SEO is usually split into three parts. On-page SEO is about the content itself: answering the questions people search for, clearly and in depth. Technical SEO makes sure search engines can find, crawl and understand the site, from page speed to structured data. Off-page SEO is about reputation, mostly the links and mentions a site earns from others.
Search is no longer only a list of links. Answer engine optimisation (AEO) aims for the direct answers in snippets and voice results, and generative engine optimisation (GEO) aims for citations in AI-generated responses. The three reinforce each other and pull content in the same direction: a direct answer first, passages that make sense on their own, and plain, precise language.
