Here’s our guide to SEO for AI Search visibility in LLMs like ChatGPT, as well as overviews in Google. We also look at the concepts and processes of Answer Engine Optimisation (AEO) and Generative Engine Optimisations (GEO), the differences between them, and how to do them well.
As artificial intelligence (AI) transforms how users access information, the traditional rules of SEO are evolving. Optimising for AI search, large language models (LLMs), and answer engines requires new strategies tailored to how generative tools understand and deliver content.
What is Traditional SEO?
Traditional SEO (Search Engine Optimisation) focuses on improving a website’s visibility in search engines like Google and Bing by optimising content, technical performance, backlinks, and user experience.
Key elements include:
- Keyword research and placement
- On-page SEO (metadata, internal linking, content formatting)
- Off-page SEO (backlinks, digital PR)
- Technical SEO (site speed, crawlability, mobile optimisation)
- Content quality aligned with search intent
Traditional SEO aims to rank web pages high in search engine results pages (SERPs) for specific keyword queries.
What is SEO for AI Search?
SEO for AI Search optimises digital content for visibility in AI-powered search experiences, such as Google’s Search Generative Experience (SGE), Bing Copilot, ChatGPT browsing tools, and Perplexity.ai.
- Content must be accurate, clear, and well-structured
- Use clean HTML and schema markup
- Ensure the content is authoritative and trustworthy
This often means writing with semantic depth, clear headings, and a FAQ-style format.
What is SEO for LLMs?
SEO for LLMs (Large Language Models) refers to optimising content so that it is used and referenced by tools like ChatGPT, Claude, and Gemini during content generation.
Key Tactics:
- Use direct, factual language
- Provide original insights or data
- Format content to allow easy citation (e.g. numbered lists, short paragraphs, definitive answers)
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation focuses on optimising for generative AI tools like chatbots and AI search hybrids. GEO requires:
- Indexable and semantically rich content
- Clear structure for extractable insights
- Trust signals like authorship, dates, citations
What is Answer Engine Optimisation (AEO)?
AEO targets platforms that deliver direct answers to queries, including Google AI Overviews and Featured Snippets, Bing Answers, and voice search tools like Alexa and Siri.
AEO Key Strategies:
- Create content that directly answers specific questions
- Use structured data (schema.org)
- Include concise, high-quality answers at the top of your pages
- Optimise for voice search queries
Comparison Table: SEO Types & Tactics
| Feature / Focus | Traditional SEO | AI Search SEO | SEO for LLMs | GEO | AEO |
|---|---|---|---|---|---|
| Optimises for | Google, Bing SERPs | SGE, Bing Copilot, Perplexity | ChatGPT, Claude etc. | LLM-powered engines & chatbots | Featured Snippets, Voice, PAA |
| Ranking method | Algorithms (crawlers, backlinks, UX) | Relevance, trust, structure | Data relevance and clarity | Indexing + retrievability for LLMs | Structured Q&A matching |
| Content structure | Keyword-optimised pages | FAQ, concise summaries | Clear facts, simple formatting | Semantically chunked + cited | Q&A, definitions, schema markup |
| Key success signals | Backlinks, site authority, intent | EEAT, structured content | Clarity, authority, accuracy | Clean HTML, structure, citations | Short, high-value answers |
| Link visibility | Top 10 results | Embedded in summaries | Occasionally cited | Higher chance of inclusion | Link + voice mention |
| Output form | Page ranking | AI-generated summary | Generated text | AI responses & citations | Direct answer box |
The Future of AI SEO: What Will Happen Over the Next 5 Years?
| SEO Type | Future Outlook (2025–2030) |
|---|---|
| Traditional SEO | Will remain important but gradually decline in dominance. SERP real estate will shrink as AI summaries expand. Expect more integration with structured data, fewer clicks, and greater competition for organic visibility. |
| AI Search SEO | Expected to become standard. Search engines will blend generative AI and traditional listings. Brands must adapt by making their content machine-readable, structured, and answer-friendly. |
| SEO for LLMs | Likely to reshape content strategy entirely. As LLMs consume and summarise web content directly, being part of their training or retrieval set will be critical. Expect more emphasis on attribution, open web standards, and trust signals. |
| GEO | Will mature into its own marketing discipline. GEO specialists may emerge, working with RAG pipelines, vector databases, and semantic indexing to optimise content for generative responses. |
| AEO | Will remain relevant and integral to voice search and direct-answer systems. AEO will also influence how content is structured for both AI and conventional search, especially in niche and local queries. |
Summary
SEO is no longer just about ranking pages. The future belongs to multimodal, machine-readable content that can serve humans and AI tools alike. To stay ahead, digital marketers must optimise not just for search engines, but for answer engines, AI models, and generative interfaces.
Want Help with SEO for AI Search Visibility?
We’ve helped clients across multiple sectors with SEO for AI search visbility and rankings, including LLMs like ChatGPT, increasing referral traffic from these sources to their websites by 300% in as little as 6 weeks.
If you’d like help from our digital marketing consultancy to grow your website traffic from channels like Google and ChatGPT, contact us for a no-obligations chat about your situation and goals.