The world of SEO is shifting once again—and as with any major change, new terminology is emerging across marketing and search to capture what’s evolving. As AI overviews, ChatGPT integrations, and conversational SERPs (search engine results pages) redefine how people get information online, we want to help cut through all the jargon.
So, consider this glossary our decoder ring for the AI + SEO era. Let’s dig into how generative AI is reshaping search behavior by understanding the lingo.
What’s the difference between AI vs. GenAI?
Artificial Intelligence (AI): Machines that perform tasks that typically require human intelligence, like image recognition, language processing, and decision-making.
Generative AI (Gen AI): A subset of AI focused on creating content: text, images, code, audio, etc. Think Google’s Gemini, ChatGPT, and Midjourney. It’s trained to generate new content based on patterns in its data.
- All GenAI is AI, but not all AI is GenAI.
When we talk about AI in the SERP, we might mean ranking systems, spam detection, or personalization algorithms. When we say GenAI, we’re talking about the models that write summaries, answer queries, and fuel tools like ChatGPT, Perplexity, and AI Overviews. (Read more about how AI is changing SEO and how to adapt.)
At Intrepid Digital, we do not recommend publishing AI-generated content, at least not without substantial pre-outlining and editing. AI-generated content is a serious risk because search engines are devaluing it, and your AI tool will be pulling your brand’s supposedly unique perspective from other sources—the very definition of non-unique. Be careful: GenAI remains controversial due to its continued unreliability (it loves to hallucinate), accusations of IP theft, and environmental impact.
What are LLMs vs GPTs?
LLMs (Large Language Models): The artificial intelligence that’s the foundational technology behind GenAI. These models are trained on massive datasets to predict and generate human-like language.
GPTs (Generative Pre-trained Transformers): A type of LLM. GPT is OpenAI’s architecture, which is what powers ChatGPT.
- Think of GPTs as a brand of LLM, like Band-Aid is to bandages.
- OpenAI’s GPTs include DALL·E for image generation or your own custom GPTs.
Other types of LLMs include Claude (Anthropic), Gemini (Google), and Mistral (open-source). Each has unique capabilities, training data, and limitations, but they all fall under the umbrella of LLMs.
What is LLM Optimization vs Generative Engine Optimization vs AEO?
Let’s ladle up a big bowl of alphabet soup and talk about how to optimize for these acronyms.
LLM optimization: The practice of structuring and writing content so that large language models can find, understand, and reference it in their answers.
- Think: How do I make my site useful to ChatGPT or Perplexity?
- LLM optimized content is clean, factual, experience-based, and well-structured.
GEO (Generative Engine Optimization): A slightly broader concept that refers to any effort to make your brand appear in any GenAI environment, including LLMs, voice assistants, summaries, and multimodal tools.
- This includes LLM optimization but might also involve prepping product feeds, markdown formatting, or API availability.
- This is the new frontier of brand presence, not just ranking.
AEO (Answer Engine Optimization) is a term that’s been floating around for a few years and is now gaining new traction. It refers specifically to optimizing for answers, not rankings.
- SEO is for search engines. AEO is for answer engines.
- AEO is a subset of LLM optimization focused on answer visibility, while LLM optimization includes broader contexts.
Google’s AI Overview (AIO) is an answer engine. So are ChatGPT and Perplexity. AEO is all about earning citations in their answers, even if no one clicks.
Deterministic vs Non-Deterministic
This is one of the biggest mindset shifts between SEO and LLM/Generative engine optimization.
When it comes to AI, deterministic systems return predictable, consistent outputs for the same inputs, while non-deterministic systems can return different outputs on repeated prompts, even when the prompt or input was exactly the same.
SEO is more of a rules-based game. GenAI is a probabilistic game, which means it’s driven by likelihood rather than strict rules.
This is why strategies have to adapt. You can’t “rank” #1 in ChatGPT. But you can be cited, referenced, or paraphrased.
What is agentic AI?
Agentic AI refers to systems that can act with a degree of autonomy, making decisions, pursuing goals, and taking actions based on internal models or reasoning processes, rather than just responding to direct commands. Think of it like a highly capable digital assistant, your Gal Friday, that can plan, adapt, and take initiative.
Technically, agentic AI often combines components like long-term memory, planning algorithms, goal-setting mechanisms, and feedback loops. This lets it operate more independently, adjust its behavior over time, and even refine its objectives based on new information or changing circumstances. It’s a big step beyond traditional, reactive AI, raising both exciting possibilities and some essential questions.
Agentic AI can transform SEO by taking on complex, goal-driven tasks like optimizing content, analyzing user behavior, and adapting strategies in real time. Instead of waiting for human input, it can proactively adjust keywords, test new approaches, and refine campaigns based on performance data. This makes SEO not just faster, but smarter and more responsive to changing search algorithms and user intent.
What you can do right now
Here’s how we’re helping clients manage SEO and LLM Optimization:
- Track GenAI presence
Who’s citing your content in AI Overviews, Perplexity answers, or ChatGPT responses? - Structure content for answers
Use schema, FAQs, summaries, and modular formats that GenAI can easily quote. - Write like a human being
GenAI and Search engines alike love clear, helpful, unique content. Don’t over-optimize, just say what matters. - Don’t slack on SEO best practices
Traditional search is still in the majority, and LLMs are indexing the content you’ve published to do their job. So don’t slack on high-quality SEO tactics, like prioritizing useful content, careful internal linking, EEAT, and technical hygiene. - Watch industry patterns
Different sectors are affected differently. Telecoms and business services? High AIO penetration. E-commerce like beauty and cosmetics? An emerging mix of traditional search and GenAI search.
- Track GenAI presence
TL;DR, here’s your AI-search glossary
Final thoughts
Just like mobile search changed the way we approached content in the 2010s, AI is changing how we think about presence—not just clicks and not just rankings, but presence in the conversation.
And that’s what LLM optimization is really about: showing up, getting cited, having your brand’s voice involved in giving the answers, no matter who asks.
For more information about how we can help you build that presence, reach out to Intrepid Digital.