Keyword research: Figuring out what your customers are really searching for.
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Online visibility is changing at lightning speed. Before (read: about a year ago), people used to say, "I'll just Google it" if something wasn't clear. Now? "I'll check on ChatGPT."
While SEO was the key to ranking highly in Google for years, we recently gained two new players: AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation). And actually, they are all linked together.
It sounds complicated, but it's simpler than it seems. In this article, we explain it in detail, with clear tables, straightforward examples, and, most importantly: what this means for your SME (Small and Medium-sized Enterprise).
It's always easier to look at an overview first. This way, you can see the differences at a glance. Afterwards, we'll go deeper into each component. But first, a quick example so you can follow along.
You will probably know SEO; it's what happens when you search for something. In this example, we ask Google "ERP integration website." That's something that ANA Digital Media often does: linking your web shop or website to your ERP system. And then you get this:
A very classic result: you search for something, and you get a list of relevant pages in Google, Bing, Yahoo, etc.
Since this year, you also get an explanation at the top, along with links to websites. This is what is called AEO.
We also wrote a blog post about how to score well in the Google AI overview. Since you are reading this blog, you will probably find that one interesting too.
And then you have GEO. Aka: asking questions to AI. We asked ChatGPT (to stick with the same example): "Give me some marketing agencies in Mumbai that can link my web shop to my ERP." And then you get this. That is GEO.
ChatGPT mentions ANA Digital Media first. Great! But of course, that's not just a coincidence.
It even puts us in a comparison table. We come out looking good!
And according to ChatGPT, you really must contact ANA Digital Media at least. Thanks! Well, thanks. We have worked so hard on our online visibility in the past that perhaps it's logical that it (he/she?) recommends us here.
Now that you know what we're talking about, let's continue with the comparison.
| SEO | AEO | GEO | |
|---|---|---|---|
| What is it? | Classic Search Engine Optimisation: ensuring your website ranks highly in search engines (Bing, Google, etc.). | Optimisation so your content appears as a direct answer (snippets, voice search, FAQs). | Ensuring that AI tools (ChatGPT, Gemini, Perplexity) cite your brand or incorporate it into their generated answers. |
| How does it work? | Keyword research, writing texts, technical SEO (speed, mobile, structure), link building. | FAQs and how-to guides, short and clear answers, structured data, and voice optimisation. | In-depth content, clear structure, authority via reliable sources, and consistent brand mention. |
| Example | Accounting firm ranks for "accountant SME Turnhout". | The funeral director appears in a snippet for "what does a cremation cost in Mumbai". | The robotics company is mentioned in a ChatGPT answer about automation in Belgium. |
| Advantages | - Provides stable, free traffic. - Builds authority. - The basis for everything (including AEO & GEO). | - Directly visible at the top. - Very strong in mobile and voice search. - High click-through rate upon clicking. | - Early mover advantage in AI. - Authority as a knowledge source. - Visibility without anyone needing to click. |
| Disadvantages | - It often takes months for results. - High competition. - Dependent on Google updates. | - Users sometimes don't click through. - Snippet positions change frequently. - Requires constant monitoring. | - Difficult to measure. - Standards are still rapidly developing. - You must be present on multiple platforms simultaneously. |
| How to score higher? | - Focus on relevant keywords. - Regularly update content. - Perform technical audits. | - Formulate answers in 40–60 words. - Apply FAQ schema. - Optimise for "People Also Ask" topics. | - Create factual and rich content. - Publish on reliable external sources. - Use lists and clear headings. |
That's the basics; now let's discuss them a bit more deeply, one by one.
Stands for Search Engine Optimisation. It is the "classic" way to score higher in search engines like Google. If someone searches for "best solar panel supplier in Chennai" or "buy heavy duty equipment in Gujarat", you naturally want your company to be at the top.
Nowadays, you very often see a combination of and AEO, especially when you ask questions, such as "what are the advantages of X?"
Keyword research: Figuring out what your customers are really searching for.
Content optimisation: Writing blogs, , and product pages that answer those search queries.
Technical SEO: Ensuring your site loads quickly, is mobile-friendly, and runs technically flawlessly.
Link building: Both internal (smartly connecting pages to each other) and external (backlinks from other sites).
... a lot is truly involved.
Many people think it is the same as putting a new website online, but that's not true. only starts when your new website is live. It is a long-term story.
Looking for something that can help you? (Hint, hint!)
| SEO | Advantages | Disadvantages | |
|---|---|---|---|
| What is it? | Search Engine Optimisation: Optimising your site for Google. | - Proven channel. - Solid foundation. - Builds long-term authority. | - Takes a long time for results. - High competition. - Dependent on algorithms. |
Conclusion: SEO remains the foundation. It might be a bit slower, but without SEO, you have no visibility. If you don't work on your SEO content, you won't be able to score on AEO and GEO either.
Industry: A textile machine builder in Ahmedabad ranking at the top for "textile machinery service and repair".
Retail: A jeweller in Bangalore ranking on "buy solitaire ring online India".
Services: A Chartered Accountant found for "income tax return filing services Delhi".
By the way: if you are in a B2B market, you can combine SEO beautifully with Leadinfo.
And then we have GEO (Generative Engine Optimisation). This is the newest step, thanks to AI tools such as ChatGPT, Perplexity, and Google Gemini.
The big difference? Users no longer see a list of websites but a generated answer. And you want your brand to be mentioned in that answer.
AI draws information from thousands of sources. If your content is well-structured and reliable, you have a chance of being cited.
Brand names and expertise must return consistently in your publications.
Example: a FinTech company in Bengaluru can be mentioned in ChatGPT as "leading small business loan providers in India".
| GEO | Advantages | Disadvantages | |
|---|---|---|---|
| What is it? | Generative Engine Optimisation: Optimising for AI systems that generate answers. | - Early mover advantage. - No click is needed to be visible. - Positioning as a knowledge source. | - Difficult to measure. - AI changes quickly. - Requires broad presence. |
Conclusion: GEO is not about clicks but about recognition. It's about ensuring AI sees you as an expert.
Automation Company: Mentioned by ChatGPT in "innovative MSMEs in industrial automation in Pune".
Travel Operator: Featured in Perplexity as "best cultural tour packages for Rajasthan from Delhi".
Logistics Company: Gemini mentioned in a summary about "latest trends in cold chain logistics in India".
All three have the same goal: visibility. But they achieve this in a different way.
SEO: You are found in classic search engines.
AEO: You are chosen as the direct answer.
GEO: You are mentioned in AI-generated content.
Important: This is not an either-or story. It is an and-and-and story. You must combine them. And if you approach your SEO smartly, you are actually doing all three at once.
Start with SEO: Make sure the foundation is solid: fast website, good structure, strong content.
Add AEO: Create FAQs, write short answers, and use structured data.
Work on GEO: Build authority with in-depth content and ensure AI can easily pick you up.
SEO ensures that your page "tax audit specialist Bengaluru" is findable.
AEO ensures that your office gives the direct answer to "what is the due date for income tax filing for companies in India?".
GEO ensures that ChatGPT mentions your office in its explanation of corporate taxation in India.
Do you want to get started yourself? Here is a practical checklist:
✅Ensure your website is fast and mobile-friendly.
✅ Write landing pages around your most important keywords.
✅ Write good, unique content.
✅ Work on a logical internal link structure.
Read also how ANA Digital Media improved its SEO
✅ Create FAQ sections on your service and product pages.
✅ Formulate answers in 40–60 words.
✅ Use structured data (FAQ, How-To).
✅ Publish in-depth blogs and guides.
✅ Use your brand name consistently in all your content.
✅ Ensure you are present on reliable sources (e.g., sector organisations, news).
The rules of the game for online visibility have changed. Where SEO was sufficient in recent years, we see that AEO and GEO are now becoming at least as important.
We naturally follow these evolutions closely. We are not just a marketing agency; we are your external marketing department. Whether you run an e-commerce platform, a CA firm, or an industrial parts supplier: ANA Digital Media ensures you remain visible. In Google Ads, in snippets, and in AI answers. And whatever the future still brings.
Look, we are, of course, adapting our own content according to the correct standards.
Let our experts turn your goals into real results.
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