How to Position Your Brand for AI-Driven Search: SEO, AEO & GEO

SEO has been the backbone of online visibility for years, and it still delivers. But the way people search? That’s evolving fast. Instead of typing into Google, more and more of us are asking AI tools like ChatGPT, Perplexity, or Gemini for answers. From 'What’s an easy weeknight dinner?' to 'Where’s the best spot for a weekend getaway?' the shift is already here.

So the real question is: how do we make sure your brand shows up everywhere your audience is looking?

When people go online, they’re either searching, asking quick questions, or turning to AI for advice. That’s where SEO, AEO, and GEO come in.

Here’s the breakdown:

- SEO makes sure your website appears in Google search results.
- AEO positions you as the quick, instant answer people see at the top.
- GEO ensures you’re included in AI-generated answers — the newest way people discover information.

Together, these three strategies cover the entire journey of how people find and trust brands online.

 
SEO: Your Digital Foundation

SEO isn’t going anywhere. Think of it as your base layer the thing every other strategy builds on. It’s mostly about:

- Finding the keywords people actually type into Google.
- Creating content that really answers what they’re looking for.
- Making sure your site runs smoothly (fast, secure, mobile-friendly).
- Building trust through backlinks and authority signals.

It’s the long game. Do it well, and SEO will keep sending you consistent, predictable traffic month after month.

 
AEO: Becoming the Instant Answer

Ever Googled something like “What’s the best new Netflix series?” and the answer popped up right at the top? That’s AEO in action.

The goal here is simple: make your content the one Google chooses for those instant answers. Here’s how:

1) Write short, clear answers to common questions.
2) Use FAQ schema so Google knows what questions and answers live on your page.
3) Add How-To schema if you’re explaining steps — Google loves pulling these into its own step-by-step cards.
4) Format with bullet points and headings so it’s easy for Google to scan.
5) This is how you land in featured snippets, “People Also Ask” boxes, and even voice search. Bite-sized visibility that builds trust fast.

 
GEO: Getting Found in AI Answers

This is the exciting part — and also the newest.

Instead of searching on Google, people are now asking AI tools things like “What are the best holiday destinations in Europe?” or “Which smartphone has the best camera?” And here’s the kicker: AI builds those answers from content it trusts.

So how do you make sure your brand gets noticed by AI?

- Make your content easy to summarise. Lists, tables, FAQs, and clear takeaways work best.
- Show your expertise. AI is trained to trust content that demonstrates Experience, Expertise, Authoritativeness, and Trust (E-E-A-T). That means citing credible sources, adding author bios, and backing up your claims.
- Be visible beyond your website. Share your insights on LinkedIn, guest blogs, forums, or anywhere relevant. The more digital “breadcrumbs” you leave, the more likely AI is to pull you in.

Think like a dataset. Got research, stats, or surveys? Publish them clearly. AI thrives on hard data it can reference. Being included in AI-driven answers is a bit like getting recommended by a friend. It’s not about click-through rates (yet), but about showing up early and often so people start to see you as the trusted voice in your space.

 
How to Future-Proof Your Content

Here are five simple ways to start adapting:

1) Keep your SEO strong. Keywords, backlinks, and site speed still matter.
2) Answer real questions. FAQs and how-to guides help you win those quick-answer spots.
3) Write for people and AI. Break up content with bullet points and clear sections so it’s easy to pull from.
4) Build trust. Back everything up with data, sources, and your own expertise.
5) Spread your reach. Don’t just rely on your website — be present across platforms.
 

SEO, AEO, and GEO aren’t competing strategies. They’re layers that work together. SEO is your long-term engine. AEO gets you those quick wins. GEO positions you for the AI-driven future.

At the end of the day, it all comes back to this: create content that genuinely helps people, and package it so both Google and AI can understand it.