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Howdy Notebookers!

Microsoft Advertising just published a 15 page guide on AEO and GEO for ecom retailers. It's retail-focused, but the framework applies to any business trying to show up in AI search.

So while Google has openly mocked GEO as a separate practice, here’s Microsoft publishing guides about it.

Let’s get into it!

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The SEO → AEO → GEO Progression

Microsoft frames the shift as moving from discovery to influence… sounds a lot like the Trust Alignment Framework!

Here’s how they break it down:

• SEO describes what something is.
• AEO adds the specific attributes that answer real queries.
• GEO adds the credibility signals that make AI trust and recommend you.

Practical examples of this:

• SEO: "Waterproof rain jacket"
• AEO: "Lightweight, packable waterproof rain jacket with stuff pocket, ventilated seams and reflective piping"
• GEO: "Best-rated waterproof jacket by Outdoor magazine, no-hassle returns allowed for 180 days, three year warranty, 4.8 star rating"