In other words, the rules of the game are changing: it’s no longer enough to fight for top position in search results. Now, you also have to be present in the responses generated by these AIs.
This is where three key concepts come into play:
- AISO (AI Search Optimization): the global strategy for staying visible in AI-driven search.
- GEO (Generative Engine Optimization): optimization to appear in responses generated by AIs such as ChatGPT, Perplexity or Gemini.
- AEO (Answer Engine Optimization): optimization for “classic” answer engines: featured snippets, voice search, virtual assistants.
Understanding these three approaches and knowing how to combine them is what will make the difference between a site losing visibility… and a site gaining authority in this new landscape.
What is AISO?
AISO (AI Search Optimization) is the new global vision of SEO in a world where generative AI is invading search engines. The idea is simple: don’t just look for a good position in traditional results, but also be visible in enriched responses generated by AI.
In concrete terms, AISO brings together all the optimizations that enable :
- to be quoted or reproduced by generative AI engines (such as ChatGPT, Perplexity or Gemini),
- to appear in Google or Bing AI summaries,
- and continue to attract traffic via “traditional” response engines.
It is therefore a broader approach than classic SEO, and includes two sub-sections:
- GEO (Generative Engine Optimization): create expert, reliable content that AIs can integrate into their responses.
- AEO (Answer Engine Optimization): structure short, precise answers for snippets, FAQs and voice searches.
The challenge behind AISO is to build authority and credibility so that your site is the reference source… even if the user doesn’t click on a link.
What is GEO?
GEO (Generative Engine Optimization) consists in optimizing your content so that it is picked up and quoted by generative AI engines such as ChatGPT, Gemini, Perplexity or Bing Copilot.
The goal is no longer just to rank well on Google: it’s to become the source that these AIs use to formulate their answers.
To succeed in GEO, you must :
- Produce expert, reliable content: studies, figures, original analyses.
- Structure information clearly: explicit headings, lists, tables, easy-to-extract data.
- Work on your authority and credibility (E-E-A-T): show expertise and legitimacy on your subject.
Case in point: a cosmetics brand that publishes a detailed guide to anti-aging ingredients, complete with verified data, is more likely to be cited in an AI’s response to the question, “Which anti-aging cream is the most effective?”
GEO is therefore in-depth SEO, based on the quality and depth of content, rather than on keyword hunting.
What is AEO?
AEO (Answer Engine Optimization) is the art of optimizing content to provide the clearest, most concise answer possible to traditional search engines.
Unlike GEO, which targets generative AIs, AEO targets :
- featured snippets (quick response boxes on Google),
- voice search (Google Assistant, Siri, Alexa),
- search engine wizards.
To succeed in AEO, you must :
- Structure content into questions and answers (optimized FAQs).
- Use simple, direct language and short sentences.
- Implement schema.org markup (FAQ, HowTo, Product) to help engines understand content.
Example: an e-commerce site that creates a product FAQ such as “What size is this bag?” or “What is the delivery time?” is more likely to be read aloud by a voice assistant or displayed in a snippet.
In short, AEO = to be the immediate answer, where GEO = to be the reference cited by AIs.
AISO / GEO / AEO comparison
| Criteria | AISO (AI Search Optimization) – Global strategy | GEO (Generative Engine Optimization) | AEO (Answer Engine Optimization) |
|---|---|---|---|
| Definition | Optimizing visibility throughout the AI-driven research ecosystem | Optimize to appear in AI-generated responses | Optimize for the concise response of conventional search engines |
| Objective | Be present in AI-enhanced results (AI Overviews, AI engines, assistants) | Be cited by generative AIs (ChatGPT, Gemini, Perplexity…) | Be the answer displayed or read (featured snippets, voice search) |
| Target channels | Google AI Overviews, Bing Copilot, ChatGPT, Perplexity, AI engines | ChatGPT, Perplexity, Gemini | Google Search, Bing, voice assistants |
| Content type | Expert, structured content combining depth and clear answers | Comprehensive guides, original studies, authoritative content | FAQ, tutorials, short definitions, simple answers |
| Key techniques | E-E-A-T, schema.org markup, proprietary data, clear structuring | Long format content, single data, tables, detailed lists | Optimized FAQs, schema.org markup, concise sentences |
| Main KPIs | Presence in AI Overviews, AI Quotes, traffic via enriched SERPs | Citations in IA responses | Featured snippets, CTR, classic organic traffic |
What AISO strategy should you adopt for your site?
There’s no single answer: the right strategy depends on your type of site, your business objectives and your content resources.
Here are a few highlights:
- E-commerce site
→ If your priority is to generate sales quickly: bet on AEO (product FAQs, concise answers to frequently asked questions).
→ If you want to become a reference in your niche: also work on GEO (detailed buying guides, comparisons, expert content). - Media site or blog
→ GEO is a must: feature articles, original data, studies… but add AEO to capture featured snippets on definitions and tutorials. - SaaS or B2B site
→ Both approaches are essential: AEO for simple questions (“price”, “features”) and GEO for expert content (guides, case studies). - Showcase site
→ AEO is often enough: clear FAQs, concise answers to prospects’ questions.
To help you identify the right approach, we’ve created a simple, visual decision tree. It shows you in just a few steps whether your priority should be AEO, GEO… or a combination of the two.
In most cases, the best strategy is to combine the two levers:
- AEO to capture featured snippets, answer direct questions and appear in voice search.
- GEO to become a reference, produce expert content and be cited by generative AI engines.
In other words: start with AEO for quick results, then develop GEO to build a solid long-term authority.
The ideal solution? Combine GEO and AEO, as AI engines rely on both expert content and structured answers.
How to combine AISO, GEO and AEO in an SEO 2025 strategy?
In 2025, it will no longer be a question of choosing between GEO and AEO: both must be integrated into a global AISO approach.
Here’s how to combine them effectively:
- Start with AEO for quick wins
- Create clear, structured FAQs about your products or services.
- Optimize your pages for featured snippets: definitions, key steps, short tutorials.
- Use schema.org markup (FAQ, HowTo, Product) to help search engines understand your content.
- Develop GEO to establish your authority
- Publish comprehensive guides, original studies and detailed comparisons.
- Add tables, figures and verifiable data to be used by generative AIs.
- Work on your credibility through E-E-A-T (expertise, experience, authority, reliability).
- Think of AISO as a long-term strategy
- Track your performance: citations in AIs, presence in AI Overviews, featured snippets.
- Diversify your formats: articles, videos, infographics, interactive content.
- Update your content regularly to remain a reliable and up-to-date source.
The aim? To be the reference source, whether the user clicks on a link… or obtains his answer via an AI.
Conclusion and call to action
The arrival of generative AI is profoundly changing the way Internet users find information.
It’s no longer just a question of being well positioned in search results: you now have to become the source cited by AI engines.
- AISO is the global approach that keeps you visible in this fast-changing ecosystem.
- GEO relies on the creation of expert, reliable content to be picked up by generative AIs.
- AEO focuses on short, structured answers, essential for snippets and voice search.
Brands that combine these three levers will gain a head start, becoming reliable references for engines… and therefore for their customers.
At KNR, we’re already supporting our customers in this transition: expert content creation, SEO structuring adapted to AI and comprehensive strategies to continue generating visibility and sales.
👉 Want to know how GEO, AEO and AISO can boost your traffic and conversions? Please contact us.
