AEO (Answer Engine Optimization) focuses on optimizing content for AI-driven platforms like ChatGPT and Google’s AI Overviews, emphasizing answer clarity, structure, and source credibility. SEO (Search Engine Optimization) aims to improve website visibility in traditional search engine results through rankings, links, and technical performance. While overlapping in tactics, AEO centers on content retrieval by language models, whereas SEO centers on document ranking.
As search behavior continues to evolve, so does the way content is discovered. Traditional Search Engine Optimization (SEO) has long focused on helping websites rank in search results like Google. But more users are now skipping the search results altogether and turning to AI-driven platforms like ChatGPT, Perplexity, and Google’s AI Overviews for instant answers. This shift has given rise to Answer Engine Optimization (AEO).
AEO is not a replacement for SEO. It is an evolution. SEO is still essential for helping users find and evaluate content through rankings and links. AEO, on the other hand, focuses on how content is interpreted, summarized, and cited by large language models. SEO is built around documents and rankings. AEO is built around answers and retrieval.
That said, these are not two completely separate disciplines. Many of the same tactics that drive SEO performance, such as structured content, topical authority, and clear messaging, also influence AEO. However, the relative importance of each tactic can vary depending on whether you are optimizing for traditional search engines or answer engines.
Why AEO Matters
The way people search for information is changing. Increasingly, users are turning to AI-driven tools like ChatGPT, Claude, Perplexity, and Google's own AI Overviews to ask questions, solve problems, and gather insights without ever visiting a traditional search engine. These platforms are designed to summarize and synthesize answers from multiple sources instantly, creating a more conversational and efficient experience for the user.
At the same time, Google is sending less traffic to websites than it used to. With Google's shift toward AI-generated answers, and with more YouTube.com and Google organic shopping results appearing in the SERPs than ever, fewer users are clicking through to websites. This trend has made it harder for businesses to rely solely on SEO to drive traffic and leads, and it is unlikely to reverse. Google has a vested interest in keeping users on Google.com longer and encouraging them to exit through paid ads rather than organic links, making non-paid visibility more competitive than ever.
This is where AEO comes in. By optimizing your content so it is more likely to be cited or summarized in these AI-driven environments, you can increase your visibility where users are actively searching, even if they never reach your website. AEO is not just a hedge against declining SEO traffic. It is an opportunity to maintain influence and relevance in an environment where answers, not links, are what people are seeking.
How SEO and AEO Tactics Compare
While SEO and AEO are rooted in similar goals, delivering useful content to users, they emphasize different strengths. Some tactics remain foundational for SEO but have limited impact on answer engine visibility. Others are gaining prominence as LLMs and AI summaries prioritize clarity, structure, and source credibility over traditional ranking signals.
To help you navigate these shifts, we have created a side-by-side comparison of common SEO tactics and scored each one based on its influence in both traditional search and answer engine environments. Each tactic is assigned a relative score for SEO and AEO to reflect how much weight it carries in each context.
This is not a one-size-fits-all checklist. It is a directional guide to help marketers prioritize time and resources where it matters most, whether that is driving rankings, citations, or both.
SEO vs AEO Tactic Weighting Matrix
|
Tactic |
SEO Priority |
AEO Priority |
Notes |
SEO Score |
AEO Score |
Total Weight |
|
Structured Data / Schema Markup |
High |
High |
Schema markup helps search engines interpret on-page content with greater precision, reinforcing topical relevance and supporting eligibility for rich results in SERPs. For AEO, it provides machine-readable context that increases citation potential in AI-generated responses. |
3 |
3 |
6 |
|
Keyword Research & Targeting |
High |
Medium |
Identifying and targeting the right keywords remains essential for SEO success. While AEO places less weight on exact-match terms, strong keyword targeting still supports topic alignment and discoverability. |
3 |
2 |
5 |
|
Clear and Concise Answers |
Medium |
High |
Answer engines prioritize content that is structured, succinct, and easy to parse. While SEO also benefits from clarity, AEO engines are more sensitive to well-formed, scannable explanations. |
2 |
3 |
5 |
|
Featured Snippet Optimization |
Medium |
High |
Optimizing for featured snippets helps content appear in direct answers within traditional search results. While featured snippets themselves are declining in visibility, the formatting and clarity required for snippets align closely with answer engine preferences. |
2 |
3 |
5 |
|
Technical SEO (crawlability, speed, mobile) |
High |
Medium |
Fast-loading, mobile-optimized, and crawlable websites are essential for SEO performance. These technical foundations have indirect AEO impact but remain core to search visibility and access. |
3 |
2 |
5 |
|
Conversational Prompt Targeting |
Medium |
High |
Optimizing content to match natural language queries (e.g., "What is...", "How do...") increases relevance for both SEO and AEO. Particularly critical for answer engines which prefer direct prompt alignment. |
2 |
3 |
5 |
|
Content Depth and Coverage |
High |
High |
Demonstrates authority and relevance across both SEO and AEO. Comprehensive content helps traditional search rankings while supporting factual completeness for LLM-generated responses. |
3 |
3 |
6 |
|
Backlinks |
High |
Low |
Still critical for SEO rankings. Less directly influential on LLM content sourcing, though strong backlinks can signal trust indirectly and may assist with initial content discovery or domain recognition by large language models. |
3 |
1 |
4 |
|
E-E-A-T Signals |
High |
High |
Strong credibility signals support SEO and increase likelihood of AEO citation. Author expertise and organizational authority are important for both channels. |
3 |
3 |
6 |
|
Page Experience (UX, layout, design) |
Medium |
Medium |
Improves engagement and readability. Supports user trust for SEO and enhances clarity for AEO systems interpreting on-page structure. |
2 |
2 |
4 |
|
Answer-Like Formatting (FAQs, lists, tables) |
Medium |
High |
Increases extractability for answer engines and aligns with how LLMs structure and retrieve concise information. Also beneficial for featured snippet opportunities. |
2 |
3 |
5 |
|
Recency and Content Freshness |
Medium |
High |
Google and LLMs both prioritize up-to-date content. Especially critical for citation relevance in rapidly changing topics. |
2 |
3 |
5 |
|
Content Source Attribution (authorship, citations) |
Low |
High |
Less emphasized in SEO but highly important for AEO transparency and trust. Clearly defined authorship and attribution help AI models select authoritative content. |
1 |
3 |
4 |
|
LLM-Optimized Tone |
Low |
High |
Using a neutral, fact-based tone makes content more likely to be referenced by answer engines. Overly promotional language reduces citation likelihood in AEO environments. |
1 |
3 |
4 |
|
Citations & Timestamps |
Low |
High |
Including clear citations, authorship, and visible timestamps increases content credibility. These cues are key for LLMs sourcing verifiable, up-to-date information. |
1 |
3 |
4 |
|
Content Accessibility |
Medium |
Medium |
Accessibility best practices (alt text, semantic HTML, ARIA labels) help machines better interpret content. This benefits SEO crawling and AEO's ability to parse and extract accurate responses. |
2 |
2 |
4 |
|
Content Available via API/Feed |
Low |
High |
Providing structured content through a feed or API is a forward-leaning tactic that may increase the likelihood of AEO systems ingesting and citing data directly. |
1 |
3 |
4 |
|
Image/Visual Optimization |
Medium |
Low |
Image optimization supports SEO through image search, alt text relevance, and rich results. While less influential for AEO today, its role may grow as engines incorporate multimodal capabilities. |
2 |
1 |
3 |
Key Takeaways from the SEO vs AEO Comparison
- Many traditional SEO best practices still apply in an AEO context, but their relative importance can shift. Structured content, credibility signals, and depth of coverage remain high priorities across both disciplines.
- Tactics that support clarity, factual accuracy, and semantic structure such as clear answers, citations, and schema are becoming increasingly essential for visibility in AI-driven results.
- AEO introduces new areas of focus that SEO has traditionally overlooked, including LLM-friendly tone, recency cues, and direct answer formatting.
- Some high-effort SEO tactics like backlink building or technical performance still matter but may not significantly increase AEO visibility. Balancing these with tactics that support both channels can maximize return.
- As more users turn to AI tools to ask questions and make decisions, content strategies must evolve to meet those expectations. Optimizing for AEO is a proactive way to maintain influence as traditional traffic channels shift.
Where to Go from Here
If your digital strategy still treats SEO and AEO as separate initiatives, it may be time to reassess. Many of the same tactics can serve both goals if you know where to focus. By weighting your approach and making strategic adjustments, you can stay ahead of evolving search behavior and protect your visibility across both traditional and AI-driven environments.
Ready to strengthen your presence in search and beyond?
Marcel Digital can help you assess your current content strategy and identify the best opportunities for SEO and AEO alignment. Our AEO services are designed to strengthen your visibility in AI-driven environments. Whether you need to adjust existing assets or build AI-ready content from the ground up, our team is here to guide you.
Frequently Asked Questions
What is the difference between AEO and SEO?
To optimize for AEO, structure content with clear, concise answers, use schema markup, include visible timestamps and citations, maintain a neutral tone, and align content with natural-language queries. These elements increase the likelihood of citation by AI tools and visibility in answer-first environments.
Why is AEO becoming more important?
AEO is gaining importance as more users rely on AI tools like ChatGPT and Perplexity for direct answers instead of browsing traditional search results. With Google sending less organic traffic to websites, AEO helps maintain visibility by positioning content for inclusion in AI-generated summaries.
What SEO tactics have the highest impact on AEO?
Tactics such as structured data, content depth, E-E-A-T signals, and answer-like formatting significantly impact both SEO and AEO. These elements help traditional rankings and also improve extractability and citation potential in AI-driven environments.
Why should businesses invest in AEO if it doesn’t drive clicks?
AEO helps content appear in AI-generated answers where users are actively seeking information. While it may not always lead to direct clicks, it boosts brand visibility, credibility, and relevance in high-exposure contexts. In some cases, AEO can drive qualified traffic by positioning your content as a trusted source worth exploring further.
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About the author
Joe Stoffel
Joe knows what it takes to drive SEO results. He is an experienced SEO specialist who currently leads the SEO department and strategy at Marcel Digital.