What is AI Search Optimization (ASO)?

As a veteran of the digital marketing and SEO industry, with years spent helping scale the online marketing efforts thousands of SMBs and franchises before founding Kordless, I’ve witnessed the evolution of search from keyword stuffing to sophisticated algorithms.

Today, I'm convinced that we're at a pivotal moment where AI Search Optimization (ASO) and Generative Engine Optimization (GEO) are redefining how businesses connect with audiences.

ASO is not just a nice to have. No, they’re a must to stay competitive in an AI-driven digital landscape.

This article is about what ASO/GEO is, why it’s critical for your business, and how you can start leveraging it to dominate the future of search. Let's get started.

Future of Digital Marketing

What is ASO/GEO?

ASO/GEO is the art and science of optimizing your digital content to be easily interpreted and cited by AI-driven search platforms like ChatGPT, Perplexity, Claude, and Google’s AI Overviews.

Unlike traditional SEO, which is all about climbing the ranks of search engine results pages (SERPs), ASO/GEO focuses on ensuring your content is selected by large language models (LLMs) to answer user queries directly.

Picture this: someone asks ChatGPT, “What’s the best CRM for startups?” and your product is cited in the response. That’s the power of ASO/GEO: putting your brand front and center in AI-generated answers.

This shift is fueled by the rapid rise of LLMs, which are transforming how people search. According to TechRadar, 27% of U.S. consumers already use AI chatbots for searches, and Gartner predicts that by 2026, 25% of all searches will be conducted through generative AI platforms (Gartner, 2024).

As AI search grows, businesses that optimize for it will capture the attention of a tech-savvy, fast-growing audience.

ASO fuels traffic to your website

Why ASO/GEO is Crucial for SMBs and Startups

The rise of AI-driven search is reshaping digital marketing, and for SMBs and startups, ASO/GEO is a game-changer. Here’s why it’s non-negotiable:

1. Keeping Up with Evolving Search Behavior

Consumers are increasingly turning to AI platforms for everything from general information to product research and purchases. Search Engine Land reports that 79% of consumers are expected to use AI-enhanced search within the next year, with 70% already trusting AI-generated results (Search Engine Land, 2024). For SMBs and startups, optimizing for AI search ensures you remain visible to this expanding audience, especially as younger demographics like Millennials and Gen Z lead the charge in AI adoption.

2. Leveling the Playing Field

Big brands with deep pockets often dominate traditional SEO, but ASO/GEO is still a new frontier. Larger companies can be slow to pivot, giving nimble SMBs and startups a chance to get ahead. Early adoption can establish your brand as an authority in your niche before competitors catch up. Writesonic, a leading GEO platform, notes that over 20,000 marketers, including startups, are already using their tools to gain this edge (Writesonic, 2025).

3. Future-Proofing Your Digital Presence

ASO/GEO isn’t just about today—it’s about staying relevant tomorrow. By optimizing for both traditional search engines and AI-driven platforms, you safeguard your content against shifts in user behavior. This is critical for SMBs and startups, where every marketing dollar counts, and long-term growth depends on staying ahead of the curve.

4. Building Instant Credibility

When an AI model cites your content in its response, it’s like getting a shoutout from a trusted expert. Users trust AI-generated answers, and being featured in them positions your business as a thought leader. For SMBs and startups, this instant credibility can accelerate trust-building, especially when resources for traditional brand-building are limited.

5. Tapping into a Growing Audience

AI search platforms are exploding in popularity. ChatGPT boasts 180.5 million monthly active users, and Perplexity has seen an 858% surge in search volume (Search Engine Land, 2024). These platforms attract tech-savvy users who are often early adopters and decision-makers. Optimizing for ASO/GEO lets you reach this audience, driving traffic and conversions.

6. Harnessing Data-Driven Insights

New tools like PromptWatch, Rankscale, and Writesonic’s GEO platform provide metrics to track your performance in AI search results. These insights allow you to refine your strategy with precision, a huge advantage for resource-constrained SMBs. Unlike traditional SEO, where results can take months, ASO/GEO tools offer actionable data to optimize quickly.

Digital Marketing in the AI Era Will Change Dramatically

How ASO/GEO Differs from Traditional SEO

Having spent years mastering SEO, I can tell you that while ASO/GEO shares some DNA with traditional SEO, it’s a distinct beast. Here’s how they differ:

Traditional SEO is about links, rankings, and clicks, while ASO/GEO is about language, context, and being the source AI trusts. Andreessen Horowitz notes that traditional search was built on links, but GEO is built on language (a16z, 2025). Some skeptics, like those on Reddit, argue that GEO is just SEO with a new name, pointing to overlapping principles like user intent and quality content (Reddit, 2024). But the focus on AI-driven platforms and the need for machine-readable, context-rich content make ASO/GEO a critical evolution, not a rebrand.

Getting Started with ASO/GEO

You don’t need to overhaul your entire digital strategy to embrace ASO/GEO. Drawing from my experience scaling SEO campaigns, here are practical steps to get started:

1. Create High-Quality, In-Depth Content: AI models love comprehensive, accurate content. Think detailed guides, how-to articles, and resources that fully answer user questions. For example, a startup selling eco-friendly products could publish a guide like “10 Ways to Reduce Your Carbon Footprint with Sustainable Products.”

2. Use Clear, Conversational Language: Write as if you’re explaining something to a friend. Avoid jargon and use straightforward language that AI can easily parse.

3. Incorporate Conversational Keywords: Anticipate how users phrase queries in AI chatbots (e.g., “What’s the best eco-friendly water bottle?”) and weave these into your content naturally.

4. Cite Authoritative Sources: Back up your claims with credible references. A study by Aggarwal et al. (2023) found that adding citations, quotations, and statistics can boost visibility in AI search by 30-40% (arXiv, 2023).

5. Optimize for Entities: Highlight entities (people, places, things) to help AI understand your content’s context. For instance, mention specific brands, locations, or products clearly.

6. Leverage Structured Data: Use schema markup to make your content machine-readable. This helps AI platforms categorize and cite your content accurately.

7. Distribute Content Strategically: Share your content on platforms like Reddit and Quora, which are frequently cited by AI models. Foundation Inc. notes that Reddit is a top sourced URL for LLMs (Foundation Inc., 2025).

8. Track and Refine: Use tools like Writesonic’s GEO platform, PromptWatch, or Rankscale to monitor your performance in AI search results and tweak your strategy based on data.

For example, when optimizing for Perplexity, focus on niche content with strong citations and regular updates. For ChatGPT, prioritize conversational tone and brand mentions. A study by Aggarwal et al. (2023) suggests that technical terms work well for tech-related queries, while statistics boost visibility for legal or government topics (arXiv, 2023).

Watch Your Business Boom

Next Steps for Your Business

Ready to jump into ASO/GEO? Here’s a roadmap to get started:

1. Audit Your Content: Review your existing content to identify gaps. Add citations, clarify language, and incorporate conversational keywords where needed.

2. Know Your Audience: Research how your target audience uses AI search tools and the questions they’re asking. Tools like AnswerThePublic can help uncover conversational queries.

3. Experiment with Formats: Try Q&A articles, listicles, or in-depth guides tailored for AI search. Comparative listicles, for instance, account for 32.5% of LLM citations (Foundation Inc., 2025).

4. Stay Ahead of Trends: Follow AI search developments to keep your strategy fresh. Platforms like Search Engine Land offer regular updates on GEO trends.

5. Invest in Tools: Platforms like Writesonic’s GEO tool or HubSpot’s AI Search Grader (HubSpot, 2025) can help you track and optimize your AI search performance.

The Controversy

Some in the SEO community question whether ASO/GEO is truly distinct, arguing it’s just traditional SEO with a new label.

A critique from Sandbox SEO points out methodological issues in early GEO studies, like limiting analysis to top-five results or inconsistent prompt directions (Sandbox SEO, 2025).

While there’s overlap—both prioritize user intent and quality content—ASO/GEO’s focus on AI-driven platforms and language-based optimization sets it apart. The core practices align with Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness), but the execution requires a new mindset tailored to how AI processes and cites information.

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My Verdict

From my vantage point as a marketing and SEO expert, ASO/GEO is not just the future—it’s the present. For SMBs and startups, it’s a golden opportunity to leapfrog competitors, build authority, and connect with a growing audience of AI search users.

By adopting ASO/GEO now, you’re not just keeping up—you’re setting the pace. Start optimizing today, and watch your brand shine in the AI-driven search landscape.

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References

1. Aspectus Group - A Beginner's Guide to Generative Engine Optimization (GEO)

2. Search Engine Land - What is Generative Engine Optimization (GEO)?

3. Writesonic - Generative Engine Optimization (GEO) Platform for AI Search

4. Andreessen Horowitz - How Generative Engine Optimization (GEO) Rewrites the Rules of Search

5. arXiv Research - Aggarwal et al., 2023

6. Foundation Inc. - Generative Engine Optimization (GEO)

7. Sandbox SEO - Generative Engine Optimization Experiment

8. HubSpot - AI Search Grader

9. Gartner - Gartner Predicts Search Engine Volume Will Drop 25% by 2026