With LLMs such as ChatGPT, Perplexity, Gemini and a plethoea of others coming to mainstream prominence, AEO and GEO are now the new shiny marketing tactic all the digital agencies are pushing. Some even say that SEO is dead!
But the truth is, there is nothing radically new here. Brands that have already built strong social media, PR, and multi-touchpoint customer engagement strategies are already in a strong position.
SEO in 2026 is very different from SEO in 2010, but the fundamentals still matter. If you have followed proper SEO best practice for years, you are already part of the way there. The big change is that on top of optimising for search engines, you now need to optimise for LLMs as well.
Onsite SEO remains the first area to get right.
However, many sports betting sites still fail at this. The foundation of your strategy must be treated as revenue critical if you want to become a market-leading betting brand. That is just as true for AEO and GEO as it is for standard SEO.
Here are some of the important points that you should make sure you have covered.
AEO and GEO Tactic Are Not New
There is nothing new with AEO and GEO.
Businesses that have already built and managed social media properly, invested in PR, and engaged across multiple customer touchpoints are already in a great place. The same is true of brands that have understood the importance of visibility, authority, and consistency across the wider web.
True SEO professionals have been preaching this for years. If you followed proper SEO best practice, you should already be in a strong position to succeed in this new environment.
Understand the Query Journey
As a betting operator, it is important to understand where AEO and GEO sites actually matter and what types of queries they affect. For direct betting terms, the best user journey is still a click to a site where the user can bet.
But for informational and long-tail searches, AI-generated answers are often better for the user. In many cases, these are zero-click searches.
That said, if you are cited directly in the answer as a strong choice, or referenced as a source, you can still generate traffic. So the opportunity is not just visibility, it is visibility with authority.
Credibility takes time
One of the biggest difficulties for a marketing manager at a relatively new brand is establishing credibility. That does not happen in one business quarter.
It takes time, consistency, and a strategy that is not built around short-term, linear “do this, get that” thinking. Hiring a team to work in that way is hard to justify outside the marketing department, but it is essential if the brand is going to compete properly.
In the era of AEO and GEO, credibility is the long game.
Technical SEO Still Wins
The key to successful GEO is building genuine brand credibility while also having your technical SEO on point.
Let’s be clear, featured snippets and position zero results required structured data, tables, and FAQ sections for years.
These are not new tactics. They have been part of SEO page structure for years, and they are still highly relevant now. They make your content more LLM-friendly.
For betting brands, this means your pages need to be built for both users and machines. Clear structure, useful content, and strong technical foundations are no longer optional.
Technical SEO Opportunities for Betting Brands
There are huge opportunities on the technical SEO front, especially around odds feeds, naming conventions, and integrating live data into schema.
Market pages need much more attention across most bookmakers. These pages are commercially important and often underdeveloped from an SEO and AEO perspective.
SPAs, proper vanity URL creation, and more advanced Edge SEO techniques are probably some of the biggest ROI actions sportsbooks can take right now. Many sports betting platforms are not geared towards technical SEO, but those that can implement best practices gain a major advantage.
Social, Content, and Conversion
Active and relevant social accounts for bookmakers are key.
Traditionally, social has been viewed as a retention channel, something to keep the brand front of mind. That still matters, but now the focus can also be on conversion. Social content should follow the sporting calendar, live sport, betting trends, and the conversations users are already having.
Structured data is old news for SEOs, but in terms of building credibility, bookmakers with a trading team on staff have a massive advantage when it comes to content creation. That expertise helps create content that feels current, relevant, and trustworthy.
By leveraging LLMs for sports, you can also increase cross-sell into iGaming products, although those require a different content approach.
Measuring Success in the LLM Era
Your AEO and GEO strategy will require moving budget into what you could call growth infrastructure.
The only real way to measure success is growth against your competition. In the era of LLMs, the most important factor is frequent, human-verified, E-E-A-T content across social channels, onsite content, comments, and properly constructed market-level pages.
When you look at the cost of media, investment in building online credibility starts to look like strong value, especially because it compounds over time. This is where brands can build an edge that paid media alone cannot deliver.
Success in AEO and GEO should be measured in clear commercial terms. It should mean more brand traffic, higher conversion rates across all media, reduced reliance on bonus-driven acquisition, and more natural retention over time. It should also help keep your brand front of mind, build stronger loyalty, and ultimately increase share of wallet across both sports betting and iGaming.
The Generative AI report now available globally in Google Search Console should be performance indicator and a key driver of actions.
Conclusion
The tactics required to succeed in AEO and GEO have been used by the team at Tentenseven in the betting and iGaming space for several years, both on the operator side and the agency side. We can design an AEO and GEO strategy for you to capitalise on this opportunity.
