For over two decades, search engines have been the portal through which customers discover businesses online. SEO (Search Engine Optimisation) was the key to unlocking this gateway. Business and digital marketing agencies invested heavily in mastering the SEO language. Those businesses that did, found their markets and grew with the times, reaping the benefits of optimised websites and content that kept the sales pipeline open for the future.

Today, SEO remains a crucial element of overall digital marketing strategy. Ranking on Google and other search engines is a significant driver of online traffic. Traditional SEO tactics still apply; however, traditional SEO has competition.

We’ve been talking about the rise of AI search, also known as GEO (Generative Engine Optimisation). As AI search has taken hold, we’ve learnt that its function is to answer questions asked by its users; they are essentially becoming “answer engines”, and it now has a new acronym: AEO (Answer Engine Optimisation). AEO complement SEO, but they are not the same.

Do we still need SEO if AEO is taking over?

SEO had a simple, straightforward role: to get your business recognised online. For decades, digital agencies have focused their efforts on using SEO techniques to advance their business up the list to the prime spot on page 1 for keywords relating to your industry. For SMEs, SEO is still a foundational digital marketing strategy. The techniques target active users who are researching products or services. What is interesting is that the popularity of AEO has provided SEO with a new and very important purpose. Businesses that rank highly on Google enjoy valuable brand integrity. SEO has morphed from its straightforward role of visibility into the credibility bucket. This is notably relevant for SMEs operating in the B2B space.

Search engines to answer engines: AEO is on the rise

Can we thank McDonald’s? Maybe, but the demand for the instant is now an expectation. In the business world, customers expect concise answers immediately. This is where AI search excels. It is not always accurate or factual, but it is fast. Google is in on the act and now displays a featured snippet to answer questions, whether typed or voice-assisted. Nearly half of all Google searches now include some form of direct answer result, such as a snippet or an AI summary on the page. Over 60% of searches end without a click to the website, as people get the info they need from the results page or an AI tool. If your content isn’t part of those direct answers, you risk being invisible.

So, what can you do? While SEO success has largely depended on a number of technical mechanisms working coherently on a website, AEO is about structuring content so it answers questions. The trust value, a big part of the AEO game, is about combining SEO and AEO.

AEO success depends on your content answering questions and on your website having a successful SEO structure that recognises that content. SEO gets you recognised, AEO gets you recommended.

For example, when a customer uses ChatGPT or other AI assistants, including Google’s AI-powered search, the systems crawl websites to answer queries. When the website is optimised for AEO, it helps ensure your business’s information is part of the answers those AI tools provide.

The revolution of AEO doesn’t mean SEO is being replaced. It means that businesses must optimise for both and delivering answers is a priority.

There are differences between SEO & AEO, but they do complement each other

At an elevator level, SEO is about ranking higher in traditional search engines, such as Google. AEO is about being included in direct answers or AI responses to user questions. SEO drives organic (free) search. This strategy centres on users clicking a link to your website. The role of an AEO is to ensure your business is visible as the answer to a user question, either as a snippet or as a source on an AI platform, including ChatGPT.

While there are two powerful mechanisms for your business to be “seen”, it is critical that you structure your website and optimise your content to attract SEO and AEO-driven search. This does require professional oversight, and the strategies depend on a host of variables.

It may seem that you need to choose one over the other; however, this is not the case. SEO and AEO are interconnected. Quality and well-structured SEO is the foundation of effective AEO. A properly structured website that ticks the SEO boxes will more likely be chosen as an answer source. AI algorithms will favour websites with sound SEO fundamentals. For SMEs, it is important not to see their digital presence as an either/or decision. Traditional search SEO remains a dominant driver of traffic; however, ignoring the rise of AI search will leave your business vulnerable, and delaying the optimisation process may leave you behind.

SEO and AEO are two sides of the same coin. Each is essential to your digital marketing activities and critical to future-proofing your business sustainability and growth.

There is much less confusion around AI search than 18 months ago, and much more use of AI as a search tool. We have seen businesses that optimise for both are forging ahead, but it must be done skillfully and monitored. Interpreting the data and being prepared to adapt are the keys to successfully utilising traditional and AI search to reach more customers.

Brilliant Digital is ahead of the SEO/AEO game

At Briliant Digital, we’ve been monitoring and adapting to AEO since its earliest adoption as a search tool. The digital search world is dynamic, and having a digital partner who understands the nuances and strategies of SEO and AEO gives you an advantage over the competition. SEO gets you in the search game, and AEO helps you win it, and our aim is to ensure our clients do just that.

Call us if you think your digital marketing strategy needs an upgrade or an overhaul. We are heavily invested in ensuring our clients are seen, heard and relevant in traditional and AI search.