SEO stands for Search Engine Optimization.

SEO is about making your online stuff (like your website, images, videos, maps, or even business listings) easy for search engines like Google or Bing to find and show to people.

Example: If you have a ice cream shop and someone types “best ice cream near me”, good SEO helps your shop appear near the top of page 1 search results instead of buried on page 5.

Remember when you used to “Google it” and scroll through a list of links?

Today, most people just ask AI tools (like ChatGPT, Gemini, Perplexity, or voice assistants) and expect a direct answer.

Answer Engine Optimization (AEO) is the process of shaping a business’s online presence—its website, Google Business profile, maps listing, photos, menus, and even social media—so AI tools can find it, trust it, and feature it in their answers.

That way, when someone asks, “What eco-friendly dry cleaners are in my town?” or “What hotels in Santa Barbara have specials?” your business shows up as the answer.

This niche so new, the world hasn’t agreed on what to call it! You may see AEO referred to as AIO (AI Optimization), GEO (Generative Engine Optimization), or LLMO (Large Language Model Optimization.

Paid ads, or Pay-Per-Click (PPC), let your business show up at the very top of search results on on traditional search engines like Google or Bing, or on social media apps. You choose the exact keywords (like ‘deep dish pizza in Chicago’) and when people search those words, your ad appears right away. You pay each time someone clicks, and brings your business instant traffic. But the moment you stop paying, the ads (and traffic) disappear.

Organic simply means you’re not paying for ads. You show up in search results naturally- or, ‘organically’- because your online content (website, images, videos, maps, business listings, etc.) is relevant and well-optimized, so search engines rank you favorably.

Think of it like this:

Paid ads are like toll roads: they get you there fast, but every trip costs money. And the busier the area (high-demand search keywords), the more expensive the tolls are going to be.

Organic SEO + AEO efforts are like building an interstate: it takes time and effort up front, but once it’s in place, (aside from regular maintenance) it’s free to drive and keeps delivering traffic long-term.

While organic efforts don’t include paid ad dollars, keep in mind that these efforts will "cost" you in terms of the time and expertise of paid specialists or internal staff who must manage 200+ criteria to get your business results.

No. Smart advertising strategies are a mix of ‘organic’ efforts + paid ads:

1. Organic SEO Maintenance: By now, your traditional Search Engine Optimization (SEO) program should have already built a foundation of trust with search engines. If it hasn’t, you’ll need to catch up - this work takes time plus steady, ongoing upkeep to keep your business naturally visible and your reputation strong.

2. Organic AEO Tactics: Answer Engine Optimization (AEO) describes influencing + training AI engines to naturally include your business in answers when customers ask questions.

3. Paid ad (PPC) campaigns act like a shortcut, giving your business top placement and traffic for competitive keywords. They work especially well for time-sensitive promotions or busy seasons when you want to stay ahead of competitors.

Remember, we're living in a play-to-play world. Organic visibility is possible, but tougher than ever. Companies like Google have annual operating expenses in the hundreds of billions. Translation: they’re expecting your paid ad dollars!