Let’s be honest — the way we search has changed dramatically.
People don’t just "Google" anymore. They ask questions to voice assistants, type full sentences into AI tools like ChatGPT, or rely on featured answers that appear above the traditional search results. In this new search landscape, showing up in the top 10 results just isn't enough.
As someone who heads development and SEO for a digital agency, I’ve seen this shift firsthand. Which is why I believe it’s time we start talking seriously about AEO – Answer Engine Optimisation.
So, What Exactly Is AEO?
AEO stands for Answer Engine Optimisation, and it’s about making sure your content doesn’t just rank — it answers.
Unlike traditional SEO, which is designed to help your website rank on search engines, AEO focuses on getting your content picked up by answer engines — the tools and algorithms behind featured snippets, voice search results, and AI-generated summaries. Think of it as optimising for the “zero-click” experience, where users get what they need without even clicking through.
Why AEO Matters Right Now
Here’s why this matters:
- Search engines are shifting from ranking to resolving queries.
- Voice assistants are on the rise — and they want quick, spoken answers.
- Platforms like Google SGE, Bing AI, and ChatGPT are shaping how content is discovered.
- More users than ever are getting answers directly from search previews or AI summaries.
If your content isn’t structured to be understood and selected by these tools, you’re missing out — even if your site is technically ranking.
SEO vs. AEO — What’s the Difference?
| SEO |
AEO |
| Optimizes for rank |
Optimizes for answers |
| Focuses on keywords |
Focuses on questions + structure |
| Goal: get users to click |
Goal: get users the answer fast |
| Pages full of text |
Clear, concise responses |
The good news? These two aren’t enemies. They actually work best together — AEO just takes things a step further.
How Do You Start Optimizing for AEO?
Here’s what we typically recommend for our SEO clients when shifting toward AEO:
1. Answer First
Create content that clearly answers common user questions. Think “What is…”, “How does…”, “Why should…” and make sure the answer is easy to find at the top of your page.
2. Use Structured Data (Schema Markup)
Adding schema markup (like FAQ, HowTo, or Article) helps search engines better understand your content. It’s like giving Google a cheat sheet.
3. Target Featured Snippets
Write short, punchy definitions or how-tos. Use bullet points and subheadings. Think like a user in a hurry — what do they need to see first?
4. Voice Search Optimization
Remember, voice assistants are reading your content out loud. Keep sentences natural, conversational, and jargon-free.
5. Show Authority
Search engines (and AI tools) are more likely to trust content from credible, well-structured sources. That means using stats, linking to reliable sources, and updating your content regularly.
What Kind of Content Works Best for AEO?
- FAQs and knowledge base articles
- Blog posts that answer a specific question
- How-to guides and tutorials
- Comparison posts
- Glossaries or definitions
Basically, anything that’s informative, easy to scan, and answers a real need.
AEO Isn’t a Trend — It’s the Next Phase of SEO
If you're investing in SEO, but ignoring AEO, you’re only doing half the job. Today’s users want instant answers — and search engines (or AI tools) are more than happy to provide them.
That’s where AEO comes in.
It’s not just about traffic. It’s about being seen, heard, and trusted — even when users never click.
And as someone who’s deeply involved in both the technical and strategic side of web and SEO development, I can tell you: if you start optimizing for answers now, you’ll stay far ahead of the curve.
Need help applying AEO to your content strategy?
Let’s talk — we’re already helping our SEO clients in competitive industries like real estate, education, and energy implement AEO-focused strategies and prepare for the next phase of search.
