Search has entered a new era. In 2025, AI-generated answers from Google and ChatGPT appear above the fold, reshaping how buyers discover brands. The question is no longer just “How do does my business rank?” but “How does it show up in AI answers?”
The key takeaway: answer engines reward clear, sourced, first-hand content. SEO fundamentals still matter, but Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) add the structure and signals that make your work usable by AI.
Since Google launched AI Overviews in 2024 and expanded AI Mode in 2025, people are asking longer, more complex questions and getting direct answers on the results page.
ChatGPT and similar AI tools now account for a significant portion of U.S. desktop search traffic. This means optimizing for "answer engines" is becoming as crucial as optimizing for traditional "blue link" search results.
AEO (Answer Engine Optimization) focuses on creating content designed to be directly quoted as an answer.
GEO (Generative Engine Optimization) helps AI systems like Google AI Mode, ChatGPT, Copilot, and Perplexity to understand, trust, and recommend your brand.
Consider GEO an evolution of SEO. While SEO ensures crawlability, speed, and topical authority, GEO enhances this by adding answer formatting, first-hand evidence, and clear entities, making your content readily usable by AI models. So how do you apply GEO in practice? Here are some best practices to keep in mind.
To optimize content for AI models and readers, prioritize specific experience, data, and unique examples over thin, AI-generated posts. Begin with a concise 60-80 word direct answer to provide immediate context and aid scanning. Support all claims with current sources and realistic pricing; outdated numbers or vague statements will reduce trust and citation potential.
Finally, enhance user signals and AI parsing by prioritizing site speed and mobile readability through fast loading times, clean typography, and scannable sections.
While strong fundamentals (fast, crawlable sites with original content) are essential for brands to appear in AI Overviews, GEO enhances this foundation through:
Equally important is the human element. Both AI models and consumers value authenticity, which means your content should feature firsthand experience, honest discussions of trade-offs, and real data on numbers and outcomes. Content that feels like a conversation with a knowledgeable expert builds trust and earns citations.
To make your content resonate as both human-centric and genuinely helpful, integrate the following practices:
When these practices are combined with a GEO (Generative Engine Optimization) content structure, you'll achieve the ideal blend of human credibility and content optimized for AI models.
AI systems leverage existing search mechanisms rather than replacing them. Key aspects include:
Ultimately, search results and web crawling remain fundamental inputs for AI-generated answers, underscoring the ongoing importance of strong technical SEO.
Start each key page with a short answer card. Then switch to narrative. Here is the pattern we use:
Answer card (at the very top) = Snapshot: A 60 to 80 word direct answer, followed by one sentence that sets expectations. Include a single source or example when possible.
Narrative body: Explain the why and the how in short paragraphs. Use one micro-list only when it truly makes scanning easier, like a 3-step setup or a quick pros and cons snapshot.
Proof: Add a small block with first-hand experience, numbers, named experts, screenshots, or a short video. This is what separates you from generic AI output.
Schema behind the scenes: Use FAQPage, HowTo, Product, Article, and Organization where they fit. Keep your entity pages clear for your company, products, and people.
CTA: End with a next step such as the HubSpot AI Search Grader.
Monitor the impact of your SEO changes by tracking AI Overviews and AI Search visibility in your rank-tracking tool, and by using Google Search Console to observe impressions and clicks from AI Mode. Semrush's Sensor can also be used to monitor AI Overviews. Maintain a simple change log to document what you've implemented, and evaluate the results two to four weeks later. Approach this as a strategic acquisition channel, rather than a speculative exercise.
How to Monitor AI Overviews in Semrush Sensor
In September 2024, our agency closed its first client who discovered us through ChatGPT. They asked about agencies with expertise in a specific technology, saw us cited, visited our site, and reached out. Since then, multiple leads have said the same.
We’ve also joined HubSpot’s AI Partner Advisory Council, an invite-only group that advises product teams and shares best practices. Both experiences show a consistent theme: AI is changing discovery. Buyers now ask questions not just in Google, but also in ChatGPT and CRM assistants. Treat this like a major Google update only broader.
HubSpot Content Hub expedites GEO/AEO implementation through several key features:
Related Article: Top AI Tools Revolutionizing Video Marketing in 2025
SEO isn’t dead, it’s evolving. Google AI, ChatGPT, and other answer engines are now where buyers turn first. That means it’s no longer enough to publish content; you need to structure it for AI, prove credibility with first-hand expertise, and track performance as a dedicated channel. The opportunity hasn’t disappeared, it’s simply flowing through new surfaces.
The next step is simple: audit your site for AEO and GEO readiness, and test your pages with HubSpot’s AI Search Grader. You’ll see exactly where you stand today and where to improve so your brand shows up where buyers are searching tomorrow.