SEO vs. GEO (AEO): How Brands Can Rank in AI Search

Google’s still judging your pages, but now AI wants receipts too. Welcome to SEO vs. GEO – where SEO gets you ranked, GEO gets you picked, and yes, AI absolutely plays favorites.

Today’s big question? “How do we make sure our content shows up in ChatGPT, Gemini, Copilot, and every other AI assistant?” The answer starts with understanding the difference between traditional SEO and the new frontier: GEO (Generative Engine Optimization), also known as AEO (Answer Engine Optimization).

So, what’s changed and what do brands need to do to stay visible in both worlds? Let’s get into it.

SEO: Still Essential, Still the Foundation 

SEO helps search engines crawl, understand, and rank your site. It focuses on – sitemaps, heading structure, metadata, alt text, page speed (core web vitals), clean HTML, and high-quality, relevant content. 

SEO = “Help Google read and rank your pages.”

GEO / AEO: The New Layer for AI Search 

GEO helps AI models, ChatGPT, Copilot, Gemini, understand your content so it can be used in generated answers. AI doesn’t rely on XML sitemaps the same way search engines do. AI models: 

• Do rely on crawlers (OpenAI, Perplexity, Anthropic etc.)

• Prefers clean, structured, server-rendered (SSR) HTML

• Performs better with answer-ready content

• Can read JS-rendered content, but it’s less reliable 

GEO = “Help AI choose your content as the answer.”

SEO vs GEO/AEO – What You Need to Know 

Think of SEO and GEO as two overlapping but distinct optimization layers: 

SEO gets you discovered. GEO gets you cited. You need both. 

Why GEO Matters So Much Right Now 

Three reasons:

1. Organic AI visibility is still free... for now.

   Just like early Google search in the 2000s, AI answers aren’t monetized yet. But that won’t last. Once AI answers become ad slots, brands will struggle to gain organic presence. 

2. LLMs are becoming the new discovery engines

   Consumers are increasingly asking AI:

• “What’s the best cookware for small kitchens?”

• “Which retailer has the best selection of premium home furnishings?”

• “Which luxury watch brands are worth the investment this year?”

  If your products or brand aren’t showing up, you lose invisible revenue.

3. It’s changing monthly; it’s impossible to “set and forget.
   

   AI search signals shift constantly. What worked in March may be obsolete by April. You need a system that helps you adapt at the speed of AI.

Your Action Plan for the New Era of Search & Discovery

Get the complete breakdown of SEO, GEO, and AEO – including frameworks, checklists, technical requirements, and real examples. Download the Full Fastr Guide to AI Search  

Here’s the practical checklist. 

1. Nail the SEO Basics

   You can’t skip this. Make sure your site has: a clean sitemap, correct heading structure, descriptive alt text, fast core web vitals, semantic html, lightweight page rendering, and clean, readable copy. 

2. Add GEO/AEO Best Practices

   Start preparing your site for AI engines: 

• Create LLM sitemaps (LMS/LLMS) 

• Use real, indexable text (not images) 

• Provide crisp definitions and straight answers 

• Use structured formatting 

• Clarify key facts on your page 

• Keep content consistent across your ecosystem 

3. Invest in agility

   Search, both traditional and AI-driven, is changing monthly. To keep up, brands need: 

• Real-time visibility into performance 

• Alerts when something breaks or traffic drops 

• Tools that identify issues automatically 

• The ability to update pages instantly, without developers 

Because when AI search behavior changes overnight, the brands who can adapt instantly will win.

How Fastr Powers SEO, GEO, and AI-Driven Discovery  

At the end of the day, SEO gives you the foundation, and GEO gives you the future, but neither works if you can’t keep up. That’s where Fastr comes in. Fastr Frontend keeps your content clean, readable, fast, and fully AI-friendly, without relying on developers or drowning pages in JavaScript. Fastr Optimize can detect drops in organic traffic, crawl patterns, or rendering issues that may impact discoverability – including in AI-driven surfaces. 

Search is changing in real time. SEO matters. GEO matters. But agility matters most. The brands that adapt quickly will stay in the digital commerce game. The brands that don’t keep up will just keep the bench warm. In the age of AI-driven discovery, visibility isn’t optional – it’s survival.