Answer Engine Optimisation (AEO) focusses on optimising content for AI-powered search engines and voice assistants to provide direct and concise answers to searching questions. Traditional search engine optimisation (SEO) aims to improve website rankings in general search results.

What is Engine Optimisation (AEO)?

AEO is an advanced form of optimisation that focusses on providing direct and concise answers to questions searched through voice assistants or search engines such as Google that use AI to provide answers. Instead of directing users to a webpage, AEO aims to provide accurate and immediate information that is typically found in Google's featured snippets or voice search results.

What is SEO (Search Engine Optimisation)?

Search Engine Optimisation (SEO) is the process of getting targeted traffic to a website from a search engine's organic (unpaid) ranking. The goal of SEO is to get your website to rank higher in search results for questions related to your business - known as keywords. Because a higher ranking can lead to more traffic to your site. This will result in more conversions (such as sales or signups) for your business.

SEO vs. The main differences between AEO

Search Trends

• SEO: It still dominates traditional searches where users are looking for comprehensive information.
• AEO: Thriving with the growth of voice search and conversational AI, such as Siri, Alexa, and Google Assistant

Technology

• SEO: Mobile-first indexing, such as Google's major updates, adapts to algorithm changes.
• AEO: Uses AI, NLP, and structured data to optimise content for voice and direct-answer systems.

Marketing strategy

• SEO is like casting a wide net to attract customers to your site.
• AEO focusses on directly engaging with customers through quick and accurate answers, which may not lead to site visits, but increase brand trust.

Transformational objectives

• SEO prioritises what it takes to attract users to look at a website, which can lead to conversions through content interaction.
• AEO builds trust through instant answers, especially for local businesses and service-oriented enquiries that indirectly impact conversions.

While SEO is essential for increasing organic traffic and growing an online presence, AEO is the next evolution in content optimisation. Businesses must combine both strategies for a holistic approach to digital visibility. Your content ensures a better rank in the SERPs, while AEO prepares your brand for the era of voice-first, AI-driven search. By understanding the strengths of SEO and AEO, businesses can optimise their digital footprint and stay competitive in an ever-changing online ecosystem.