Do We Need A Separate Framework For GEO/AEO? Google Says Probably Not

At Google Search Central Live Deep Dive Asia Pacific 2025, Cherry Prommawin and Gary Illyes led a session on how AI fits into Search.

They asked whether we need separate frameworks for Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO).

Their insights suggest that GEO and AEO do not require wholly new disciplines.

Photo taken by author, Search Central Live Deep Dive Asia Pacific, July 2025

AI Features Are Just Features

Cherry Prommawin explained that AI Mode, AI Overviews, Circle to Search, and Lens behave like featured…