As marketers, we’re always drowning in acronyms, and the latest victim is search optimization.
Should you call it AEO? GEO? LLMO? AI SEO?
Words evolve. As Search Engine Land eloquently notes: “Every field goes through terminology debates – science, law, tech, marketing.” Marketing world is no different.
AEO — Answer Engine Optimization: Optimize so answer engines (ChatGPT, Perplexity, Google’s AI Overviews) can find, interpret, and cite your content. HubSpot uses this label in its tools and guides.
GEO — Generative Engine Optimization: Same objective as AEO, different emphasis: the generative layer across engines.
AIO — “AI Optimization” Plain-English umbrella. Executives get it immediately.
LLMO — Large Language Model Optimization Precise for practitioners. A mouthful for everyone else.
HubSpot planted a flag – it released an AEO grader and best-practice content, then promoted updates widely. Marketers noticed.
Forbes ran a widely shared critique arguing AEO can shape perceived truth by shifting power from sources to synthesized answers. It’s a values debate, and the headline stuck.
Google made “answer-style results” mainstream. In late 2024 Google rolled AI Overviews to 100+ countries, then in May 2025 said it’s in 200+ countries/40+ languages. That puts answer-style results in front of billions—so the “answer layer” isn’t a niche anymore; it’s default search behavior for many users.
Externally (execs, boards, cross-functional teams): say “AI optimization” or “AI + SEO.” It lands fast and avoids baggage.
Internally (SEO/content teams): use AEO/GEO/LLMO when you need precision.
Note: This may change. The verdict is still out.
| Term | Pros | Cons |
|---|---|---|
| AEO | Specific; has tooling & guides | Needs explanation; carries debate HubSpot Blog+1 |
| GEO | Emphasizes generative systems | Insider-ish name |
| LLMO | Accurate at model level | Jargon to leadership |
| AI optimization / AI + SEO | Clear, flexible, board-safe | Less technical nuance in the label |
| AI SEO | Familiar phrase | Can blur lines with classic SEO |
Search Engine Land’s stance in a nutshell: call it AI SEO, GEO, AEO, LLMO—terminology is secondary; the practice is what matters. That’s a rare moment of industry sanity. Search Engine Land.
Is AEO replacing SEO? No. It’s an additional surface, not a replacement.
Is “AI optimization” dumbing it down? No. It’s speaking plainly. You can keep the nuance inside your playbooks.
Are we overthinking the label? A little—because labels frame budgets. Use the one that speeds understanding and approvals.
What Even Is AEO?
First, let's define the term. AEO stands for Answer Engine Optimization, and it refers to the practice of optimizing your content so AI-powered platforms like ChatGPT, Perplexity, Google's Search Generative Experience (SGE), and other "answer engines" can easily find, understand, and cite your content.
Unlike traditional SEO, which focuses on ranking high in search results to drive clicks and traffic, AEO is about getting your brand cited in AI-generated answers—even if users never visit your website. It's visibility without traffic, which is both exciting and terrifying depending on how you look at it.
The concept makes sense. As more people turn to AI for direct answers instead of scrolling through search results, businesses need to adapt. The question isn't whether you should optimize for AI—you absolutely should. The question is what you should call it.
Before we get into why we're recommending "AI optimization," let's acknowledge the elephant in the room: HubSpot has gone all-in on "AEO."
And when HubSpot commits to something, the marketing world pays attention. They've built an AEO Grader tool, published a comprehensive AEO best practices guide, and even expanded the tool to five new languages just last week. They're not dipping their toes in—they're cannonballing into the AEO pool.
HubSpot's definition is clear and compelling: "Answer engine optimization (AEO) is the process of making your content easy for AI-powered systems—like Google AI Overviews and ChatGPT—to find, understand, and cite."
They even acknowledge the terminology debate in their blog, noting that "many in the industry also refer to related terms like generative engine optimization (GEO) or large language model optimization (LLMO), but 'AEO' emphasizes the answer."
So if HubSpot—a company with massive authority in the marketing space—has chosen "AEO," why wouldn't everyone else follow suit?
Here's the thing: HubSpot is building a product ecosystem. They need a branded term to rally around, and "AEO" works for them. But that doesn't mean it's the right choice for every business, especially smaller agencies and consultants who need to communicate value quickly and clearly to clients who aren't immersed in marketing jargon.
Now let's talk about the other side of the coin. While HubSpot was building AEO tools, Forbes published an article titled "Why AEO May Be The Most Dangerous Acronym In AI."
The author, Jason Snyder, argues that AEO represents a fundamental shift in how truth and reality are shaped online. He points out that when AI systems generate answers instead of surfacing sources, the incentives change. Whoever can game the system—whoever can optimize for the answer engine—gets to define reality for the 70% of people who take information at face value without questioning it.
Snyder writes: "Layer capitalism on top of that, and the risk compounds. Reality itself becomes shoppable, optimized, and sold to the highest bidder. Whoever can pay to shape the answer gets to define the truth."
He's not wrong. The ethical implications of AEO are real, especially when you consider how misinformation spreads and how AI can be used to manipulate public perception. The article discusses Section 230 protections, the "liar's dividend," and the broader societal risks of treating AI-generated content as neutral truth.
Now, does this mean you shouldn't optimize your content for AI? Of course not. But it does mean that associating your service with a term that's been publicly labeled "dangerous" creates unnecessary baggage. You're not trying to manipulate reality—you're trying to help businesses get found. Why carry the weight of a controversy you didn't create?
Here's where things get messy. The industry hasn't settled on a standard term yet. Depending on who you ask, you'll hear:
AEO (Answer Engine Optimization) – Emphasizes the answer
GEO (Generative Engine Optimization) – Emphasizes the generative AI aspect
AIO (AI Optimization) – Broad and simple
LLMO (Large Language Model Optimization) – Technical and specific
AI SEO – Combines AI with traditional SEO
Search Engine Land summed it up perfectly: "You can call it AI SEO, GEO, AEO, LLMO, or something else entirely—the terminology is secondary. What matters is the optimization practice itself."
And that's the crux of the issue. If the industry can't agree on what to call it, why should you commit to one acronym now? What happens if "GEO" becomes the standard in six months and you've been branding yourself as an "AEO expert"? You'll have to rebrand, re-educate your clients, and potentially confuse your audience.
So here's our recommendation: Skip the acronyms. Call it "AI + SEO Optimization."
Here's why this approach works better for most businesses:
Your clients know what AI is. They've heard about ChatGPT, they've seen Google's AI features, and they understand the concept without needing a glossary. "AEO"? That requires explanation. And every second you spend explaining terminology is a second you're not spending explaining value.
If your brand is conversational, approachable, and focused on cutting through the noise (like HubBase), leading with an acronym contradicts that positioning. You're not trying to impress other marketers—you're trying to help business owners understand how you'll get them found.
Regardless of which acronym eventually becomes standard, "AI optimization" remains accurate and descriptive. You're optimizing for AI. Simple. Clear. Timeless.
People searching for these services are typing "AI SEO" and "AI optimization"—not "AEO." Using familiar terminology makes your service easier to discover organically and in paid search campaigns. Search volume matters, and "AI SEO" gets searched. "AEO" requires education before someone even knows to search for it.
"AI + SEO Optimization" immediately communicates that you're addressing both traditional search engines (Google, Bing) and AI-powered platforms (ChatGPT, Perplexity, SGE). "AEO" requires you to explain what an "answer engine" is before the value becomes clear. That's friction you don't need in your messaging.
When you frame it as "AI + SEO Optimization," you're positioning it as an expansion of your existing SEO expertise, not a brand-new service with a brand-new acronym. This reinforces your authority while making it clear you're ahead of the curve. It's additive, not disruptive.
You can still educate your clients about answer engines, structured data, and AI-ready content—you're just not leading with an acronym. Here's how to frame it:
Instead of: "We offer AEO services to optimize your content for answer engines."
Try: "We optimize your content for AI-powered search so you get found on Google, ChatGPT, Perplexity, and other platforms where your customers are asking questions."
See the difference? Same service, clearer value, no jargon barrier.
Here's a simple framework you can use:
Primary Service Name: AI + SEO Optimization
Supporting Language:
How to Position It:
This frames it as an evolution of SEO rather than a separate service, which makes it easier for clients to understand and buy.
Look, we get it. "AEO" sounds official. It sounds like you're on the cutting edge. And if you're HubSpot building a product ecosystem, it makes sense to create a branded term.
But for most agencies, consultants, and businesses? Clarity beats cleverness every time.
Your clients don't need to learn a new acronym—they need to understand how you'll help them get found. "AI + SEO Optimization" does that instantly. It aligns with your brand voice, avoids controversy, and future-proofs your positioning.
HubSpot can call it AEO. Forbes can call it dangerous. The industry can keep debating. Meanwhile, you'll be out there helping clients get found—and they'll actually understand what you're talking about.
Because at the end of the day, the best terminology is the one your clients understand. And "AI optimization" wins that race every time.
Are you team AI or team AEO? Have you found success with a different term? We'd love to hear your thoughts. Drop a comment below or reach out—we're always up for a good marketing debate.
And if you're ready to optimize your content for AI-powered search (whatever you want to call it), let's talk. We'll help you get found—no jargon required.