The 2025 SEO Framework
What businesses need to dominate search in 2025.
Be Found
(SEO)
Search engines still matter – but they've changed. You need to:
Definition
Search Engine Optimisation
What It Is
Classic search: Ranking pages on Google by targeting keywords, earning backlinks, and fixing technical issues.
How It Works
- Identify high-intent keywords and map them to pages.
- Build authoritative backlinks and internal linking.
- Optimise on-page content, site speed and mobile experience.
Use Cases
- A local gym chain ranks first for "24-hour gyms in Manchester" and drives consistent footfall.
- A sustainable jewelry brand owns "ethical engagement rings UK" and converts premium buyers.
- A SaaS tool ranks for "best project management software for agencies" and wins inbound free trials.
How To Rank Higher
- Focus on fewer, high-intent keyword clusters.
- Refresh content quarterly and update internal links.
- Regular technical audits (schema, site speed, mobile).
Takeaway
Be Chosen
(AEO)
AI Overviews are now the front door of discovery. To win, you must:
Definition
Answer Engine Optimisation
What It Is
Optimising for zero-click answers – Google snippets, People Also Ask, and AI overview responses.
How It Works
- Provide concise, direct answers to user questions.
- Use FAQ and How-To schema for structured data.
- Format content with lists, bullets and clear headings.
Use Cases
- A tax app secures the featured snippet for "What is the UK capital gains tax allowance?" and builds instant trust.
- A parenting blog wins the voice result for "best bedtime routines for toddlers" and grows newsletter sign-ups.
- A recruitment agency claims the answer box for "how to negotiate a salary offer" and attracts jobseekers.
How To Rank Higher
- Answer questions in 40–60 words.
- Optimise for "People Also Ask" topics.
- Add structured schema to FAQs and How-To content.
Takeaway
Be Cited
(GEO)
Generative engines reward those they can reference. To earn citations:
Definition
Generative Engine Optimisation
What It Is
Optimising content to be cited or summarised by AI-driven engines (ChatGPT, Perplexity, Google Gemini).
How It Works
- Publish clear, well-structured content with citations and facts.
- Build presence on credible sources AI models pull from (Reddit, Quora, etc).
- Use schema and formatting AI can parse easily.
Use Cases
- A boutique hotel group is featured in AI recommendation for "most affordable luxury stays in Europe" and fills its off-season rooms without extra ad spend.
- A fintech brand is recommended in ChatGPT's "top budgeting apps for freelancers" and drives app downloads.
- A law firm appears in Perplexity's response to "how to set up a business in the UK" and generates inbound leads.
How To Rank Higher
- Create factual, entity-rich content (E-E-A-T principles).
- Contribute to sources AI frequently references (forums, industry datasets).
- Use clear headings, tables and FAQs for summarisation.
Takeaway
Be Scaled
(AIO)
AI has changed the economics of content. Scale comes from:
Definition
AI Optimisation
What It Is
Automating content production without losing voice.
How It Works
- Repurposing into multiple formats (text, video, carousel).
- Use prompt-led publishing to match how people query LLMs.
Content To Publish
- Create high-trust, insight-led content.
- Publish data, original thinking, and frameworks AI can reference.
- Push traffic into owned channels (newsletter, community).
Takeaway
Be Dominant
(SXO)
Winning in 2025 isn't about ranking. It's about owning the ecosystem.
Definition
Search Experience Optimisation
What It Is
Stack SEO + AEO + GEO + AIO into one system.
How It Works
Dominate a niche with topic-layering across search, AI, and platforms.
Content To Publish
- Push traffic into owned channels (newsletter, community).
Takeaway
Frequently Asked Questions
Why are 47% of SEOs investing in E-E-A-T signals?
Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) has evolved from a quality guideline to a ranking necessity, particularly after the 2025 algorithm updates that prioritize human-first content. Nearly half of SEO professionals plan to increase investment in authority signals. This investment spans across all five layers of this framework—E-E-A-T is the thread that ties them together.
How does the 55% AI Overviews stat affect SEO strategy?
With 55% of searches globally now showing AI Overviews, traditional "page one" rankings are no longer sufficient. You need AEO (being the answer) and GEO (being cited by AI) strategies running alongside traditional SEO. The framework accounts for this: SEO gets you indexed, but AEO and GEO get you into the AI-generated answers that now dominate the SERP.
What's the Core Web Vitals connection to the 32% bounce rate stat?
When pages load in 1-3 seconds, bounce rates increase by 32%. Technical SEO isn't optional—it's the foundation of this framework (Step 1). Core Web Vitals require LCP under 2.5 seconds. Google uses mobile-first indexing for all rankings, and poor UX sends negative signals. 94% of users prioritize easy navigation. Technical SEO is user experience, which is ranking factor.
Why do B2B buyers use 10+ channels?
B2B buyers interact with suppliers across an average of 10 different channels—from events and webinars to chatbots and third-party reviews. This is why SXO (owning the ecosystem) matters. You can't dominate with just one channel. The framework builds presence systematically: SEO for search engines, AEO for answer boxes, GEO for AI assistants, and community presence across platforms.
How does AIO (AI Optimisation) differ from AI content generation?
AIO is strategic AI integration, not content mills. It includes: AI-assisted research, prompt-led frameworks, automated repurposing (one piece → multiple formats), and publishing workflows. The goal is scaling quality while maintaining voice. Teams using AI strategically are 7x more likely to meet revenue goals. 92% of businesses use AI for personalization. The key is human-AI collaboration, not replacement.
What's the implementation priority order?
Start with SEO and AEO—these are foundational. First-page results average 1,400 words; content depth matters. Once you're ranking and appearing in answer boxes, add GEO (AI citations). Then layer in AIO for scale. SXO is the ultimate goal: ecosystem ownership. Don't try all five simultaneously. Build each layer to maturity before expanding.
How do I measure success across all five layers?
Each layer has distinct KPIs: SEO (rankings, organic traffic, indexation), AEO (featured snippets, AI Overview appearances), GEO (ChatGPT/Perplexity citations, branded search lift), AIO (content velocity, cost per piece, format distribution), SXO (share of voice across all channels, community engagement). Track them separately, but optimize them as a connected system.
Ready to Dominate AI Search Results?
Our SEO agency specializes in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) strategies that get your brand cited by ChatGPT, Perplexity, and Google AI Overviews. We combine traditional SEO expertise with cutting-edge AI visibility tactics.