Google says GEO and other acronyms are “just SEO”: understand what this means
For a long time, SEO was the acronym every marketing professional knew. After all, it represented the set of strategies used to rank websites at the top of search engine results, especially on Google.
With the rise of artificial intelligence, the market was flooded with a true alphabet soup of new acronyms, especially GEO (Generative Engine Optimization), which is essentially SEO adapted for AI systems.
This concept gained more and more space, with many agencies treating these new terms as completely independent from SEO, while others, such as Quality SMI, understood from the beginning that these concepts were interconnected, as shown in the article “GEO Guide,” published in November 2025.
Recently, Google published its “Guide for Optimizing Content for Generative AI in Search,” the company’s first official document explaining how websites can appear in AI Overview and AI Mode.
In this document, Google delivered its verdict on the acronym debate: according to the company, all of these concepts are essentially SEO, effectively putting an end to the endless stream of new terms dominating the market.
In this article, we will explain how this debate started, explore the opinions of major Google representatives, and discuss how to optimize for AI if everything is ultimately just SEO.
What is the difference between classic SEO and new acronyms like GEO and AEO?
SEO was always the standard approach for optimizing websites for search engines. However, with the growth of AI systems, new acronyms began taking over the market, especially GEO and AEO.
All these terms sound extremely similar, and according to Google’s recent publication, they essentially are the same thing, at least from Google’s perspective.
But if the similarities between these concepts were always obvious, what actually started the debate?
Below are the definitions of each acronym:
SEO (Search Engine Optimization): a set of optimization strategies designed to improve rankings on search engines.
GEO (Generative Engine Optimization): a set of optimization strategies aimed at increasing the chances of a page being cited in AI-generated responses.
AEO (Answer Engine Optimization): a set of optimization strategies focused on making content easily extracted as direct answers.
The optimization focus changes slightly between these concepts, but the implementation methods remain extremely similar, with all these newer approaches relying heavily on traditional SEO foundations.
John Mueller and Danny Sullivan’s warning against the “GEO scam”
In December 2025, during the “Search Off the Record” podcast, Google’s official podcast discussing Google Search and its internal systems, Google Search Relations Coordinator John Mueller and Google Search Liaison Danny Sullivan discussed the idea that brands would need a separate “SEO for AI” strategy.
The episode “Thoughts on SEO & SEO for AI, part 1” was entirely dedicated to discussing the relationship between these new acronyms. Sullivan even joked that the industry should start calling it “LMNOPEO” due to the overwhelming number of acronyms, reinforcing the idea that there is not much genuinely new to worry about.
This idea had already been reinforced earlier by Mueller during Search Central Live Zurich, where he stated that “good SEO is good GEO,” showing that these concepts were connected from the very beginning.
Myths debunked: what Google says you do NOT need to do
In Google’s recently published document, there is an entire section called “Mythbusting,” designed to clarify several narratives that have gained traction in recent years.
In this part of the guide, Google clearly explains what is not necessary in order to rank within AI systems, the so-called “GEO hacks.”
Main myths debunked by Google:
llms.txt files: there is no need to create special Markdown instructions or .txt files for AI systems to read your website.
Artificial chunking: you do not need to artificially split content into fragments because Google already understands page context and nuances.
Writing for robots: there is no need to change your writing style specifically for AI systems. Language models already understand synonyms and broader meanings very well.
Special schemas: structured data still helps technical SEO overall, but it is not a “golden ticket” required to appear in generative search results.
If everything is SEO, how should businesses optimize for Generative AI in 2026?
Google officially stated that everything is SEO, essentially dismissing the newer acronyms when it comes to ranking inside its own AI systems, such as Gemini and AI Overview.
But how can websites optimize for AI systems moving forward?
Below are some valuable recommendations:
Create content for humans: the core principle has not changed. Google’s ranking systems, including AI-based systems, reward content created to satisfy people, not algorithms.
Avoid commoditized content: AI can easily replace generic answers. To stand out, provide first-hand experiences, original reports, and unique perspectives AI systems cannot simply invent.
Focus on E-E-A-T and multimodality: demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness. In addition, search is now multimodal, meaning AI systems use images, videos, and audio to better understand context.
Opinion: does Google’s guide really end the debate?
Yes, Google’s document largely ends the debate, but specifically for Google’s own AI tools, such as Gemini and AI Overview.
It is important to highlight that these guidelines are not necessarily universal truths for every AI platform on the market, such as ChatGPT or Claude.
Each large language model (LLM) uses its own criteria to decide whether or not to cite a brand. ChatGPT, for example, tends to value citations from editorial lists and trusted publications.
According to Gabriel Valentim, SEO Analyst and Head of Content at Quality SMI, Google’s position is valid, but it should still be interpreted carefully:
“Google is largely correct: around 80% of GEO foundations come from strong SEO practices, including high-quality content, semantic SEO, technical SEO, proper on-page optimization, and strong information architecture. However, we cannot treat this position as an absolute truth for every AI system. Unlike traditional search engines, where Google dominates the market, the generative AI landscape is much more balanced, and each platform may adopt complementary or completely different criteria to provide the best possible answer to users.”
Strategy matters more than the acronym
Artificial intelligence is becoming increasingly powerful in the market, which led to the emergence of many acronyms, especially GEO.
As a result, one of the biggest recent discussions became GEO vs SEO, with some theories claiming they were completely different strategies while others argued they were complementary concepts.
The second perspective appears to have won, at least according to Google.
The company’s recently published document effectively ended the acronym debate by reinforcing that everything is essentially SEO. However, there is one important point to consider.
This is Google’s official guide for Google’s own AI systems, meaning other AI tools such as ChatGPT and Claude may adopt additional criteria for ranking content, potentially creating new challenges for digital marketing strategies.
To simplify your strategy, the best approach is working with an agency that constantly follows market changes, such as Quality SMI.
Since 2013, our mission has been to simplify complexity so you can focus on what truly matters: growth.
With a highly qualified team, Quality develops tailor-made strategies for B2B and B2C companies that want more than traffic, they want results.
We have already worked with more than 500 companies in Brazil and internationally, across Portuguese, English, and Spanish markets.
No matter which acronym the industry adopts, Quality is ready to deliver the best possible results for your business.
Talk to one of our specialists and take your website to the top.
FAQ
1. What is GEO in digital marketing?
GEO stands for Generative Engine Optimization, a set of strategies designed to increase the chances of content being cited in AI-generated responses.
2. What is the difference between SEO, GEO, and AEO?
SEO focuses on improving rankings in traditional search engines, GEO focuses on AI-generated responses, and AEO focuses on direct answers, although all three share very similar foundations.
3. Did Google really say GEO is just SEO?
Yes. In recent documents and public statements from representatives such as John Mueller and Danny Sullivan, Google reinforced that optimization for AI systems is still fundamentally SEO.
4. What does Google say is unnecessary for AI rankings?
According to Google, websites do not need llms.txt files, artificial content chunking, or content written specifically for robots and AI systems.
5. How should businesses optimize for generative AI in 2026?
The focus should remain on creating useful, original, trustworthy content with real expertise, topical depth, strong E-E-A-T signals, and multimodal formats such as videos and images.
