SEO v. AIO v. GEO v. AEO v. AISO v. SXO v. SEvO
And how this ongoing debate is manifesting inside search engine results and large language models
The digital marketing industry is tearing itself apart.
Okay, I’m being a little dramatic, but there is a debate happening. It includes statements like:
SEO is dead
SEO is not dead but it’s dying
SEO will never die
AI has destroyed Google.
AI has saved Google.
GEO is the future.
GEO is bullshit.
It’s AISO, not GEO.
It’s AEO, not AISO or GEO.
No one uses Google anymore.
AI is a bubble.
And so on and so on.
The core of this ongoing debate is simple: does “search engine optimization” include optimizing for AI search platforms? If so, do you still call it SEO? If not, what do you call it when you optimize for AI search?
This is a debate that I’m involved in. I want to be clear about that up front. I will not pretend to have a fully neutral view of this debate, but instead to present the various sides of it and offer my own perspective.
Okay, I should be entirely honest: not only do I not have a neutral POV here, but I have worked to influence some of these definitions. I won’t say which ones, but you can figure it out if you start digging in.
Let’s define some key terms
First, I’ll define each of the initialisms from my headline:
SEO: search engine optimization
AIO: artificial intelligence optimization
GEO: generative engine optimization
AEO: answer engine optimization
AISO: artificial intelligence search optimization
SXO: search experience optimization
SEvO: search everywhere optimization
Now, rather than attempt to define these myself, I’ve decided to take a list of questions and ask this same question in five different places: Google, ChatGPT, Claude, Perplexity and Wikipedia.
Here are the questions I decided to ask:
What is search engine optimization?
What is artificial intelligence optimization?
What is generative engine optimization?
What is answer engine optimization?
What is: artificial intelligence search optimization?
What is search experience optimization?
What is search everywhere optimization?
I have copied-and-pasted the answer out of each of my results, while also providing any additional necessary information.
In the case of Google, I have grabbed two things:
The answer provided in the AI overview at the top of the SERP
The answer provided in the first website listed in the SERP (and the website it came from.)
Finally, I have asked the question “is there a consensus?” If there’s a consensus, I will provide it.
(And yes I understand that answers aren’t universal. I find this to be a useful exercise anyway.)
Let’s dive in.
What is search engine optimization?
Wikipedia ranks in the first traditional search listing for “what is search engine optimization?” (Although it should be noted that the article has multiple issues, including needing to be updated and being “written like a personal reflection, personal essay, or argumentative essay.”)
It reads:
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.[1][2] SEO targets unpaid search traffic (usually referred to as "organic" results) rather than direct traffic, referral traffic, social media traffic, or paid traffic.
Okay, fair. Seems pretty straightforward.
Google’s AI Overview, meanwhile, says:
Search Engine Optimization (SEO) is the practice of improving a website's visibility in search engine results pages (SERPs) to attract more organic (unpaid) traffic. It involves optimizing various aspects of a website, including its content, structure, and technical elements, to make it more appealing to search engine algorithms. The goal is to rank higher in search results for relevant keywords, increasing the likelihood that users will find and visit the website.
Pretty similar answer! Let’s see what ChatGPT has to say:
Search Engine Optimization (SEO) is the process of improving a website or web page so it ranks higher in search engine results (like Google or Bing), which increases the quantity and quality of traffic to that site.
Now, Claude:
Search Engine Optimization (SEO) is the practice of improving a website's visibility and ranking in search engine results pages (SERPs) to attract more organic (non-paid) traffic. The goal is to make your website more appealing to search engines like Google, Bing, and Yahoo so they display it prominently when users search for relevant keywords.
Okay, Claude switched things up by mentioning Yahoo. A little dated. Interesting. Didn’t see that one coming. Otherwise, pretty similar answer.
Now, Perplexity:
Search engine optimization (SEO) is the practice of improving a website's content, structure, and visibility to increase both the quality and quantity of unpaid (organic) traffic from search engines like Google, Bing, or Yahoo.
Very similar.
Now, Wikipedia:—although, yes, we already got this answer at the beginning of this section, because Wikipedia is the first website ranking for “what is search engine optimization?” Here’s the answer again:
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.[1][2] SEO targets unpaid search traffic (usually referred to as "organic" results) rather than direct traffic, referral traffic, social media traffic, or paid traffic.
Is there consensus around “what is search engine optimization?”
There are some universal themes. As of now, it’s pretty clear that “Search engine optimization”, according to these sources, is focused on:
Getting websites to rank in search engines
Driving traffic from search engines to websites
Nothing related to artificial intelligence
I’ll admit that this surprised me. I expect to see some kind of mention of artificial intelligence disrupting search engine optimization or an evolution resulting from the presence of AI.
These results suggest one thing fairly solidly to me: unless we see a major shift, SEO will continue to mean traditional search engines. Whether or not this includes the AI Overview showing up at the top of a Google SERP is left up for debate, but it is at least somewhat surprising to me how much this set of answers focuses on working on your website itself. No mention of other websites, brand equity, mentions or even links. But I’m getting ahead of myself now.
What is artificial intelligence optimization?
Let’s see what a traditional Google search says. A website called WalkMe ranks in the traditional first search listing. Here’s what it says AI optimization is:
AI optimization means improving how artificial intelligence (AI) works so it can do tasks better and faster. The process involves changing the AI’s “rules” to make it smarter and more accurate, using less power and memory. Optimizing AI helps it work well in areas like helping customers, managing money, or even in healthcare.
Okay, so that sounds nothing like SEO, right? Like, not even related. This is about working on AI tools, not manipulating AI tools to serve a purpose.
Does the Google AI Overview agree?
AI optimization is the process of improving the performance and efficiency of artificial intelligence systems. This involves refining AI models, algorithms, and hardware to achieve better results, such as increased accuracy, faster processing, and reduced resource consumption. Essentially, it's about making AI work smarter and more efficiently.
Okay, pretty similar and nothing to do with SEO. What does ChatGPT say?
Artificial Intelligence Optimization (often shortened to AI optimization) refers to the process of using AI techniques to improve decision-making, performance, or efficiency in complex systems or tasks. It can also refer to optimizing the AI models themselves to run faster, be more accurate, or use fewer resources.
What? That second sentence is pretty aligned with what Google was saying, but the first sentence is an entirely different definition that seems completely unrelated to digital marketing or SEO or what Google was saying. Okay, so we have two definitions in the works now.
Let’s keep going. Here’s Claude:
Artificial intelligence optimization refers to the process of improving AI systems to achieve better performance, efficiency, and effectiveness across various dimensions.
Okay, fair enough. This is about improving AI systems. What does Perplexity say?
Artificial intelligence optimization refers to the systematic process of improving the performance, efficiency, and effectiveness of AI systems or models. This typically involves adjusting parameters, model structures, training methods, and algorithms to achieve better accuracy, speed, scalability, or resource usage.
Fair. Now, where does Wikipedia fall?
Artificial Intelligence Optimization (AIO) or AI Optimization is a technical discipline concerned with improving the structure, clarity, and retrievability of digital content for large language models (LLMs) and other AI systems. AIO focuses on aligning content with the semantic, probabilistic, and contextual mechanisms used by LLMs to interpret and generate responses.
Okay, huh. That is very different. That sounds like, well, that sounds like optimizing for LLMs, right?
Is there a consensus around “what is artificial intelligence optimization”?
Well, the two Google results seem to agree with Claude, Perplexity, and half the ChatGPT answer. Meanwhile, Wikipedia has a lengthy article dedicated to an entirely different definition. Plus there’s that half of the ChatGPT answer that is spinning a very different yarn.
We have three competing definitions. This might be what Bryan Garner would call a “skunked term.” Although it’s rare to see a term skunked this early in its life, so we might still see some future consensus—but I don’t think it will be as a successor to SEO.
Let’s move on to one of the shinier initialisms on this list:
What is generative engine optimization?
Before I dive into this one, I’ll say that GEO is the term I’m hearing the most right now from in-house marketers. It also seems to be causing the most debate on LinkedIn and in search-specific circles. I have some reservations about this term, which I’ll get to, but first let’s see how it’s being defined.
When you google What is generative engine optimization?, you’ll see Search Engine Land ranks in position 1.
It’s saying:
GEO stands for “generative engine optimization” which means the process of optimizing your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews.
That’s the general definition I’ve been hearing. Although two things stand out to me there: the words “website” and “content.” My experience of this discipline—whether we call it GEO or not—tells me that it’s about more than content and about a lot more than just what’s happening on your own website. But let’s see if the other definitions align with this.
Here’s the Google AI Overview:
Generative Engine Optimization (GEO) is a digital marketing strategy focused on optimizing content for AI-powered search engines and large language models (LLMs), ensuring a brand's content is visible and highly ranked within these new platforms. It's a shift from traditional search engine optimization (SEO), which primarily focuses on keyword optimization for traditional search engines. GEO emphasizes understanding how generative AI systems process and prioritize information to create content that aligns with user intent and provides valuable, authoritative answers.
Hmm. Pretty close to the Search Engine Land definition. Focused on “creating content” and “optimizing content.” Not much mention of anything technical or off-site factors.
Let’s see what ChatGPT says:
Generative Engine Optimization (GEO) is an emerging strategy focused on optimizing content and visibility for AI-powered generative engines—like ChatGPT, Google’s Search Generative Experience (SGE), and other tools that generate answers instead of just showing links.
Very similar. Although in this case, “generate answers instead of just showing links” seems like a confusing, false dichotomy, considering that Google is the main source of where major change is happening and that’s doing both generating answers and displaying links. And again, this emphasizes “content” and nothing else.
How about Perplexity?
Generative Engine Optimization (GEO) is the process of optimizing digital content so that it is more likely to be cited, summarized, or displayed within responses generated by AI-powered search engines and large language models—such as ChatGPT, Perplexity, Google Gemini, and Claude. Unlike traditional SEO, which aims to rank web pages higher in search results, GEO focuses on making content easily discoverable and usable by AI models that generate direct conversational answers to user queries.
Pretty much the same answer as the others, but with more words.
Time for Claude:
Generative Engine Optimization (GEO) is a modern digital strategy aimed at enhancing the visibility and influence of content within responses generated by AI-driven platforms, such as ChatGPT, Claude, Gemini, Perplexity, and Google's AI Overviews.
Hmm. This one feels factually correct on the surface, other than the vagueness of “enhancing the visibility and influence of content.” Again, this emphasis on content and no mention of brand.
Now let’s check out Wikipedia. I’ll admit here that discovering a Wikipedia page for “generation engine optimization” is part of what sent me down this path:
Generative engine optimization (GEO) is the process of improving the visibility, relevance, and presentation of content in response to queries made to generative engines, such as large language models (LLMs).
Same issue. “Content” is all that’s discussed. A strange, narrow definition, although potentially useful?
Is there consensus around “what is generative engine optimization”?
As far as I can tell, the current consensus around GEO is the extremely limited definition of creating or updating website content on your own website, for the purpose of showing up in AI results.
I don’t know if this narrow view is intentional or if it’s because the people banging the drum for GEO are not aware of how much influence third-party websites, PR, UGC and other sources have on AI results.
So yeah, I suppose there is consensus around this, but if the above becomes the industry definition for GEO, I think it’s far too narrow in scope. It’s as if “SEO” focused only on the ranking factor of on-page content.
What is answer engine optimization?
Now we can move onto answer engine optimization, which is one of the more ill-defined and murky terms on this list. For evidence, let’s note that the first traditional listing ranking for “answer engine optimization” is a reddit thread.
/r/localseo is #1 when you google this. Yes, the subreddit for local SEO. The post is someone asking what it is and the first comment is this:
AEO is optimizing your content to appear in LLM results, as opposed to SEO, optimizing for search engines. Not sure who coined this term but I think it's silly because the AI tools are a lot more than just an "answer engine".
It’s “silly.” Okay, but I wonder what that user prefers it be called. I also think that answer includes the false dichotomy that’s raging. The idea that you must choose between SEO and whatever we call the version focused on AI platforms.
Here’s what Google AI says on this one:
Answer Engine Optimization (AEO) is a digital marketing strategy focused on getting your content featured as the direct answer in search results, particularly in AI-powered answer boxes and voice search results. Instead of aiming for high rankings on search engine result pages (SERPs), AEO focuses on providing clear, concise, and easily digestible answers to user questions, often in a question-and-answer or FAQ format. This approach ensures your content is readily available as a direct response to user queries, potentially eliminating the need for a click to your website.
Damn, that is a very different answer. Voice search is back? And FAQs are the path to victory? Holy hell, didn’t see this one coming.
What does ChatGPT say?
Answer Engine Optimization (AEO) is the process of optimizing your content to directly answer users' questions—so that your content is selected by answer engines like:
Google’s featured snippets / People Also Ask
Voice assistants (e.g., Siri, Alexa, Google Assistant)
AI chatbots and Large Language Models (LLMs) like ChatGPT
Search Generative Experience (SGE)
Welp, I guess we are dealing with an entirely different concept here. I’m a little stumped by the emphasis on voice search but okay. At least this seems to be taking a broader approach than narrowly focusing on AI.
What does Claude say?
Answer Engine Optimization (AEO) is the process of structuring and optimizing content so that it can be easily interpreted and cited by AI-powered answer engines and the process of optimizing your website content to provide direct answers to user search queries.
Okay, so it is AI only? Does Perplexity agree?
Answer Engine Optimization (AEO) is the process of creating and structuring your content so AI-powered answer engines—such as ChatGPT, Google AI Overviews, Perplexity, Bing Copilot, and voice assistants—can easily understand, extract, and directly present it as answers to user questions. Unlike traditional SEO, which focuses on ranking in search engine results, AEO targets inclusion in AI-generated answers that users see or hear without needing to click through to a website.
Damn, I’m feeling a little lost here. It’s AI and voice assistants? What a combo! But it doesn’t involve traditional SEO at all?
I guess, what does Wikipedia say?
Unlike SEO, AIO and GEO, there is no article for AEO. But it’s mentioned on both the AIO and GEO articles, seemingly as a synonym for GEO—which, yes, contradicts a lot of what we see above.
From the GEO article:
"Generative engine optimization" is not yet a universally accepted name. It is also referred to as "answer engine optimization" (AEO)[2], "artificial intelligence search optimization"[3] or artificial intelligence optimization.
Now the AIO article:
AIO is also known as Answer Engine Optimization (AEO), which targets AI-powered systems like ChatGPT, Perplexity and Google's AI Overviews that provide direct responses to user queries. AEO emphasizes content structure, factual accuracy and schema markup to ensure AI systems can effectively cite and reference material when generating answers.
Finally, it’s also mentioned on the scandiweb article.
In addition to core development services, scandiweb operates several specialized sub-brands to support various aspects of digital growth: BetterAnswer, an AEO (Answer Engine Optimization) agency enhancing brand visibility in AI-driven search results and LLMs; Traffic Dog, a traffic acquisition agency focused on SEO and paid media strategies;
And yeah… all three of these are articles that I’m not convinced should exist.
Is there a consensus around “answer engine optimization”?
Not. At. All.
I have a hard time seeing AEO weathering the storm, especially considering how often it mentions voice search, which is generally viewed as a running joke by people within the search industry.
What is artificial intelligence search optimization?
In the traditional Google SERP< BrightEdge ranks #1 but doesn’t even remotely answer the question. It’s basically just selling its own services. Off to a rough start here. I can’t even find a section from the page to quote.
Well, okay, so what does Google AI say?
AI SEO, or Artificial Intelligence Search Optimization, refers to the use of AI technologies like machine learning and natural language processing (NLP) to improve a website's ranking in search engine results. AI can analyze vast amounts of data to understand user behavior, identify patterns, and predict search trends, enabling more effective content optimization and strategic decision-making.
Right away, this one isn’t working for me because AI SEO and AISO are not the same words or initials. That’s confusing and inaccurate.
Next, this suggests that one is using AI for SEO, rather than trying to achieve visibility within AI tools. So that’s two rough answers so far.
Is ChatGPT any better?
Artificial intelligence search optimization (also known as AI Search Optimization or AISO) is the practice of tailoring content so it performs well in AI-driven search environments—such as large language models (LLMs), generative AI platforms (like ChatGPT and Gemini), and new AI-powered features in traditional search engines (like Google's AI Overview)
Hmm, ok, better? But this is still the obsession with “tailoring content” which, again, is far too narrow. Is Claude any better?
Artificial Intelligence Search Optimization (AISO) is revolutionizing digital marketing by leveraging the power of artificial intelligence to enhance traditional SEO strategies. Unlike conventional methods, AISO focuses on personalizing search results for individual users.
I don’t really know what that means and it sounds extremely jargony. Disappointing. People like to say Claude is the best. How about Perplexity?
Artificial intelligence search optimization (often abbreviated as AISO or referred to as AI SEO) is the practice of adjusting website content and structure so that it performs well in AI-powered search environments—like those driven by large language models (LLMs), generative AI platforms, and new AI-driven features in traditional search engines (such as Google's AI Overview and ChatGPT search)
There we go with “AI SEO” again, which is not right. I do like that this one mentions structure, at least.
Well, what’s Wikipedia have for us? We’re back to this answer from above:
"Generative engine optimization" is not yet a universally accepted name. It is also referred to as "answer engine optimization" (AEO)[2], "artificial intelligence search optimization"[3] or artificial intelligence optimization.
Okay, so it sounds like the GEO page is saying “this is the same thing as AISO.” Cool? Not really.
What is the consensus around “artificial intelligence search optimization”?
I can’t stand the idea of “AI SEO” and the two Google results are shockingly bad. But this one makes more sense to me than the others and it appears to be the only one on this list so far that doesn’t
focus only on content on one’s own website or
dilute the definition so much to mean nothing.
But based on the current state of things, it doesn’t look like it’s positioned to win.
What is search experience optimization?
What does traditional Google search say when you ask “what is search engine optimization?” First off, it’s Search Engine Land ranking. You may remember them from their #1 ranking for “what is generative engine optimization?”
Here’s the definition inside the article that ranks first:
Search Experience Optimization means optimizing the user experience for the users we get, as well as the ones we want! Not only will that align with what Google wants, but a better understanding of all our users will help our business objectives, as well.
Now, that’s pretty vague. It also makes me wonder if people are really doing such a bad job of normal SEO that this is a unique claim. But moving on. Here’s the Google AI Overview I got for “what is search experience optimization?”
SEO, or Search Engine Optimization, is the practice of improving a website's visibility and ranking in search engine results pages (SERPs). It involves various techniques to make a website more attractive to search engine algorithms, ultimately leading to more organic (unpaid) traffic. Essentially, SEO helps search engines understand what your website is about and match it with relevant user searches.
Huh. Okay. We’re back there. Welp. I guess Google doesn’t believe SXO and SEO are different?
Now, what does ChatGPT say?
Search Experience Optimization (SXO) is the process of improving both how users find your content (like traditional SEO) and what happens after they click—so that the overall search experience is seamless, satisfying, and leads to action.
Again, that just sounds like SEO to me. Ranking and converting.
What does Claude say?
Search Experience Optimization (SXO) is a strategy that improves visibility in search results and user satisfaction. Combining traditional SEO with user experience, SXO makes a site both search engine and user-friendly
Sure, okay. More of the same.
And Perplexity?
Search experience optimization (SXO) is an advanced approach that combines traditional search engine optimization (SEO) tactics with user experience (UX) strategies to enhance both a website’s visibility in search results and the overall usability and satisfaction of users after they arrive.
Advanced, huh? That’s a concern.
And then there’s Wikipedia. You will find no article about “search experience optimization” but you will find this sentence on the article for “search engine optimization”:
It has also been argued that each of these tactics should be considered as subsets of "search experience optimization," described by Ahrefs as "optimizing a brand’s presence for non-linear search journeys over multiple platforms, not just Google."
I like that one.
Is there consensus around search experience optimization?
No. It either doesn’t exist (because it’s already SEO), it means combining UX with SEO (which should be happening anyway), or it’s optimizing across platforms instead of strictly Google (which, yes, I 100% agree with.)
What is search everywhere optimization?
Then there’s this one. Something of a dark horse, which I say because I’ve only heard one person ever say it. But the idea stuck with me.
When you google this, it’s our dear friend Search Engine Land in position 1 again. And you know what, I kinda like what this is saying:
It’s “search everywhere optimization.” This means that, as organic search strategists, we must take more ownership to optimize beyond Google. Search is more fractured than ever, so people turn to places beyond Google to find what they need.
I don’t hate that. It’s kinda like the definition of SXO I liked above. But, um, what’s the abbreviation for search everywhere optimization? SEO?
Meanwhile, here’s what Google AI tells us:
Search Everywhere Optimization, often referred to as SEO 2.0, is a modern approach to digital marketing that expands the scope of traditional SEO. It emphasizes optimizing content and brand presence across all platforms where users search, not just search engines like Google. This includes platforms like YouTube, TikTok, Amazon, Pinterest, and even AI-powered search tools.
Sure, that works. I like that “brand presence” is mentioned for once. I do think “SEO 2.0” is dumb.
So what’s ChatGPT say?
Search Everywhere Optimization is an emerging concept that expands traditional SEO beyond Google—focusing on optimizing your visibility across all digital search environments, not just search engines.
I like that more than I would expect to.
And Claude?
Search Everywhere Optimization is the idea of optimizing content and profiles for visibility across various search platforms, not just traditional search engines like Google or Bing. It recognizes that search behaviors have diversified, with users turning to social media, video platforms, and other channels to find information.
Damn, I like that one too.
How about Perplexity?
Search Everywhere Optimization (SEvO) is a modern evolution of traditional SEO that focuses on maximizing a brand’s visibility across all platforms where people search for information—not just traditional search engines like Google or Bing
Wait, SEvO? Are you serious? I like this concept, but you want to call it SEvO? I can’t do that.
So what does Wikipedia say? It’s not mentioned anywhere. Nowhere. First term on this list to not show up in a single place on Wikipedia.
Is there consensus around search everywhere optimization?
Almost. But the lack of a shorthand naming convention (SEvO? SEO 2.O? Or is it just SEO) threatens this one. I think it’s the best set of definitions but I don’t think it has legs. What I would love to see is for us to wipe the slate clean on those old definitions of SXO and see the results for SXO and SEvO/SEO 2.0 merge.
So what the hell are we supposed to call optimizing for AI search?
I just wrote this whole damn thing about it and honestly, I don’t know. There are pros and cons of every one of these definitions.
For now, I’m going to keep saying SXO (search experience optimization) for the broader definition of maximizing a brand’s visibility across all platforms where people search for information. But let’s see who wins this one.