In This Blog

Artificial Intelligence (AI) is changing the landscape of online searches in unprecedented ways. Businesses can no longer rely on traditional SEO practices alone to attract organic traffic and visibility. Discover the impact that AI search tools such as ChatGPT, Google’s AI Overviews, Perplexity, and Microsoft Copilot have on the search process and elevate your presence in the digital sphere through GEO, AEO, and a robust online footprint.

For years, digital marketing was defined by one primary metric: Where do you rank on Google?

That dynamic is rapidly changing as more and more people turn to AI tools like ChatGPT, Perplexity, Google's AI Overviews and Gemini, Google's AI Mode, Microsoft Copilot, and others to research and compare businesses and make purchasing decisions.

Instead of parsing through endless search results pages, buyers are asking questions and seeking answers in a conversational format.

If your website was built on traditional SEO practices, it may not be optimized for the future of search.

Search Is Becoming Conversational

Consider the types of questions people are asking. Instead of entering broad terms like "digital marketing agency Pennsylvania," they're asking questions like, “What’s the best digital marketing agency for B2B in Pennsylvania?”

Other examples of AI search queries:

• “Who can redesign our website and knows about SEO and AI search?”
• “Can you recommend a web design agency with manufacturing experience?”
• What marketing agencies in Pennsylvania can help me launch a Google Ads campaign?

Large language models (LLMs) don't simply return a list of websites. They synthesize information from across the web to provide answers to specific questions posed by users. The businesses whose information appears in those answers are rewarded.

AI Search Isn't Just About ChatGPT

When you hear the phrase "AI search," you may think of ChatGPT, but the AI search landscape is much broader. 

Current AI search agents include:

• ChatGPT
• Google AI Overviews
• Google AI Mode
• Google Gemini
• Perplexity AI
• Microsoft Copilot
• Claude (which takes a different approach to search than the others by combining its own knowledge with optional access to the web, rather than being a traditional search engine)

While each tool has its own unique approach to answering questions posed by users, they each rely on the same principle: trust. The more confident AI is in a business's ability to provide accurate information, the more likely it is to recommend that business.

Traditional SEO Isn't Dead

While traditional SEO practices will continue to be important, search engines are rewarding additional factors that go beyond simple ranking factors like keywords and backlinks. AI considers a broad range of factors that help it identify and understand businesses, including:

• Topical authority
• Schema markup
• Brand mentions
• Reviews
• Business listings
• Content quality
• Semantic relationships
• Structured data

This evolution in search has created two important strategies: generative engine optimization (GEO) and answer engine optimization (AEO).

Generative Engine Optimization (GEO)

GEO is about optimizing for AI to appear in the search results it generates. Instead of optimizing to rank, you optimize to be referenced. You want to appear in the information that AI uses to answer questions.

Answer Engine Optimization (AEO)

AEO focuses on answering the questions that people are asking. It encompasses a broad range of tactics, including publishing FAQs, using conversational language, and structuring content to answer specific questions. 

For businesses that operate locally, there's also local AEO to consider. As AI assistants become more common, more people are asking location-based questions, such as:

• Who are the best packaging companies near Allentown?
• Can you recommend a packaging company that specializes in food manufacturing?
• Who are the top web design agencies in the Lehigh Valley?

This evolution has dramatically changed the local search landscape. While traditional local search was about appearing in the Map Pack, local AEO is about being recommended by AI assistants. Instead of simply appearing in a list of local businesses sorted by distance, businesses need to position themselves to appear in AI's responses to local questions.

SEO vs GEO vs AEO

Why Is Your Website Not Enough to Rank in AI?

One of the most common misconceptions about AI search is that it's only about your website. In reality, AI considers your entire digital footprint when determining what to say about your business. 

While your website is an important part of that footprint, there are other factors to consider, including:

• Google Business Profile
• Apple Business Connect
• Bing Places
• Social media profiles (LinkedIn, Facebook, Instagram, YouTube, etc.)
• Online reviews
• Directories
• Press mentions
• Author listings (closely related to Google’s concept of E-E-A-T (experience, expertise, authoritativeness, and trustworthiness)

Each of these is another touchpoint with your audience, and each provides another opportunity to strengthen your digital footprint and appear in AI search results.

Schema Markup Is Your Friend

Schema markup has always been an important part of technical SEO, but it's become even more important. Schema markup tells search engines what your business is about. It provides information about your services, locations, products, FAQs, events, and more. By using schema markup, you're helping search engines understand your business and appear in relevant searches. Instead of asking AI to guess what your business is about, you can give it clear, structured information to work with.

Social Media Is Now an Authority Signal

Social media is becoming an increasingly important part of AI search. Your social media posts are another place where you can demonstrate your expertise and help search engines understand what your business is about. 

Publishing educational or thought leadership content on social media is one way to do that, but you can also use social media to share your website content and reviews. The goal is to create as many touchpoints as possible so that search engines can see you as an authority in your field.

AI Discoverability Goes Beyond Google

Google Business Profile is always going to be important, but it's no longer the only player in the local search game. Apple Business Connect is also critical to local discoverability, as is appearing in other directories, maps, and review sites. As Apple rolls out new features, such as Apple Intelligence, maintaining these listings will become even more important.

Advertising in AI Search Is Rolling Out

Organic results will always be important, but Google is rolling out more and more advertising options for AI search, and other AI search engines are sure to follow. At Citro, we've already become an OpenAI-certified advertiser, so we're ready to take advantage of new advertising opportunities as they become available.

The businesses that take the time to build their authority now will be the first to benefit from these new advertising options when they become available.

What You Should Do Now

You don't need to optimize for every single new technology or search engine that comes along, but you should always be thinking about how to strengthen your digital footprint and appear in AI search results. 

That means:

• Building your topical authority
• Publishing content that answers questions
• Using structured data
• Making sure your Google Business Profile and Apple Business Connect listings are up to date
• Appearing in directories and other online listings
• Publishing original content regularly
• Becoming an authority in your field

Conclusion: The Future of Search Isn't About Ranking Anymore

Traditional search rewarded the businesses that ranked highest in search results. AI search rewards the businesses that are the most trusted sources of information.

The next time someone is looking for a business, they may not go straight to Google. They may ask an AI assistant instead.

The businesses that understand this shift and optimize for it now will be the most successful in the years to come.

At Citro, we can help you prepare for the future of search by combining traditional SEO practices with emerging technologies and strategies to help you appear in AI search results. We'll work with you to strengthen your digital footprint, build your topical authority, and appear in AI search results. Because in the age of AI, it's no longer enough to simply rank higher than your competitors. You have to become the most trusted source of information in your field.

Schedule a Conversation

Frequently Asked Questions

What is AI search?

AI search leverages algorithms called large language models (LLMs) to answer questions rather than returning a list of search results. Examples of these models include ChatGPT, Perplexity, Google’s AI Overviews and AI Mode, and Microsoft Copilot. These systems produce useful and informative answers by relying on trusted sources found throughout the web. As a result, traditional SEO tactics are no longer sufficient, and businesses should instead be prioritizing what’s known as AEO and GEO.

What's the difference between SEO, AEO, and GEO?

While similar, there are subtle differences between search engine optimization (SEO), answer engine optimization (AEO), and generative engine optimization (GEO). SEO optimizes a website so that it appears in relevant search results, while AEO focuses on improving a website’s ability to be discovered and used as a source when someone asks a specific question. Finally, GEO optimizes a business’s visibility in the eyes of generative AI.

Can AI tools like ChatGPT recommend my business?

Like SEO, AEO does not guarantee visibility, but businesses with stronger SEO signals, a greater volume of high-quality content on relevant topics, better-structured data and websites, higher review counts, and overall stronger reputations throughout the digital space are much more likely to be recommended by AI assistants and search engines.

How can I optimize my business for AI search?

Begin with solid technical SEO, and then build upon these fundamentals by creating new content, adding structured data markup, optimizing for voice search, maintaining accurate Google Business Profile listings, Apple Business Connect listings, and other directories, and building your digital authority. A robust SEO strategy is crucial, but remember that AI-powered assistants will analyze your entire online presence and use that information to determine which businesses to recommend.