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When someone asks "Is GEO/AEO real or just SEO with a new name / hype?

It's partly rebranding and partly a real shift, and it's worth separating the two. The hype: a lot of "GEO agencies" are selling the same audit deck they sold as SEO with find-and-replace on the acronym. Be skeptical of anyone promising you'll "rank #1 in ChatGPT" — there's no ranking to buy. The real part: the mechanics of how you get surfaced genuinely changed. Classic SEO optimizes a page to win a click. Answer/generative optimization is about being the source a model quotes when it writes the answer, which rewards being cited across many credible places rather than owning one keyword. Practically, the fundamentals overlap 70% with good SEO — crawlable content, clear structure, real authority — but the measurement and the emphasis on off-site mentions are new. My take: don't buy a separate "GEO product." Do SEO well, add entity consistency and FAQ-style content, and track your visibility in the actual AI tools. If an agency can't show you before/after screenshots from real prompts, walk.

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