AI is changing how people search for information. But despite the rise of new terms like GEO, AEO and AI Search Optimization, most marketers still prefer to call this work simply SEO.
Artificial intelligence (AI) is transforming search, but despite an influx of new terms like
GEO , AEO, and AI Search Optimization, marketers are sticking with SEO. According to a new study of 343 U.S. marketing decision-makers, 81% still use SEO to describe their efforts to leverage AI search
The survey findings suggest that while the practice of AI search optimization may be evolving, the label marketers use to describe it appears to be staying put.
SEO, GEO or AEO?
During the last twelve months, the marketing world has seen an explosion of new terms.
GEO stands for Generative Engine Optimization
while AEO is Answer Engine Optimization.
Other marketers may refer to Large Language Model (LLM) Optimization or AI Search Optimization. But it seems that despite efforts to brand the practice otherwise, the majority of marketers are not ready to move on from SEO. Of those surveyed, only 27% reported that their organization had officially adopted any search visibility-related terminology beyond SEO, while the rest either had yet to adopt any new terms or declined to comment.
The takeaway? Marketers recognize the need to adapt to the rise of AI search, but they are not necessarily eager to embrace entirely new sets of acronyms and definitions.
AI Search Budgets Are Already Growing
While the war of words rages on, it appears that marketers’ willingness to invest in AI search is growing. On average, those surveyed allocated 24% of their search or content budget to AI search visibility or related initiatives.
The primary challenge marketers identified with regard to AI search was not measuring its impact.
But for many, it was simply a matter of keeping up with the rapid evolution of the space.
ChatGPT, Gemini, Claude, Perplexity, Google, and other AI search tools are fueling a boom in emerging ways to discover and interact with information and brands.
Marketers Care More About Substance Than Superficiality
The study also provides some useful insight into what marketers value when it comes to working with agencies and technology vendors. As it turns out,
36% considered inflated language and buzzwords to be their top turn-off when evaluating agencies.
When it came to assessing vendors, marketers cared most about case studies that demonstrated real-world impact, followed by methodology and expertise.
In other words,
promoting a proficiency in terms like GEO, AEO, and LLM optimization is not enough.
Marketers want to know how that expertise can help them.
Specifically, they want to understand how they can benefit from AI search, where they stand in comparison to their competitors from an AI visibility perspective, and how success should be measured. This highlights the importance of providing marketers with a detailed analysis of their own AI presence as well as the value of being able to clearly articulate how an agency can bolster their visibility and credibility with AI search.
AI Is Also Changing How Businesses Find Agencies
One fascinating takeaway from the research is that marketers are using AI search tools to find agencies. In fact,
66% of those surveyed noted that they had already used AI tools to research agencies.
This means that when it comes to choosing an agency, the competition may be fierce as a potential client weighs their options by conducting a Google search, asking ChatGPT, checking LinkedIn, and reading reviews.
AI search is changing SEO, but for now, marketers seem content to use the same term to describe both traditional and AI-fueled search optimization. At the end of the day, it all boils down to helping people find and trust a brand online. According to the study, it may not always be easy to identify the right agency to help with that goal, as many companies continue to use vague language when discussing their services related to AI search. But it is clear that those who hope to capitalize on the opportunities presented by the rise of AI search must be prepared to explain precisely what they do and how it can benefit businesses in terms of discoverability and credibility. After all, as the research makes clear, for many marketers, SEO is still SEO.