SEO (Search Engine Optimisation) → builds the foundation of visibility and traffic.
AEO (Answer Engine Optimisation) → ensures your content becomes the answer for AI-driven and conversational queries.
Rather than competing, they’re two halves of a strategy built for 2025.
Despite their differences, both rely on the same pillars:
Content quality – Valuable, accurate, and intent-driven content is non-negotiable.
Schema & structured data – Markup helps engines and assistants extract, display, and cite content in the right context.
Trust & authority – Regularly updated, factually correct information builds credibility across both models.
Language & style
SEO thrives on comprehensive, keyword-oriented content.
AEO leans on natural, conversational phrasing and direct Q&A formats.
User outcomes
SEO drives traffic to websites for research, comparisons, and decisions.
AEO delivers instant answers—often without a click—via snippets, “People Also Ask,” AI overviews, or voice search.
Signals & metrics
SEO rewards backlinks, domain strength, and on-page depth.
AEO prioritises brevity, clarity, structured formats, and answer accuracy.
SEO metrics: rankings, organic sessions, CTR.
AEO metrics: snippet presence, voice results, AI overview inclusion.
SEO wins
“Best CRM platforms 2025” → comparison guides, long-form reviews, downloadable checklists.
“Customer service software pricing” → pricing matrices and in-depth product pages.
“Restaurants near me” → local listings, reviews, and maps.
AEO dominates
“How do I integrate HubSpot with Outlook?” → short step-by-step list + HowTo schema.
“What does lifecycle stage mean in a CRM?” → crisp definition + FAQ schema.
“Refund policy timeframe” → one-sentence rule with supporting bullets.
Zero-click is standard → Over half of queries resolve without a click; appearing in snippets and AI overviews is now part of the visibility game.
Conversational search growth → More than 58% of queries are now phrased as questions. Optimising headings and copy for natural speech is key.
Voice search surge → With over a billion voice searches monthly, concise and structured answers matter.
Performance data → AEO-enhanced pages deliver up to 14% higher CTR compared to SEO-only pages.
Case studies show hybrid gains → E-commerce brands using FAQ schema and structured answers report richer snippets, stronger visibility, and improved conversions.
Strengthen SEO foundations
Topic-clustered, comprehensive pages.
Technical health (Core Web Vitals, mobile, crawlability).
Internal linking, canonical clarity, backlink building.
Layer in AEO
Add FAQ, definition, and how-to blocks to high-intent pages.
Lead with the answer, expand below.
Use schema: FAQPage, HowTo, Article, Product, Organisation.
Write sub-headings as questions: “How do I…”, “What is…”.
Structure for machines & users
One question per heading; one concise answer below.
Short paragraphs, lists, tables, clear entities.
Refresh regularly with up-to-date stats and examples.
Measure across both
Track snippet wins, voice search presence, and AI citations.
Monitor rankings, organic sessions, and zero-click impressions together.
SEO ensures you’re found. AEO ensures you’re chosen. Businesses that integrate both win across the full search journey—from exploratory research to instant, AI-driven answers.
The future of visibility isn’t SEO vs AEO—it’s mastering both to stay relevant, discoverable, and trusted in every search environment.