Introduction: The Evolution of Search
The search landscape has fundamentally changed. While traditional SEO focused on ranking in Google's blue links, the rise of AI-powered search assistants like ChatGPT, Perplexity, and Google's AI Overviews has created a new discipline: Answer Engine Optimisation (AEO). Understanding the differences—and the synergies—between these approaches is essential for modern digital marketing.
AEO and SEO are not competing strategies—they're complementary approaches that together maximise your online visibility. Businesses that master both will dominate the search landscape of 2026 and beyond.
"By 2027, 30% of all searches will be conducted through AI-powered interfaces rather than traditional search engines." — Gartner
This comprehensive guide explains the key differences between AEO and SEO, when to prioritise each, and how to build an integrated strategy.
What is SEO?
Search Engine Optimisation (SEO) is the practice of optimising websites to rank higher in traditional search engine results pages (SERPs). It has been the foundation of digital marketing for over two decades.
Core SEO Components
| Component | Focus | Tactics |
|---|
| On-page SEO | Page content and structure | Keywords, headings, meta tags |
| Technical SEO | Website infrastructure | Speed, mobile, crawlability |
| Off-page SEO | External signals | Backlinks, citations, mentions |
| Local SEO | Geographic visibility | GBP, local citations, reviews |
How Traditional Search Works
| Step | Process | Ranking Factors |
|---|
| 1 | User enters query | Query interpretation |
| 2 | Google crawls index | Relevance matching |
| 3 | Algorithm ranks pages | 200+ ranking signals |
| 4 | SERP displayed | Position, snippets, features |
| 5 | User clicks result | Visits website |
What is AEO?
Answer Engine Optimisation (AEO) is the practice of optimising content to be cited, referenced, or recommended by AI-powered answer engines like ChatGPT, Perplexity, Google AI Overviews, and voice assistants.
Core AEO Components
| Component | Focus | Tactics |
|---|
| Entity optimisation | Brand recognition | Schema, consistent NAP, authority |
| Content structure | AI comprehension | Clear headings, direct answers |
| Authority building | Trust signals | E-E-A-T, citations, expertise |
| Question targeting | Query matching | FAQ content, conversational format |
How AI Search Works
| Step | Process | Selection Factors |
|---|
| 1 | User asks question | Natural language understanding |
| 2 | AI processes query | Intent classification |
| 3 | AI retrieves information | Source authority, relevance |
| 4 | AI synthesises answer | Comprehensiveness, accuracy |
| 5 | AI cites sources | Trust, recency, clarity |
Key Differences Between AEO and SEO
Fundamental Differences
| Aspect | SEO | AEO |
|---|
| Goal | Rank in search results | Be cited by AI systems |
| Output | List of links | Direct answers |
| User action | Click through to website | Consume answer directly |
| Traffic model | Direct website visits | Brand awareness, citations |
| Measurement | Rankings, traffic, clicks | Mentions, citations, brand lift |
| Content format | Keyword-optimised pages | Question-answer format |
| Trust signals | Backlinks, domain authority | E-E-A-T, entity recognition |
Content Strategy Differences
| Element | SEO Approach | AEO Approach |
|---|
| Keywords | Target specific keywords | Target questions and topics |
| Structure | Optimised for crawlers | Optimised for comprehension |
| Length | Comprehensive coverage | Concise, direct answers |
| Format | Various (articles, pages) | FAQ, how-to, definitions |
| Updates | Periodic refreshes | Continuous freshness |
Technical Differences
| Element | SEO Focus | AEO Focus |
|---|
| Schema markup | Rich snippets | Entity recognition |
| Site structure | Crawlability | Topic clustering |
| Internal linking | PageRank flow | Topical authority |
| Page speed | User experience | Less critical |
When to Prioritise SEO vs AEO
Prioritise SEO When:
| Scenario | Reason |
|---|
| Transactional intent | Users want to take action |
| Local searches | Location-based queries |
| Product searches | E-commerce, comparisons |
| Brand searches | Navigational queries |
| Complex decisions | Users need detailed research |
Prioritise AEO When:
| Scenario | Reason |
|---|
| Informational queries | Users want quick answers |
| Voice searches | Conversational queries |
| Definition searches | "What is..." queries |
| How-to searches | Step-by-step instructions |
| Comparison queries | Quick comparisons |
Building an Integrated AEO + SEO Strategy
Step 1: Audit Your Current Presence
| Audit Area | SEO Check | AEO Check |
|---|
| Rankings | Keyword positions | AI mention frequency |
| Traffic | Organic sessions | Direct traffic trends |
| Content | Keyword coverage | Question coverage |
| Technical | Core Web Vitals | Schema implementation |
| Authority | Backlink profile | Entity recognition |
Step 2: Optimise for Both
#### Content Optimisation
| Content Type | SEO Optimisation | AEO Optimisation |
|---|
| Service pages | Keywords in titles, H1s | Clear service descriptions |
| Blog posts | Long-form, comprehensive | FAQ sections, direct answers |
| FAQ pages | Schema markup | Question-answer format |
| About pages | Brand keywords | Entity information |
#### Technical Optimisation
| Element | SEO Implementation | AEO Implementation |
|---|
| Schema | Article, LocalBusiness | Organization, Person, FAQ |
| Structure | Logical hierarchy | Topic clusters |
| Content | Keyword density | Natural language |
| Links | Internal linking | Authority citations |
Step 3: Create AEO-Specific Content
| Content Format | Purpose | Example |
|---|
| FAQ pages | Direct question answering | "Frequently Asked Questions About [Topic]" |
| Glossary | Definition queries | "[Industry] Terms Explained" |
| How-to guides | Instructional queries | "How to [Task]: Step-by-Step Guide" |
| Comparison content | Evaluation queries | "[A] vs [B]: Which Is Better?" |
Step 4: Build Entity Authority
| Action | SEO Benefit | AEO Benefit |
|---|
| Consistent NAP | Local rankings | Entity recognition |
| Author bios | E-E-A-T signals | Expertise signals |
| Schema markup | Rich results | Entity understanding |
| Brand mentions | Link building | Citation potential |
Measuring Success Across Both Channels
SEO Metrics
| Metric | Target | Tool |
|---|
| Organic traffic | +30% YoY | Google Analytics |
| Keyword rankings | Top 10 positions | Rank tracking |
| Click-through rate | >3% | Search Console |
| Conversions | Growing | Analytics |
AEO Metrics
| Metric | Target | Tool |
|---|
| AI mentions | Growing | Manual testing, monitoring |
| Brand search volume | Increasing | Search Console |
| Direct traffic | Growing | Analytics |
| Citation frequency | Increasing | Brand monitoring |
The Future: Convergence of SEO and AEO
Emerging Trends
| Trend | Impact on SEO | Impact on AEO |
|---|
| AI Overviews | Reduced clicks | Increased importance |
| Voice search | Long-tail focus | Conversational content |
| Multimodal AI | Image optimisation | Visual content strategy |
| Personalisation | User signals | Context understanding |
Preparing for the Future
| Action | Priority | Benefit |
|---|
| Build brand authority | Critical | Both channels |
| Create comprehensive content | High | Both channels |
| Implement schema | High | Both channels |
| Monitor AI mentions | Medium | AEO tracking |
| Diversify traffic sources | Medium | Risk mitigation |
Conclusion: Integrate, Don't Choose
The question isn't whether to focus on SEO or AEO—it's how to integrate both into a cohesive strategy. The businesses that thrive will be those that:
- Maintain strong SEO fundamentals for transactional and local searches
- Optimise for AI citation through structured, authoritative content
- Build entity authority that benefits both channels
- Monitor both traditional and AI search performance
The future belongs to businesses that master both SEO and AEO. Start building your integrated strategy today.
Ready to optimise for both traditional and AI search? Our AI search optimisation team can help you build visibility across all search channels. Contact us for a comprehensive audit.
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