I have just done the impossible: I’ve identified one of the last FEW things that hasn’t changed within the AEO/GEO/SEO space.
And it’s this: answering a search question with “it depends.”
In an era where AI tools confidently provide answers that sound authoritative, it’s easy to forget that many strategic questions simply cannot be answered without context.
In fact, “it depends” may be more important than ever, especially when turning to AI for SEO/GEO advice, strategy, and recommendations.
I was reminded of this recently when a client asked me a question after reviewing an AI search audit report:
“I met with a board member today to review your AI Search audit findings report. His immediate feedback was that his understanding is for GEO, definitions perform best, e.g., “What is XYZ topic,” and other “what is” questions. Do you have thoughts on that?”
But before answering the question itself, let’s talk about a bigger issue.
The Problem with Using AI for SEO/GEO Advice
One of the biggest mistakes I see right now is when someone hears generalized GEO or SEO recommendations and assumes they apply universally:
- They hear it in a podcast or on a webinar
- They see it from a peer on LinkedIn
- They validate it with ChatGPT or another AI tool
And that’s where things get dicey.
The challenge isn’t necessarily hallucinations, factual inaccuracies, or even AI’s tendency to be accommodating and affirm our thinking.
And with SEO/GEO, as well as many other disciplines, that is dangerous territory.
The deeper issue is that AI dishes out reasonable-sounding guidance based on broad patterns, while lacking the specific business context needed to determine whether that guidance is right for your situation.
Back to our example. While the general advice about definitions isn’t necessarily wrong, it isn’t the tactic we need to focus on to move the needle on the organization’s goals.
More importantly, it won’t do what I think they expect it to do, which leads us to the point below.
So, Do Definitions and “What Is” Questions Perform Best for GEO?
The answer, of course, is:
It depends. (don’t hate the player hate the game)
If your goal is to establish topical authority, demonstrate expertise, educate your audience, or build a comprehensive knowledge hub around a subject, then definition-based content can absolutely play an indirect part in that.
But if the primary goal is lead gen and driving qualified traffic to the site, the answer changes.
Because in most cases, LLMs will answer straightforward “what is” questions directly, without needing to cite or link to a source site, which is the case for this client.
Easily answered informational content like this is actually contributing to the decline in website traffic across many industries. A technique that once reliably drove clicks is now being answered directly within AI responses instead.
The Real Lesson
We’re entering an era where information is more accessible than ever. Anyone can ask an AI tool for GEO advice and receive an immediate answer. The challenge is knowing whether that answer applies to your situation. That’s where experience still matters.
With SEO/GEO, be mindful of following generic best practices. Putting time, effort, and resources into the strategy and techniques that actually move your specific goals forward is exactly why you still need professionals…not just an AI tool nodding along with whatever you already believe.
GEO/SEO |