There’s a lot of noise right now about how search is changing. And it’s not just about keywords anymore. We’re now talking about Search Engine Optimisation (SEO), Search Generative Optimisation (SGO), and Answer Engine Optimisation (AEO). Sounds the same? It’s not. But understanding the difference could make or break how your brand shows up online in 2025 and beyond.
Here’s what’s what – and where your focus should be.
SEO: The Classic
Let’s start with the obvious one. SEO is what we’ve been doing for years – optimising websites so they rank well on Google. That means everything from keyword strategy and technical setup to content optimisation and link-building.
Why it still works:
- It’s proven. Good SEO drives traffic.
- It builds long-term visibility and authority.
- Tools like Ahrefs, Semrush and Search Console give you the data you need to improve.
What’s tricky:
- SEO is slow. It takes months, not weeks.
- Google’s algorithm is a moving target.
- You’re fighting for space on a very crowded results page.
SGO: Built for AI Search
Search Generative Optimisation is newer, and it’s all about showing up in AI-generated results – like Google’s Search Generative Experience (SGE) or Microsoft Copilot. Instead of a list of links, these tools generate full answers pulled from across the web. If your content gets featured? Big win.
Why it matters:
- It’s the future of how people search.
- You get visibility in featured summaries, not just SERPs.
- It rewards rich, trustworthy, well-structured content.
What to watch:
- You can’t control where AI pulls from – or if it credits you.
- Less click-through. More brand awareness, less traffic.
- It’s early days, and the rules are still being written.
AEO: Get to the Point
Answer Engine Optimisation is all about direct answers. Think ChatGPT, Perplexity, You.com – people type (or speak) a question, and the platform generates a clean, concise answer. No links. No scrolling. No faff.
Why it’s growing:
- People want answers, not options.
- It works brilliantly for product comparisons, FAQs, how-tos, and definitions.
- You don’t just need keywords – you need clarity.
Challenges:
- Traffic is harder to measure – you may not get the visit, just the mention.
- You have to know your audience’s intent inside out.
- Requires clean markup, schema, and structured content.
So, what’s the move?
It’s not either-or. The smartest brands are already working across all three.
- SEO keeps your site solid and discoverable.
- SGO puts you in front of AI-powered search tools.
- AEO makes sure your content delivers the answer fast – with or without a click.