SEO vs GEO vs AEO: A Decision Framework for 2025

The Three Optimization Disciplines

The search landscape in 2025 requires understanding three distinct but related optimization disciplines:

Each serves a different user journey. The question isn't which is "best"—it's which combination fits your business.

Quick Decision Matrix

Answer these questions to find your starting point:

Question 1: What's Your Primary Value Proposition?

A) Information and content (blog, news, documentation, research) → Prioritize: SEO + GEO

B) Transactions and services (e-commerce, bookings, SaaS) → Prioritize: SEO + GEO + AEO

C) Lead generation (B2B services, consulting, agencies) → Prioritize: SEO + GEO

Question 2: How Do Your Users Currently Find You?

A) Primarily Google search → Maintain SEO, add GEO gradually

B) Mix of search + AI assistants → Balance SEO and GEO equally

C) Direct/referral with growth goals → Invest in SEO and GEO for new acquisition

Question 3: Do Users Perform Actions on Your Site?

A) Mostly consume content → SEO + GEO sufficient

B) Complete transactions (purchases, bookings, forms) → Add AEO to the mix

C) Use your product/service daily → Prioritize AEO for workflow integration

Question 4: What Are Your Technical Resources?

A) Limited (small team, no developers) → Focus on content-based SEO + basic GEO

B) Moderate (some development capacity) → SEO + GEO + schema markup + llms.txt

C) Strong (dedicated engineering) → Full SEO + GEO + AEO with MCP implementation

Detailed Decision Framework

Profile 1: Content-First Businesses

Characteristics:

• Primary value is information (blog, documentation, news)
• Revenue from ads, subscriptions, or content leads
• Users consume content but don't transact on-site

Recommended allocation:

Key actions:

1. Maintain strong technical SEO foundation
2. Structure content for AI extraction (question headings, direct answers)
3. Build citation-worthy original content
4. Monitor AI referral traffic trends
5. Implement FAQ schema on key pages

Skip for now:

• MCP server implementation
• Complex API development
• Agent authentication systems

Profile 2: E-Commerce and Transactions

Characteristics:

• Primary value is products/services for purchase
• Revenue from online transactions
• Users research AND buy on-site

Recommended allocation:

Key actions:

1. Optimize product pages for search (SEO)
2. Create comparison content that gets cited (GEO)
3. Implement Product schema with comprehensive attributes
4. Develop MCP server for search/cart/checkout
5. Enable API access for agent operations
6. Track agent-initiated transactions

AEO priority actions:

• Search API with filtering
• Cart management API
• Checkout workflow for agents
• Order status endpoints

Profile 3: SaaS and Enterprise Software

Characteristics:

• Primary value is software functionality
• Revenue from subscriptions
• Users work within your product daily

Recommended allocation:

Key actions:

1. SEO for acquisition landing pages
2. GEO for "best X software" citations
3. Comprehensive API documentation
4. MCP server for key product actions
5. Webhook systems for agent integrations
6. Granular permission systems

AEO priority actions:

• Data retrieval APIs
• Configuration APIs
• User management APIs
• Event/webhook systems

Profile 4: Local and Service Businesses

Characteristics:

• Primary value is local services (restaurants, healthcare, home services)
• Revenue from appointments/bookings
• Users book services through various channels

Recommended allocation:

Key actions:

1. Local SEO fundamentals (GMB, citations, reviews)
2. Create content for local AI queries
3. Implement LocalBusiness and Service schema
4. Develop booking API/MCP integration
5. Enable calendar/availability queries
6. Handle agent-initiated appointments

AEO priority actions:

• Availability search API
• Booking/reservation API
• Confirmation system
• Cancellation handling

Profile 5: B2B Lead Generation

Characteristics:

• Primary value is expertise/services
• Revenue from qualified leads
• Users research before contacting sales

Recommended allocation:

Key actions:

1. Thought leadership content for SEO
2. Original research for GEO citations
3. Build author authority and E-E-A-T
4. Implement FAQ and HowTo schema
5. Monitor brand mentions in AI responses
6. Basic llms.txt for context

AEO considerations:

• Low immediate priority (humans make B2B decisions)
• Prepare for future agent-assisted research
• Implement basic API for information queries

The Cumulative Model

SEO, GEO, and AEO build on each other—they're not alternatives:

Layer 3: AEO
├── MCP/API interfaces
├── Agent authentication
├── Transaction enablement
└── Builds on: SEO + GEO

Layer 2: GEO
├── Citable content structure
├── AI crawler access
├── E-E-A-T signals
└── Builds on: SEO

Layer 1: SEO
├── Technical foundation
├── Content optimization
├── Authority building
└── Foundation for all

Never skip SEO for GEO. A site with poor technical SEO will struggle with AI crawlers too.

Never skip GEO for AEO. If AI systems don't understand your content, agents won't know you exist.

Resource Allocation by Company Size

Startup / Solo (1-5 people)

Constraints: Limited time, no dedicated SEO/marketing Strategy: Focus on fundamentals with highest ROI

Don't try: Complex MCP implementation, custom APIs for agents

SMB (6-50 people)

Constraints: Some resources, competing priorities Strategy: Build SEO + GEO, pilot AEO if transactional

Consider AEO if: Transactions > 30% of value

Enterprise (50+ people)

Constraints: Resources available, need comprehensive strategy Strategy: Parallel development across all three

AEO priority: Yes, if any transactional component

Measuring Success Across Disciplines

SEO Metrics

GEO Metrics

AEO Metrics

Common Mistakes by Profile

Content Businesses

Mistake: Ignoring GEO because "SEO is enough" Reality: AI citations are becoming primary discovery for many users

Mistake: Optimizing for AI instead of humans Reality: AI detects and devalues AI-optimized content

E-Commerce

Mistake: Waiting to see if agents "take off" Reality: 6,900% growth in agent traffic—it's happening now

Mistake: Building AEO without SEO/GEO foundation Reality: Agents discover services through AI search first

SaaS

Mistake: Assuming users will always use their product directly Reality: Agents will increasingly intermediate software interactions

Mistake: Not considering agent authentication early Reality: Retrofitting security is harder than building it in

Local Businesses

Mistake: Ignoring online optimization for "walk-in" business Reality: Local AI queries are growing rapidly

Mistake: Manual-only booking systems Reality: Agent-enabled booking is competitive advantage

The 2025 Transition Strategy

If Starting From Zero

Month 1-2: SEO Foundation

• Technical SEO audit and fixes
• Core page optimization
• Google Search Console setup
• Baseline traffic measurement

Month 3-4: GEO Layer

• Content restructuring for AI extraction
• Schema implementation (FAQ, Article)
• AI crawler verification
• llms.txt creation
• AI referral tracking setup

Month 5-6: AEO Evaluation

• Action inventory
• Competitor AEO assessment
• API/MCP planning (if transactional)
• Pilot scope definition

Month 7+: Execution and Iteration

• Implement priority AEO features
• Monitor all three disciplines
• Iterate based on data
• Expand capabilities

If Strong SEO Already

Month 1-2: GEO Enhancement

• Audit for AI extraction optimization
• Add question-based headings
• Implement comprehensive schema
• Create citation-worthy content

Month 3-4: AEO Assessment

• Inventory actionable features
• Evaluate MCP viability
• Plan API exposure
• Security architecture

Month 5+: AEO Implementation

• Build MCP server
• Enable key actions
• Monitor agent traffic
• Iterate and expand

Quick Reference: When to Prioritize What

Prioritize SEO When:

• New site or domain
• Poor technical foundation
• Low organic traffic
• Keyword rankings declining
• Core pages not indexed

Prioritize GEO When:

• Strong SEO but flat traffic
• Audience using AI assistants
• Competitors cited in AI responses
• Original content/research to promote
• Want to be authority source

Prioritize AEO When:

• Transactional business model
• Competitors enabling agent interactions
• Users request automation capabilities
• Strong technical resources
• SEO and GEO foundations solid

Deprioritize AEO When:

• Pure content/information business
• Very limited technical resources
• No user transactions
• SEO/GEO foundations weak
• Audience not using AI agents

Conclusion

The optimal SEO/GEO/AEO mix depends on:

1. Business model: Transactions need AEO; content needs GEO
2. Audience behavior: Where do your users search?
3. Technical resources: What can you actually implement?
4. Competitive landscape: What are competitors doing?

For most businesses in 2025:

• SEO remains foundation (35-50% effort)
• GEO is increasingly critical (30-45% effort)
• AEO matters for transactional businesses (10-35% effort)

The disciplines are cumulative. Build from SEO → GEO → AEO, never skip layers, and allocate based on where your users are heading—not just where they are today.