By Dean Whitby, AI Visibility at Tenacious Marketing.
SEO, AEO and GEO are often presented as competing approaches. In practice, they solve different parts of the same problem: helping potential clients find, understand and trust a business.
Three connected disciplines
Search Engine Optimisation, or SEO, helps a website appear in conventional search results. It covers technical health, useful content, relevant topics, links and the authority a website has earned.
Answer Engine Optimisation, or AEO, structures content so that AI-powered answer engines can understand it and use it to answer a specific question. Clear answers, helpful headings, accurate business information and structured data all matter.
Generative Engine Optimisation, or GEO, works at brand level. It strengthens the authority and consistency signals that influence whether tools such as ChatGPT, Gemini, Perplexity and Claude cite or recommend a business.
SEO remains the foundation. A website that cannot be crawled, understood or trusted by a search engine will usually present the same problems to an AI system. AEO and GEO build on those foundations rather than replacing them.
Where should an SME start?
For most businesses, the practical order is straightforward:
- Fix weak technical and content foundations.
- Establish whether AI tools currently mention the business and describe it accurately.
- Create clear, question-led content that provides useful answers.
- Build consistent authority signals across the website, LinkedIn, YouTube and trusted third-party sources.
The first useful question is therefore not which acronym to buy. It is where the business is currently visible, where it is absent, and what is preventing search and AI systems from understanding it properly.
This article summarises an original Tenacious Marketing article published on 5 June 2026. Read Dean Whitby’s full article on the Tenacious Marketing blog.