Digital search is no longer a contest for one blue-link spot. Today, three overlapping practices decide whether a brand is seen: traditional search engine optimisation (SEO), answer engine optimisation (AEO) and the newer field of generative engine optimisation (GEO). Treating them as separate jobs leads to gaps. Working them together creates a stronger, more resilient presence—especially for Australian businesses facing fiercer online competition.
Old-School SEO: Your Ticket to the Game
Artificial intelligence may dominate the headlines, yet the basics still rule the scoreboard. Search engines—and the large language models that sit behind many of them—count on sites being quick, tidy and credible.
- Technical shape-up Pages should load in under two seconds, respond cleanly on phones and present a logical structure that crawlers can follow. A sluggish, broken or confusing site is invisible to both traditional ranking systems and AI crawlers.
- Experience, Expertise, Authoritativeness, Trust (E-E-A-T) Publish original material, quote real specialists and link to proof. Show authors’ qualifications. These signals matter even more in an era of misinformation, because algorithms now cross-check claims before giving them oxygen.
Without those two pillars, more advanced tactics will fall flat.
AEO: Winning the Instant Answer
Answer engine optimisation shifts the aim from earning a click to supplying the reply that appears first—whether in a featured snippet, a “People Also Ask” panel or a voice assistant response.
- Swap broad keywords for the exact questions customers ask.
- Place the answer in the opening lines—roughly 40 to 60 words—then offer detail underneath.
- Use lists, tables and FAQ layouts so machines can grab content easily.
- Add FAQPage or HowTo schema so crawlers know the format on sight.
Done well, AEO positions a brand as a reliable source and nudges users to remember the name, even when no visit occurs.
GEO: Speaking to Large Language Models
Generative engine optimisation focuses on being quoted inside AI-generated summaries such as Google’s AI Overviews or Perplexity answers. The model scans multiple pages, merges the information and cites the sources it trusts most.
What wins trust?
- Hard numbers with clear origins – Publish statistics, study results and data tables.
- Quotations from recognised experts – Short, direct comments add weight.
- Straightforward language – Present facts without hype.
- Robust schema – Mark up articles, authors and organisations so the model can identify entities.
Where AEO supplies a ready-made answer, GEO feeds the model the raw facts it needs to build its own.
Making the Three Work Together
These practices reinforce one another:
- A technically sound site under classic SEO rules is easier for answer engines to scan and for generative models to parse.
- AEO’s answer-first style improves user experience, lifting engagement metrics that still influence rankings.
- The data-rich pieces written for GEO add depth to topical clusters, strengthening overall authority.
Think of the trio as a flywheel. Each success spins up momentum for the next.
A Three-Phase Plan
Phase 1: Fix the Foundation
Run a full audit. Repair speed bottlenecks, broken links and mobile quirks. Refresh author bios, add citations and prune fluff. This clears the path for everything that follows.
Phase 2: Target Quick Visibility with AEO
Research the questions your audience asks on Google, Bing or voice assistants. Restructure existing pages so the answer appears up front, then mark them up with FAQ Page or How To schema. Wins here arrive fast.
Phase 3: Build Long-Term Authority through GEO
Commission original research, share proprietary data and invite expert commentary. Publish findings with clear citations and supportive visuals. Aim to become the source that AI models turn to when assembling answers.
Measuring Success beyond Clicks
Zero-click outcomes make raw traffic less revealing. Supplement traditional analytics with:
- Impression share inside rich results – How often does your page feature in snippets or AI Overviews?
- Citation counts – Track mentions of your brand within AI answers.
- Rise in branded searches – An uptick shows users remembered the name after seeing a snippet or citation.
- Assisted conversions – Link Search Console, GA4 and the CRM to see how early organic impressions influence later sales.
Looking Ahead
Analysts predict a noticeable slide in classic search volume as AI agents begin to book services and buy goods on a user’s behalf. Brands that have already earned trust through integrated SEO, AEO and GEO will be first in line when those agents choose suppliers.
All in all, the era of chasing a single ranking is finished. Visibility now depends on solid technical foundations, clear one-sentence answers and data that machines regard as dependable. When traditional SEO, AEO and GEO operate in unison, a business isn’t just found—it becomes the reference point for both people and the AI systems that guide them.
