As AI-powered features continue to reshape the search landscape, many marketers are asking: Do we now need entirely new frameworks like Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO)?
With Google rolling out tools like AI Overviews, Circle to Search, and Google Lens, this question is becoming more common in SEO circles. But according to Google itself, the answer is reassuring: no separate framework is required.
Here’s what this means for your SEO strategy in 2025 and how you can adapt your existing approach to stay competitive.
AI in Search: The 2025 Landscape
Google’s latest search enhancements such as AI Mode, Circle to Search, Lens, and Gemini are transforming how users interact with content. These tools offer richer answers, visual results, and interactive experiences.
But while the interfaces are evolving, Google’s core systems haven’t changed.
These AI-driven features are built on the same infrastructure that powers Google Search. They rely on Googlebot for crawling, the same index for storing data, and established ranking systems like BERT and RankBrain.
Google’s Official Take on GEO and AEO
During a recent Search Central Live session, Google Search representatives made one thing clear:
AI Mode, AI Overviews, and related features are just that, features. They do not operate on standalone frameworks.
All AI-enhanced results are still powered by:
- The same crawling systems (Googlebot)
- The same indexing processes
- The same ranking infrastructure, including natural language models like BERT and MUM
This means marketers and SEO professionals do not need to develop separate optimization frameworks for GEO or AEO. Instead, they can apply existing SEO principles to optimize for both AI and traditional results.
Traditional SEO Still Matters More Than Ever
AI may be reshaping search interfaces, but the foundations of SEO remain critical. In fact, they’re more important now as AI systems increasingly rely on structured, relevant, and high-quality content to populate AI features like overviews and snippets.
Here’s what still works and what you should double down on:
Structured Data
Use schema markup to help Google understand your content. This enhances visibility in featured snippets, AI Overviews, and knowledge panels.
High-Quality Content
Original, expert-written, and value-driven content is more likely to be pulled into AI responses. Focus on information gain. Don’t just rehash what’s already out there.
Site Speed and UX
Google continues to prioritize fast-loading, mobile-optimized pages. A strong user experience improves your chances of ranking well across all formats.
Conversational Content
AI systems often serve answers in a conversational tone. Structure your content to reflect natural language and address specific questions clearly.
The Role of AI in Crawling, Indexing and Serving
Despite the rise of AI, Google’s process for handling content remains largely unchanged:
- Crawling: Googlebot (and now Gemini bots) crawl websites, follow links, and gather new content.
- Indexing: Content is parsed and stored, with statistical models and language understanding tools like BERT applied for deeper meaning.
- Serving: When a user submits a query, systems interpret the intent and return the most relevant answers, whether from traditional web results or enhanced AI summaries.
What’s new is how results are presented, not how they’re found.
Where to Focus in 2025: Integrate, Don’t Rebuild
Rather than creating separate GEO or AEO strategies, your focus should be on refining and expanding your existing SEO practices.
Here’s where to invest your energy:
- Update existing content regularly with new data and insights
- Add FAQs and conversational snippets for question-based queries
- Use jump links and headers to improve scannability
- Ensure your content is accessible to AI crawlers via llms.txt, RSS feeds, or public APIs
- Publish unique research or survey-based content to stand out
Final Takeaway: Evolve Your SEO, Don’t Replace It
AI-driven features are here to stay, but that doesn’t mean starting from scratch.
By treating AI as an extension of traditional Search, rather than a separate system, you can stay focused on what matters: creating fast, valuable, and structured content that both users and algorithms love.
Your SEO strategy doesn’t need a separate AEO or GEO arm. It just needs to evolve with the search experience.
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- Monitor your content in AI Overviews
- Discover GEO and AEO keyword trends
- Compare your visibility across classic and AI search results
- Track changes in SERP performance as AI evolves
- Stay ahead of your competition in both AI and standard rankings
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