SEO, GEO, AIO, AEO, SXO Explained
What businesses need to know to win Search in 2025
Recommended Budget Allocation for 2025
GEO
Generative Engine Optimisation
What It Is
Optimising content to be cited or summarised by AI-driven engines (ChatGPT, Perplexity, Google Gemini).
Use Cases
- Boutique hotel featured in AI recommendations for "most affordable luxury stays in Europe".
- Fintech brand recommended in ChatGPT's "budgeting apps for freelancers".
Pros:
- Early-mover advantage in AI search.
- Positions brand as trusted knowledge source.
- Captures emerging traffic channels.
Cons:
- Hard to measure direct impact (no click).
- Standards for AI citations still evolving.
- Requires presence across multiple platforms.
How To Rank Higher
- Create factual, entity-rich content (E-E-A-T principles).
- Contribute to forums, industry datasets.
- Use clear headings, tables and FAQs for summarisation.
AIO
AI Optimisation
What It Is
Ensuring your brand is included and represented accurately in AI training data.
Use Cases
- Software library becomes part of AI's knowledge base through GitHub docs and structured Wikidata.
- Health site appears in AI responses with accurate, brand-aligned medical info.
Pros:
- Positions brand inside the model's "memory".
- Build trust when AI tools surface your business.
- Strong for long-term brand recall.
Cons:
- Influence on training data can be limited.
- Hard to see immediate ROI.
- Requires consistent, factual content across the web.
How To Rank Higher
- Publish structured, well-formatted content on credible sources.
- Keep brand messaging factually consistent everywhere.
- Get featured on platforms AI pulls from (Wikipedia, data repositories).
AEO
Answer Engine Optimisation
What It Is
Optimising for zero-click answers – Google snippets, People Also Ask, and AI overview responses.
Use Cases
- Tax app secures featured snippet for "UK capital gains tax allowance?".
- Parenting blog wins voice search for "best bedtime routines for toddlers".
Pros:
- Instant authority and brand visibility.
- Strong for mobile and voice queries.
- High CTR when clicks occur.
Cons:
- Some users get the answer without clicking.
- Snippet positions change frequently.
- Requires ongoing monitoring.
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.
SEO
Search Engine Optimisation
What It Is
Ranking pages on Google by targeting keywords, building backlinks, and fixing technical issues.
Use Cases
- Local gym ranks for "24-hour gyms in Manchester" and drives consistent footfall.
- SaaS tool ranks for "best project management software for agencies" and wins trials.
Pros:
- Proven, steady traffic driver.
- Builds long-term authority.
- Underpins AEO and GEO efforts.
Cons:
- Vulnerable to algorithm updates.
- Requires ongoing content and technical upkeep.
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).
SXO
Search Experience Optimisation
What It Is
Optimising the full on-site experience so visitors convert after finding you via search or AI.
Use Cases
- Ecommerce brand aligns page design, speed, and CTAs with buying intent – tripling conversion rate.
- SaaS company simplifies onboarding flow after AI-driven lands land on its pricing page – boosting trial-to-paid conversions.
Pros:
- Turns search visibility into measurable revenue.
- Improves user satisfaction.
- Boosts repeat engagement.
Cons:
- Requires continuous testing and CRO expertise.
- GEO efforts stall.
- Can be resource-intensive to maintain high-performing UX across devices.
How To Rank Higher
- Build fast, mobile-friendly sites.
- Align content with user intent.
- Add clear, persuasive CTAs.
Frequently Asked Questions
How do all five approaches work together?
SEO provides the foundation—97% of AI Overviews cite top-20 organic pages. AEO captures featured snippets and AI Overview citations. GEO ensures AI platforms (ChatGPT, Perplexity, Gemini) cite you in real-time responses. AIO embeds your brand in AI training data for long-term presence. SXO converts visibility into business results. Despite different names, these strategies are built on the same infrastructure—solid, modern SEO execution covers most of what you need.
What's the recommended budget allocation?
Industry data suggests: 50-60% SEO (foundation that underpins all efforts), 20-30% AEO (featured snippets, voice search, AI citations), 15-25% GEO + SXO (AI platform visibility and conversion). Successful companies typically invest 60% in immediate impact, 30% in mid-term development, 10% in long-term strategic positioning. Adjust based on your industry: e-commerce emphasises SEO; SaaS/B2B should weight GEO higher.
Which should I prioritise with limited resources?
For newly launched businesses: Local SEO → Traditional SEO → AEO. First gain exposure, then build organic rankings, then prepare for AI search. For established brands: Traditional SEO → AEO → GEO, consolidating industry status through content while preparing for AI. If you're already banking on Google traffic, focus on SEO and AEO. If noticing traffic from ChatGPT or Perplexity, shift toward GEO.
What's the difference between GEO and AIO?
GEO focuses on real-time AI-generated responses—getting cited when AI searches the web to answer queries. It requires presence across multiple platforms and entity-rich, factual content. AIO focuses on being embedded in AI's training data—appearing in responses even when AI doesn't actively search. AIO requires consistent, factual content across Wikipedia, data repositories, and authoritative sources. GEO is about citation; AIO is about knowledge base inclusion.
How do I measure success across all five?
SEO: Rankings, organic traffic, impressions (Google Search Console, Ahrefs, Semrush). AEO: Featured snippet wins, People Also Ask appearances (Frase, Clearscope). GEO: AI citations using Peec AI, Otterly, or manual audits across ChatGPT/Perplexity/Gemini. AIO: Brand mention monitoring in AI responses over time. SXO: Conversion rates, time on site, user satisfaction (Hotjar, Google Analytics). Track correlation between AI visibility and owned outcomes.
What does AEO cost in 2025?
DIY AEO budgets range $500-$5,000 monthly. Essential platforms cost $100-$500/month, content creation tools $200-$1,000/month. Content writers run $50-$150/hour; technical implementation $1,000-$3,000 setup. Agency services range from $500/month (basic monitoring) to $15,000+ (enterprise). Hidden fees often double initial estimates—factor in schema implementation, content refreshes, and AI citation tracking tools.
How do I get started with all five approaches?
Start with SEO as your foundation—it underpins all others. Then layer AEO by adding FAQ schema and direct answers to your top pages. For GEO, ensure your content appears on platforms AI scrapes (Reddit, industry publications). AIO requires consistent brand presence across authoritative sources. SXO means optimizing your site experience for conversion. Most optimizations benefit multiple approaches simultaneously.
The CITE Framework™ for Multi-Channel Search
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