SEO (Search Engine Optimization)
Focus: Rankings, traffic and organic search visibility.
How It Works: Optimises websites for indexing, crawling and keyword relevance across traditional search engines.
Main Elements: Keywords, technical SEO, backlinks, content structure and page optimisation.
Limitation: Primarily built around users manually browsing search results.
AEO (Answer Engine Optimization)
Focus: Becoming the direct answer in AI and search responses.
How It Works: Structures information for featured snippets, conversational queries and zero-click search behaviour.
Main Elements: Question-and-answer formatting, semantic clarity, concise explanations and structured data.
Limitation: Focuses mainly on answer extraction rather than broader AI interpretation.
GEO (Generative Engine Optimization)
Focus: Inclusion inside AI-generated recommendations and responses.
How It Works: Optimises content and authority signals for generative AI systems and conversational search engines.
Main Elements: Context-rich content, topical authority, semantic relationships and prompt relevance.
Limitation: AI systems may still vary in how they retrieve and prioritise sources.
AISO (AI Search Optimization)
Focus: Being understood, trusted and recommended across AI systems.
How It Works: Combines SEO, AEO, GEO and structured business data into a broader AI visibility strategy.
Main Elements: Schema markup, entity clarity, semantic structure, authority signals, APIs and cross-platform consistency.
Limitation: Requires continuous optimisation across search, content, technical structure and AI visibility systems.
Katra Marketing Agency
