SEO, AEO, and GEO: What Small Businesses Need to Know About the Future of Search
The way people find businesses online is changing at lightning speed.
You can't only focus on your Google rank anymore. We’re entering an era where search engines, answer engines, and generative engines all influence how your business shows up (or doesn’t).
If you’ve been relying on traditional SEO (search engine optimization) alone, you’re missing a huge opportunity. And possibly losing visibility every time someone asks an AI assistant for advice instead of searching Google.
Let’s break down these three types of optimization, what they mean, and what small business owners can do right now to stay visible in a shifting digital world.
How to Make Sure Your Business Gets Found in the Age of AI Search
1. SEO — Search Engine Optimization
What it is:
SEO is the foundation of all digital visibility. It helps your business rank higher on search engines like Google and Bing when people search for topics, products, or services related to what you do.
It’s all about keywords, backlinks, technical performance, and relevance.
Example:
You run a small bakery in Chattanooga, Tennessee. Someone types “best gluten-free bakery near me” into Google. With optimized content, an updated Google Business Profile, and local backlinks, your bakery shows up at the top.
Why it still matters:
Even with AI in the mix, traditional search isn’t going away. Google still processes over 8 billion searches per day. 🤯 You want your business to show up where people are already looking.
Practical tips:
Audit your website with Ubersuggest or SEMRush to identify SEO gaps.
Optimize page titles and meta descriptions with local keywords.
Keep your Google Business Profile updated with fresh posts and photos.
Use Google Search Console to track what keywords bring people to your site.
2. AEO — Answer Engine Optimization
What it is:
AEO focuses on getting your business featured as the direct answer to a user’s question in AI-powered search tools (like ChatGPT, Perplexity, or Gemini) or voice assistants (like Siri and Alexa). These are the results you see at the very top of a Google search, or the responses given by Siri.
Instead of competing for clicks, you’re competing for answers.
Example:
If someone asks, “What’s the best way to care for hardwood floors?” and you’re a flooring specialist who’s published a detailed blog post answering that question, AI might surface your content as the source of truth, even if the user never visits your website.
Why it matters:
Answer engines summarize the web and reduce clicks to individual websites. But if your business becomes the cited authority, your brand still gets visibility, credibility, and trust, even if users don’t “click through” like they used to.
Practical tips:
Write blog posts that answer real customer questions in a clear, conversational format.
Use structured data (schema markup) so AI engines can easily interpret your content.
Write clear, relevant featured snippets and FAQ sections. They train algorithms to pull from your site.
Tools to try:
AlsoAsked – find the real questions people are asking
AnswerThePublic – get question-based content ideas (psst: this is one of my favorite tools!)
Schema Markup Generator – helps with structured data and readability
3. GEO — Generative Engine Optimization
What it is:
GEO is the next frontier in search. It optimizes your content for AI-generated search results within tools like ChatGPT, Claude, Gemini, or Perplexity.
These engines don’t just index web pages. They synthesize information. GEO ensures your content is represented when AI summarizes insights, suggests businesses, or generates recommendations. This would feature your business in new ways, and optimizing for GEO now means you’ll be wayyyy ahead of the game. Most businesses are not working on this yet.
Example:
Someone types into ChatGPT: “What are the best local marketing agencies that specialize in small business?”
If your website clearly states who you serve, what you specialize in, and your location and your digital presence is strong (Google, LinkedIn, consistent reviews, backlinks), you could show up as one of the cited or recommended sources in the AI’s response.
Why it matters:
AI tools are becoming search engines themselves. Visibility here means you’re part of the conversation that shapes purchasing decisions, before people even hit Google. More and more people are turning to AI tools for answers, and using Google as a backup.
Practical tips:
Maintain consistent branding and messaging across your website and social channels. AI tools look for pattern consistency.
Include natural language and context-rich phrases (how people would ask a question, not just keywords).
Strengthen your authoritativeness. Publish case studies, testimonials, and original insights via blog post or article or podcast.
Tools to explore:
Neuraltext – helps with natural language and semantic optimization
Hemingway Plus — fixes wordy sentences and grammar issues with a click
SurferSEO – aligns your content for AI-driven analysis
Perplexity.ai – search your own brand and see how you appear in AI responses
4. How SEO, AEO, and GEO Work Together
Think of these three as layers of digital visibility:
SEO gets you found on Google
AEO helps you become the answer in voice and AI search
GEO ensures your content is referenced and represented in generative search experiences
When combined, they future-proof your marketing. You’ll show up in organic search and AI-generated results, giving you visibility no matter how people search.
5. What Small Businesses Should Do Next
Run a visibility audit.
Search your business name, products, and key questions your customers ask. Use Google and AI engines like ChatGPT and Perplexity. See what comes up (or doesn’t). I like to go to ChatGPT and prompt, “Tell me everything you know about [company name].” You will be amazed at what comes up. If something is incorrect about your company, you now have the opportunity to fix it.
Refresh your content for clarity and natural language.
AI tools value conversational, concise writing. Simplify your pages and make sure every one answers a clear “why” or “how” question.
Focus on expertise and authority.
Add testimonials, detailed case studies, author bios, and original photography. The more credible your brand looks, the more likely it will appear in AI-generated results.
Track performance monthly.
SEO: Google Search Console, Ahrefs, or SEMrush
AEO: Monitor featured snippets and FAQs
GEO: Use Perplexity or ChatGPT search tests to see if your brand is cited
Here’s the point.
Like it or not, the way people search has evolved. Your marketing has to evolve with it.
If you only optimize for SEO, you’ll miss out on the growing visibility happening through AI-generated and answer-based search.
Start by strengthening your SEO foundation, then expand into AEO and GEO with intention.
The businesses that adapt first will own visibility for years to come.
Ready to grow your visibility without burning out?
I can help you create a plan of action that actually works.
