We understand how overwhelming it can feel to keep up with the pace of digital change especially when it comes to online search. Just as you get comfortable with one set of best practices, new acronyms like AIO, GEO, AEO and SXO begin to appear alongside the familiar SEO. It’s easy to feel a little lost. Are the strategies that used to work still relevant? And what do these new terms actually mean for your day-to-day efforts?
Our aim here isn’t to throw more jargon your way, but to walk alongside you offering clear explanations and practical guidance. Within these changes lie real opportunities for businesses that are willing to adapt and evolve. Let’s explore how.
The Search Landscape Is Changing Here’s Why It Matters
For many years, Search Engine Optimisation (SEO) has been the foundation of online visibility. The goal was straightforward: rank well in search engine results, attract clicks and bring visitors to your website. And while those fundamentals still matter a lot the landscape built on top of them is changing quickly.
One of the biggest forces behind this shift is Artificial Intelligence (AI).
Take Google’s AI Overviews as an example. These summaries sit right at the top of the search results page, providing instant, conversational answers by pulling from multiple sources. This reduces the need for users to click through to individual websites.
We understand how frustrating this can be, especially when you’ve worked hard to rank highly in traditional search results. Many businesses we work with express concern about losing visibility or traffic. Research backs this up: click-through rates often decline when AI-generated summaries appear even if your content is cited within them.
This trend highlights an important shift. While website traffic still matters, there’s now a growing need to ensure your business is recognised as an authoritative source within these AI-powered results. It’s not just about being clicked, it’s about being trusted, seen and referenced.
With this new reality in mind, let’s decode the evolving terminology that can help you adapt.
Making Sense of Modern Search: SEO, AIO, GEO, AEO and SXO
We’d like to break down these newer concepts and show how they fit together. Think of them not as separate strategies, but as complementary tools to help you thrive in this evolving search environment.
SEO (Search Engine Optimisation)
This is still the bedrock. SEO encompasses everything from keyword research and high-quality content creation, to technical health (site speed, mobile usability, security) and link building. Its goal is to help search engines understand and rank your site for relevant queries.
AIO (AI Optimisation)
AIO is about optimising your content so that it can be easily understood, summarised and displayed by AI models especially in features like Google’s AI Overviews. Consider approaching this by using clear headings, short paragraphs, bullet points and structured answers to common questions. This helps AI systems surface your content more effectively.
GEO (Generative Engine Optimisation)
GEO focuses on how your content is interpreted and used by generative AI platforms like ChatGPT, Gemini, or Perplexity. Our team has found that the key here is to present clear, authoritative information and demonstrate subject matter expertise. This improves how generative models cite and summarise your business in their outputs.
AEO (Answer Engine Optimisation)
AEO aims to position your content as the definitive answer to specific questions. It targets placements in ‘Featured Snippets’, ‘People Also Ask’ sections and voice assistant responses. Structuring your content in a question-and-answer format can greatly increase your chances of being chosen as the go-to answer.
SXO (Search Experience Optimisation)
SXO brings everything together by focusing on what happens after someone clicks. It’s about creating a fast, intuitive and engaging on-site experience that converts visits into meaningful interactions. Whether a visitor comes from a traditional search result, an AI citation, or a snippet, SXO ensures they’re met with a seamless, helpful experience.
What You Can Do Next: Practical Tips for Your Business
With this understanding in place, you may be asking, “What should I focus on first?” We’d like to share some practical steps that can help you get started without feeling overwhelmed.
Strengthen Your SEO Foundation
Make sure your website is technically sound. Address broken links, improve page loading speeds and ensure your site works well on mobile devices. These basics support all other forms of optimisation.
Review Content Through an AI Lens
Look at your most important pages and blog posts with AIO and AEO in mind. Could the information be clearer? Are you using well-structured headings (H2s, H3s)? Could a list or FAQ section make it more digestible for both users and AI?
Content that’s easy to scan and understand is more likely to be used in AI-generated results.
Highlight Your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
In a world where AI can generate vast amounts of content, authentic human insight stands out. We recommend showcasing real stories, testimonials, case studies and your professional credentials. These help both users and search systems recognise the credibility behind your content.
Build Meaningful Backlinks
High-quality backlinks from relevant, reputable sources remain a strong signal of authority. Focus on building relationships and creating useful, shareable content. Whether it’s an in-depth guide, local resource, or data-driven report, aim to become a go-to reference in your field.
Enhance the On-Site Experience
Is your website a welcoming space for visitors? Is it easy to navigate, fast-loading and visually clear? SXO reminds us that a good search result is only the beginning of what users experience after they click..
Start Small, Build Momentum
We know that implementing new strategies takes time and effort. Our advice? Start with one step.
Choose a key service page or blog post and review it with AIO and AEO in mind. Ask yourself:
- Is the content well-structured and easy to understand?
- Does it show my expertise?
- Could it be repurposed as a quick answer to a common question?
Improving just one piece of content with these questions in mind can create a ripple effect across your digital presence.
Moving Forward with Confidence
The world of search is shifting, shaped by rapid advances in AI and new ways users find and engage with information. Relying solely on old SEO strategies might leave you behind but that doesn’t mean you need to start from scratch.
By combining your solid SEO foundation with emerging practices in AIO, GEO, AEO and SXO, you can build a modern search strategy that meets users where they are today.
We’re here to help you navigate this evolving space. It’s not about chasing every trend, it’s about making informed, thoughtful choices that align with your goals and resources.
Adaptation takes time, but with the right mindset and guidance, it opens the door to new opportunities. You don’t have to chart the course alone, we’re here to support you every step of the way. Contact us.
