Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), or simply AI SEO is new, but it's already full of myths. In this post, I've gathered the 7 most annoying myths about AEO that might hinder your progress.
1. GEO / AEO is just a new for SEO.
Reality: AEO builds on SEO, but it’s a new distribution channel where early movers can win outsized visibility in AI answers.
AI answers still rely on web searches, so SEO is the foundation. But AI assistants use search differently than humans. This creates a whole new set of variables for GEO / AEO. That’s why I prefer the term “AI SEO”.
2. AI is a black box.
Reality: While models are complex, the answers are based on 2 things: training data and search results via RAG.
This means you can shape outcomes with high-quality content, trust signals, and consistent authority.
3. It's all about technical optimization.
Reality: Technicals help, but AI answer engines reward clear, answer-ready content supported by authority and context.
Just adding a Schema markup or adding llm.txt will not magically boost your visibility in AI answers. Unfortunately, there is no technical quick hack. However, it's very easy to spend time on optimizing technicals that don't matter.
4. AI needs structured data.
Reality: AI prioritizes plain-language explanations and content that humans trust and share.
In the popular imagination, AI ingests large amounts of data. It’s true, but with a twist: LLMs are based on text. Numbers, tables, infographics, and other data that are attractive to humans are invisible to AI assistants that can only read plain HTML.
5. AI levels the playing field
Reality: Authority still wins. Established brands get cited more often, but challengers who optimize early can leapfrog.
You need to be of a certain size before AI even notices you. But unlike in Google search, in AI answers smaller brands and publishers can successfully compete with Coinbase, MetaMask, and other big brands.
6. AI answers don't send traffic
Reality: Engines like Perplexity and ChatGPT increasingly cite sources, driving traffic, trust, and brand awareness.
People know they should not blindly trust AI assistants. So the most high-intent users will go and verify their sources, often clicking through to your content. However, people at the top of the funnel will get the answer (hopefully mentioning you) and will be satisfied for the time being.
7. GEO / AEO replaces SEO
Reality: GEO complements SEO. The two work together to secure visibility across both search engines and AI answers.
Search engines are changing, but they will not disappear. ChatGPT still relies on search for many of its questions. Even if every AI giant were to build its own search engine, the fundamentals (crawlability, content, links, etc) will still be the same.
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