GEO, AEO, LLMO: Separating Truth from Fiction & How you can Win AI Search [MozCon 2025 Speaker Series]

Each few years, a shiny new acronym takes over the search engine optimisation trade. This time, it is Generative Engine Optimization (GEO), and everybody’s speaking about it prefer it’s the way forward for search.

However let’s take a breath.

The reality is, many of those “new” ideas associated to GEO aren’t really new. They’re evolutions reframing what good SEOs have carried out for years: 

• Creating useful content material
• Optimizing for intent
• Anticipating the consumer’s subsequent query
• Bettering technical efficiency
• Staying adaptable as search modifications

What’s totally different is the surface-level conduct. Whereas generative search is altering how and the place individuals search and discover data, it doesn’t imply the core rules of search engine optimisation are out of date.

The issue is, only a few of us are making that distinction clearly. 

One headline says search engine optimisation is useless, and one other says GEO is the one factor that issues. In the meantime, you’re caught within the center, questioning what to concentrate on, report outcomes to stakeholders, and whether or not you’ll want to begin from scratch.