If you’ve been keeping an eye on digital marketing lately, you’ve probably noticed the landscape shifting fast. Google’s AI Overviews are changing how search results look. ChatGPT is answering questions that used to send people to websites. And the phrase “just Google it” is quietly becoming “just ask AI.”

So what does that mean for your business? And what are SEO, AEO, and GEO actually doing for you?

Let’s break it down.

What is SEO? (And why it still matters)

SEO, Search Engine Optimisation, is the practice of getting your website to appear in Google’s search results when someone types in a query. If someone searches “best plumber in Chester” and your website shows up, that’s SEO doing its job.

It works by identifying the keywords your customers are searching for, building authoritative backlinks, and making sure your on-page content is structured properly.

The pros: it’s a proven, steady traffic driver that builds long-term authority for your website. The cons: it takes time to see results, and algorithm updates can shift your rankings overnight.

For local businesses, SEO remains the foundation. Getting your service pages ranking in your town or city is still one of the highest-ROI investments you can make online.

What is AEO? (Answer Engine Optimisation)

AEO is about getting your content extracted into Google’s AI Overviews and answer boxes, the featured snippets and AI-generated summaries that appear above the standard search results.

When someone searches “what’s the best way to treat a sports injury in Wirral” and Google pulls a direct answer from a local physio’s website, that’s AEO working.

It works by providing clear, concise answers to the questions your customers are asking, using FAQ and How-To schema markup to help search engines understand your content.

The pros: instant authority and brand visibility, and it works especially well for voice and mobile queries. The cons: some users get the answer without ever clicking through to your website, and snippet positions can change frequently.

For local businesses, AEO is increasingly important. If you’re not structuring your content to answer questions, a competitor will.

What is GEO? (Generative Engine Optimisation)

GEO is the newest of the three. It’s about getting your business cited by name in AI-generated recommendations, the kind of answers ChatGPT, Perplexity, or Google’s AI Mode gives when someone asks “which SEO agency should I use in Cheshire?”

Unlike traditional SEO or AEO, GEO isn’t just about your website. It’s about your presence across the wider web: industry publications, forums, directories, PR mentions, and credible third-party sources that AI models pull from when forming recommendations.

The pros: early-mover advantage in AI search, and it positions your business as a trusted authority in your field. The cons: it’s harder to measure direct impact, and it requires a multi-platform presence beyond your website alone.

So which one should you focus on?

The honest answer is all three, but in the right order.

SEO first. If your website isn’t ranking for the core searches in your area, that’s the priority. Get your service pages optimised, your Google Business Profile in order, and your local citations consistent.

AEO second. Once your content is solid, structure it to answer questions. Add an FAQ section to your key pages. Use schema markup. Think about what your customers are actually asking, not just what they’re searching.

GEO third. Build your reputation beyond your own website. Get mentioned in local press. Contribute to industry conversations. Earn backlinks from credible sources. The businesses that do this now will have a meaningful advantage as AI search grows.

The bottom line

The rules of online visibility are changing. But the fundamentals haven’t gone anywhere. Businesses that show up where their customers are looking will always win. The question is whether you’re visible in search results, in AI answer boxes, and in AI recommendations.

At RDM Digital, we help local businesses get found across all of it. If you want to know where you stand right now, get in touch for a free audit.