SEO, AEO and GEO changes to search and how to stay ahead

SEO Agency insights on SEO, AEO and GEO search and how to stay ahead in 2025

SEO remains essential; however, it is not enough on its own. As AI-powered search expands across Google and other platforms, with more answers surfaced in snippets and overviews, and some questions answered by assistants, you get the best coverage by combining three layers: SEO to be discovered, AEO to be the answer, and GEO to be cited. 

Skimmer’s version of SEO, AEO & GEO

• SEO (Search Engine Optimisation) makes you discoverable in classic results.
• AEO (Answer Engine Optimisation) turns your content into the concise answer for snippets and assistants.
• GEO (Generative Engine Optimisation) earns citations inside AI-generated summaries.
• First Steps: fix crawl or performance issues on one key page, restructure that page with Q and A headings, add FAQ schema, monitor snippet presence and enquiries.

How customers find you is changing

The way customers find you is changing all the time and at a rapid rate. Good SEO and strong content remain the foundation, yet on their own they are no longer sufficient. More answers now appear without a click. Adding AEO and GEO keeps your brand visible whether the result is a blue link, a featured snippet, an overview, or an assistant’s spoken response. Treat voice as a secondary channel that benefits from the same clarity and structure that earn snippets.

What each piece does

SEO: your foundation

SEO improves your ability to rank in traditional search results. A strong programme covers:

• Keyword research that matches intent
• Quality content that answers real questions in plain language
• Technical SEO for crawlability, indexation, speed, mobile, and HTTPS
• Authority building through reputable links and citations, plus on-site trust signals such as case studies, reviews, and author bios

Example: “bathroom renovation Auckland” returns a building company because the content is genuinely helpful, the site is fast and stable, and technical basics are in order.

Example: A Wellington property management firm targeting “rental property management Wellington” earns steady leads by ranking in the top results with useful service pages and FAQs.

AEO: become the instant authority

AEO structures content so platforms can extract a concise and correct answer. This powers featured snippets, People Also Ask boxes, and assistants. Use question-led headings, a short opening answer for each section, tables, checklists, and on-page FAQs.

Example: Someone asks a voice assistant, “How long does it take to install a hot water cylinder?” and the assistant reads out a clear, direct answer from a plumbing company’s website because the page opens with a short summary, a simple list of steps, and an FAQ.

Retail example: A sports store in Christchurch publishes a guide that answers “What size mountain bike do I need?” using a simple sizing table and short explanations. When customers ask this question on the way to the shop, they hear the store’s expert advice, building trust before they arrive.

GEO: earn citations in AI results

GEO increases the chance your content is referenced inside AI-generated answers. The biggest drivers are comprehensive, well-structured content that is easy to verify, with clear sources, tight summaries at the top, and schema so machines can interpret context reliably.

Example: A user asks an AI chatbot, “How do I start a vegetable garden in a small space?” and the generated answer includes steps from a gardening blog alongside other trusted sources, citing the blog where relevant.

Professional services example: A financial adviser’s article on “KiwiSaver investment strategies for millennials” is cited by AI tools when people ask detailed retirement questions. The article’s clear structure and credible sources make it a trustworthy reference, which leads to qualified enquiries.

Performance where it matters

Performance underpins everything.

• SEO: affects crawling, indexation, rankings, and conversions.
• AEO: indirect. Structure earns the snippet, while fast, stable pages reduce drop-offs when a user clicks from a snippet or voice response.
• GEO: indirect. A fast, clean page helps parsers and supports overall quality signals.

Focus on clean HTML, stable layout, compressed media, mobile clarity, and HTTPS. Keep Core Web Vitals healthy, especially for pages that answer key questions.

Schema and structured content

What is Schema? – in plain English

Schema is a set of labels you add behind the scenes that tell Google and AI tools exactly what a page is about. Think of it like putting a neat label on a storage box. Without the label, a machine can guess from the contents. With the label, it knows for sure.

Why it matters

• SEO: helps machines understand pages more reliably and supports rich results
• AEO: makes short answers and FAQs easier to extract
• GEO: gives AI systems unambiguous context so your content is easier to cite

Common schema types for NZ SMEs

Article, FAQ Page, How To, Local Business, Product or Service, Breadcrumb List.

Good practice

Match schema to the on-page content, fill required fields, keep business details consistent, validate after publishing and when you update.

How to validate schema

• Google Rich Results Test
• Schema.org Markup Validator
• Google Search Console URL Inspection and Enhancements reports

Authority building: links and citations

Search engines use links as a signal of trust. Aim for quality and relevance rather than volume.

Practical approaches

• Partners and suppliers: request a profile or listing link
• Local and industry citations: keep NAP consistent on reputable directories and bodies
• Case studies and PR: share short case studies and request a link to the source page
• Resource content: publish useful guides or checklists with one or two quotable stats
• Link reclamation: find unlinked brand mentions and request a link

Avoid paid link schemes and low quality networks. They risk penalties and rarely bring real customers.