The way people search for information is changing faster than ever. Once upon a time, businesses only had to focus on ranking higher in Google with Search Engine Optimization (SEO). But with the rise of voice assistants, AI-powered search engines, and location-based queries, the game has expanded into a new era—SEO vs AEO vs GEO (Local SEO)—where brands must balance traditional rankings, direct answers, and geographical visibility to stay ahead.
For Australian businesses—especially those in competitive markets like Melbourne—understanding and applying these three pillars isn’t optional anymore. It’s the foundation for sustainable growth, brand visibility, and customer acquisition in 2025 and beyond.
This blog takes you deep into SEO vs AEO vs GEO, how they differ, why they matter, and most importantly, how businesses can leverage them to stay ahead of the curve.
What Is SEO in 2025?
Understanding SEO
SEO (Search Engine Optimization) is the practice of improving your website’s visibility in search engines like Google, Bing, and DuckDuckGo. In simple terms, it’s about making sure when someone searches for a product, service, or question related to your business, your website shows up first.
Example: A user in Melbourne types “best digital marketing agency near me.” With strong SEO, your website could be the one they click on—leading directly to inquiries and sales.
Latest SEO Trends in 2025
SEO in 2025 is very different from 2015. Google has transformed into an AI-driven search ecosystem, focusing heavily on user intent, credibility, and experience. Here are the biggest trends shaping SEO this year:
- Google’s AI Overviews (SGE): AI-generated answers now appear at the top of search results. Businesses must optimize content for these snippets.
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google prioritizes brands and websites that prove credibility.
- Mobile-first & Voice-first Search: Over 70% of Australian searches come from mobile; voice search adoption is rising too.
- Visual & Video SEO: Platforms like YouTube, Instagram, and TikTok content now influence Google search rankings.
- Core Web Vitals: Site speed, interactivity, and mobile performance continue to be ranking factors.
Why SEO Still Matters in 2025
Despite AI-driven changes, SEO remains the backbone of online marketing:
- 68% of online journeys still begin with a search engine.
- Organic search has 8.5X higher CTR than paid ads.
- For Melbourne-based service businesses, SEO helps capture local leads consistently without huge ad spend.
In short: SEO is still king, but it now needs to integrate with AEO and GEO to maximize impact.
What Is AEO (Answer Engine Optimization)?
Defining AEO
AEO stands for Answer Engine Optimization—a new form of SEO that focuses on optimising content for direct answers provided by AI-powered tools, voice assistants, and search engines.
Instead of just aiming for “page one rankings,” AEO ensures your content gets picked up when someone asks:
- “What is digital marketing?”
- “How much does SEO cost in Australia?”
- “Which is the best social media agency in Melbourne?”
Why AEO Matters in 2025
- Voice Search Growth: By 2025, 50%+ of searches in Australia are voice-based.
- AI-Powered Search Engines: Google’s AI Overviews, ChatGPT, Perplexity, and Bing AI are becoming the go-to platforms for answers.
- Featured Snippets: “Position Zero” (appearing at the very top) is now the most clicked result.
Businesses that don’t adapt risk becoming invisible in this new ecosystem.
AEO Best Practices in 2025
- Write in Q&A Format: Create FAQs on your website.
- Use Structured Data: Add schema markup so Google understands your content.
- Keep Answers Short: Ideal answers are under 50 words.
- Be Contextually Rich: Provide concise answers but also link to in-depth guides.
- Target Voice Search Keywords: Example – instead of “SEO services Melbourne,” optimize for “Who is the best SEO agency in Melbourne?”
What Is GEO (Geographical/Local SEO)?
Defining GEO/Local SEO
GEO, also known as Local SEO, focuses on improving visibility for location-based searches. It’s about ensuring when someone searches “near me” or adds a location (e.g., “in Melbourne”), your business shows up first.
Example: “Top website design company in Melbourne” → GEO optimization helps your company appear in Google Maps, local packs, and business directories.
Why GEO Is Crucial for Businesses in Australia
- 46% of Google searches have local intent.
- 76% of people who search for a business nearby visit it the same day.
- For service-based industries in Melbourne (plumbing, law, restaurants, marketing agencies), GEO is the ultimate lead-generation tool.
Best Practices for GEO in 2025
- Optimise your Google Business Profile with services, photos, and updates.
- Get listed in local directories (Yellow Pages, Yelp, TrueLocal).
- Encourage customer reviews and respond to them.
- Use geo-targeted keywords like “digital agency in Melbourne.”
- Create location-based landing pages (e.g., “SEO services in Melbourne CBD”).
SEO vs. AEO vs. GEO – Key Differences
| Aspect | SEO | AEO | GEO |
| Focus | Search rankings | Direct answers | Local searches |
| Goal | Organic traffic | Voice/AI visibility | Local customers |
| Channel | Google SERPs | AI & voice engines | Maps & directories |
| Best For | Any website | Brands answering questions | Service businesses |
The Future of Search in 2025 and Beyond
The future of digital marketing in Australia is about integration:
- SEO will always be the foundation.
- AEO ensures visibility in voice & AI-driven answers.
- GEO drives hyper-local leads and foot traffic.
A business in Melbourne that invests in all three will:
- Appear in Google search results.
- Be featured in AI answers.
- Dominate local “near me” searches.
In other words, SEO + AEO + GEO = Maximum Visibility & Growth.
Conclusion
Search is no longer one-dimensional. In 2025, businesses need to be visible on search engines, answer engines, and local searches. The debate of SEO vs AEO vs GEO highlights why brands must optimise across all three. For Australian businesses, especially in competitive hubs like Melbourne, ignoring any of these could mean losing potential clients to competitors.
At Avidus Interactive, we help businesses integrate SEO, AEO, and GEO strategies to ensure you’re not just found—but chosen.
