Search is changing – fast. Traditional SEO tactics are losing impact as AI engines like ChatGPT, Google AI Mode, and Microsoft Copilot reshape how users discover products. By 2028, 36 million US adults are expected to turn to generative AI as their first stop for online searches. And over 50% of 18 to 24-year-olds worldwide say they’re likely to use AI to research purchases. To stay relevant, eCommerce brands need to optimize for how AI answers. And that starts with GEO and AEO.
GEO & AEO – Why You Can’t Ignore Them
Generative engine optimization (GEO) is about making your content usable by AI tools like ChatGPT, Microsoft Copilot, and Google’s AI Mode. Unlike traditional search engines that serve lists of links, generative tools create direct answers and only sometimes cite the source.
Answer engine optimization (AEO) focuses on traditional search engines, but optimized for featured snippets, voice assistants, and zero-click answers. For example, Google’s “People also ask” boxes or Alexa responding to a product-related question like “Which running shoes are best for wide feet?”.
GEO and AEO: Your Fast Lane to Discoverability
Visibility drives sales, that hasn’t changed. But how to stay visible is a whole new game. Today’s shoppers ask ChatGPT for product ideas, let Microsoft Copilot compare features, and skim Google’s AI summaries instead of scrolling through search results. If your content doesn’t show up in those answers, your store won’t even be part of the shopping journey.
That’s where GEO and AEO come in. Both aim to surface helpful, relevant content, but they play by different rules:
- AEO rewards structure: clean markup, direct answers, and clear headlines.
- GEO is more intuitive: AI models look for clarity, consistency, and expertise – not just tags and schema.
For eCommerce brands, that’s actually good news. You don’t need to game the system – you just need to make it easy for AI to recognize that you know what you’re talking about. Do that well, and you boost your visibility, strengthen trust, and put your content to work in all the right places.
Want to dive deeper into AI’s impact on retail? Read our guide on How AI Changes Retail.
5 Smart Ways to Make Your Store AI-Visible
You don’t need to rebuild your entire store, but you do need to rethink how you structure and surface content. These five tactics will help you show up where it counts.
1. Use Structured Data to Signal Relevance to AI
Forget keyword stuffing. AI engines rely on structure, not just text. Schema markup helps search engines and AI models understand your content and decide when to surface it.
What to do:
- Add product, FAQ page, tutorial, and review schema to relevant templates
- Mark up breadcrumbs, pricing, availability, and images
- Use JSON-LD format and validate regularly (e.g., via Google’s Rich Results Test)
Structured data doesn’t guarantee visibility – but without it, your content is unlikely to be selected at all.
2. Build Content Clusters That Answer Real Questions
One product page won’t cut it. AI engines look for topical coverage, not isolated answers. Build interconnected, question-driven content that reflects real user journeys.
What to do:
- Create hub pages (e.g., “running shoe guide”) that link to FAQs, care guides, or size charts
- Use real customer questions as H2s or article titles
- Interlink clearly and consistently with descriptive anchor texts
This builds the topical authority that both GEO and AEO rely on while helping users navigate more intuitively.
3. Turn On-Site Search Into An Optimization Engine
Your internal eCommerce search data is a direct line to user intent and a powerful source for content creation. If your users are asking, generative engines probably are too.
What to do:
- Analyze zero-result queries and turn them into FAQs or articles
- Identify common modifiers (e.g., “best for winter”, “wide fit”) and use them in headers
- Create indexable landing pages for high-volume filtered search views
This not only improves GEO/AEO performance – it enhances your UX.
4. Write for AI (Without Losing the Human)
Generative models prioritize clarity and structure. If your content is vague, buried in fluff, or overly stylized, it’s less likely to be used by AI – or people.
What to do:
- Use question-based headings and put the answer in the first one or two sentences
- Break up content with lists, short paragraphs, and clear transitions
- Avoid marketing jargon – use clear, specific, factual writing
You’re not writing for the just reader anymore. You’re writing so well that even an LLM can’t misread you.
5. Add Crawlable, Structured FAQs to Category Pages
Your product detail pages get traffic, but category pages are often where users compare options and make decisions. Adding smart FAQs turns them into high-intent landing pages.
- Add two to four relevant questions to each category, written in natural language
- Use semantic HTML (<section>, <h2>, <p>) and FAQ schema
- Keep answers short and focused, ideally under 50 words per item
Well-placed FAQs turn category pages into decision-making tools for both users and AI.
Curious how AI can drive real-world results? Explore practical use cases in Mastering AI in Retail.
Put GEO and AEO to Work in Your eCommerce Strategy
GEO and AEO change the rules of visibility: If your content isn’t understood by AI, it won’t be seen. The good news? You don’t need to outsmart the algorithms. Just create structured, useful, and clear content – and let your store do the talking.
Curious how consumers view AI in their shopping journey?
Explore findings from 6,000 global shoppers in our global shopper survey.