The way users search online is changing rapidly. In the past, users typed short keyword phrases into search engines like Google and Bing, then clicked through to websites from a list of blue links.
Today, people are asking complete questions to voice assistants, using AI chatbots like ChatGPT to get immediate answers, and interacting with generative search results that offer summaries instead of traditional links.
Traditional Search Engine Optimisation (SEO) is still essential, but it’s no longer enough. To stay visible and relevant in this new landscape, businesses must also optimise for Answer Engines, AI-powered systems that deliver direct, summarised responses to user queries without requiring a click.
What is Search Engine Optimisation (SEO)?
Search Engine Optimisation (SEO) is the long-established digital marketing practice of optimising websites and content to rank higher in Search Engine Results Pages (SERPs), primarily on Google and Bing.
The ultimate goal of SEO is to increase visibility, drive qualified organic traffic, and convert users, whether that means a sale, signup, or other business goal.
Key Attributes of SEO:
| Attribute | Description |
| Keyword Optimization | Structuring content using headers (H1, H2), meta titles/descriptions, and alt text |
| On-Page SEO | Structuring content using headers (H1, H2), meta titles/descriptions, alt text |
| Technical SEO | Ensuring fast page speed, mobile responsiveness, crawlability, and secure connections (HTTPS) |
| Off-Page SEO | Building high-quality backlinks from authoritative sites |
| Content Quality | Creating relevant, valuable, E-E-A-T-compliant content (Experience, Expertise, Authority, Trust) |
| User Experience (UX) | Designing pages for intuitive navigation, accessibility, and low bounce rates |
SEO Serves Multiple User Intents:
- Navigational: “LinkedIn login”
- Transactional: “buy running shoes online”
- Commercial investigation: “best DSLR cameras 2025”
- Informational: “how to bake sourdough bread”
What is AEO? (Answer Engine Optimisation)
Answer Engine Optimisation (AEO) is the practice of structuring your content so that AI-powered platforms, like voice assistants, AI chatbots, and generative search features, can easily understand, extract, and deliver your content as a direct answer.
AEO aims for visibility, where users can find their answers without needing to click.
Key Attributes of AEO:
| Attribute | Description |
| Structured Data Usage | Implementing schema.org/JSON-LD (FAQ, HowTo, QAPage) to label content for machines |
| Natural Language Format | Writing content as if answering real human questions, often conversationally |
| Answer-First Content Structure | Leading with 40 to 60-word direct answers before deeper explanation |
| Question-Based Subheadings | Using H2’s like “What is AEO?” or “How does AEO help SEO?” |
| Concise & Scannable Formatting | Lists, tables, bolded answers — making it easy for AI or snippets to extract data |
AEO Targets:
- Voice search assistants (Google Assistant, Siri, Alexa) – Google Assistant and similar tools read answers aloud from trusted content. These answers are often pulled from featured snippets or structured data.
- Generative AI tools (Google SGE, ChatGPT, Bing AI) – Google’s Search Generative Experience (SGE) uses AI to generate summaries at the top of search results. These summaries include short answers with citations. AEO helps your content become one of the cited sources in those AI overviews.
- Featured snippets, People Also Ask boxes, and Knowledge Panels – These areas on Google’s SERP display answers directly, above or alongside regular search results. AEO practices increase the likelihood that your content appears in these high-visibility placements.
Example:
If someone searches Google with the query “What is the difference between AEO and SEO?”, SGE may generate a short paragraph at the top of the page that explains the concept. If your content includes a clear, structured answer to that question, Google may cite your site as the source in the AI Overview. Your content might also appear in the featured snippet or in a People Also Ask box for related follow-up questions.
AEO vs SEO: Key Differences
Let’s break down the major distinctions between the two:
| Aspect | SEO | AEO |
| Primary Goal | Rank in SERPs and attract clicks | Appear as a direct answer in AI/voice |
| Content Format | Long-form, keyword-rich, detail-heavy | Answer-first, structured, concise |
| Optimization Focus | Keywords, metadata, backlinks | Natural questions, structured data, and semantic clarity |
| User Query Type | Short queries, transactional, navigational | Long-form questions, conversational, informational |
| Platform Focus | Google Search, Bing, Yahoo (browser-based) | Voice assistants, AI tools, featured snippets |
| Metrics of Success | Organic traffic, CTR, keyword rankings | Snippet appearance, voice citations, zero-click impressions |
AEO and SEO Work Better Together
Rather than thinking of AEO and SEO as competing strategies, it’s smarter to view them as complementary layers in your content marketing stack.
AEO Builds on SEO
Without strong SEO, your content won’t rank high enough to be selected for snippets or AI responses. AEO extends SEO’s reach into zero-click and AI-driven environments.
Shared Goal: Visibility
Both aim to increase your digital footprint, just in different user environments:
- SEO helps your content appear in traditional search results where users click through to websites.
- AEO helps your content appear as a direct answer in AI overviews, featured snippets, or voice responses, often without a click.
Practical Example:
Let’s say you publish a blog post titled “Best Digital Cameras for Beginners in 2025”:
- SEO helps your post rank when someone types that into Google.
- AEO ensures your content:
- Has a summary at the top: “The best digital camera for beginners in 2025 is…”
- Appears as a snippet or voice search answer
- Gets cited in Google SGE or Bing AI Chat
People no longer rely solely on keyword-based searches through desktop browsers. Users now expect fast, direct answers from voice assistants, AI chatbots, and mobile devices. Search engines also include AI-generated summaries and zero-click results.
Content must be built for this entire ecosystem.
Each content asset should be optimised for both discoverability and answerability. The technical foundation, keyword research, and content depth serve SEO goals. The structure, question-based formatting, and schema serve AEO goals.
Here is how this applies to common content scenarios:
| Scenario | Integrated Focus |
| Launching a new blog or website | Set a solid technical foundation. Format each post with question-based headings and brief, structured answers. Use schema from day one. |
| Targeting competitive keywords | Conduct keyword research and establish authority through strategic backlinking. Add direct answers and clean formatting to support snippet inclusion and voice results. |
| Creating product pages, FAQs, or how-tos | Write structured content using step lists or tables. Use natural language. Mark content with the correct schema for featured snippet eligibility. |
| Optimising for voice or AI search | Include concise answers. Use conversational headings. Ensure mobile responsiveness and fast loading to support both SEO and AEO performance. |
| Updating existing blog posts | Strengthen internal linking and metadata. Add short, clear summaries that AI can extract. Validate or update structured data where needed. |
| Planning long-term strategy | Apply both SEO and AEO principles to every page. Treat search as a multi-platform environment. Optimise once, serve everywhere. |
Every section of a page can carry both ranking value and snippet value. A paragraph can help improve time on page and also answer a voice query. A heading can align with a target keyword and trigger an AI citation.
Optimise for Search, Optimise for Answers
Search behaviour is no longer limited to typed keywords and ten blue links. Users now search through voice, AI chat, and dynamic interfaces that deliver answers instantly. To stay visible, businesses must treat SEO and AEO as one unified approach, not two separate tactics.
SEO builds the foundation. It ensures that content is indexable, authoritative, ranks in traditional search results and aligned with user intent. AEO extends that visibility. It structures your content to serve as the answer across AI platforms, voice assistants, and featured snippets.
Every content asset should serve both roles. It should rank well, provide clear answers, and adapt to how people search across various platforms.
