Devstars
The complete guide to understanding Generative Engine Optimization, Answer Engine Optimization, and traditional SEO for startup growth.
If you’re a tech startup founder trying to navigate the alphabet soup of search Optimization in 2026, you’re not alone. The landscape has evolved far beyond traditional SEO, with new acronyms like GEO and AEO emerging as critical strategies for startup growth.
Here’s the uncomfortable truth: whilst you’ve been perfecting your product, the way people discover and research solutions has fundamentally changed. 59% of Google searches are now no-click, and your potential customers are doing their entire research phase inside AI tools before ever visiting a website.
This shift isn’t coming—it’s here. And the startups that understand and adapt to this new reality will capture market share whilst their competitors remain invisible in traditional search results.
What it is: Traditional Optimization for search engines like Google, focusing on rankings in the familiar blue links.
Why startups still need it: Despite the rise of AI search, traditional SEO remains crucial for bottom-of-funnel traffic. When someone searches for your company name or specific product terms, you need to rank #1.
Startup considerations:
Example: A fintech startup needs to rank for “[Company name] API documentation” and “expense management software pricing”—these are purchase-intent searches that still flow to websites.
What it is: Creating content specifically designed to be featured in AI-generated answers and responses across various platforms.
Why it matters for startups: AI tools are becoming the first touchpoint for B2B research. Decision-makers use ChatGPT, Claude, and Perplexity to understand problems and evaluate solutions before ever visiting vendor websites.
Startup applications:
Example: When someone asks ChatGPT, “What’s the best project management tool for remote startups?”, you want your tool recommended in that response.
What it is: A holistic strategy that optimises for all generative AI platforms, including ChatGPT, Google AI Overviews, Perplexity, and emerging AI search tools.
Why it’s critical for startups: GEO encompasses AEO but goes further, addressing the entire ecosystem of AI-powered search and recommendation engines that are reshaping how businesses are discovered.
Comprehensive scope:
Startup advantage: Early adopters gain significant competitive advantages whilst established companies remain focused on outdated strategies.
Traditional B2B Journey: Website 1 → Website 2 → Website 3 → Comparison → Purchase
2025 B2B Journey: AI Research → Shortlist Creation → Direct Vendor Contact
The Impact: Your beautifully crafted landing pages and blog content might never be seen if you’re not optimised for AI discovery.
Recent industry data shows a concerning pattern:
What this means: You’ll get fewer visitors, but they’ll be more qualified. The challenge? Getting discovered in the first place.
Opportunity: Featured in AI-generated summaries at the top of Google results. Strategy: Create comprehensive, authority-rich content that directly answers specific questions. Startup application: Target queries like “best [category] for [specific use case]”
Opportunity: Recommended in conversational AI responses.
Strategy: Build a citation network across websites that ChatGPT references.
Startup application: Ensure your tool appears when users ask for software recommendations
Opportunity: Featured in research-focused AI responses.
Strategy: Demonstrate expertise through detailed, cited content.
Startup application: Become the go-to source for industry insights and best practices
Opportunity: Discovered across YouTube, LinkedIn, Reddit, and niche platforms.
Strategy: Integrated content strategy across all relevant search platforms.
Startup application: Meet your audience wherever they search for solutions
Why: Focus on getting discovered when prospects research your problem space
Priority 1: Comprehensive GEO strategy implementation Priority 2: Enhanced SEO for competitive keywords Priority 3: Advanced multi-platform Optimization
Why: Scale discovery across all channels whilst building competitive moats
Priority 1: Full GEO implementation with international expansion Priority 2: Advanced SEO with technical Optimization Priority 3: Thought leadership and industry authority building
Why: Dominate your category across all search channels globally
Many startups choose WordPress for good reason—it provides an excellent foundation for implementing GEO strategies:
Right now, whilst most established companies remain focused on traditional SEO, startups have a unique opportunity:
Industry data suggest that we’re in a 12-18 month window where early GEO adopters can build significant competitive advantages. After that, as the approach becomes mainstream, the advantages will diminish.
When evaluating agencies or consultants for your startup’s search strategy, consider:
The startups that succeed in 2025 and beyond will be those that understand a fundamental truth: search is no longer about Google rankings. It’s about being discovered wherever your customers look for solutions.
Whether that’s ChatGPT for initial research, Google AI Overviews for quick answers, Perplexity for detailed analysis, or traditional search for final vendor evaluation, your startup needs to be visible across all these touchpoints.
The choice isn’t between GEO vs SEO. It’s about implementing a comprehensive strategy that leverages all three approaches to ensure your startup gets discovered, evaluated, and chosen by your ideal customers.
The search revolution is happening whether you’re ready or not. The question is: will your startup lead this transformation or be disrupted by competitors who embrace the new reality first?
Understanding SEO, AEO, and GEO isn’t just about marketing—it’s about ensuring your innovative solution gets discovered by the customers who need it most.
Want to discuss how these strategies apply to your specific startup?
We’d love to help you navigate the evolving search landscape and build a competitive advantage that grows with your business.
Get in touch or call us on +44 (0)20 8898 3993 to discuss your startup’s search strategy
Devstars specialises in helping tech startups implement future-ready search strategies that drive sustainable growth. With 25 years of marketing expertise, we understand both the technical implementation and strategic positioning needed to succeed in the AI-powered search era.
Currently scheduling strategic partnerships for Q1-Q2 2026. Limited spaces remain.
Get a free technical consultation and project roadmap. We’ll assess your requirements and provide transparent pricing for your growth-stage development needs.
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