Digital marketing remains a critical component of promotion for small businesses. However, with rapid advances in technology, artificial intelligence (AI) and digital platforms, there is an increasing need to remain current with emerging methods for improving online visibility and engagement.
There are four primary ways businesses can be discovered online: search engine optimisation (SEO), generative engine optimisation (GEO), generative search optimisation (GSO) and answer engine optimisation (AEO).
- Search engine optimisation (SEO) focuses on improving website content so it ranks more highly in traditional search engines such as Google. Through targeted keyword usage, high-quality backlinks and strong technical performance, SEO assists businesses to attract organic traffic from users actively searching for relevant products or services.
- Generative engine optimisation (GEO) is an emerging discipline aimed at ensuring content is visible and referenced by AI-powered search tools such as Claude, Perplexity and Google Gemini. Rather than prioritising keywords alone, GEO emphasises authority, expert commentary and structured data, increasing the likelihood that content is cited in AI-generated responses.
- Generative search optimisation (GSO) takes a broader approach by managing how a brand is represented across multiple generative AI platforms, including large language models such as ChatGPT. GSO focuses on ensuring business information is accurately interpreted and recommended by AI systems, supporting stronger click-through rates, conversions and online revenue outcomes.
- Answer engine optimisation (AEO) targets voice search and zero-click results that provide immediate responses. This approach prioritises concise, conversational language and FAQ-style formatting, increasing the likelihood that content is delivered directly by voice assistants such as Siri or Alexa.
With ecommerce sales forecast to account for 21.1% of total retail sales in 2026, rising to 22.5% by 2028 (Shopify), online sales should form a core part of any forward-looking business strategy. Expanding your digital marketing approach beyond traditional SEO to include GEO, GSO and AEO can help ensure your business reaches the widest possible online audience.
If you are reviewing or updating your business strategy, we encourage you to speak with our team.
