Comparing (SEO) Search Engine Optimisation and (AEO) Answer Engine Optimisation
SEO focuses on page ranking in traditional search engines like Google, while AEO aims to get your content cited in AI-generated answers from platforms like ChatGPT, Copilot, and Google Gemini. Both strategies improve visibility, but they differ in format, audience behaviour, and technical approach.
Note that SEO is likely in decline while AEO is in ascendancy.
Here’s a detailed comparison to help you navigate both worlds:
Core Differences Between SEO and AEO
Attribute
SEO
AEO
Goal
Rank high in search engine results pages (SERPs)
Be cited in AI-generated answers and voice search
Audience Behaviour
Users browse SERPs and choose links to click
Users ask questions and read AI-generated responses
Content Format
Long-form, keyword-rich articles
Short, structured answers (FAQs, snippets)
Keyword Strategy
Focus on short-tail and mid-tail keywords
Emphasize long-tail, conversational queries
Technical Focus
Meta tags, backlinks, site speed, mobile-friendliness
Schema markup, semantic HTML, structured data
Platforms
Google, Bing, Yahoo
ChatGPT, Copilot, Perplexity, Google AI Overviews, Alexa
Measurement
Organic traffic, click-through rate, bounce rate
Citations in AI answers, brand mentions, voice search visibility
Implications for you
SEO is about discoverability through links, while AEO is about direct answers and brand visibility without requiring a click.
AEO is rising fast due to the shift in user behaviour – most ChatGPT users treat it like a search engine.
Combining both strategies ensures your content is visible across traditional and AI-powered platforms.
How to Optimise for Both
Use structured content: FAQs, how-to guides, and concise definitions help with AEO.
Maintain depth and authority: Long-form content with backlinks still matters for SEO.
Implement Schema.org markup: This benefits both SEO and AEO by making content machine-readable.
Track new metrics: Monitor AI citations, voice search performance, and featured snippet appearances.