SEO for AI Agents: What do we call it?

TLDR;
Update May 2025. (original article from 2023)
GEO (Generative Engine Optimisation) is what it has become. 

With the rise of AI agents such as ChatGPT, Google Bard, and other advanced systems, an interesting question arises: how do we optimize content for these new users of the internet? Traditionally SEO (Search Engine Optimization) focused on human search queries via search engines such as Google. But AI agents approach content in a fundamentally different way, and that calls for a new strategy and a new name.

In the SEO community a discussion is currently raging about what this discipline should be called. Let us set out a few proposed terms and their meaning:

AEO: Answer engine optimization

This term emphasizes that AI agents often deliver answers instead of a list of search results. AEO focuses on structuring content so that it is suitable for direct answers. Think of the use of structured data and specific question-and-answer formats.

IEO: Intelligent engine optimization

IEO refers to optimization for “intelligent systems”, including AI agents. The focus is not only on answers, but also on how content is understood, interpreted and displayed by complex AI models.

AIO: Artificial intelligence optimization

This broad term is used to describe optimization for all AI-based systems, from voice assistants to chatbots. It includes techniques such as semantic search optimization, machine-readable metadata and even AI-optimized writing styles.

PAO: Personal agent optimization

AI agents often function as personal assistants. PAO focuses on optimizing content so that it is suitable for personal recommendations or targeted information provision.

DAO: Digital assistant optimization

This term is very similar to PAO, but puts the emphasis on AI agents as general digital assistants. This can range from Siri to Google Assistant, and even tools such as Alexa.

CIO: Conversational interface optimization

Many AI agents function via a conversation interface. CIO is about optimizing content for a more natural and human interaction. Think of content that responds directly to questions and is clearly formulated.

HCO: Helpful content optimization

HCO puts the emphasis on creating content that is valuable, informative and practical. AI agents are programmed to give users the most helpful and relevant answers. This means that content must not only be well written, but must also offer depth and specifically address the needs of the user. Helpful Content Optimization calls for a strategic approach in which the content is continuously aligned with the search intent of AI agents and human users.

CBO: Chat bot optimization

CBO focuses specifically on optimizing content for interaction with chatbots and conversational AI. This includes:

• Creating short, clear answers that bots can use directly.
• Writing content that retains context in multi-turn conversations.
• Including natural language patterns and intents in the text, so that the chatbot can easily “understand” what users mean.

CBO can be especially important for companies that use chatbots for customer service, sales or support. Here it is not only about findability, but also about user-friendliness and customer satisfaction.

What does this mean for your website?

Regardless of which term ultimately gets the preference, one thing is clear: the rules of the game are changing. Where traditional SEO mainly focused on keywords and backlinks, optimization for AI agents is about context, relevance, and accessibility. A few practical tips to make your content ready for AI agents:

• Use structured data: Schema.org and other formats help AI understand your content better.
  
• Write for questions: Think in terms of “How?”, “What?” and “Why?”.
  
• Focus on context: Make sure your content is complete and well substantiated, so that AI can extract meaning from it.
  
• Think about accessibility: Content that is understandable and accessible for everyone is picked up more quickly by AI agents.
  
  

A new future for digital findability

The discussion about what we should call SEO for AI agents has perhaps not yet been settled, but its importance is unmistakable. Whether it becomes AEO, IEO, AIO, PAO, DAO, HCO, CBO or CIO, the future of online findability is inextricably linked to the rise of AI. By already responding to these developments now, you can take a lead on the competition and make your digital strategy future-proof.