SEO… The End… or a Beginning?

It’s 2025 and I’m an SEO.

Or AM I?

Perhaps I’m now an AIO or a GEO?

Or possibly even an AEO?

Whether you call it AI optimisation (AIO), answer engine optimisation (AEO), or generative engine optimisation (GEO), it’s clear that AI (or LLM’s just to add another acronym, because obviously we don’t have enough) is here to stay.

So, do we stop search engine optimisation altogether? Have I officially changed job titles after 20 years in the biz?  

The answer, for myself, for my clients, and for you, is no.

SEO is AIO (or GEO or AEO).

Relevance and Authority still rule AI like they have for search algorithms for decades.

Ultimately, it all comes down to good content, which almost every optimiser – Search or LLM – struggles with.

They love tweaking tags, and adding schema, and fixing 401’s (which are important too, don’t get me wrong) but AI is hungry for EXPERTISE and ANSWERS.

Cold, hard human COPY.

Won’t AI be able to write great copy soon?

I think there’s always going to be a gap. Just like in art. AI is no Leonardo da Vinci. It’s an imitator, but creative greatness is still a human trait.

And so, as I’ve been saying since the early 2000’s, lets make your website content GREAT.