For years, Search Engine Optimisation (SEO) has been a key driver of digital marketing, helping products and services rank highly on search engines.
However, advances in modern technologies—particularly Artificial Intelligence (AI)—have ushered in a new model: Answer Engine Optimisation (AEO).
Unlike traditional SEO, which focuses on static, keyword-based queries, AEO is designed for the world of conversational AI. It involves optimising content to directly answer full-sentence questions—reflecting how users interact with AI-powered chatbots such as ChatGPT, Google’s Gemini, and other Large Language Models (LLMs).
For example, Google’s integration of Gemini has introduced “AI overviews” at the top of search results, giving users immediate, AI-generated summaries.
This development means content creators now need to compete not just for traditional rankings, but also for visibility within AI-generated responses.
Behind the shift
The shift toward AEO has been accelerated by growing user preference for AI tools like ChatGPT, which now include clickable links, maps, and real-time search results, turning them into hybrid search engines.
This evolution has created a fast-feedback loop, where influencing AI outputs has become both possible and essential for digital businesses.
AEO gained momentum earlier this year when ChatGPT and other generative AI tools began displaying citations and prominent links in their responses. This has led to the emergence of AEO-focused startups, increasing venture capital interest, and measurable traffic spikes from AI-driven referrals. In tandem, new analytics and tracking tools are being developed to support AEO strategies.
Key differences
The primary distinction lies in focus. SEO targets keywords, while AEO targets questions. Content optimised for AEO provides conversational, full-sentence answers with cited sources. This enables AI systems to easily draw from such content when responding to queries.
Where SEO pages may be built around a single keyword or phrase, AEO content must cover clusters of related questions, offering comprehensive responses across a topic area.
According to Giri Devanur, CEO of AI-powered real estate firm ReAlpha, the rise of virtual assistants and voice search has made AEO even more critical. Users are more inclined to ask full questions using these tools—necessitating content that mirrors this behaviour.
In a recent Forbes Business Council post, Devanur observed that the growth of SEO has been fuelled by factors such as increased online content, better internet access, e-commerce growth, and the demand for personalised user experiences.
However, he notes, SEO is becoming more complex, and outdated tactics like keyword stuffing or low-quality link-building are no longer effective.
“Businesses must focus on creating high-quality, relevant content that provides real value to users,” Devanur said.
“This is where AEO comes in. By optimising content for the questions users are asking, businesses can increase visibility and engagement.”
So, does the rise of AEO spell the end for SEO?
Not quite. Many analysts believe the two will increasingly coexist, with successful digital strategies requiring both. AEO and SEO are not competing models but complementary approaches that serve different aspects of user intent.
Still, the shift presents new challenges. Search algorithms are constantly evolving, making it difficult to guarantee appearance in an AI-generated answer box.
There are also concerns that users may find the information they need directly in the chatbot interface—reducing click-through rates to original websites.
As AI continues to transform how people search for information, businesses must evolve their content strategies accordingly. While SEO remains vital, AEO is becoming equally important—especially in an era where chatbots are not just tools but gatekeepers to information.
The businesses that succeed will be those that anticipate user questions, craft direct, valuable answers, and embrace the new optimisation landscape shaped by AI.
