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If you’ve been around digital marketing even a little, you’ve heard of SEO (Search Engine Optimization.) You know the drill: use the right keywords, build some solid backlinks, and boom, your website shows up on Google when someone types in “water heater installation Boston MA.”

But in 2025, the game’s evolving. A lot.

Thanks to the rise of AI-powered assistants (like Alexa and Siri) and chat-based search (like ChatGPT, Gemini, Perplexity, and Grok), it’s no longer just about ranking on Google. It’s about showing up in the answers AI gives people. Even Google is using Gemini to show you AI answers to your searches, right at the top of the search results. This is why AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are becoming so critical.

Let’s break it all down.

SEO: The Classic Crowd-Pleaser

Goal: Rank high on Google (and other search engines) when someone searches for services you offer.
Focus: Keywords, structure, speed, backlinks.

Let’s say you’re a plumber in Boston. You create a page like:

Title Tag: Water Heater Installation Boston MA | Boston Hot Water Pros
H1: Water Heater Installation in Boston, MA
Meta Description: Need water heater installation in Boston, MA? Call now for fast, affordable service!

Your content hits the right phrases—“plumbing in Boston,” “tankless water heaters,” “Boston water heater repair”—and you throw in a Google Map, a few local backlinks, and you’re cookin’.

Outcome: Your page shows up when someone Googles “water heater installation Boston MA.” Clicks start coming in.

AEO: Talk Like a Human (Because AI Is Listening)

Goal: Be the go-to answer when someone asks their phone or smart speaker a question.
Focus: Conversational tone, FAQ-style answers, schema markup.

People don’t always search like they used to. Now, they ask:

“Who installs water heaters near me?”
“How long does it take to install a water heater?”
“What’s the cost of a tankless water heater in Boston?”

To show up in voice searches or smart assistant answers, your content needs to match that Q&A format:

H1: Who Does Water Heater Installation in Boston, MA?
Subheading: How much does it cost?
- On average, between $800–$1,500 depending on the unit.
Subheading: How long does it take?
- Most jobs take 2–4 hours for our team.

Outcome: Someone asks ChatGPT or Grok, “How long does it take to install a water heater in Boston?” and you’re the answer.

GEO: Win the AI Brain Game

Goal: Be the source that tools like ChatGPT reference when crafting detailed responses.
Focus: Authority, clarity, structure, and originality.

This is where content starts doing real heavy lifting. AI bots don’t just look for keywords, they understand what’s helpful, unique, and well-explained. Your job? Be the expert voice they lean on.

So instead of a sales-y blurb, you write something like:

“In 2024, over 65% of Boston homeowners upgraded to tankless water heaters, according to the Boston Plumbing Association.”

“Because of Boston’s hard water, traditional tank heaters wear out 20% faster, so going tankless often saves in the long run.”

Break it down into steps. Add data. Speak like a pro. Be the plumber who’s not just trying to rank, but trying to teach.

Outcome: Someone asks an AI, “What’s the best way to install a water heater in Boston?” and it replies:

“Boston Hot Water Pros recommends tankless units for Boston’s hard water. Installation usually takes 2–4 hours and costs between $1,000–$1,500.”

Boom. You’re the authority.

Quick Comparison: SEO vs. AEO vs. GEO

Keyword Focus

SEO: Heavy

AEO: Moderate (natural questions)

GEO: Light (broad relevance)

Content Style

SEO: Keyword-rich

AEO: FAQ/conversational

GEO: Expert-level, detailed

Length

SEO: ~700 words

AEO: ~500 words

GEO: 900+ words

Structure

SEO: Ranked sections

AEO: Q&A format

GEO: Bullet points, tables, step-by-step

Target Platform

SEO: Google SERPs

AEO: Voice search / AI assistants

GEO: ChatGPT, Google’s AI Overviews

Local Detail

SEO: Basic (address, map)

AEO: Specific (neighborhood examples)

GEO: Deep (e.g., local stats, trends)

So… What Should You Do?

Honestly? Start with strong SEO. It lays the groundwork. If you’re using keywords like “emergency plumber Boston” or “tankless water heater install in Dorchester,” you’re already headed in the right direction.

Then, sprinkle in some AEO magic:

Add an FAQ section.
Use natural questions as subheadings.
Keep answers tight and scannable.

Finally, beef it up for GEO:

Drop in unique insights and local stats.
Use clear formatting—bullet points, charts, comparisons.
Write like an expert, not a salesman.

Final Thoughts

AI isn’t killing SEO, it’s evolving it. The goal now is to be the best answer, whether someone’s typing into Google, asking their phone, or chatting with a bot.

Your website is no longer just a brochure, it’s a resource. A guide. A trusted voice.

So next time you’re updating a service page, ask yourself:

“Would this help me if I were the customer?”

If the answer is yes, chances are… the search engines (and AI) will think so too.

Want help giving your service pages a glow-up that works for SEO, AEO and GEO? Drop us a line. We speak fluent Google and robot.

SEO, GEO, and AEO FAQs

What is Answer Engine Optimization (AEO) in digital marketing?

Answer Engine Optimization (AEO) focuses on formatting your content in a conversational Q&A style and using schema markup so that AI assistants and voice search devices can deliver your answers directly to users.

What is Generative Engine Optimization (GEO) and how does it differ from SEO and AEO?

Generative Engine Optimization (GEO) is about creating authoritative, detailed content with unique data, bullet points, and expert insights so that generative AI tools reference your website when crafting their answers, whereas Search Engine Optimization (SEO) focuses on ranking in search results and Answer Engine Optimization (AEO) focuses on voice and Q&A formatting.

What is traditional Search Engine Optimization (SEO), and why is SEO still important?

Search Engine Optimization (SEO) is the practice of optimizing keywords, site structure, page speed, and backlinks to rank high in Google SERPs, and it remains important because it lays the foundation for visibility and traffic before applying AEO and GEO strategies.

How has AI impacted traditional SEO practices?

AI has shifted emphasis from purely keyword-based tactics to more user-centric content formats, pushing marketers to adopt conversational tone, structured Q&A, and authoritative data to satisfy AI assistants and chat-based search engines.

Is SEO Dead? Did AI make SEO obsolete?

AI does not kill SEO but evolves it: websites must now serve as resources by providing clear answers for AI, voice search, and generative models, combining traditional SEO fundamentals with AEO and GEO enhancements.

How can businesses integrate SEO, AEO, and GEO into a cohesive content strategy?

Businesses should start with strong Search Engine Optimization (SEO) foundations, then add Answer Engine Optimization (AEO) elements like FAQ sections and natural question subheadings, and finally layer in Generative Engine Optimization (GEO) by including unique insights, local data, and expert commentary.

What are the best practices for optimizing content for voice search and AI assistants?

Optimizing for voice search and AI assistants involves using natural, conversational headings in a Q&A format, including Answer Engine Optimization (AEO) schema markup, and providing concise, human-friendly answers that directly address common customer questions.

What steps should businesses take to adapt their website for SEO, AEO, and GEO?

To adapt for SEO, AEO, and GEO, businesses should: 1) Implement strong SEO fundamentals with targeted keywords and local backlinks, 2) Add AEO-focused FAQ sections with schema markup, and 3) Enhance GEO by publishing expert-level content with original data, bullet-point breakdowns, and clear formatting.

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We’ve all seen AI technology evolve at an insane pace, sometimes for the better, sometimes… not so much. AI customer service bots, Google’s AI making restaurant reservation calls, and even deepfakes, have become normal. But what’s the next scam we should be watching out for?

Here’s a prediction: AI-generated fake leads.

The Rise of Fake AI Leads

Right now, plenty of lead generation companies sell small businesses “qualified leads.” Some are legit, some… not so much. But what if scammers took this to the next level?

Imagine a HomeAdvisor- or Thumbtack-style business that promises to connect you with paying customers, but those “customers” don’t actually exist. Instead, AI-generated voices call you, ask the right questions, and sound just human enough to make you think it’s a real lead. You talk to the “lead” for a few minutes and it either fizzles out, you’re given a brush off like “I have to talk to my husband about it,” or even worse, you book a completely bogus appointment. You are then charged for this lead, regardless of the outcome.

And here’s the real kicker: Even legitimate lead-gen companies could be tempted to do this. If just 1 in 10 leads were AI-generated fakes, they increase revenue by 10% and it’s almost entirely profit! After all, they don’t get paid when you land a customer, they get paid when you buy a lead. See the problem?

At Prospect Genius, we’ve always avoided business models where our success isn’t directly tied to our clients’ success. We believe in (and harp on) aligned goals. And this is why it’s so important for small businesses to stay ahead of potential scams.

How to Protect Yourself

Since this isn’t a scam that’s happening yet (that we know of), the best thing you can do is prepare. Here’s some suggestions:

1. Track Everything

If you’re buying leads, you need to know which ones are actually turning into paying customers, not just which ones feel productive. A campaign might seem busy, but if it’s not bringing in real revenue, it’s not working.

Here’s how to track your leads effectively:

Use a metered phone number like our CallTrax to track and record inbound calls from each campaign.
Implement PhoneSwap to automatically swap phone numbers on your website, so you can segment data based on where leads are coming from.
Review your call recordings—if something seems off, you’ll have proof.

A major bonus of using CallTrax? Spaminator technology. It blocks known spam numbers, saving you time and keeping bogus calls from clogging up your pipeline.

Why Tracking Matters More Than Ever

Now is the time to establish your baseline numbers, before AI scams start creeping in. If you suddenly notice a 10–20% shift in your metrics, that’s a red flag. Being proactive now will make it easier to spot suspicious activity later.

For lead-gen campaigns, make sure you’re tracking:

Average leads received (per day, week, or month)
Close rate (percentage of leads that turn into paying jobs)
Average revenue per completed job
Overall cost per lead
Total cost per closed job (this one’s key!)

Most businesses focus too much on cost per lead, but what really matters is cost per completed job. It’s not just the price of the lead, it’s the total amount spent on all leads, plus the cost to fulfill the jobs you booked, divided by the number of closed jobs.

For example:
A $20 lead might actually cost $100 per completed job once you factor in the big picture. That changes the way you evaluate lead-gen campaigns, and it’s exactly why tracking every step of the process is so important.

2. Trust Your Gut

AI voices are getting better, but they’re still not perfect. If something feels “off” about a call—maybe they respond too quickly, avoid answering direct questions, or use strange phrasing, take a closer look.

If a company can’t provide real proof that their leads are legitimate, walk away.

The Bottom Line

AI is changing the game for businesses, but it’s also creating new ways for scammers to take advantage of hard-working people. Fake AI leads might not be everywhere yet, but it’s only a matter of time.

Stay smart, stay skeptical, and most importantly—stay in control of your marketing.

Prospect Genius

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