Generative engine optimization (GEO)
The distinction is mostly one of origin rather than substance.
| GEO | AEO | |
|---|---|---|
| Coined in | Aggarwal et al., 2023 (arXiv) | Marketing practice, by analogy with SEO |
| Used by | Research literature | Agencies, vendors, in-house teams |
| The work it names | Get cited in generated answers | Get cited in generated answers |
“GEO” entered use through GEO: Generative Engine Optimization (Aggarwal et al., 2023), which tested which content changes increased a source’s visibility in generative search responses. “AEO” grew out of marketing practice, by analogy with SEO.
The two terms have since converged in ordinary use. Practitioners say AEO; the research literature says GEO.
Vendors sometimes claim a technical difference — that GEO covers content optimisation and AEO covers structured question-and-answer formatting, or the reverse. We are not aware of a stable industry definition that supports the split. Treat any pitch that leans on the difference between the two with suspicion.
We use AEO because “answer” describes the artefact we are trying to appear in.