By Tanya Ganian · · 5 min readSEO helps your website rank in Google's list of links. AEO (answer engine optimization) helps your business get named in the answers that AI tools like ChatGPT, Gemini and Google's AI Overviews write. They share the same foundations, so the smartest approach is to do both together.
What is SEO?
SEO (search engine optimization) is the work of getting your website to rank higher in search results. When someone types “plumber Saint-Laurent” into Google, SEO decides whether you appear on page one or page five.
What is AEO?
AEO (answer engine optimization), also called GEO (generative engine optimization), is the work of getting your business named when people ask an AI tool for a recommendation. Instead of ten links, the person gets one written answer that mentions a few businesses. AEO is about being one of them.
The key differences
| SEO | AEO | |
|---|---|---|
| Where you show up | Google and Bing search results | ChatGPT, Gemini, Perplexity, Copilot, Google AI Overviews |
| What the person sees | A list of links | One written answer naming a few businesses |
| What wins | Relevant pages, technical health, links | Clear facts, consistent information, trusted mentions, reviews |
| How you measure it | Rankings, clicks, leads | How often you're mentioned for key questions |
Why you need both
AI tools don't invent their answers. They build them from sources they trust: websites, Google Business Profiles, reviews, directories and articles. A business with strong SEO already has many of those signals, so AEO builds on top of it.
The reverse is also true. The work AEO adds, like clear answer-first content, structured data and consistent listings, also helps your Google rankings.
What AEO work looks like in practice
- Writing pages and FAQs that answer questions in the first two sentences
- Adding structured data so AI tools read your name, services and areas correctly
- Making your information identical on Google, Bing, Apple, Facebook and directories
- Getting mentioned on the sources AI tools cite, like local “best of” lists
- Earning recent, specific reviews
- Testing the real questions your clients ask, every month
Is AEO worth it for a Montreal small business?
Yes, and especially now. Most Montreal businesses haven't started, so there's less competition for AI mentions than for Google rankings. The businesses that move first build a lead that's hard to catch.
Want to see if AI tools recommend you today? Our free audit includes an AI visibility test. Learn more about our AEO services in Montreal.