AEO - GEO - SEO: repetition or innovation?
Nowadays, staying in the consumer’s mind has become a difficult objective to achieve, not only because of the market and digitalisation, but also due to new systems essential for remaining visible to those who use the internet.
SEO, or Search Engine Optimisation, is now well established in the strategy of any company that wants to maintain a digital presence. However, this is no longer enough. With the creation of more innovative search engines and the integration of AI tools, the focus has shifted to searches through AI engines like ChatGPT and Google Gemini, which analyse data and response to provide clearer and better-structured outputs.
What are the main factors to consider?
To be read by artificial intelligence, it is essential to optimise both GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) simultaneously. The first focuses on being cited directly in AI agent responses on being included in the brief summaries that AI provides to answer user questions directly and quickly, with relevant links to encourage users to visit the official website for more information.
The real question concerns how to enhance the online presence of a company of any size and make it more easily recognised in various contexts. The strategy is not one-size-fits-all. The first filter to consider is the company’s current online presence: whether it has accounts on one or more social media platforms, or whether it has a well-defined or basic website.
The second filter, very important in the context of AI, is language. If a company provides its services only in its native language (assuming it is not English), it will be disadvantaged, since most artificial intelligence systems are coded in English and may favour searches conducted in English.
The third filter concerns the type of product or service offered. It is very important to understand the potential and limitations of what we can provide and to know how to communicate it effectively.
How can we, then, enhance our online presence?
It is essential to be active and constantly update various social media profiles and the website with new images, posts, and sections explaining the concepts of services offered. Creativity, from this perspective, promotes and enhances company visibility.
The key to a winning strategy lies in having a multi-channel presence and developing a single unified “tone of voice” that represents the company as one cohesive asset, while still reaching different target audiences depending on the digital platform used.
In conclusion, it can be stated with certainty that company optimisation no longer occurs through Google alone. It is necessary to strategically incorporate GEO and AEO analysis tools into the workflow, which help understand the company’s current position and improve it continuously.
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