SEO & GEO · 11 min read
SEO GEO and AEO compared
Compare SEO, GEO and AEO: objectives, overlaps and limitations. Find out which questions matter first for your search strategy.
Florian Hieß's magazine
Ideas that move you forward.
In my magazine, you'll find specialist context on online marketing, SEO, GEO and AI. The articles address decisions that may concern a marketing team directly.
My aim is to explain terms clearly and connect recommendations with a defined scope for application. Personal experience is identified as such; general suggestions remain approaches you can assess for your own starting point. Choose the article that fits your current question.
Four questions for your next step
Distinguishing SEO, GEO and AEO: What goals sit behind the terms, and where do search engine optimisation and generative answers meet? The comparison helps place a new search question within an existing strategy.
Introducing AI into marketing: A tool experiment is a beginning. The guide describes connecting a limited pilot with business knowledge and teamwork, and assessing its quality.
SEO for hotels: Which search questions fit your hotel, and which page should answer them? The article connects content with website foundations and the booking path.
Building SaaS marketing strategically: Which business question should marketing answer? The guide puts target customers, product value and sales collaboration into context.
All articles include additional questions and an author background. Publication and update dates reflect the actual state of each article.
Read article
Artificial Intelligence · 12 min read
Introducing AI in marketing
Introduce AI in marketing: choose use cases, involve your team and assess pilots. A guide focused on leadership, change and responsibility.
SEO for Hotels · 12 min read
SEO for hotels
Prioritise hotel SEO: search intent, website, languages and measurement. Drawing on Florian Hieß's experience from confirmed hotel projects.
Online Marketing · 12 min read
SaaS marketing strategy
Build SaaS marketing strategically: connect your product, target customers, sales and channels. A guide drawing on Florian's roughly ten years in SaaS.
Topics in the magazine
The magazine's topics follow marketing questions and their connections. SEO and GEO concern search visibility. AI and agentic search raise questions about how teams work. SaaS and hospitality give these topics a specific offer context.
Articles use URL paths for their respective specialist topic. The magazine provides a shared overview; separate category overview pages aren't planned at launch. The expertise pages also provide my personal perspective on each field.
A perspective from practice
Who writes here?
I write from my online marketing and SEO background. As Head of Digital Marketing at Swat.io, I work in SaaS. Hotel projects and experience introducing AI add to that perspective.
Under About me, you'll find my career and publications. For statements from external sources, I identify their origin in context. An article is therefore understandable within its scope and remains separate from personal advice on your specific situation.
An article's scope also matters when reviewing it. A recommendation for a website task needs adapting to the actual offer. I want to show this framework in the text so you can assess a specialist statement. A new question can then prompt another article or a personal conversation.
Exploring further in conversation
If an article raises a question for your business, we can build on it. Describe what you'd like to assess for your own work.
You can also suggest a topic through contact and an initial consultation. An article can provide orientation; the right priority for your business follows from your starting point.
Questions & answers
Frequently asked questions about the magazine
10 questions on this topic.
Which topics does the magazine cover?
The magazine covers online marketing, SEO, GEO and AI, as well as agentic search and selected industries. At launch, it includes a terminology comparison and guides on AI introduction, hotel SEO and SaaS marketing. The selection follows specific specialist questions. Expertise pages add my personal experience in these fields.
Who writes and checks the articles?
I'm the author of the magazine articles and take specialist responsibility for publication. AI may support creation; sources and personal details must be checked and approved. The author module links to my background. AI Transparency explains this support and how later functions are handled.
Why are articles placed under SEO or AI in the URL path?
Articles use the path of their respective expertise, such as /en/seo/ or /en/ai/. This is the approved structure for new articles. The magazine remains the shared overview. Separate category overview pages aren't planned at launch. Expertise pages are linked in the relevant context to provide a useful next route.
How can I recognise current content?
Articles have an actual publication date and, when substantively revised, an update date. A new date alone should not claim freshness. Time-dependent details are explained in context.
How do I find an article for my current marketing question?
Find a suitable article through the specific question in its description. The SEO-GEO comparison explains terms; the guides cover AI introduction, hotel websites and SaaS strategy. If your question connects several topics, also explore my expertise. A direct enquiry is possible even without a matching article.
How do articles differ from expertise pages?
Articles explain a specific question through a recommended approach. Expertise pages instead show my specialist background and possible starting points for discussion. They can link to each other. I recommend using an article for initial orientation and including your actual situation for a specific business question rather than transferring general advice unchecked.
How are sources and personal experience identified?
Sources are identified where specialist statements are made and listed in the article. Personal experience is described through the relevant role or task. General recommendations are recognisable as my approach. This distinction helps you understand a statement's foundation and limitations for your own work.
Can I suggest topics or questions for the magazine?
Suggest topics and questions through contact and an initial consultation. Briefly describe your decision and the context in which the question arises. A topic suggestion isn't a promise of an article. It can provide a useful starting point for editorial assessment or a conversation.
What does an article's AI summary mean?
‘Summarise’ opens the selection of ChatGPT, Claude, Perplexity and Google AI Mode. Clicking a service sends a prompt with the article link. ‘Copy text’ also includes the full page text for pasting. Check AI results against the article and sources. Details appear under AI Transparency.
How do articles on .com and .at complement each other?
Articles on florianhiess.com are planned as new content for a complementary personal presence. florianhiess.at continues in parallel. Existing articles aren't copied across the board or redirected to the new domain. Both sites can show my background; .com articles have their own topics and URL paths.