The short answer
SEO gets your pages ranked in Google results. AEO and GEO get your company named inside answers from ChatGPT, Gemini, Perplexity and Google's AI Overviews. For an engineering company they share the same foundation: clear, specific, consistent information about what you make, who you serve and why buyers trust you.
Key takeaways
- SEO wins rankings, AEO wins direct answers, GEO wins mentions inside AI tools.
- All three rest on the same foundation: clear, consistent, specific information about your company.
- Start by asking five buyer questions in ChatGPT, Gemini and Perplexity and noting who is named.
- Fix company facts, rewrite your top three product pages and let AI crawlers in.
Your buyers no longer find suppliers in only one way. A design engineer still types a specification into Google. But a purchase head is now just as likely to ask ChatGPT for “reliable sensor manufacturers in South India”, and to trust the three or four names that come back.
That shift has created three terms you will hear from every agency: SEO, AEO and GEO. Here is what each one means for a company that makes things.
SEO: being found in search results
Search engine optimisation is the work of getting your pages to rank on Google for the searches your buyers make. For engineering companies, the searches that matter are rarely broad. They look like part numbers, specifications, applications and locations:
- “M18 inductive proximity sensor supplier Chennai”
- “control panel manufacturer for packaging machines”
- “NABL accredited calibration lab Coimbatore”
Ranking for these needs product and application pages written in buyer language, fast pages on a phone, and a clean technical setup that search engines can read.
AEO: being the answer
Answer engine optimisation is about being the source when a search engine or assistant gives a direct answer instead of a list of links. Google’s AI Overviews, featured snippets and voice answers all work this way.
Pages that win answers tend to state the answer plainly near the top, use clear headings, include short FAQs, and back claims with specifics such as certifications, capacities and tolerances.
GEO: being named by AI
Generative engine optimisation is the newest of the three. It is about how large language models such as ChatGPT, Gemini, Perplexity and Claude describe your company and whether they recommend it.
These systems build their picture of you from many places at once: your website, industry directories, news coverage, association listings, LinkedIn and discussion forums. If those sources disagree, or barely mention you, the AI has little reason to name you.
Why the three belong together
For a manufacturer, all three depend on the same foundation:
| What buyers and AI need | What it looks like on your side |
|---|---|
| A clear identity | One consistent company name, address, description and leadership across the web |
| Specific proof | Specifications, certifications, industries served, real project stories |
| Structured pages | Product pages, application pages and FAQs with clear headings and schema |
| Trusted mentions | Industry press, associations, partner pages and an active LinkedIn presence |
Fix the foundation once and it pays off in rankings, in answers and in AI recommendations.
Where to start this month
- Ask the AI. Run five buyer questions in ChatGPT, Gemini and Perplexity. Record who gets named and which sources are cited.
- Fix your company facts. Make your name, address, products and leadership consistent on your website, Google Business Profile, LinkedIn and the main directories in your industry.
- Rewrite your top three product pages. Lead with what it is and who it is for, add a specification table, and answer the five questions your sales team hears most.
- Let the crawlers in. Check that your website and firewall do not block AI crawlers such as GPTBot, ClaudeBot and PerplexityBot.
- Measure monthly. Track rankings in Google Search Console and repeat the same AI questions every month.
If you would like us to run that first check for you, our free visibility review covers Google, AI answers, LinkedIn and your website in one go.
Frequently asked questions
Is SEO still worth doing if buyers use AI?
Yes. AI answer engines lean heavily on pages that are already well ranked, well structured and clearly written. Good SEO is the base that AI visibility builds on.
How do I check whether AI tools mention my company?
Write down five questions your buyers would ask, such as the best suppliers of your product in your region, and ask them in ChatGPT, Gemini and Perplexity. Note who is named and which sources are cited. Repeat monthly.
Do I need a new website for AEO and GEO?
Not always. Many companies can start by fixing product pages, adding FAQs, cleaning up company details across the web and allowing AI crawlers to read the site.