AEO vs SEO: What's the Difference?
AEO (Answer Engine Optimization) optimizes content to be cited by AI platforms like ChatGPT, Claude, and Google AI Overview. SEO (Search Engine Optimization) optimizes content to rank in search results. The key difference: SEO gets you on the list of options. AEO makes you the recommended answer.
For 20+ years, SEO was the game. Rank higher, get more clicks, win more customers. Simple.
Then AI changed everything.
Now when someone asks ChatGPT "Who's the best probate realtor in Pasadena?" or Google shows an AI Overview answering "How do I sell an inherited house?"—the rules are different. Being on page one isn't enough. You need to be the answer AI recommends.
That's the difference between SEO and AEO. And if you're a local service business, understanding this difference might be the most important thing you learn this year.
AEO vs SEO: Quick Comparison
| Factor | AEO | SEO |
|---|---|---|
| Goal | Get cited by AI as the answer | Rank in search results |
| Platforms | ChatGPT, Claude, Perplexity, Google AI Overview | Google, Bing search results |
| Content Focus | Direct answers, expertise demonstration | Keywords, backlinks, page authority |
| User Experience | AI recommends you directly | User clicks through to your site |
| Competition | Early mover advantage (low competition) | Saturated (high competition) |
| Key Signals | Schema markup, E-E-A-T, entity recognition | Backlinks, domain authority, keywords |
| Lead Quality | Pre-qualified (AI vetted you) | Mixed (still comparing options) |
What is SEO?
Search Engine Optimization is the practice of improving your website to rank higher in search engine results. When someone searches "plumber near me," SEO determines whether you show up on page 1 or page 10.
SEO focuses on:
- •Keywords — Using the words people search for
- •Backlinks — Getting other sites to link to you
- •Technical optimization — Fast loading, mobile-friendly, secure
- •Content quality — Helpful, relevant information
SEO has been the foundation of digital marketing since Google launched. It still matters—but it's no longer enough on its own.
What is AEO?
Answer Engine Optimization is the practice of structuring your content so AI platforms cite you as the authoritative answer. When someone asks ChatGPT "Who's the best estate planning attorney in Denver?", AEO determines whether you get mentioned.
AEO focuses on:
- •Direct answers — Content that directly answers specific questions
- •Schema markup — Structured data AI can understand
- •E-E-A-T signals — Experience, Expertise, Authority, Trust
- •Entity recognition — Helping AI understand WHO you are and WHAT you do
The goal isn't just to be found—it's to be recommended.
Why This Matters Now
The shift is already happening:
- →Google AI Overviews now appear for the majority of informational queries, often pushing traditional organic results below the fold
- →ChatGPT has hundreds of millions of users asking for recommendations every week
- →Perplexity, Claude, and other AI assistants are becoming primary research tools for consumers making purchasing decisions
When someone asks an AI "Who should I hire for [your service] in [your city]?"—you're either part of the answer or you're invisible.
SEO gets you on Google's list of 10 blue links. AEO makes you the one AI recommends by name.
The Key Differences That Matter
1. Discovery vs. Recommendation
SEO helps people discover you among many options. AEO makes AI recommend you as the best choice. Discovery means you're on the list. Recommendation means you're the answer.
2. Keywords vs. Expertise
SEO optimizes for keywords people type. AEO optimizes for questions people ask and the expertise needed to answer them. AI doesn't just match keywords—it evaluates whether your content demonstrates genuine authority.
3. Links vs. Signals
SEO weighs backlinks heavily—who links to you matters. AEO weighs trust signals—schema markup, verified credentials, consistent entity information across the web. AI needs to verify you're real and credible.
4. Competition Level
SEO is a 25-year-old battleground. Everyone's doing it. Ranking for competitive terms requires massive investment. AEO is emerging—most businesses haven't started. Early movers have a significant advantage.
Do You Need Both AEO and SEO?
Short answer: Yes.
SEO and AEO aren't mutually exclusive—they're complementary. Good AEO actually improves your SEO because:
- •Schema markup helps Google understand your content better
- •Direct-answer content often wins featured snippets
- •E-E-A-T signals improve organic rankings
- •Comprehensive expertise content attracts natural backlinks
Think of it this way: SEO is table stakes. Everyone's doing it. AEO is the emerging competitive advantage that most of your competitors haven't figured out yet.
How to Get Started with AEO
If you're already doing SEO, adding AEO involves these key steps:
Audit Your AI Visibility
Ask ChatGPT and Claude to recommend businesses like yours in your area. Are you mentioned? Are your competitors? This reveals your current AI citation status.
Implement Schema Markup
Add LocalBusiness, FAQ, Article, and other relevant schema types to help AI understand your business entity and expertise areas.
Create Direct-Answer Content
Structure content to directly answer questions your ideal customers ask. Put the answer first, then expand with supporting detail and expertise.
Build Topic Authority
Create comprehensive content clusters around your expertise areas. AI platforms cite sources that demonstrate deep, interconnected knowledge—not thin, isolated pages.
For a deeper dive into implementation, read our Complete Guide to Answer Engine Optimization.
Frequently Asked Questions
What is the main difference between AEO and SEO?
SEO optimizes content to rank in search engine results pages. AEO optimizes content to be cited by AI platforms like ChatGPT, Claude, Perplexity, and Google AI Overview when they answer user questions directly.
Is AEO replacing SEO?
AEO isn't replacing SEO—it's extending it. You still need search visibility, but now you also need to be the source AI platforms cite. The best strategy combines both: rank in search results AND get cited by AI.
Do I need both AEO and SEO for my business?
For most local service businesses, yes. SEO drives search traffic while AEO captures AI-referred leads. As more users ask AI for recommendations instead of searching Google, businesses without AEO will lose visibility to competitors who have it.
Which is more important in 2025: AEO or SEO?
Both matter, but AEO is the emerging competitive advantage. SEO is table stakes—everyone does it. AEO is where early movers capture market share before competitors realize what's happening.
How do I know if my business needs AEO?
Ask ChatGPT or Claude to recommend a business like yours in your area. If they don't mention you—but do mention competitors—you need AEO. If AI platforms can't find authoritative content about your expertise, they'll recommend someone else.
Can I do AEO myself or do I need an agency?
Basic AEO principles (schema markup, direct answers, expertise content) can be implemented yourself. However, comprehensive AEO—including expertise extraction, hub-and-spoke architecture, and multi-platform optimization—typically requires specialized knowledge and systematic processes.
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