AI Engine Marketing (AIEM)
The basis for AI Engine Marketing (AIEM) is still search engine marketing (SEM), content marketing and social media marketing, i.e. the optimization of websites remains extremely important if the content of your website is to be found in search engines.
Nevertheless, the advent of artificial intelligence (AI) has brought about a change in the requirements for your website. In order to increase the presence of your content in all AI-based search and response systems, in addition to
SEO/ GEO/ AEO - Get smart about what AI means for websites?
AI-supported search is rapidly changing how users find information - from traditional search engines (SEO) and generative AI answers (GEO) to voice assistants and answer engines (AEO). For our websites, this means that content must not only be easy to find, but also clearly structured and citable so that it appears correctly in AI answers.
In our new e-learning on the LMU Klinikum learning platform, we show you what is behind SEO, GEO and AEO, what role AI plays in this and what specific points you as a web editor should consider when creating and revising pages in the future:
Differences between SEO, AEO and GEO
SEO: Classic search engine optimization for good rankings in the search results
AEO: Prepare content so that voice assistants and AI answering machines (e.g. Google Assistant, Siri, Alexa) can use it as a direct, short answer.
GEO: Design content so that generative AI systems (ChatGPT, Gemini, Perplexity, etc.) can use it as a trustworthy source in longer answers and cite it correctly.
AEO (Answer Engine Optimization)
Goal: Provide short, precise answers that are played out directly (featured snippets, voice search)
AEO measures:
AEO aims for precise, 40-60 word answers for zero-click searches.
- FAQ formats with clear question-and-answer structures
- Bullet points, tables, step-by-step instructions
- Natural language for long-tail keywords and voice search
GEO (Generative Engine Optimization)
Goal: Provide comprehensive, semantically rich content that integrates AI models into answers.
GEO measures:
GEO provides comprehensive content that AI cites as a trusted source.
- Holistic, semantically clear content
- Development of E-E-A-T (Experience, Expertise, Authority, Trust)
- Context diversity and trust signals
- Content in various formats (text, video, data feeds)
Relevance:
Traditional SEO will no longer be enough in 2026; GEO + AEO are crucial for zero-click searches and AI response systems.
Underlying, necessary technologies and procedures
The work on the necessary technologies and procedures is divided between the staff of the Web Requirements and Services (WAD) department and the web editors of the LMU Klinikum.
The technological basis will be implemented over the next few months and you will be informed by newsletter about the next steps we can take together. See"What needs to be done for the future of AI"
Schema.org & JSON-LD
Schema.org and JSON-LD improve machine readability for AEO and GEO.
- Schema.org: Standard for structured data, introduced by Google, Bing, Yahoo & Yandex
- JSON-LD: Recommended format because it is easy to implement, flexible and future-proof
Advantages
- Better indexing and rich snippets
- Prerequisite for AEO & GEO (machine readability)
- Simple integration via <script type="application/ld+json">...</script>
Practice
- Mark FAQPage, Organization, Event, Product, Person etc.
- Validation via Google Rich Results Test
- Regular maintenance required
E-E-A-T (Experience, Expertise, Authoritativeness, Trust)
Particularly important for medical content (YMYL topics)
YMYL:The "Your Moneyor your Life" comes from the Google Quality Rater Guidelines. With the help of this concept, search results with sensitive content are to be identified by Google's search quality evaluators and then rated more strictly than other content.Sensitive content means that the content can have a significant impact on users' lives. It is therefore about money, health and personal well-being.
Clinic reference:
- JSON-LD LocalBusiness for clinic data
- Person schema for doctors with qualifications and sameAs links to profiles (qualification, specialty, worksFor)
- Linking via sameAs with social media, professional associations, Google Maps
- Transparency for prices, licenses, ratings
