In the world of digital marketing, we often hear about SEO (Search Engine Optimization), GEO (Geotargeting Optimization) and AEO (Answer Engine Optimization), but these terms remain unclear to many entrepreneurs and tech professionals. So what are their differences, and how can they be used effectively?
1. SEO: Search Engine Optimization
SEO (Search Engine Optimization) is the set of techniques designed to improve a website’s visibility on search engines like Google. It is divided into three main areas:
- Technical SEO: site speed, architecture, indexing, etc.
- On-page SEO: keyword optimization, content structure, HTML tags.
- Off-page SEO: backlinks, mentions on other sites, domain authority.
SEO statistics
- 68% of online experiences begin with a search engine (BrightEdge, 2023).
- Google’s first results capture 27.6% of clicks (Backlinko, 2023).
- Good SEO can increase a site’s organic traffic by up to 300% in one year.
2. GEO: Geotargeting Optimization
GEO (Geotargeting Optimization) consists in personalizing content or ads according to users’ location. It is often used for :
- Local referencing (Google My Business, local reviews, geotargeted keywords).
- Targeted advertising (Google Ads, Facebook Ads, etc.).
- Dynamic display of content according to the user’s region.
GEO statistics
- 46% of Google searches are local (HubSpot, 2023).
- 88% of users who perform a local search visit a store within 24 hours.
- Location-based ads have a 20% higher conversion rate than generic ads.
3. AEO: Optimization for AI-based search engines
AEO (Answer Engine Optimization) is a strategy that aims to optimize content for AI-based answer engines, such as ChatGPT, Google Gemini or Perplexity AI.
AEO techniques include:
- Data structuring (structured data, FAQ Schema, well-organized content).
- Direct response optimization (short, precise content for inclusion in AI summaries).
- Authority and reliability (citations, verifiable sources, quality content).
AEO statistics
- 40% of young people would rather ask an AI chatbot a question than a traditional search engine (Pew Research, 2023).
- By 2025, 50% of online searches could be conducted via AI-based answer engines (Gartner, 2023).
GEO vs SEO vs AEO: Complementary, not competitive
SEO, GEO and AEO are not in opposition, but rather complementary strategies. Good SEO attracts large-scale organic traffic, while GEO refines this audience to convert locally, and AEO optimizes visibility on AI tools.
Comparison with other strategies
- SEO vs SEM (Search Engine Marketing): SEM includes paid campaigns (Google Ads), while SEO is organic.
- GEO vs SEA (Search Engine Advertising): SEA relies on paid advertising, but GEO improves relevance through localization.
- AEO vs SEO: AEO targets IAs, while SEO targets conventional search engines.
Conclusion: what strategy should you adopt?
If you’re targeting a broad market, focus on SEO. If you have a local audience, integrate GEO. If you want to be visible on AI engines, bet on AEO. Ideally, combine all three to maximize conversions and visibility.
An effective digital strategy depends on understanding these differences and applying them correctly. So, are you ready to optimize your online presence?
