SEO, AEO and GEO

What it is and how it works

SEO, search engine optimisation, is the older and broader term: making sure a search engine can find your pages, understand what they are about, and rank them for the questions your customers actually type in. It rests on things a visitor never sees directly, such as how a page is structured and how clearly it states what it covers.

AEO, answer engine optimisation, is aimed at the newer layer of tools that give one direct answer rather than a list of links: a voice assistant, or a short answer shown above the usual search results. That kind of tool favours content that states a clear, complete answer to one question early, so the tool can quote it without needing the rest of the page for context.

GEO, generative engine optimisation, does the same job for AI tools that write their own answer by drawing on several sources at once rather than quoting one directly. Being one of the sources such a tool actually reads and draws on depends on the same underlying things AEO does: a clear structure, an accurate statement of fact, and a page that is easy for software to read correctly.

None of the three works by adding a trick a page did not otherwise deserve. They all rest on the same foundation: a website that states what it does clearly, organises that into a structure a machine can follow, and never states anything that is not true.

Where it fits

• Hotels and restaurants

  Makes opening hours, menus and booking details machine-readable, so AI assistants can answer guests correctly.

• Law firms

  Publishes clear answers to clients’ common questions, structured so answer engines can cite the firm.

• Trades and construction

  Describes each service and area precisely, so local searches can match the right jobs.

How we implement it

Every solution goes through the same five stages, in order. For this one, that starts with checking how search engines and AI tools describe your company today, and what your own customers actually ask before they decide to buy, which is often not the same wording your own pages use.

We rework one page or one question first, and watch how search and AI tools respond to that single change before touching anything else, because a change that looks right on paper does not always change how a tool actually reads the page.

Alongside that first page, we correct the parts of the site’s technical structure that stand in the way, such as unclear headings or missing structured facts, and leave your team with a routine they can follow themselves when they write a new page later.

We then extend the same work to further pages, phase by phase, using what the first changes actually showed rather than repeating a fixed checklist regardless of the result, and keep following how search and AI tools present your company afterwards, adjusting the content again if that changes.

1. Soil We check how search and AI tools describe your company, and what your customers ask before buying.
2. Seed We rework one page or question with you and see how search and AI tools respond.
3. Rooted We correct the site’s technical structure and give your team a routine for writing new pages.
4. Growth We extend the work to more pages phase by phase, based on what the first changes showed.
5. Care We follow how search and AI tools present you, and adjust content when they change.

What it gives your company

When a page states clearly what your company does and answers the questions customers actually ask, it stops relying on someone already knowing to look for you by name. A visitor who only knew the problem they had, not your company, can still find and understand the right page.

The same clarity that helps a search engine also helps an AI tool describe your company correctly rather than vaguely or wrongly, which matters more as more people ask a tool a question instead of typing it into a search box themselves. A page an AI tool cannot read clearly is a page it cannot describe accurately either.

This work compounds rather than expiring: a page written clearly and structured well keeps working for search and AI tools alike long after it was published, instead of needing to be redone from nothing every time a tool changes how it reads the web.

Why Lynggaard Jardim

This work stays grounded in what is actually true about your company, never in a claim that sounds better than the facts allow, because it comes from two founders who run Lynggaard Jardim together: Alexander across operations and finance, Victor across web development, AI and IT infrastructure.

We work from Copenhagen and will not promise a specific ranking, a guaranteed citation or a fixed place in an AI answer, because no one honestly can; what we do promise is a site that states your company’s own facts clearly enough for both a search engine and an AI tool to read and repeat correctly.