All Glossary

Search Engine Optimization

SEO (Search Engine Optimization) involves optimizing our websites and content to rank higher in search engine results for relevant queries. It encompasses techniques ranging from keyword research and on-page content optimization to technical enhancements (site speed, structured markup) and external signals like backlinks.

AI Is Transforming—and Challenging—Traditional SEO

In recent months, AI has significantly disrupted the traditional SEO model, introducing new paradigms that prioritize machine-friendly content, conversational interfaces, and zero-click experiences:
• AI-Generated Search and Zero-Click Results: Features like Google’s AI Overviews deliver summaries directly atop search results, reducing click-throughs to actual websites—a phenomenon dubbed “Google Zero”. Studies show 80% of consumers now complete 40% of searches without clicking any links, and organic traffic is declining even for top-ranking content .
• Rise of GEO, AEO, and AIO: To stay visible, marketers are adopting new strategies:
• GEO (Generative Engine Optimization) focuses on optimizing how content is cited and used by AI platforms like ChatGPT, Gemini, or Perplexity—from structured data to files like llms.txt.
• AEO (Answer Engine Optimization) centers on shaping responses that AI chatbots deliver, targeting clusters of questions rather than individual keywords.
• AIO (Artificial Intelligence Optimization) covers content structuring for retrieval by LLMs—emphasizing clarity, embedding relevance, and schema markup.

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