What is AI Search Optimisation? AEO and GEO Explained for UK Businesses

If you've heard marketing agencies throwing around terms like AEO, GEO, and AI search optimisation lately, you're not alone in feeling confused. These acronyms have exploded onto the scene in 2025, and frankly, most explanations make them sound far more complicated than they need to be.

Here's the simple version: AI search optimisation is about getting your business mentioned when people ask AI assistants for recommendations. When someone asks ChatGPT "What's the best marketing agency in Devon?" or queries Google's AI Overview about "recommended web designers near me", you want your business to be the answer.

This guide cuts through the jargon and explains exactly what this means for UK businesses, why it matters now, and what you can actually do about it.

Google isn't the only game in town anymore. ChatGPT now has over 200 million weekly active users. Google's AI Overviews appear on nearly 15% of all searches. Perplexity is growing at 40% month-on-month. These aren't future predictions - this is happening right now.

The fundamental change? AI tools don't show a list of links. They give direct answers and cite their sources. If AI doesn't mention your business, you simply don't exist to these users. They never see your website. They never know you're an option.

Research from Ahrefs shows AI Overviews have reduced click-through rates for top-ranking content by 34.5% in just one year. Meanwhile, AI referrals to top websites surged 357% year-on-year between June 2024 and June 2025. The traffic is shifting, and it's shifting fast.

Let's define these terms properly, because even industry experts use them inconsistently.

AEO (Answer Engine Optimisation) focuses on getting your business cited when AI tools answer questions. This includes Google's AI Overviews, featured snippets, and voice search results. The goal is to be the direct answer that appears without users needing to click through to your website.

GEO (Generative Engine Optimisation) is the broader strategy of making your brand so authoritative and well-structured that generative AI platforms like ChatGPT, Claude, and Perplexity naturally recommend you. It's about becoming the trusted source that AI wants to cite.

In practice, both terms describe essentially the same thing: optimising for AI-powered discovery rather than just traditional search rankings. Most agencies (including SuperHub ) use these terms interchangeably because the tactics overlap significantly.

Traditional SEO focuses on ranking your website in Google's standard search results. You optimise for keywords, build backlinks, and compete for position one. Success means appearing in the top ten results.

AI search optimisation focuses on getting your business mentioned when AI assistants give direct answers. Success means being the recommended solution when AI synthesises information from across the web.

The key differences:

Content structure matters more. AI tools favour content that directly answers questions with clear, authoritative information. Vague marketing waffle doesn't get cited.

Schema and structured data are critical. AI models rely heavily on structured data to understand who you are, what you do, and why you're trustworthy. Proper schema markup tells AI exactly what it needs to know.

Authority signals are weighted differently. Brand mentions, industry presence, and being cited by other authoritative sources carry significant weight in AI recommendations.

The goal isn't always a click. Sometimes visibility in an AI response builds brand awareness even without driving immediate website traffic. Being recommended by ChatGPT has value beyond click-through rates.

This is a first-mover market. Most of your competitors haven't even heard of AI search optimisation yet. They're still focused purely on Google rankings while a new discovery channel grows around them.

That's your opportunity.

The businesses investing in AI visibility now are building authority that compounds over time. When AI models learn that your brand is the trusted source for your industry, that position becomes increasingly difficult to displace.

Consider these statistics from recent industry research:

One in ten UK internet users now turns to generative AI first for online search. When AI mentions a brand in its response, that brand sees a 38% boost in organic clicks. 72% of searchers engage with Google's AI Overview when it appears. Analysts predict AI will handle 75% of search queries by end of 2025.

The window for establishing yourself as the go-to recommendation in your industry won't stay open forever. Wait too long and you'll be playing expensive catch-up against competitors who moved first.

Understanding how AI decides what to cite helps you position your business effectively. AI models assess several factors when choosing which sources to reference:

Content clarity. Can AI easily extract a clear answer from your content? Pages with direct, well-structured responses to common questions perform better than vague corporate messaging.

Topical authority. Does your website demonstrate deep expertise in your subject area? AI favours sources that cover topics comprehensively rather than superficially.

Structured data. Proper schema markup helps AI understand your business information accurately. FAQ schema, LocalBusiness schema, and service schema all contribute to AI's understanding of your offering.

Brand signals. Are you mentioned positively across the web? Reviews, industry publications, directory listings, and social proof all contribute to AI's perception of your authority.

Recency and accuracy. AI prefers current, accurate information. Outdated content or factual errors reduce your chances of citation.

You don't need to overhaul everything overnight. Start with these foundational actions:

Audit your current AI visibility. Ask ChatGPT, Google, and Perplexity questions your customers would ask. See who gets mentioned. If it's not you, you know the problem. SuperHub offers free AI visibility audits if you want a systematic assessment.

Restructure key content pages. Ensure your service pages directly answer the questions prospects ask. Use clear headings, concise explanations, and FAQ sections that address common queries.

Implement proper schema markup. At minimum, ensure your website has LocalBusiness schema (for local businesses), Organization schema, and FAQPage schema on relevant pages. This structured data helps AI understand and cite your content.

Build topical authority. Create comprehensive content around your core expertise. AI rewards depth over breadth. Become the definitive source on your specific niche rather than covering everything superficially.

Monitor and adapt. AI search is evolving rapidly. What works today may need adjustment in six months. Regular monitoring of your AI visibility helps you stay ahead of changes.

AI search optimisation isn't replacing traditional SEO - it's an additional channel you can't afford to ignore. The businesses that adapt now will capture a growing share of discovery traffic while competitors remain invisible to AI users.

The terminology - AEO, GEO, AI search optimisation - matters less than the underlying shift. People are finding businesses in new ways. Your job is to ensure you're visible wherever your customers are looking.

If you want to understand where you currently stand, book a free AI visibility audit. We'll show you exactly how your business appears across ChatGPT, Google AI Overviews, and Perplexity - and what you can do to improve.

No waffle. No corporate jargon. Just honest insight into whether this should be on your radar.