Your buyers aren’t just searching on Google anymore. They’re asking ChatGPT for recommendations, talking to voice assistants like Alexa, and scanning quick answers on featured snippets. If your brand isn’t showing up across these channels, you’re missing critical opportunities to connect.
To keep up, B2B marketers need more than just traditional SEO. That’s where Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) come in. Alongside modern SEO, these three strategies work together to boost visibility, build trust, and attract better leads.
We explored this approach in our recent webinar, “Rank Smarter, Win Leads: Beyond Google with SEO, AEO & GEO,” hosted by Ben-Larry Belgica, Digital Marketing Manager, on June 26, 2025 (2:00 PM SGT) and July 3, 2025 (1:00 PM ET). The session shared how B2B companies can update their B2B SEO strategy to stay visible across AI-powered search engines and multiple digital channels.
What Are SEO, AEO, and GEO—and Why Should B2B Companies Care?
Today’s search experience has evolved. AI search engines like ChatGPT, Gemini, and Perplexity don’t just list results—they curate, summarize, and quote content in real-time. To be discovered, brands must go beyond keyword ranking and focus on becoming part of the actual answers.
Here’s how each layer fits into that strategy:
- SEO (Search Engine Optimization): Traditional SEO practices focused on ranking content in search engines like Google and Bing.
- AEO (Answer Engine Optimization): A strategy to appear in featured snippets, voice searches, and “People Also Ask” results.
- GEO (Generative Engine Optimization): A newer way to make sure your content is found and quoted in AI search results from tools like ChatGPT, which use AI language models to generate answers.
If you’re only optimizing for Google, your lead generation strategy is missing key opportunities across emerging platforms.

1. SEO: Build a Smarter Foundation for B2B Content
Modern SEO for B2B companies requires aligning content with buyer intent and structuring it in a way that both humans and search engines can easily navigate.
Key Elements of a Strong B2B SEO Strategy:
- Topic Clusters SEO: Organize your B2B content marketing strategies around a central “pillar” page with related subtopics.
Example: A main page on “Cloud Security for SaaS” can link to supporting articles like “Data Encryption in the Cloud” or “Cloud Penetration Testing for Fintech.” - Content Across the Funnel:
TOFU: “What is data governance?”
MOFU: “Best tools for managing cloud compliance”
BOFU: “Request a free cloud audit.” - Schema Markup SEO: Add structured data like FAQs, how-to steps, or reviews to your pages. This helps search engines understand your content better and can get you rich results like Google featured snippets.
Pro Tip: Use tools like Ahrefs, SEMrush, and Google Search Console to monitor keyword rankings and snippet placements. Thewe will helpm you gain more SEO leads.
2. AEO: Be the Answer in Featured Snippets and Voice Search
Answer Engine Optimization helps your content become the definitive answer in search experiences like voice assistants and snippet-rich results.
How to Optimize for AEO:
- Use Question-Based Headers: Format headings using natural language queries.
Example: “What is cloud penetration testing?” - Answer Succinctly: Provide clear responses in 30–40 words.
- Add Bullet Points: This increases your chance of appearing in featured snippet SEO blocks.
- Write for Voice Search Optimization: Use conversational phrases and anticipate how users speak when asking questions aloud.
- Implement FAQ Schema: Helps Google recognize and display your content in voice and featured search formats.
Example Answer:
Q: What is cloud penetration testing?
A: Cloud penetration testing simulates attacks on cloud systems to uncover vulnerabilities.
- Identifies risks
- Ensures compliance
- Strengthens security posture
3. GEO: Get Quoted in AI-Generated Answers
With AI search engines becoming primary research tools for B2B buyers, your brand must appear in their responses—not just in traditional search listings.
This is where Generative Engine Optimization (GEO) comes in.
GEO Optimization Strategies:
- Create Answer-Style Blog Posts: Keep posts focused (400–600 words), and address niche B2B questions.
- Republish on AI-Scraped Platforms: Use LinkedIn Articles, Medium, and Q&A forums like Reddit and Quora.
- Strengthen Public Profiles: Ensure consistency across directories like G2, Crunchbase, and Clutch, which are often referenced by AI models.
- Test Visibility: Ask tools like ChatGPT questions relevant to your business and assess if your brand appears in the answer.
Example:
If you’re a compliance SaaS firm, publish a blog like:
“What is AML compliance for fintech?”
Then distribute it on Medium and LinkedIn to increase its likelihood of being included in ChatGPT answers.
Putting It All Together: One Strategy, Three Channels
Rather than treating SEO, AEO, and GEO as separate initiatives, integrate them into one unified approach:
Step-by-Step Guide:
- Pick one high-performing content asset (e.g., a service page or blog).
- Apply SEO: Improve metadata, structure, and internal linking using topic clusters.
- Layer AEO: Add FAQs, restructure with Q&A formatting, and use schema markup.
- Extend with GEO: Repurpose the content to Medium or LinkedIn, and test its visibility in AI tools.
This process doesn’t require a full overhaul. Small, consistent updates can dramatically improve how your content performs across multiple channels.
Bonus Tip: A week after publishing, ask ChatGPT, “What is cloud penetration testing?” and see if your blog gets quoted.
FAQs: Common Questions Around Multi-Layered SEO
How do I get my content into Google featured snippets?
- Use headers in question form (H2/H3)
- Write short, direct answers (40–60 words)
- Include structured bullet points or lists
- Add FAQ schema markup
What’s the difference between SEO and AEO?
- SEO focuses on ranking pages in search engines.
- AEO aims to get your content selected for direct answers in snippets, voice search, and smart assistants.
How do I optimize for ChatGPT or other AI tools?
To increase your visibility in AI-generated search results, start by publishing content on platforms that AI tools frequently scan, such as Medium and LinkedIn. Keep your posts concise, informative, and relevant to the questions your audience is likely asking.
Make sure your brand messaging is consistent across public platforms to build recognition and credibility. You can also test your presence by asking tools like ChatGPT the types of questions your prospects might use—this helps you gauge how well your content is being picked up.
Final Thoughts: Lead Generation Beyond Google
Buyers today expect fast, relevant, and authoritative answers—whether they’re typing into Google, asking Siri, or chatting with ChatGPT. That means your content needs to be everywhere they look.
In 2025, the most successful B2B brands are those that:
- Use SEO for voice search and to rank in traditional search
- Apply AEO to capture voice and snippet visibility
- Embrace GEO to show up in AI-driven search experiences
Start small. Take one high-value blog post. Optimize it across all three layers. Then test your results.
If you’re not appearing in AI responses or featured snippets yet, now’s the time to change that.
Need help transforming your content into a multi-channel lead engine.
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