Search is no longer one box on one site. Here's the modern discovery stack — and how to build a site that gets surfaced across all of it.
For two decades, "being found online" meant one thing: ranking on Google. That era is ending. People now ask questions of ChatGPT, Perplexity and Google's own AI Overviews — and increasingly accept the answer without ever clicking a blue link. If your strategy still stops at traditional SEO, you are optimising for a shrinking slice of how people actually search.
There are now three overlapping disciplines worth understanding. If the term "SEO" itself is hazy, start with the plain-English primer in SEO in plain English — this piece picks up where that one leaves off.
SEO — Search Engine Optimisation
The familiar one. SEO is making your site easy for search engines to crawl, understand and rank: clean architecture, fast performance, semantic HTML, sensible internal linking, and content that genuinely answers what people type.
SEO is not dead. Classic search still drives enormous traffic, and — crucially — the AI systems below are trained and grounded on the same web that search engines index. Good SEO is the foundation the other two stand on. Skip it and nothing else works.
AEO — Answer Engine Optimisation
AEO is about being the source an AI assistant quotes. When someone asks ChatGPT or Perplexity a question, it composes an answer and, often, cites the pages it drew from. AEO is the work of being a page worth citing.
In practice that means:
- Answer questions directly. Lead with the answer, then elaborate. Models extract clean, self-contained statements far more readily than buried ones.
- Structure for machines. Clear headings, definition-style sentences, and structured data — tiny labels in your HTML, using the shared schema.org vocabulary, that tell machines what each piece of content is (a price, a review, a service, an FAQ). These labels make it dramatically easier for a model to understand and quote a passage.
- Be unambiguously credible. Specifics, consistency and genuine expertise make a page safer to quote.
GEO — Generative Engine Optimisation
GEO is the broader craft of shaping how generative engines — Google's AI Overviews, AI search modes, assistant results — represent you. Where AEO focuses on earning a citation, GEO focuses on the whole picture: how your brand, positioning and facts are summarised when a machine speaks on your behalf.
Much of GEO is consistency. Generative engines synthesise from many sources, so your name, what you do, and your key facts should say the same thing everywhere they appear — your site, your structured data, your listings. Contradictions get averaged into vagueness.
In practice that means:
- One canonical description of who you are and what you do, reused across your site, your social profiles, your Google Business listing and any industry directories. Word it once, well, then propagate it.
- Named, specific facts. Founded in 2018, based in Bristol, serves B2B SaaS — concrete entities a model can latch onto, not "we've been around for a while serving great clients".
- Reputable third-party mentions. Generative engines weight what other credible sources say about you. Being quoted, listed and reviewed elsewhere shapes the summary as much as your own copy does.
- Keep it current. Stale facts on the web outlive their corrections in model memory. Audit your top citations once a year.
The shared foundation
Here's the reassuring part: these are not three separate projects competing for budget. They reward the same fundamentals.
A site that is fast, semantically structured, genuinely authoritative and clearly written wins all three at once.
Structured data helps Google and answer engines. Clear, direct writing helps human readers and the models summarising for them. Technical health helps crawlers and the systems grounded on what those crawlers find.
You don't need to chase every acronym. You need a site built on solid foundations — and then the rest follows. That's the only durable strategy when the interfaces keep changing: optimise for being genuinely good, and stay legible to whatever is doing the asking.
Let's build something exceptional.
Tell us what you're working on. We'll tell you honestly whether we're the right studio for it.
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- 22 April 2026SEO in plain English: what it actually is, and what to do about itSearch engine optimisation is one of those terms everyone uses and few explain. Here it is without the jargon — what it means, why it matters, and the handful of things that actually change your traffic.