{"id":10814,"date":"2026-02-23T18:42:02","date_gmt":"2026-02-24T00:42:02","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10814"},"modified":"2026-02-23T18:42:02","modified_gmt":"2026-02-24T00:42:02","slug":"writing-for-geo-feels-like-early-seo-all-over-again","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10814","title":{"rendered":"Writing for GEO feels like early SEO all over again"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Blue-search-links-transforming-into-a-single-AI-answer-bubble-800x450.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" loading=\"lazy\" \/><\/div>\n<p>A client I\u2019ve been creating online content for recently asked me to shift priorities. Instead of writing for traditional SEO first, they want me to focus on AEO first, with SEO as a secondary consideration.<\/p>\n<p>I understand the logic. Discovery is changing. Content isn\u2019t just competing for blue links anymore. It\u2019s competing to be cited by AI systems.<\/p>\n<p>Most of us are fluent in SEO by now. We\u2019ve been living with it for decades. But the newer terms floating around \u2014 AEO, GEO and LLMO \u2014 are still settling, and they\u2019re often used interchangeably. They\u2019re related, but not identical:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Search engine optimization (SEO): <\/strong>Optimizing content to rank in traditional search engine results pages.<\/li>\n<li><strong>Answer engine optimization (AEO): <\/strong>Structuring content so it can be extracted and surfaced as a direct answer in AI-driven interfaces.<\/li>\n<li><strong>Large language model optimization (LLMO): <\/strong>Optimizing content specifically for retrieval and citation by large language models.<\/li>\n<li><strong>Generative engine optimization (GEO): <\/strong>A broader term encompassing optimization for AI systems that generate synthesized responses.<\/li>\n<\/ul>\n<p>And that\u2019s where the d\u00e9j\u00e0 vu kicked in. In 2004, I was leading a major B2B website rewrite. SEO was still new, and I was handed a document listing every keyword variation that had to appear a specific number of times, including every permutation of email: e-mail, email, Email, E-Mail, EMail.<\/p>\n<p>I couldn\u2019t do it. Alternating between e-mail in one paragraph and email in the next felt sloppy and mechanical. It looked like writing for a robot, not a reader.<\/p>\n<p>Of course, SEO has evolved dramatically. It moved from keyword stuffing to intent, authority and quality signals. It\u2019s matured. But right now? Writing for AEO feels a little like those early SEO days \u2014 it feels clunky and not natural. More structured, more explicit, more \u201cjust the facts.\u201d<\/p>\n<p>Here, I\u2019ll share what\u2019s different, what I\u2019ve learned in practice and a side-by-side SEO vs. AEO example you can use. Because if we\u2019re going to optimize for machines again, we should at least do it intentionally.<\/p>\n<h2 class=\"wp-block-heading\">Traditional SEO vs. AEO: What\u2019s actually different?<\/h2>\n<p>Let\u2019s start with what hasn\u2019t changed.<\/p>\n<ul class=\"wp-block-list\">\n<li>We\u2019re still trying to be found.<\/li>\n<li>We\u2019re still trying to be useful.<\/li>\n<li>We\u2019re still trying to demonstrate authority.<\/li>\n<\/ul>\n<p>What\u2019s changing is the mechanism of discovery.<\/p>\n<h3 class=\"wp-block-heading\">Traditional SEO: Optimize for ranking<\/h3>\n<p>Traditional SEO is about earning a position on a search engine results page (SERP). That means targeting keywords and intent clusters, building authority and earning clicks.<\/p>\n<p>Even as Google evolved from keyword matching to semantic search and intent modeling, the objective stayed the same: rank high enough that someone chooses to click.\u00a0<\/p>\n<p>Your job as a writer was to balance clarity, persuasion and optimization \u2014 ideally without anyone noticing the optimization part.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/lp\/semrush-one\/en\/?utm_campaign=ic_semrush_one&amp;utm_source=searchengineland.com&amp;utm_medium=overlay&amp;onboarding=off\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        Your customers search everywhere. Make sure your brand <span>shows up<\/span>.\n      <\/div>\n<p>\n        The SEO toolkit you know, plus the AI visibility data you need.\n      <\/p>\n<\/div>\n<div>\n      <span>Start Free Trial<\/span>\n    <\/div>\n<div>\n<div>Get started with<\/div>\n<p>      <img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" \/>\n    <\/p><\/div>\n<\/div>\n<p><\/p>\n<h3 class=\"wp-block-heading\">AEO, LLMO and GEO: Optimize for extraction<\/h3>\n<p>AEO changes the target. Now you\u2019re not just trying to rank. You\u2019re trying to be used. Language models don\u2019t present 10 blue links and ask users to choose. They synthesize, summarize and answer. Practically, that shifts how we write:<\/p>\n<ul class=\"wp-block-list\">\n<li>Headings should mirror actual questions.<\/li>\n<li>The first sentence should answer directly.<\/li>\n<li>Sections should stand alone if excerpted.<\/li>\n<li>Lists often outperform narrative buildup.<\/li>\n<\/ul>\n<p>Most AEO guidance I\u2019ve seen is directionally proper \u2014 clear structure, direct answers, declarative language. But it can feel rigid.\u00a0There\u2019s less room for narrative setup or the slightly wry aside, which I happen to enjoy. That doesn\u2019t mean the voice disappears. It means the priority order changes.<\/p>\n<p>Traditional SEO asks: \u201cHow do we rank for this topic?\u201d AEO asks: \u201cIf an AI system quoted three sentences from this section, would they stand alone as a complete, accurate answer?\u201d That\u2019s a different mental model that changes behavior.<\/p>\n<h2 class=\"wp-block-heading\">Why this feels like early SEO and why that matters<\/h2>\n<p>If you\u2019ve been in digital marketing long enough, you develop a kind of pattern recognition. AEO is triggering mine.<\/p>\n<p>Back in 2004, when I was leading that B2B website rewrite, SEO guidance was mechanical. We weren\u2019t talking about intent, authority or content quality. We were talking about density, frequency and exact match. The assumption was simple: search engines rewarded repetition.<\/p>\n<p>But it didn\u2019t take long for the industry to realize something important: optimizing purely for machines creates brittle content. It ranks until it doesn\u2019t. It feels strategic until the algorithm evolves. Sound familiar?<\/p>\n<p>Today, I\u2019m seeing guidance that says:<\/p>\n<ul class=\"wp-block-list\">\n<li>Every subhead should be a question.<\/li>\n<li>Every section should open with a direct answer.<\/li>\n<li>Paragraphs should be two to three sentences max.<\/li>\n<li>Avoid narrative buildup.<\/li>\n<li>Eliminate ambiguity.<\/li>\n<\/ul>\n<p>But when advice becomes formula, formula becomes temptation. That\u2019s where the d\u00e9j\u00e0 vu sets in. Early SEO encouraged us to write around keywords. Early AEO risks encouraging us to write around extraction patterns. The danger is over-optimization.<\/p>\n<p>SEO matured dramatically. It moved from density targets to intent modeling, entity recognition, authority signals and user experience. It began rewarding depth, expertise and genuine usefulness. There\u2019s no reason to believe AEO won\u2019t follow a similar path.<\/p>\n<p>But right now? We\u2019re in the early \u201cfigure out the signals\u201d phase. That means two things:<\/p>\n<ul class=\"wp-block-list\">\n<li>There\u2019s opportunity for those who adapt thoughtfully.<\/li>\n<li>There\u2019s risk for those who overcorrect.<\/li>\n<\/ul>\n<p>The goal isn\u2019t to strip your writing of personality and nuance in pursuit of extractability, but to make your expertise easy to understand for both humans and machines. It\u2019s a subtle distinction \u2014 and it matters.<\/p>\n<h2 class=\"wp-block-heading\">What writing AEO-first looks like in practice<\/h2>\n<p>Once I moved from theory to actual client work, the shift became concrete. Writing AEO-first isn\u2019t about sounding robotic. It\u2019s about making expertise easier to extract without stripping away meaning. Here\u2019s the framework I\u2019m using now.<\/p>\n<h3 class=\"wp-block-heading\">1. Start with the question<\/h3>\n<p>Subheads should mirror real user queries. Instead of clever phrasing or thematic transitions, think:<\/p>\n<ul class=\"wp-block-list\">\n<li>What is answer engine optimization?<\/li>\n<li>How does AEO differ from SEO?<\/li>\n<li>Why does structure matter for LLMs?<\/li>\n<\/ul>\n<p>Language models look for recognizable Q&amp;A patterns. When your headings align with natural questions, you reduce friction for extraction. Clarity beats creativity, for now, at least at the structural level.<\/p>\n<h3 class=\"wp-block-heading\">2. Answer immediately<\/h3>\n<p>The first one to two sentences under a subhead should directly answer the question \u2014 not set it up, not tease it. Answer it. For example:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cContent is more likely to be cited by AI systems when it provides direct, clearly structured answers to specific questions.\u201d<\/li>\n<\/ul>\n<p>Then expand and add nuance. If your core point lives in paragraph three, you\u2019re making it harder for a machine to use.<\/p>\n<h3 class=\"wp-block-heading\">3. Make every section excerpt-ready<\/h3>\n<p>Ask yourself, \u201cIf an AI system quoted three sentences from this section, would they stand alone clearly and accurately?\u201d<\/p>\n<p>If not, tighten. Each section should function independently without requiring a surrounding narrative for context.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/lp\/semrush-one\/en\/?utm_campaign=ic_semrush_one&amp;utm_source=searchengineland.com&amp;utm_medium=overlay&amp;onboarding=off\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        See the <span>complete picture<\/span> of your search visibility.\n      <\/div>\n<p>\n        Track, optimize, and win in Google and AI search from one platform.\n      <\/p>\n<\/div>\n<div>\n      <span>Start Free Trial<\/span>\n    <\/div>\n<div>\n<div>Get started with<\/div>\n<p>      <img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" \/>\n    <\/p><\/div>\n<\/div>\n<p><\/p>\n<h3 class=\"wp-block-heading\">4. Be specific, not sweeping<\/h3>\n<p>Stronger:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIn testing across 40+ campaigns\u2026\u201d<\/li>\n<li>\u201cAccording to Google\u2019s Search Quality Rater Guidelines\u2026\u201d<\/li>\n<li>\u201cThis typically fails when\u2026\u201d<\/li>\n<\/ul>\n<p>Weaker:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cMany experts believe\u2026\u201d<\/li>\n<li>\u201cIt\u2019s often suggested\u2026\u201d<\/li>\n<\/ul>\n<p>Language models are more likely to cite content that makes explicit, confident claims supported by detail. Vagueness is hard to summarize.<\/p>\n<h3 class=\"wp-block-heading\">5. Anticipate the next question<\/h3>\n<p>If you define a term, follow with:<\/p>\n<ul class=\"wp-block-list\">\n<li>Why it matters.<\/li>\n<li>When to apply it.<\/li>\n<li>Common mistakes.<\/li>\n<li>How it differs from adjacent concepts.<\/li>\n<\/ul>\n<p>Language models reward completeness. A partial answer is less helpful than a connected one.<\/p>\n<h3 class=\"wp-block-heading\">6. Avoid \u2018keyword stuffing 2.0\u2019<\/h3>\n<p>Here\u2019s the caution. Early SEO over-optimized for density. Early AEO risks over-optimizing for format.<\/p>\n<p>Warning signs:<\/p>\n<ul class=\"wp-block-list\">\n<li>Every subhead feels forced.<\/li>\n<li>Every paragraph follows the same sentence rhythm.<\/li>\n<li>The writing sounds like it was generated to satisfy structure rather than express insight.<\/li>\n<\/ul>\n<p>Structure is a tool. Formula is a trap.<\/p>\n<h3 class=\"wp-block-heading\">7. Use AI as a stress test, not a substitute<\/h3>\n<p>Yes, I\u2019m using AI in this process. But here\u2019s the distinction: AI can help identify structural gaps, flag vagueness and suggest follow-up questions. It shouldn\u2019t replace strategy, expertise or final judgment. That still belongs to the human in the room.<\/p>\n<h2 class=\"wp-block-heading\">SEO vs. AEO: A side-by-side example<\/h2>\n<p>To make this concrete, let\u2019s look at a short excerpt from one of my most-read MarTech articles: \u201c<a href=\"https:\/\/martech.org\/3-marketing-use-cases-for-generative-ai-that-arent-copywriting\/\">3 marketing use cases for generative AI that aren\u2019t copywriting<\/a>.\u201d\u00a0<\/p>\n<p>Here\u2019s a trimmed version of the original section, written with traditional SEO in mind.<\/p>\n<h3 class=\"wp-block-heading\">Original version (SEO-oriented)<\/h3>\n<p>\u201cSubhead: The value AI provides<\/p>\n<p>\u201cMany people talk about the value of generative AI in terms of the quantity of information it ingests. For me, it\u2019s in its ability to quickly ingest and synthesize information. We\u2019re directing it to specific, relevant information and asking it to digest it, identify what\u2019s essential for the project and deliver the output in a usable format.<\/p>\n<p>\u201cFor this use case, generative AI increased my productivity while maintaining the quality of the deliverable.\u201d<\/p>\n<p>Now here\u2019s how I might rewrite that same idea for AEO-first optimization.<\/p>\n<h3 class=\"wp-block-heading\">AEO-first version (structured for extraction)<\/h3>\n<h4 class=\"wp-block-heading\"><strong>\u201cHow does generative AI improve marketing productivity?<\/strong><\/h4>\n<p>\u201cGenerative AI improves marketing productivity by quickly synthesizing targeted information into structured, usable outputs.<\/p>\n<p>\u201cInstead of manually reviewing multiple sources, marketers can direct AI to specific materials, ask it to extract what\u2019s most relevant and return organized insights in minutes.<\/p>\n<p>\u201cIn campaign planning and foundational analysis work, this reduces production time while maintaining output quality.\u201d<\/p>\n<h3 class=\"wp-block-heading\">What changed and why<\/h3>\n<p>The substance didn\u2019t change. The structure did.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>The subhead became a question.\u00a0<\/li>\n<li>The first sentence became a direct answer.\u00a0<\/li>\n<li>The explanation tightened into standalone, excerpt-ready paragraphs.\u00a0<\/li>\n<\/ul>\n<p>The AEO version is more explicit and easier to extract. That\u2019s the trade-off. You gain citation potential. You risk sounding like everyone else.<\/p>\n<h2 class=\"wp-block-heading\">The bigger question: What happens to voice?<\/h2>\n<p>If you\u2019ve been in marketing long enough, you\u2019ve seen this cycle before.<\/p>\n<p>A new discovery mechanism emerges. We reverse-engineer it and optimize hard. Then the system evolves to reward quality again. SEO did.<\/p>\n<p>It moved from density targets and awkward keyword permutations to intent, authority and user experience. It matured, and the content that endured wasn\u2019t the most mechanically optimized. It was the most genuinely useful.<\/p>\n<p>I expect AEO will follow a similar arc. Right now, we\u2019re in the early phase. It\u2019s also where over-correction tends to happen. You gain citation potential and risk sounding like everyone else.<\/p>\n<p>In marketing, sameness is rarely a competitive advantage. The goal isn\u2019t to strip your writing of personality. It\u2019s to make your expertise easier for humans and machines to understand.<\/p>\n<p>Optimize for answer engines, structure thoughtfully and pressure-test for extractability. But don\u2019t outsource your thinking and don\u2019t flatten your perspective. The objective isn\u2019t to sound like a language model. It\u2019s to be the best answer.<\/p>\n<p><strong><em>AI disclosure paragraph<\/em><\/strong><\/p>\n<p><em>I used generative AI to help structure portions of this article, to edit it for length, and to pressure-test its AEO readiness (full disclosure: it\u2019s AEO-aware, not fully AEO-optimized, which is appropriate given my take). The experiences, strategy, perspective and conclusions are mine. Given that I\u2019ve written previously about <\/em><a href=\"https:\/\/martech.org\/a-practical-framework-for-ai-disclosure-in-marketing\/\" target=\"_blank\" rel=\"noopener\"><em>responsible AI disclosure<\/em><\/a><em>, it felt appropriate to say that plainly here.<\/em><\/p>\n<p>The post <a href=\"https:\/\/martech.org\/writing-for-ai-search-feels-like-early-seo-all-over-again\/\">Writing for GEO feels like early SEO all over again<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>A client I\u2019ve been creating online content for recently asked me to shift priorities. Instead of writing for traditional SEO first, they want me to focus on AEO first, with SEO as a secondary consideration. I understand the logic. Discovery is changing. Content isn\u2019t just competing for blue links anymore. It\u2019s competing to be cited &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10814\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Writing for GEO feels like early SEO all over again&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/pmstlyjuypi.jpg",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10814","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10814"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10814\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10814"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10814"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10814"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}