Search has evolved more rapidly in the last two years than in the previous decade. More users are skipping Google entirely and asking AI tools like ChatGPT, Perplexity, Copilot, or Gemini for answers. Even on Google itself, many searches surface an AI overview before any organic listings appear. The result is a new competitive landscape. Brands are no longer competing only to rank; they are competing to be cited.

For marketing leaders, this shift raises a simple yet important question: how do you ensure your content is visible in this new AI-driven environment? The answer begins with understanding the various types of optimizations currently in play.

A Quick Guide to Modern Optimization

  • SEO – Search Engine Optimization: Traditional organic search. Optimize keywords, internal links, metadata, and credibility signals to enhance relevance and improve ranking.
  • AIO – AI Optimization: An umbrella term for many efforts in formatting and writing content in ways LLMs can easily access, understand, and use.
  • AEO – Answer Engine Optimization: Writing and structuring content so that AI overviews can lift it as a complete answer. Use concise summaries, question-based headers, direct explanations, lists, and FAQ schemas.
  • GEO – Generative Engine Optimization: Making your content usable for tools like ChatGPT or Gemini. These models synthesize responses from multiple sources, so clarity, factual depth, and citations are crucial.
  • SXO – Search Experience Optimization: Improving the user experience once someone reaches your site. Better designs, faster load times, and clearer content lead to higher engagement and conversions.

Each of these aspects plays a distinct role, but the most effective strategies address them all together. When combined, they create content that people and algorithms can trust.

Why It Matters for Your Website and Your Business

Search behavior now runs on questions instead of keywords. AI tools break prompts into multiple queries in the background to gather information and build responses. The content they choose to cite is the content that is clearest, most structured, and most valuable.

This matters for every industry:

  • Banks and Financial Services need trustworthy and value-focused explanations of products to differentiate in AI overviews.
  • Technology & Manufacturers need detailed, scannable technical content and how-to guides with structured and consistent specifications to facilitate comparisons.
  • Restaurants need structured locations and menus to be surfaced in “near me” queries.
  • Retailers need detailed product meta information for visibility and agentic ecommerce.
  • B2B Service Firms need authoritative insights that signal expertise and get them cited by LLMs used by professionals researching solutions.
  • Nonprofit & Community Organizations need detailed & stat-filled impact stories so they can be cited in AI summaries and donor research queries

If AI cannot parse your content, your brand disappears from these conversations. If it can, you gain visibility even before the user clicks anything.

Where Getfused Fits In

Your team does not need to overhaul everything at once. You need a practical plan that aligns with your website’s current state. This is where Getfused supports clients across different stages.

Iterative Improvements with Content Optimization

We identify the pages where structured, high-value updates will make the biggest impact in an iterative process. We enhance content and refine UX elements to help both readers and AI models effectively understand your message and calls to action. The outcome is easier reading, better findability, and higher conversion.

  • Information Architecture Evaluation: a targeted version of our heuristic evaluation that focuses on site structure & content for AI-visibility.
  • Page & Blog Polish: improve the content structure and UX of key pages and posts to improve indexability and SXO. We refine semantic headings, reorganize content for clarity, and improve internal linking and CTA clarity.
  • Question-first content strategy: we restructure content around the questions your audience (and AI systems) actually ask. Rewrite headings into natural-language questions, add how-to guides, and FAQs. Expand content depth with clear explanations, real-world examples, and data.
  • Meta & Schema tune-up: Improve findability using meta with keyword-dense excerpts, meta descriptions, title tags, and alt text. Implement technical best practices including schemas, XML sitemaps, and llms.txt for ideal parsing.

Best Practices Built into New Websites

When we design and develop a site from the ground up, SEO and AIO are part of the foundation.

  • Information Architecture: structure shapes how users and AI understand your site. A clear sitemap, logical page hierarchy, and focused content silos help visitors find what they need quickly. Strong keyword and tagging practices reinforce relevance and improve both human navigation and AI-driven visibility.
  • User Interface & Design: Every page uses clean semantic structure. Every template supports scannability. Every layout makes room for clear answers, not clutter. This ensures your content starts with strong performance and grows with your marketing efforts over time.
  • Content: the key to how your brand communicates online. A clear content strategy, supported by thoughtful social planning and strong writing, helps users understand your message quickly. This foundation ensures your site stays relevant, consistent, and ready for both search engines and AI-driven discovery. 

Continuous Optimization in a Marketing Retainer

Search never stands still. Questions change. Competitors update content. AI models shift what they value. Through a marketing retainer, we monitor performance, refresh key pages, identify new opportunities, and keep your content aligned with modern search patterns. It is an adaptive, ongoing process, not a set-and-forget tactic

  • AI Visibility Monitoring: We test priority questions and topics in leading AI tools to log where and how your brand is referenced, and when competitors are chosen instead.
  • Digital Presence & Brand Reputation: Establish Google Business profiles and major directory listings. Cultivate and moderate social and review platform user-generated content.
  • Content Calendar & Content Writing: A clear content strategy, integrated with campaigns, paid media, email, and social, ensures your message stays consistent across channels, wherever audiences encounter your brand. Strong writing and thoughtful planning help each channel reinforce the others so your website, campaigns, and brand story all move in the same direction.

Get Started

If you want to explore how your site can perform better across SEO, AIO, AEO, GEO, and SXO, we are happy to take a look. No pressure. No hard sell. Just practical guidance on what will move the needle.