12 Feb
SEO has changed. Overnight, there was no abrupt transformation, rather enough change that the previous playing guide does not describe the current results being provided when searching for something.
In the past, there was a traditional structure to search using Keywords, Backlinks, Rank, and so forth, and these continue to be required to measure success in your business, along with modern tools which are driven by AI-based systems, Search With Voice Assistants and the Generative engine directly provides responses to user needs right away. No click required.
For eCommerce brands, this shift is already affecting visibility and revenue.
Write with natural variation. If your SEO strategy wants to only rank(s) in Google, then you are missing the next two layers of SEO that exist above the foundation layers.
- Answer Engine Optimisation
- Generative Engine Optimisation
Why Search Feels Different Now
Users don’t search in fragments anymore. They ask full questions, usually with buying intent:
Search platforms are aiming to provide answers to user questions with instant results using technologies such as featured snippets, voice response, and AI-generated content summary. Products, like Google AI Summary, ChatGpt, etc are already looking to change how users consume information.
If your content is not structured to be selected as the answer, it quietly disappears.
What Is Answer Engine Optimisation?
Answer Engine Optimisation (AEO) focuses on making your content easy to extract as a direct answer.
Technically, AEO relies on:
- Explicit question–answer formatting
- Semantic structure is clear (headings, lists, definitions)
- Short responses (typically 40-60 words) provide clarity when answering in AEO results
- Using schema markup reduces ambiguity on the SERP
- Using AEO provides greater visibility in Featured Snippets, People Also Ask and voice search.
AEO will target questions like “What will be the most important SEO trends in 2025?” versus “SEO trends”
Same topic. Different intent.
What Is Generative Engine Optimization
Generative Engine Optimisation (GEO) is the concept behind the way Artificial Intelligence (AI) will create outputs by assessing, dissecting and summarising data.
Some of these AI systems consist of many Artificial Intelligence (AI), including but not limited to Google AI Reviewing, ChatGPT, Perplexity, and Bing Copilot.
GEO is not about ranking pages. It is about being referenced.
From a technical standpoint, GEO favours content that demonstrates:
- Strong topical authority over time
- Consistent entities and terminology
- Context-rich explanations (not thin summaries)
- Clear sourcing and factual alignment
If an AI system cannot confidently understand or contextualise your content, it will not include it. Simple as that.
Traditional SEO vs AEO vs GEO (Quick View)
Focus | Traditional SEO | Answer Engine Optimisation | Generative Engine Optimisation |
Primary Goal | Rankings | Direct answers | AI citations |
Query Style | Keywords | Conversational | Contextual |
Outcome | Clicks | Zero-click visibility | Generated summaries |
Signs Your SEO Strategy Is Falling Behind
Common indicators include:
- Stable rankings but declining CTR
- No featured snippets or People Also Ask presence
- No visibility in AI-generated answers
- Pages that are Keyword-heavy but still lack engagement
These issues rarely show up in standard SEO reports. That’s the tricky part.
How to Adapt (Without Overengineering It)
Structure content around real questions
- Making the structured data an advantage and using it to add clarity– FAQ, HowTo, and Article schema help machines interpret intent.
- Write for conversational queries– Short, direct answers work best.
- Build topical authority– Publish in-depth content, interlink related pages, and cite credible sources.
- Work to improve readability– Clear headings, scannable formatting, accurate information. Less fluff.
Conclusion
If your eCommerce SEO strategy does not account for Answer Engine Optimisation and Generative Engine Optimisation, you are optimising for a version of search that is already fading.
To stay competitive:
- Take a leap from a keyword-based approach to an answer-based approach.
- Optimise for AI discovery, rather than simply ranking.
- Focus on authority, clarity and technical structure.
Search is no longer just about engines. It is about how people and machines work together to find and trust information.
Artzen Technology specialises in developing structured content that is prepared to provide answers and answers in a manner that is driven by Artificial Intelligence. Our main goal is to help partners figure out content marketing strategies.
We base them on AEO and GEO principles!
Frequently Asked Questions
How is AEO different from GEO?
AEO focuses on surfacing direct answers in SERPs and voice results. GEO focuses on making content discoverable and citable within AI-generated responses.
Is traditional SEO important?
Traditionally speaking, yes, it’s still the base that all search engine optimization (SEO) is built on, and nothing will change that. Advanced SEO systems or Algorithms will use traditional SEO as a foundation and will not replace it.
What are the ways to check if my content is included in AI-generated answer outputs?
Manually check the output generated by Google AIs (“Google AI Overview”), Microsoft Bing™️ Copilot, Perplexity, and ChatGPT for mentions of your brand name or other elements of content that relate to the summary.
Are FAQ pages effective in AEO?
Yes, if your FAQ pages are written well, they have a good chance to qualify to be eligible for featured snippets and also help an AI determine what the intent of your content is.
Can small eCommerce sites that are small benefit from AEO and GEO?
Yes, AEO and GEO reward you based on clarity, authority, and usefulness, as opposed to the size of the domain.
