In this episode, ArtForm CEO Janet Waring and SEO Specialist Hunter Waring cut through the hype around answer engine optimization (AEO) and generative engine optimization (GEO). While these buzzwords dominate marketing chatter, the hosts explain how they build on the same SEO fundamentals that have always mattered.

Janet and Hunter break down how AI overviews on Google and Bing are reshaping search results, creating zero-click experiences where users get answers without visiting your site. They highlight the importance of targeting long-tail keywords and conversational queries, since people now search by asking full questions. They also stress that a clean JSON-LD structure helps AI models interpret your content, and that concise page summaries can boost visibility in AI results.

Whether you’re new to SEO or a seasoned marketer, this episode delivers timely strategies for 2025 search visibility.

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Chapters / Descriptions

00:00 – Introduction & Context
Defining SEO, AEO, and GEO — and why AI-driven search is changing the landscape.

02:28 – Where AEO & GEO Came From
Origins of the terms, why Google downplays them, and why SEO fundamentals still rule.

08:19 – SEO Tools & AI Visibility
Evaluating expensive tools, how they pull metrics, and what’s guesswork vs. reliable.

10:18 – SEO Foundations That Still Matter
Schema markup, content intent, summaries, and answering questions effectively.

14:02 – How Fast Things Change
Why SEO is evolving daily, and how marketers can stay current.

15:01 – Starting from Scratch
Keyword research, client misconceptions, and the importance of seed keywords.

17:12 – Winning in AI Search
Case studies, domain authority, and what it takes to be cited in AI results.

18:09 – Takeaways & Next Steps
Stay grounded in SEO basics, update strategies regularly, and leverage audits for visibility.

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