What is AEO?
Answer Engine Optimization (AEO) is the process of optimizing a brand, product, or any entity to be visible in responses generated by AI searches and Large Language Models (LLMs) like ChatGPT, Google AI Overviews, Gemini, Claude, Perplexity AI, DeepSeek, and more.
AEO Defined
AEO ensures your brand is mentioned in LLM responses based on your positioning, products, expertise, and relevant information—ranking high in those responses.
Current visibility formats include:
- Text-based mentions
- Citation links
- Direct quotes
- Statistics and data
- Video references
- Product recommendations
In general, AEO is a long-term process like SEO. While SEO once had more "quick wins," AEO has fewer shortcuts—at least for sustainable results.
The Difference Between AEO and SEO
Traditional SEO
SEO is about optimizing on-page and off-page factors. You want your website found and content showing up for keywords. People read your content to find solutions.
Traditional search engines work by:
- Indexing website content
- Parsing and matching to search queries
- Displaying results as blue links on SERPs
Answer Engine Optimization
AEO shares the same goal of being found but involves additional efforts. It goes beyond on-page and off-page optimization—it's about fostering conversations. You need to guide AI systems to mention your brand and engage in discussions about you.
AI-driven search relies on LLMs that learn from vast amounts of content. Using their understanding of entities, they generate responses rather than simply linking to pages.
"Today's AI search engines are answering machines rather than search engines. We have to take that into account in our optimization strategies."
Key Differences at a Glance
| Aspect | Traditional SEO | AEO |
|---|---|---|
| Goal | Website ranked for keywords | Brand mentioned in AI responses |
| How it works | Content indexed and matched | AI interprets and synthesizes |
| Results | Blue links on search pages | Text responses with citations |
| Content | Specific pages define relevancy | Your content forms entity clusters |
| Crawlers | GoogleBot indexes structured data | LLMs interpret content, images, conversations |
| Optimization | Keywords and backlinks | Semantic relationships and authority |
Related Terms
You may encounter several related terms:
| Term | Full Name | Focus |
|---|---|---|
| AEO | Answer Engine Optimization | AI-powered search engines |
| GEO | Generative Engine Optimization | Generative AI search specifically |
| LLMO | Large Language Model Optimization | LLM training data (longer-term) |
| GAIO | Generative AI Optimization | Overarching term for all AI optimization |
These terms are often used interchangeably and refer to similar practices.
How AI Generates Responses
The responses generated by AI are not direct reproductions of training data. While you might see a quote or statistic from your content, the AI won't return complete articles as originally written.
Answers are synthesized from:
- Various articles and data sources
- The AI's internal knowledge
- Real-time web search results (for AI search engines)
- Entity relationships and semantic understanding
This is fundamentally different from traditional search, which finds matches and shows links.
Traditional SEO Tactics vs. AEO
On-Page Optimization
| SEO | AEO |
|---|---|
| Goal: Get website content indexed | Your content is a cluster of entities used to train LLMs |
| Specific content pieces define relevancy | Your website is not necessarily the destination |
| GoogleBot indexes what it can parse | LLMs can interpret content, images, videos, conversations |
Technical SEO
| SEO | AEO |
|---|---|
| Website structure must make content easy to index | For AI search with web results, many traditional principles apply |
| Focus on crawlability and page speed | For pure LLMs, technical SEO is less directly relevant |
| Structured data helps parsing | Structured data influences training data interpretation |
Authority (Off-Page)
| SEO | AEO |
|---|---|
| Authority influenced by backlinks and mentions | Mentions in authoritative sources matter more than link quantity |
| PageRank and Domain Authority | Entity recognition and topic associations |
| Link building campaigns | PR, Reddit presence, Wikipedia eligibility |
User Experience
| SEO | AEO |
|---|---|
| Engagement metrics influence rankings (CTR, bounce rate) | For AI search, engagement factors are uncertain |
| Strong UX boosts SEO performance | Content quality and citability matter more |
What Makes Content AI-Friendly
1. Clear Structure
AI parses well-organized content more effectively:
- Clear heading hierarchy (H1 → H2 → H3)
- Logical content flow
- Lists and tables for data
- Summary sections
2. Authority Signals
AI prioritizes authoritative content:
- Expert authorship
- Credentials displayed
- Citations to reputable sources
- Comprehensive coverage
3. Citable Elements
Content that gets cited includes:
- Specific statistics and data
- Expert quotes
- Unique insights
- Original research
4. Entity Clarity
Help AI understand what you are:
- Consistent brand naming
- Clear topic associations
- Schema.org markup
- Defined relationships
The Long-Term Perspective
"There are no silver bullets in AEO, as there have been none in SEO. However, consistent processes with a clear goal and positioning will pay off in the long run."
While the current landscape feels like the early Wild West of SEO, long-term brand building and authority building will be the right strategy to succeed in the AI era.