search has quietly changed under our feet. People still use Google, but they are no longer just scrolling through ten blue links; they are reading AI Overviews, asking AI tools for recommendations, and checking maps and reviews before they ever visit a website. If you only focus on traditional rankings, you are starting from behind.

We now see three major ways for your business to show up online: SEO, AEO, and GEO. SEO is how you appear in normal search results and maps. AEO is how your answers appear in AI Overviews and featured snippets. GEO is how AI tools like ChatGPT and Perplexity understand and recommend you by name. If you want to be easier to find, easier to trust, and easier to choose, you need all three working together.

Most businesses know SEO reasonably well. SEO, search engine optimisation, is how you help your website and Google Business Profile show up when people search for what you do, where you do it, and who you help. For a local or service-based business, that might mean appearing for searches such as "emergency plumber", "family solicitor in Brighton", or "SEO consultant East Grinstead".

At a basic level, SEO covers things like:

• Clear service pages and location pages

• Helpful content that matches what people actually search

• Technical health like mobile-friendliness and page speed

• Backlinks from other relevant sites

• Local search visibility through a well-optimised Google Business Profile

Strong SEO means more of the right people can find you. The catch is that ranking on page one is no longer the finish line. If an AI Overview or direct answer satisfies the search before anyone scrolls, you might technically "rank" but still be invisible where it matters. That is where AEO and GEO come in.

Answer Engine Optimisation, AEO, is about moving from simply being on the page to being in the answer. When someone searches "How much does roof cleaning cost?" or "What should I look for in a wedding photographer?", Google increasingly shows a direct, structured answer at the top. AI Overviews and featured snippets often pull in content from one or two clear, trustworthy sources.

To have a chance of being used in those answers, your content needs to:

• Address real questions in plain English

• Give short, direct answers before you go into detail

• Use headings that mirror the questions people ask

• Include FAQs, how-to guides, and comparison content

• Be structured in a way search engines can easily read

Simple formats work best for AEO and AI search optimisation. For example, a service page for an SEO consultant might add sections such as "How much does local SEO cost?", "What is included in an SEO audit?" and "How long does SEO take to show results?", each with a two or three sentence answer at the top of the section.

Behind the scenes, schema markup, which is just structured labels for your content, helps search engines recognise your FAQs, reviews, products and services. You do not need to become a developer, but asking your web support to implement basic FAQ or organisation schema can make your answers easier to reuse. The commercial impact is simple: if your explanation becomes the trusted answer, people arrive already understanding you, which usually means better-quality enquiries.

Generative Engine Optimisation, GEO, is the newest piece of the puzzle. Instead of focusing only on Google, GEO is about making your business easy for AI tools like ChatGPT, Gemini, Claude, and Perplexity to understand, summarise and recommend.

Old search looked like this: user searches, sees a list of links, clicks a few, then decides. New AI search often looks like this: user asks "Who are the best physiotherapists?" or "Which company can help improve my Google Business Profile in Sussex?", and the tool responds with a small list of named businesses, plus a short explanation of why they are relevant.

To be on that shortlist, AI tools look for:

• Clear website copy that states what you do and where you work

• Detailed service pages with specific locations and audiences

• Consistent business information across directories and profiles

• Reviews, testimonials and case studies

• Mentions on other sites, articles or local directories

• Helpful expert content that demonstrates what you know

If your online presence is vague, incomplete or inconsistent, AI tools struggle to join the dots. They may find a competitor whose information is clearer and recommend them instead. GEO and AI search optimisation are really about reducing that ambiguity so AI has confidence that you are a safe, relevant recommendation.

Think about how someone might choose a local clinic, garage or physiotherapist. They might search on Google, check the map pack, open two or three websites, read reviews, then ask an AI tool, "Which of these would you choose and why?" or "Who is best for sports injuries?". Each pillar plays a role.

SEO helps you:

• Appear in Google's organic results

• Show in Google Maps and local packs

• Get your Google Business Profile in front of nearby customers

AEO helps you:

• Appear in AI Overviews and answer boxes

• Be quoted in featured snippets and FAQs

• Explain key topics in a way search engines can lift into answers

GEO helps you:

• Be mentioned by name when someone asks an AI tool for options

• Have your strengths summarised accurately

• Stay in the mix when customers ask for a second opinion

For a local physiotherapist, for example, consistent messaging about the conditions treated, strong FAQs about appointment length and pricing, clear service areas, active reviews, and mentions in local directories all feed every layer at once. The result is joined-up visibility: you are easier to find, easier to understand, easier to trust and easier to recommend, wherever the customer chooses to search.

You do not need to become a full-time marketer to benefit from this. A few focused steps can tighten your online visibility and your AI search visibility at the same time.

Clarify your basics

• Make sure every key page explains what you do, where you work and who you help

• Update your Google Business Profile with accurate categories, services and hours

• Fix obvious gaps like missing service pages, poor photos or outdated locations

Turn real questions into clear content

• Write down the questions people ask before they enquire

• Turn them into FAQs, short guides or blog posts

• Put the short, direct answer at the top, then add detail underneath

Build trust signals around your brand

• Ask happy customers for reviews on your Google Business Profile

• Publish case studies and testimonials on your site

• List your business in a handful of relevant local directories

• Keep your name, address, phone number and website consistent everywhere

Review what you measure

• Track Google Business Profile views, calls and direction requests

• Note which pages bring enquiries, not just which keywords rank

• Occasionally test how AI tools describe or recommend your business

As a visibility consultancy based in the UK, we see many good businesses lose enquiries simply because competitors are clearer and more consistent online, not because they do a better job offline.

SEO helps you rank. AEO helps you become the answer. GEO helps you become the recommendation. All three now shape how easily people find you, understand you, trust you and decide to contact you.

You do not need to chase every algorithm update, but you do need to make your business unmissable and unmistakable across the web. When your information is clear, consistent and backed by real customer trust signals, both people and AI tools are far more likely to put you on their shortlist. That is what modern AI search optimisation really means: being understood, being trusted and being recommended wherever your next customer chooses to ask.

If you are ready to turn more searches into high quality visits and bookings, we can help you get started with tailored AI Search Optimisation. At Recommendable, we focus on practical, data led improvements that align with your real business goals, not vanity metrics. Tell us about your current challenges and we will outline clear next steps, timelines and expected outcomes. To discuss your project in more detail, simply Contact Us today.