AEO, GEO, SEO: Beyond the Hype – Building a Human-First AI Marketing Strategy That Wins

I've been watching the market with a keen eye lately, and it's genuinely exciting to see a shift in thinking. More and more, we're recognizing that the buyer's journey, the very way people find information, is undergoing a massive transformation. This isn't just a subtle change; it's a paradigm shift, and it's happening faster than many of us anticipated.

What's particularly interesting—and a little concerning—is the emergence of new buzzwords. I'm hearing terms like "AEO" (AI Engine Optimization) or "GEO" (Generative Engine Optimization) being thrown around. Marketers and SEOs, understandably, are trying to make sense of this new world, often by trying to fit new concepts into old boxes. They're looking to optimize for AI overviews and generative AI outputs.

But here’s the hard truth: that’s an unwinnable game.

If your strategy is to constantly tweak and optimize for the nuances of a specific AI model or its overview feature, you're signing up for a never-ending, reactive battle. The innovation cycles in AI are incredibly fast. What works today might be obsolete next week when a new model or update rolls out. Focusing solely on the "engine" means you'll always be one step behind, scrambling to adapt. You'll be up the creek without a paddle, and your business will suffer for it.

So, what's the alternative? It's about going back to fundamentals, but with a new layer of understanding. It’s about doubling down on a customer-first approach.

This isn't just lip service. It means deeply understanding who your buyer is, what they're truly interested in, and ensuring you provide the information that solves their problems and answers their questions. This has always been the core of good marketing, but in the age of AI, it takes on even greater significance. Meet them where they are.

You see, you're not really optimizing for the AI overview or the generative AI tool. You are, and always should be, optimizing for the human who is using those tools. Whether they actively choose to use AI in their search or it's integrated into their experience, the end-user is human. And that’s our anchor.

Think about traditional SEO. If you were just doing keyword research without considering buyer intent or where that keyword fits into the customer's journey, were you ever truly doing effective SEO? Probably not. The same principle applies here. A myopic focus on keywords, or now, on specific AI outputs, misses the bigger picture. Generative AI overviews aren't just spitting back direct answers; they're often anticipating the next step, providing parallel information, and guiding the user's journey.

This is where we, as marketers, strategists, and business leaders, have a golden opportunity to rewrite the playbook. We need to focus on creating a digital footprint that serves both our human audience and the AI agents that are increasingly acting as intermediaries.

To help navigate this, we've developed what we call the CLEAR framework.

This framework is designed to help you understand the nuances between how a human seeks information on your website and what an AI agent needs to effectively understand and represent your content. It’s a vital lens through which to view your digital presence and go-to-market strategy in the age of the AI-driven buyer. It breaks down the essential components, helping you identify what’s working and what might be missing from your website, your marketing, or your entire digital presence.

The CLEAR framework focuses on these key pillars, considering both human and AI perspectives:

C: Credibility & Clarity

• • Human: Is your company trustworthy? Can they quickly understand your "Why" (purpose), "How" (process), and "What" (offering)? Social proof, clear language, and a compelling mission are key.

  • AI Agent: Can the AI verify your existence and accurately categorize your "What" and "How" through structured data, consistent terminology, and off-site validation?

L: Leverage & Logic

• • Human: How will your solution ("What") provide tangible benefits ("Leverage")? Does your approach ("How") make logical sense for their existing setup? ROI and practical fit are crucial.

  • AI Agent: Can the AI extract quantifiable results, technical specifications, and process descriptions to assess the "Leverage" of your "What" and the "Logic" of your "How"?

E: Evidence & Emotion

• • Human: Is there proof (case studies, testimonials – "Evidence") to back up claims? Critically, does your company's "Why" and story create an "Emotional" connection and build trust?

  • AI Agent: Can the AI find and process verifiable "Evidence" (data, facts, security certifications)? While AI doesn't feel "Emotion," it can analyze sentiment in human-generated content as data.

A: Alignment & Accessibility (of Support/Resources)

• • Human: Does your company's vision and roadmap ("What," "Why") "Align" with their long-term goals? Is support and information ("How") easily "Accessible"?

  • AI Agent: Can the AI find documented plans, support structures (SLAs, training – "How"), and resources to understand your "Alignment" and the "Accessibility" of your offerings?

R: Responsiveness & Relevance

• • Human: How "Responsive" is your company to inquiries (a key indicator of your "How" of engagement)? Is your solution ("What") truly "Relevant" to their specific needs and context (their "Why")?

  • AI Agent: Can the AI identify clear contact methods (signaling potential "Responsiveness")? Can it determine "Relevance" by finding content segmented for specific industries or use cases that address the "What" and "How"?

Just as Google advised us years ago to "optimize for humans," the same wisdom applies now. The tools have changed, but the core principle hasn't. People are trying to justify their old tactics in this new era, but what we really need is to become more customer-obsessed and hyper-focused on personalization. 

By using a framework like CLEAR, you shift your focus from the ever-changing AI engines to the constant: your customer. You start to understand what AI agents need to effectively "see" and "understand" your value, which in turn helps them serve your potential customers better. This is how you'll unlock the true potential for your website and your business, not just for 2025, but for the years to come.

Stop over-indexing on AEO, GEO, or even traditional SEO in isolation. Start focusing on how to best show up for your customer and the AI agents that power their discovery. That’s the path to sustainable success in this generative AI era.

Navigating growth in this new AI era can be complex, but you don't have to do it alone. If you're ready to build a resilient, customer-first strategy that thrives in the age of AI, reach out to my team at Impulse Creative. We can help you implement frameworks like CLEAR and ensure your business is poised for sustained success. Let's talk about your path to Growing Smarter in an AI Era.