What is the difference between AEO (Answer Engine Optimization) & GEO (Generative Engine Optimization)?
Most professionals—especially in law, real estate, and consulting—are familiar with SEO. But in 2024 and beyond, SEO alone won't help you get found by AI tools like ChatGPT or Perplexity.
Two new models of visibility have emerged, and understanding the difference could determine whether your law firm thrives or becomes invisible in the AI era.
The landscape is shifting fast:
•90% of Google searches now include AI overviews
•73% of professionals use AI for research
•1B+ daily ChatGPT queries
Let me break down what this means for your practice.
AEO = Answer Engine Optimization (Google-style)
AEO is the process of optimizing your content so Google can pull it into a featured snippet, knowledge panel, or quick answer box.
AEO is still based on:
Structured data (schemas, FAQs)
Keywords targeting specific questions
Ranking well within Google’s organic results
It works inside a search-first ecosystem, where users are still reading links and clicking through.
Example:
User Googles: "Do I need a business license in California?" Your FAQ page might appear in a rich snippet at the top.
AEO is about getting clicks and impressions from users scrolling through a list of links.
GEO = Generative Engine Optimization (AI-style)
GEO is different. It’s about creating content that AI engines can summarize, cite, and trust when generating full answers.
This applies to platforms like:
ChatGPT (with browsing capabilities)
Perplexity AI
Google AI Overviews (Gemini-powered)
Microsoft Copilot
Claude
GEO is based on:
Semantic clarity and natural language
Factual structure (dates, names, locations, definitions)
Trustworthy tone and authoritative language
Direct answer formatting
GEO content isn’t just about answering what people ask. It’s about:
Helping the AI deliver the entire answer on your behalf.
Example:
User types into ChatGPT: "How do I sue a negligent contractor in Nevada?" The AI summarizes the process, and if your firm has relevant content in clean, trustworthy format, it might cite or reference you directly in the response.
Summary: AEO vs. GEO
AEO (Answer Engine Optimization) is focused on visibility within Google's search engine—mainly through rich snippets, FAQs, and knowledge panels. It relies heavily on keyword targeting, structured schema, and ranking performance to secure a prominent position in search results. The goal of AEO is to get clicks and impressions from users scrolling through a list of links.
GEO (Generative Engine Optimization) takes a different approach. It targets AI-powered engines like ChatGPT, Perplexity, Google AI Overviews, and Microsoft Copilot. Instead of trying to rank, GEO focuses on semantic clarity, trust-building content, and formatting that helps AI tools summarize and reference your content directly inside their generated answers. The goal isn't just to be seen; it's to be the answer.
Why GEO Matters More Now
The shift is already happening:
As AI usage grows, more people skip traditional search engines altogether. Instead of Googling “personal injury lawyer near me,” they ask ChatGPT: “What should I do after a car accident in Phoenix?”
If you're not showing up inside AI responses, you're not part of the decision journey.
The competitive advantage is massive: Most law firms are still optimizing for Google rankings while their potential clients are getting legal advice from AI that never mentions them.
GEO is how you stop competing for page one—and start being the answer.
What This Means for Your Law Firm
Traditional approach: Optimize for Google → Hope for clicks → Compete with 10+ other firms
GEO approach: Become the source AI trusts → Get recommended directly → Skip the competition
The firms that master GEO now will dominate their markets for years to come.
Ready to See Where You Stand?
We'll test your firm across both traditional search (Google snippets) and AI engines (ChatGPT, Claude & Perplexity) to show you exactly where you're visible and where you're missing.
Want the complete analysis?
Our $997 Professional AI Visibility Audit includes:
Comprehensive AEO vs GEO analysis
Testing across all major AI platforms
Competitive analysis of who IS showing up in your market
Specific optimization roadmap for both AEO and GEO
30-minute strategy call to review findings
Complete report delivered in 5-7 business days
What you'll discover:
✅ Whether you need AEO fixes, GEO optimization, or both
✅ Exactly why competitors might be getting AI recommendations instead of you
✅ Step-by-step implementation plan for AI visibility
✅ Content templates that work for both Google and AI engines
The Bottom Line
| AEO gets you featured in Google results. GEO gets you featured in AI answers |
In 2024 and beyond, you need both. But if you had to choose one, choose GEO—because that's where your clients are heading.
The question isn't whether AI will change legal marketing. It's whether you'll adapt before your competitors do.
About the author: Leah Kabli is a UCLA Law graduate and practicing attorney who founded RottenPages after discovering that traditional SEO was failing law firms in the AI era. She specializes in both AEO and GEO optimization for legal professionals.
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