Recent conversations about digital marketing seem to gravitate to the new kids on the block: GEO (Generative Engine Optimisation) and AIO (Artificial Intelligence Optimisation). Who coined these acronyms, what do they mean, and what future do they have in digital marketing? To answer these questions, a good look at the origins of SEO can help shed some light.

What Do SEO, GEO and AIO Have in Common?

  • SEO, the more well-known of the three, is about on-page and off-page techniques to optimise a website for higher ranking in search engine results.
  • GEO refers to ways of optimising content to be picked up by AI.
  • AIO is the direct use of AI to enhance digital marketing campaigns.

They appear to have different goals, but in reality, they all achieve one thing: optimisation.

As far as acronyms go, not everyone agrees on GEO and AIO yet. Some people remain confused about what they are, and who knows, these labels may change in the future. Some analysts argue that whether or not these acronyms stick, optimisation will always be at the core. Whether a business is optimising content for a search engine or a language learning model, the goal is to refine key features for maximum online visibility and credibility.

How SEO Got Its Name

The term SEO dates back to the period between 1995 and 1997. Before it got its name, a few people were already using the methodology for better outcomes in the online space. The SEO acronym has been credited to five people who realised the benefits of optimisation simultaneously: Bruce Clay, John Audette, Bob Heyman, Leland Harden, and Danny Sullivan.

Another suggested label at the time was ‘search engine positioning’, but it didn’t stick. The difference was that since fewer people were using it at the outset, it was easier to agree on the name.

The early founders of SEO also agreed on its basic idea: using techniques to improve visibility online. According to this overview, GEO and AIO could form part of SEO, and perhaps that is the way to go as we grapple with the terminology shaping our future.

The Problem with GEO and Labelling

As we surge into this new era of digital marketing where SEO is evolving into something more, it’s worthwhile to discuss the problems with labelling. For example, is it grammatically correct to say ’search engine optimisation’? Are we optimising the search engine or optimising content for the search engine? When it comes to GEO, how many people are familiar with the words ‘generative engine’? What is a generative engine? Terms like AI and ChatGPT are more common. But will ‘GPTO’ as an acronym really stick?

Perhaps, like with other things in life, we have to look beyond the label to find the real substance. In the case of digital marketing, that would be getting your business in front of the right people in the right place at the right time. If GEO or AIO or some other label helps you do that, great!

The Real Impact on Business

Where does your business fit in the midst of this name game? The reality is that the playing field is changing and businesses need to be aware of that. Whether we call it GEO or LLMO, there is a new type of optimisation unfolding that prepares your website to get noticed by a different kind of engine.

Fortunately, business owners can rely on SEO marketing companies to implement this so they don’t have to spend too much time learning all the new jargon. Labels may change, but whatever you do, don’t ignore them, and don’t get left behind.

Ask our experts at One Stop Digital for the best digital marketing strategy for your business, whether it’s GEO, SEO or both. Book a free consultation.