With the advent of generative artificial intelligence such as ChatGPT, the rules of web referencing are changing rapidly. Today, it is no longer enough to appear at the top of Google search results.
Thanks to these technological advances, your company must also be perceived as a reliable source by artificial intelligence. Whether in the results generated by Google’s AI (SGE – Search Generative Experience), in conversational agents such as ChatGPT, Gemini, or Claude, or in AI-powered search engines such as Perplexity, a new form of digital visibility is emerging.
New terms related to optimization are emerging based on the techniques that companies need to adopt, opening new doors for Quebec SMEs. In other words, it is becoming strategic to build an online presence that can be understood, cited, and recommended by these new technologies.
Here is an overview of the new forms of optimization you need to know about to remain visible in both search engines and artificial intelligence tools:
The 5 new pillars of optimization in 2025:
| Term | Meaning | Main objective |
|---|---|---|
| SEO | Search Engine Optimization | Being found on Google |
| AIO | AI Optimization | Be recognized and used by AI tools |
| GEO | Generative Engine Optimization | Be cited by ChatGPT, Gemini, Claude |
| AEO | Answer Engine Optimization | Be visible in Google answers (zero-click, FAQ, SGE) |
| SXO | Search Experience Optimization | Turning clicks into conversions |
Definition: All techniques aimed at improving a website’s visibility in organic (non-paid) search results on search engines such as Google. We optimize content, technical structure, inbound links, and user experience to appear in the top results.
Objective: To be easily found by internet users in standard Google search results.
Definition: Technique aimed at making your content understandable, usable, and reliable for AI tools. This includes the use of structured data (schema markup), credible sources, and clear, factual information that is aligned with your brand.
Objective: To be integrated into databases or results processed by AI systems.
Definition: A strategy that involves optimizing content so that it can be reproduced, cited, or used as a source by generative artificial intelligence systems such as ChatGPT, Claude, or Gemini. This means writing clear, structured content with reliable data and formats that are compatible with AI summaries.
Objective: To be recommended by generative AI in their responses.
Definition: A practice that aims to formulate your content in such a way that it clearly answers users’ questions, in order to appear in featured snippets, FAQs, or Google SGE answers. This includes formats such as lists, “how-to” titles, and highly targeted content.
Objective: To be featured in Google’s direct answers.
Definition: An approach that combines SEO and UX (user experience) to maximize website performance. We optimize speed, navigation, content, calls to action, and the user journey to convert visitors into customers.
Objective: Convert clicks into actions (purchases, contacts, etc.)
Artificial intelligence is increasingly becoming a research tool. When a user asks, “Which marketing agency should I choose in Quebec City?”, AI offers a few suggestions… But what criteria are used to present them? What influences their order of appearance? Why is one agency mentioned and another not?
These suggestions are often based on content available online:
Here are some practical tips you can start applying right away:
At Affichez, we help Quebec SMEs stay ahead of the curve and improve their visibility on the web.
SEO and GEO are now realities that must be integrated into your content strategy. Therefore, they should not be overlooked. We offer web content writing, SEO optimization, website audits, website creation, and much more!
Would you like to be mentioned in ChatGPT or Google’s SGE suggestions? Contact us to boost your visibility.
