Key words: SEO, REO, AEO, Digital marketing, Search optimization, Reputation management, AI optimization
Just last week, a potential client reached out with a question that caught us off guard: "What exactly is SEO?"
At first, we were a bit surprised. But then he explained his position. He runs a traditional business that's thrived on word-of-mouth marketing for years. Why would he need to know about these digital terms when his current approach works just fine?
If I told our potential client that besides SEO there is also REO and AEO, that could be completely overwhelmed and confused, so we decided to write this article.
His question got us thinking. There are plenty of successful business owners out there who've built solid companies without diving deep into digital marketing jargon. They deserve a clear explanation of what SEO really is and why it might matter for their future growth.
We decided to take a step back and write this article not just for him, but for anyone running a traditional business who's hearing these terms more often. And while we're at it, we'll also cover REO and AEO, newer concepts that are gaining traction in our industry.
What is SEO?
Search Engine Optimization, or SEO, is the practice of improving your website so it shows up higher when people search for things related to your business on Google, or other search engines.
Think of it this way: when someone in your area searches for "best pizza near me" or "reliable plumber," you want your business to appear at the top of those results. That's what SEO helps you achieve.
The beauty of SEO lies in its organic nature. Unlike paid advertising, you're not paying for each click or impression. Instead, you're investing time and effort to make your website more attractive to search engines, which then reward you with better visibility.
Varieties of SEO
Technical SEO
This involves the behind-the-scenes work on your website. We're talking about site speed, mobile responsiveness, proper URL structure, and making sure search engines can easily crawl and understand your content. Think of it as the foundation of your digital house. If it's not solid, everything else becomes shaky.
On-Site SEO
This focuses on optimizing individual pages on your website. It includes crafting compelling title tags, writing quality content that answers your customers' questions, using relevant keywords naturally, and organizing your content in a way that makes sense to both visitors and search engines.
Off-Site SEO
This is about building your website's reputation across the internet. The main component here is link building, getting other reputable websites to link back to yours. It's like getting endorsements from other businesses in your industry.
Other SEO Elements
Local SEO helps brick-and-mortar businesses show up in local searches. Content marketing creates valuable resources that attract visitors. Analytics and monitoring help track what's working and what isn't.
What is REO?
REO stands for Reputation Engine Optimization. It's a newer approach that focuses on managing and improving how your business appears across all online platforms, not just search engines.
While SEO primarily targets search engine rankings, REO takes a broader view. It encompasses your online reputation across review sites, social media platforms, business directories, and anywhere else your company might be mentioned online.
REO recognizes that today's consumers don't just look at your website. They check your Google My Business profile, read reviews on Yelp, browse your social media posts, and search for mentions of your company across various platforms.
Varieties of REO
Technical REO
This involves setting up and optimizing your profiles across multiple platforms. We ensure your business information is consistent everywhere. Your name, address, phone number, and hours should match across Google, Facebook, Yelp, and dozens of other sites.
On-Site REO
This focuses on creating content that showcases your expertise and builds trust with potential customers. It might include case studies, customer testimonials, behind-the-scenes content, and educational resources that position you as an authority in your field.
Off-Site REO
This involves actively managing your reputation across external platforms. We monitor what people are saying about your business, respond to reviews (both positive and negative), and work to generate more positive mentions across the web.
Beware of Scammers
However, you need to be aware of a growing problem in the reputation management space. Some websites engage in questionable practices by creating false evaluations of businesses they've never actually dealt with, giving you bad ratings or reviews, and then contacting you to "fix" the problem for a fee. Don't take the bait. This is typically a scam designed to waste your time and money by getting you to engage with their platform.
Instead, focus on legal ways to address these situations. Document the fraudulent reviews, report them to the platform, and if necessary, consult with legal professionals who specialize in online reputation issues. Don't let these bad actors distract you from your real goals and purposes. Keep building your genuine reputation through quality service and authentic customer relationships.
Other REO Elements
Social media management, influencer partnerships, community engagement, and crisis management all fall under the REO umbrella. It's about creating a comprehensive positive presence wherever your customers might encounter your brand.
What is AEO?
AEO stands for AI Engine Optimization or Answer Engine Optimization. It's the newest and most forward-thinking approach that focuses on optimizing your content for AI-powered search engines and chatbots like ChatGPT, Claude, Gemini, and Perplexity.
While traditional SEO focuses on ranking in search results, AEO is about getting your business information included in AI-generated responses when people ask questions about your industry, products, or services.
AEO recognizes that more people are turning to AI assistants for quick, conversational answers rather than scrolling through traditional search results. When someone asks an AI "What's the best marketing agency for small businesses?" you want your company to be mentioned in that response.
Varieties of AEO
Technical AEO
This involves structuring your content in formats that AI engines can easily understand and cite. We're talking about clear, factual content with proper schema markup, FAQ formats, structured data, and content that directly answers common questions in your industry.
On-Site AEO
This focuses on creating authoritative, well-sourced content that AI engines trust enough to reference. It includes writing comprehensive guides, maintaining updated business information, creating detailed service descriptions, and ensuring your content demonstrates expertise and trustworthiness.
Off-Site AEO
This involves building your authority across platforms that AI engines reference. Getting mentioned in reputable publications, industry reports, academic papers, and authoritative websites increases the chances AI systems will cite your business when relevant topics come up.
Other AEO Elements
Regular content updates, fact-checking, citation management, and building relationships with industry authorities all contribute to AEO success. It's about becoming a trusted source that AI engines confidently reference when answering user questions.
AEO is an emerging field that requires patience as AI systems learn to recognize and trust your content. Don't become frantic searching for immediate results. Create quality content consistently, and AI engines will begin citing your expertise with time. Pursue your goals, chase your dreams, do it with love, and all will be good.
SEO vs REO vs AEO: Which Should You Choose?
Here's the thing, you don't really have to choose between them. They work better together as a comprehensive digital marketing strategy.
SEO is like building a strong foundation for your online presence. It gets people to find you when they're actively searching for what you offer anywhere in the world. REO is like building the walls and decorating the house. It makes sure that when people do find you, they like what they see and trust you enough to do business. AEO is like having a knowledgeable representative who mentions your business in conversations across the digital world.
If you're just starting with digital marketing, SEO might be your first priority. It's more established, with clearer metrics and proven strategies. For businesses looking toward the future, investing in AEO early can provide a significant competitive advantage as more consumers adopt AI assistants.
For businesses operating in competitive markets, you'll need all three approaches. A consulting firm needs SEO for broad visibility, REO for trust-building, and AEO to ensure AI engines recommend them when people ask for expert advice.
If you're just starting with digital marketing, SEO might be your first priority. It's more established, with clearer metrics and proven strategies. Once you've got a solid SEO foundation, adding REO elements can amplify your results.
For businesses in competitive markets or industries where trust is crucial (like healthcare, finance, or home services), REO becomes increasingly important. A single negative review or social media mishap can undo months of SEO work if not properly managed.
Traditional businesses often have an advantage here. If you've been building genuine relationships and delivering quality service for years, you likely already have the foundation for good SEO, REO, and AEO. The challenge is translating that offline success into online visibility across all these evolving digital channels.
Remember, digital marketing success doesn't happen overnight.
Don't become frantic searching for immediate results across all these channels. Stay consistent with your efforts, and your online presence will grow stronger with time.
Pursue your goals, chase your dreams, do it with love, and all will be good.
Why Delegate This Technical Work to an Outsourcing Company?
Let's be honest. Mastering SEO, REO, and AEO takes time, and time is something most business owners don't have in abundance.
These fields change constantly. Google updates its algorithm hundreds of times per year. New social platforms emerge. Review sites change their policies. AI engines like ChatGPT and Claude are continuously evolving their response algorithms. Staying on top of all these changes while running your core business is nearly impossible.
There's also the technical aspect to consider.
Modern SEO involves understanding website code, analytics platforms like Google Analytics, keyword research tools like SEMrush, and link-building strategies.
REO requires managing multiple online profiles, understanding social media algorithms, and knowing how to respond to different types of feedback professionally.
AEO requires creating content that meets AI engine standards, understanding how AI systems evaluate and cite sources, and staying current with rapidly evolving AI technologies.
Most importantly, mistakes can be costly. Poor SEO practices can actually hurt your rankings. Mishandling online reputation issues can damage your business's credibility. Getting professional help from the start often costs less than fixing problems later.
The key to successful digital marketing is consistency and patience. Trust the process, do quality work consistently, and your online visibility will improve with time.
How Can Avexgen Help You?
Whether you're curious about SEO, interested in REO, intrigued by AEO for future-proofing your business, or want to explore how all three strategies could benefit your business, our marketing team is here to help.
We offer free consultations where we can discuss your current situation and explain how digital marketing might fit into your overall business strategy. No technical jargon, no pressure. Just professional advice about what might work for your specific situation.
Contact us through our website's contact page and mention "SEO," "REO," or "AEO" in the subject line. Our team will reach out within 24 hours to schedule a conversation that fits your schedule.
Your traditional business success proves you know how to serve customers well.
Let us help you reach even more of them online through the power of strategic SEO, REO, and innovative AEO implementation.