Google says AEO and GEO are still SEO as core update looms
Google clarifies that answer and generative engine optimization rely on the same fundamentals as traditional SEO.
Mariano De Vitto · July 2026
Google has published new guidance stating that AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are not separate disciplines from SEO. According to the company, the fundamentals remain the same: crawlable content, clear structure, and genuine relevance to user queries.
The clarification lands as speculation grows about an imminent core update, one that many expect to further reshape how AI Overviews and chat based search select which sources to cite.
For marketers, the message cuts through months of rebranded tactics and standalone 'GEO agencies' promising shortcuts into AI answers. Google's position suggests there is no separate playbook. The same signals that earned rankings in classic search results (authority, structured data, clarity, and topical depth) are what get content surfaced and cited in AI generated responses.
This matters because budgets are shifting fast. Teams chasing 'AI visibility' as a distinct channel may be optimizing for the wrong thing, or duplicating efforts that solid SEO already covers.
The practical takeaway: audit content for clarity and structure now, before the core update lands. Prioritize direct, well organized answers to real user questions rather than chasing new acronyms.
Expect more noise around AEO and GEO as vendors package existing SEO practices as new services. Google's guidance is a reminder to marketers to look past the labels and focus on fundamentals that have always mattered: helpful, well structured, authoritative content built for people first.
The Signal Brief · Mariano De Vitto — Head of Marketing, Barcelona