With the rise of AI, the way people are searching things online is changing, and in turn, the way our search engines operate is changing too.
SEO vs AEO
SEO, or search engine optimization, is rapidly shifting to AEO, or answer engine optimization. AI search engines like ChatGPT, Gemini, Copilot or integrated AI features on existing search engines like Google’s Google AI and Yahoo’s Claude, are being used more than traditional or basic search engines.
SEO helps your website show up with a higher rank in search results so people can click right into your website. AEO focuses on getting your business featured as the direct answer to someone’s question. We know what you’re thinking, is that not the same thing? Not entirely.
Let’s say someone is having trouble with their car, and they know they need to have something fixed. If that person goes to Google and types in “car repair shops near me”, Google will use SEO features to pull up a list of car shops that have Google Business listings in your area. Within these listings, the user could click a link for directions or go straight to their site.
Your rank in these searches relies on your Google Business Profile management, and there are many different efforts you can take to get to the top of that listing.
Now, let’s say that same user with car troubles goes to Google or ChatGPT, and instead of searching for car shops, they want to know what exactly is wrong with their car, so they search “why is my car ac blowing hot air”. The search engine will give you a conversational answer back, pulling information from various sources across the internet and citing those sources. This is using AEO, and the goal is for AI engines to pull information from YOUR website, blog, or social media. The same AEO logic applies to chatbots like Siri and Alexa.
Let’s sum all this up…
SEO: results focusing on ranking websites in traditional search engines. Most prevalent in user searches that are not asking a question, but instead use keywords for a more exploratory process. Search examples: “car repair shops near me, roofing company in St. Louis, best cat food brand, estate sales in central Mississippi, etc.”
Search > Result
AEO: results are structured to be selected and cited as an answer to a question. Most prevalent in user searches that are question based or conversational, with the user wanting to have an instant answer. Search examples: “Why is my car shaking at red lights? Should I get a shingled roof or metal roof? Etc.”
Question > Answer
How to use AEO to your business’s advantage.
Knowing what we do now, what’s most important to your business is that you have an abundance of information available online across all platforms. AEO uses information not just from your website, but from your social media profiles, Google Business Profile, online reviews, directories, FAQ sections, blogs; anywhere your website is mentioned online. It’s important the information you have out there, especially things like your address, phone number, and business hours, are accurate and continuously up to date across all platforms.
Your website is where you can really do different things to get information out. If you have an FAQ section or blog, keep that as up to date as you can. You can write about questions you get frequently from your clients, talk in detail about your products, or unpack your industry’s secrets. AI is dependent on pulling from information that already exists online, so the more you put out there, the more likely you are to be cited in AI search results. Remember these four points:
- Make content easy to read: Use bullet points, number lists, short definitions, and quick explanations
- Help search engines understand your website: Add special website tags, called schema markup, that explain what your content is about
- Build trust online: Get your business mentioned on trusted websites, review sites, forums, and other online platforms.
- Give clear answers: Write simple, direct content that answers common questions like who, what, when, where, why, and how.
At Atwill Media, our website designers, Google specialists, and social media managers are all equipped to boost your business’s AEO (and SEO, too!) across your different online platforms. We’re here to strengthen your online presence so you can do what you do best, running your business. Give us a call to learn more about our AEO optimization features!