What are GEO, AEO & SEO?

In today’s evolving search landscape, visibility isn’t just about ranking on search engines. It’s about being found, cited, and trusted, whether by traditional search engines, AI assistants, or generative platforms. At Crumpled Dog, we help customers thrive across three key fronts:

SEO: Optimising for traditional search engines.
GEO: Ensuring your content is understood and cited by generative AI.
AEO: Structuring content to win featured snippets and voice search results.

Generative Engine Optimization (GEO)

GEO is a modern content strategy designed to optimise information for AI-powered tools like ChatGPT, Google Gemini, Microsoft Copilot, and others. Unlike SEO (Search Engine Optimization), which focuses on ranking content in search engines like Google, GEO ensures that your content is accurately understood, cited, and surfaced by generative AI models.

GEO is about preparing your content for AI-driven platforms like ChatGPT, Google’s AI Overviews, Perplexity, and others. These tools don’t just index, they generate. GEO ensures your content is understood, trusted, and cited by these engines.

We help you:

Structure content for semantic clarity
Build authority and trust (E-E-A-T)
Optimise for AI crawlers and LLMs
Monitor citations and mentions in AI-generated content

Answer Engine Optimization (AEO)

AEO focuses on answering user questions directly — so your content appears in featured snippets, People Also Ask, and voice search results.

Our AEO approach includes:

Creating Q&A-style content
Implementing FAQ and HowTo schema
Writing concise, authoritative answers
Optimising for zero-click and voice search

Search Engine Optimization (SEO)

SEO is the foundation of digital visibility. It ensures your website ranks well in search engines like Google and Bing for relevant queries.

Our SEO services include:

Technical audits and on-page optimisation
Keyword research and content strategy
Site speed and mobile performance

On-page SEO

Our core Umbraco product has been tailored by Crumpled Dog with SEO in mind. We have configured it to do a lot of the hard work for our clients. On-page SEO is an important part of the SEO of any website. Getting the right elements on the page, like titles, body copy, images and meta data, is dealt with by default.

Our SEO strategy

It's simple, really. Our SEO strategy is about being interested in our clients' journeys. Anyone who has worked with us on an SEO remit would agree that we live and breathe SEO as part of any web project.

Local SEO

Much of what we do is about "Local" searches. People tend to be searching for products and services local to themselves. The ISC website illustrates this.

Validation and refinement

Our SEO journey is a continuing one, and we use our experience to review and test our theories. We test search phrases for optimisation, and focus on that.

Case studies

Extrarooms want to be visible to people searching for "sound proofed garden rooms". Check it out.

Storage King want their stores to be found : "Self storage in Frome'.

Proof

We test our SEO in a number of ways. What does the User Experience when they search and find a site. Where do we rank. How much traffic do we get. How does that convert. What can we do to make it better. The proof is in the stats. All of our case studies show some highs and lows. The many tools we use allow us to analyse visitor behaviour and prove if our SEO strategy is working.