SEO, AEO, GEO: The Plain-English Version

Marketing people love an acronym. SEO's been around forever, and now there's AEO and GEO too, and everyone talks about them like you should already know what they mean.

You don't need to be an expert. But it's worth knowing what each one is, because they're all about the same thing: making sure people can find you when they go looking.

Search Engine Optimisation

What it is: showing up on Google when someone searches for what you do.

This is the classic one. Someone types “hairdresser Tallaght” or “emergency plumber Dublin”, and Google shows a list of websites and a map with local businesses. SEO is everything that helps you get onto that list, and as near the top as possible.

What it looks like in real life:

• your website clearly says what you do and where
• each service has its own page
• your Google Business Profile is filled in properly
• your site loads fast and works well on a phone
• you've got reviews, and other websites mention you

Answer Engine Optimisation

What it is: being the answer, not just a link.

More and more, Google answers questions straight on the results page: the box at the top, the “People also ask” section, or the AI summary. Voice assistants like Siri and Alexa do the same thing out loud. AEO is about making your website the place they pull that answer from.

What it looks like in real life:

• clear, simple answers to the questions your customers actually ask
• an FAQ section on your website
• headings that are questions, like “How much does a lash lift cost?”, with the answer right underneath
• no waffle before you get to the point

Generative Engine Optimisation

What it is: getting recommended by AI tools like ChatGPT, Gemini and Perplexity.

When someone asks ChatGPT “who's a good web designer in Dublin?”, it writes an answer and names a few businesses. GEO is about being one of those names. These tools build their answers from what's already out there about you, so the more clear, consistent information they can find, the better your chances.

What it looks like in real life:

• your business name, address and phone number are the same everywhere
• you're listed in directories and mentioned on other sites
• you have plenty of good reviews
• your website explains what you do in plain words

(We wrote a whole guide on this: When Someone Asks ChatGPT Who to Hire, Does Your Name Come Up?)

So which one do you need?

Here's the good news: mostly the same stuff works for all three. A clear website, a properly filled-in Google profile, good reviews and honest answers to real questions help you on Google, in the answer boxes, and in AI tools.

You don't need three separate plans. You need one solid foundation and to keep building on it.

The short version

• SEO = showing up on Google
• AEO = being the answer Google (or Siri) gives
• GEO = getting recommended by AI tools like ChatGPT

Same goal, different places people search. Get the basics right and you're covering all three.