What is Answer Engine Optimization (AEO) and how does it change SEO?

But AEO isn’t meant to replace your SEO program. Rather, think of them as business partners.

Traditional SEO focuses on achieving high rankings in search engine results. AEO focuses on being the answer that AI systems draw from and quote. The goal shifts from “getting people to click on your website” to “becoming the authoritative source that AI systems trust and refer to.”

Where does AEO actually appear? Pretty much anywhere AI answers questions:

• LLM chat interfaces like ChatGPT, Claude or Gemini – where users have in-depth conversations instead of searching
• AI overviews in Google search – those AI-generated summaries that appear at the top of search results
• Voice assistants like Siri, Alexa or Google Assistant – which require concise, accurate information to speak to users

You’ll find that much of what makes good SEO also makes good AEO, such as clear, well-structured content that answers real questions. The difference is that when using AEO you also have to think about how AI systems consume, understand and cite information, which means some new considerations come into play.

AEO versus SEO

Entity clarity is more important than ever

With traditional SEO, you optimize for keywords. With AEO you also optimize Entitiessuch as the people, places, things and concepts that AI systems need to understand.

This means that you must be absolutely clear about who you are, what you do, and how you connect with other entities in your space. If you’re a SaaS company, AI needs to know you exist And how you deal with your industry, your competitors, and the problems you solve.

The clearer you are, the more confidently the AI ​​can quote you.

Question and answer content becomes your best friend

AI systems prefer content that answers questions directly because that is their primary purpose.

This doesn’t mean that every blog post has to be an FAQ (please no), but it does mean that the content needs to be structured around the questions your audience is actually asking. You want fewer posts like “10 Tips for Better Email Marketing” and more posts like “How do I improve my email open rates?” with a clear, concise answer up front.

Schema markup gets an upgrade

Schema helps AI systems understand the structure and meaning of your content. Things like FAQ schema, How-To schema, and article schema provide clear signals to the AI ​​about the information you provide and how it is organized.

Model coverage vs. search coverage

When it comes to SEO, you think about search volume and keyword difficulty. At AEO you also think about model coverage. You may be wondering if you’ll show up when someone asks ChatGPT or Claude about your topic. Are you quoted in AI reviews?

AEO requires a slightly different content strategy, where you target not just high-volume keywords, but also the types of questions people ask AI systems in conversation. These questions are often longer, more specific, and sound more natural than traditional search queries.

The zero-click reality

AI gives users the answer directly, meaning they may never visit your website.

Is that frustrating? Secure. But it is also reality. The advantage? When AI quotes you, you build brand authority and trust. People start recognizing your name as a credible source, even if they didn’t click through this time. Think of it as the long game.

How your content workflow actually evolves

So what does this mean for your content team on a day-to-day basis? The good news is that you don’t have to overhaul your entire operation. AEO builds on what you’re already doing, but requires some intentional changes.

Start With Your Content Clusters (Yes, Really)

Before diving into AEO tactics, make sure your basic SEO structure is solid. Build your topic clusters, establish your pillar content and create a clear content architecture. AI systems search and understand content in the same way search engines do. So if your site structure is a mess, AEO won’t help you.

First, get your house in order. Then optimize for AI.

Level in question assignment

Once your clusters are created, plan the questions your audience will ask at each stage of their journey. Not just “which keywords should we rank for,” but also “What would someone type into ChatGPT about this topic?”

This is where you start creating content that’s specifically designed to be cited, in the form of clear, direct answers, credible sources, and well-structured information – the stuff that AI systems love to draw from.

Add schema and entity work

Once you have your content and questions in place, take care of schema markup and entity optimization. This is the technical layer that helps AI systems better understand and cite your content.

Highlight your FAQs. Add a how-to schema to your tutorials. Use article schema for your blog posts. Make it as easy as possible for AI to analyze and reference your information.

The priority framework

If you’re juggling ongoing SEO, content production, and now AEO, here’s a simple prioritization framework:

1. Get your core SEO nailed first — Content clusters, site structure, keyword targeting
2. Match questions and create answer-oriented content – especially for topics where AI is already answering questions
3. Add schema and entity optimization – the technical polish that makes your content more quotable

Think of it like building a house. You wouldn’t install smart home technology until you frame the walls. The same logic applies here. Build your foundation first, then the AI-friendly upgrades.

And look, I understand. Adding AEO to your already packed content calendar can be overwhelming. However, the reality is that AI systems answer questions in your space and you do it not When you are quoted, you miss visibility and authority. It’s better to start small and break it down into layers than to ignore it completely.

AEO versus GEO

GEO specifically refers to optimization for generative AI systems. Think of ChatGPT, Claude, Gemini and other large language models that generate answers based on prompts. GEO is all about getting these AI systems to cite your content when creating answers from scratch.

AEO is the broader umbrella term. It includes optimization for any AI-powered system that delivers answers, including generative AI, as well as AI overviews in search, voice assistants, and other AI-enhanced platforms.

In other words: GEO is a subset of AEO. All GEO are AEO, but not all AEO are GEO.

Think of it this way: When someone asks ChatGPT for marketing advice and they quote your blog post, the GEO is in action. If someone asks Google a question and your content appears in an AI overview, it is AEO (but not necessarily GEO as it is adjacent to search).

If Alexa reads your recipe instructions out loud, that’s AEO too.

They all have the same core goal: getting AI systems to use and cite your content as a trustworthy source.

Why the distinction matters (sort of)

Honest? For most content teams, the distinction between AEO and GEO is more academic than practical.

Yes, there are researchers who publish articles specifically on Generative Engine Optimization and study how to rank in LLM results. And yes, some practitioners use GEO when talking specifically about ChatGPT or Claude.

But here’s the thing: the tactics that make you quotable in one AI system generally also make you quotable in others. You won’t optimize for ChatGPT any differently than you do for Google’s AI overviews and for Alexa. The underlying principles are the same.

Although I use “AEO” as a catch-all term in this post, please note that the discussion of display in ChatGPT or other generative models is about the GEO piece of the puzzle.

One content architecture to rule them all

The best part: You don’t need separate strategies for AEO and GEO. The same content architecture that helps you get featured in AI digests also helps you get cited by ChatGPT.

Q&A blocks work everywhere

Whether it’s a generative AI model or Google’s AI Overview fetching your content, both love clearly structured question and answer formats.

If you write a section that starts with “What is email marketing?” begins? and follows with a direct, concise answer, making it easy for any AI system to extract and cite this information. The AI ​​doesn’t care whether it provides this answer in a chat interface or in a search result. AI only requires clear and well-structured information.

Schema speaks a universal language

FAQ Schema, How-To Schema, and Article Schema are all structured data formats that help AI systems better understand your content.

Google’s AI uses a schema to analyze your content for AI overviews. Generative models trained on web data can better understand and correctly reference tagged content. Voice assistants rely on schemas to retrieve accurate information. It is the same markup that serves multiple AI applications.

You implement it once and it works across the board.

Entity Clarity benefits everyone

When you clearly define who you are, what you do, and how you connect with other entities in your room, any AI system benefits.

Generative models require entity clarity to be able to cite them confidently. Search engines need it to include you in AI overviews. Voice assistants need it to give accurate answers. The work you do to strengthen your entity’s signals – clean NAP data, consistent branding, clear pages, reliable backlinks – will pay off on any AI platform.

The conclusion

Don’t think too hard about the distinction between AEO and GEO. Create content that is clear, well-structured, and easy for AI to understand, and it will appear across the entire ecosystem of AI-powered response engines.

A solid content architecture. Multiple AI systems. Maximum coverage.

That’s the sweet spot.

Which response engines should you optimize for?

Okay, so you’re sold on AEO. Now comes the practical question: Which AI systems should you actually optimize for?

The good news? You don’t have to choose just one. The better news? A lot of optimization work overlaps. However, it helps to understand what each major answer search engine tends to favor so you can prioritize your efforts.

Let’s break down the big players and explain what they’re looking for.

Google AI Overviews (Gemini)

What it is: These AI-generated summaries that appear at the top of Google search results are based on Google’s Gemini model.

What it favors: AI overviews usually refer to pages that are already ranking well organically and are usually in the top 20 results. Google prioritizes authoritative, well-structured content with clear answers. If you don’t show up in traditional search, you probably won’t show up in AI overviews either.

Short checklist:

• Make sure your landing pages rank in the top 20 for relevant searches
• Use clear headings and concise answers that are easy to extract
• Implement schema markup (particularly FAQ and How-To Schema)

Bing co-pilot

What it is: Microsoft’s AI assistant built into Bing, Edge and Windows, powered by GPT-4.

What it favors: Copilot can generally handle navigation and transaction requests well. It draws on Bing’s search index and favors content that clearly states what a product or service does, contains pricing or comparison information, and has strong brand signals.

Short checklist:

• Optimize for navigation and product-focused queries in your space
• Include clear product descriptions, features, and pricing where appropriate
• Make sure your brand entity is well established (consistent NAP, strong backlinks)

ChatGPT Search (OpenAI)

What it is: ChatGPT’s newer search feature, which searches the web in real time and cites sources in conversation replies.

What it favors: ChatGPT search looks for credible, authoritative sources with clear entity signals. Typically, it cites content that directly answers questions, comes from recognizable brands or domains, and provides proper attribution (citing other sources strengthens your own credibility).

Short checklist:

• Build strong entity alignment with clear page information, author bios, and consistent branding
• Create content with direct, quotable answers to frequently asked questions
• Cite your own sources; When you receive credible reference information, you build trust

confusion

What it is: An AI-powered search engine that provides synthesized answers with inline citations, similar to a research assistant.

What it favors: Perplexity loves well-researched, comprehensive content that combines multiple perspectives. It often cites academic sources, data-driven content, and articles that themselves contain citations and sources. If your content looks like it was written by someone who did their homework, Perplexity is more likely to cite it.

Short checklist:

• Write well-researched, data-driven content (including statistics, studies, examples)
• Use inline citations and link to credible sources in your content
• Organize information into clear, searchable sections with subheadings

You probably don’t have the bandwidth to create completely different content strategies for each response engine. And honestly, that’s not necessary.

The overlap is significant. Clear, well-structured and reliable content that answers real questions? This works everywhere. Strong entity signals? Helpful across the board. Schema markup? Universal.

So start with the basics that benefit all search engines, then add specific optimizations based on where your audience is actually looking for answers. If you are a B2B SaaS company, you might prefer ChatGPT and Bing Copilot. If you’re in the health and wellness space, Google AI Overviews and Perplexity could be your focus.

Meet your audience where they are and optimize accordingly.

How to create an AEO plan that works

Okay, enough theory. Let’s talk about how it actually works Do This in your content team.

Adding AEO to your workflow requires some initial effort, but the good news is that you don’t have to rework everything overnight. You can start small, test what works, and scale from there.

Here’s a step-by-step plan you can actually implement with your team, from discovery to publishing to measuring what works.

Step 1: Check where you already show up (or not)

Before you create new content, figure out where you currently stand with AI systems.

Start testing queries about your business in different response engines. Ask ChatGPT questions your customers would ask. Search relevant topics on Google and see if AI overviews appear. Try the same queries in Perplexity and Bing Copilot.

Are you being quoted? Will competitors appear instead? Are AI systems using outdated or inaccurate sources?

This audit gives you a starting point and helps you recognize quick successes, e.g. B. Topics where you have great content but aren’t cited, or gaps where AI is answering questions and you can’t be found anywhere.

Action points:

• Create a list of 10-20 key questions your audience asks
• Test every question in Google AI Overviews, ChatGPT, Perplexity and Bing Copilot
• Document which answer machines you cite (or not) and which sources they use instead
• Identify patterns. Ask: Are certain topics getting more AI coverage? Do competitors dominate certain question types?

Step 2: Match questions to your content clusters

Now that you know what AI systems answer, it’s time to incorporate these questions back into your existing content strategy.

Look at your topic clusters and pillar pages. For each cluster, consider the questions someone might ask an AI system at different stages (awareness, deliberation, decision) of its journey.

For example, if you have a content cluster about email marketing, your questions might include:

• “What is email marketing?” (Consciousness)
• “How do I improve my email open rates?” (Thoughtfulness)
• “What is the best email marketing software for small businesses?” (Decision)

The goal here is to create a question map that fits your existing content architecture. Instead of starting from scratch, identify what questions your current content answers (or should answer).

Action points:

• For each key content cluster, list 5-10 questions your audience would ask the AI
• Note which questions you already have content for and what gaps there are
• Prioritize questions based on search volume, business relevance and AI coverage (are answer engines already providing answers?)
• Create a content roadmap that fills gaps and strengthens existing answers

Step 3: Optimize or create response-oriented content

This is where the rubber meets the road. They either create new content designed to be quoted or optimize existing content to make it more quotable.

When writing or updating content with AEO in mind, focus on the following:

Clear, direct answers up front Don’t bury the lede. When someone asks, “What is AEO?” Your content should answer this question in the first paragraph, not three scrolls down. AI systems rely on content that quickly gets to the point.

Structured, scannable formatting Use headings, bullet points, and short paragraphs. Break complex information into easily digestible pieces. AI systems extract information more easily from well-organized content.

Question-as-header format Consider using the actual question as an H2 or H3 header, followed by a concise answer. For example:

“How do I measure email marketing ROI?” “To measure email marketing ROI, divide your net profit by your total email marketing costs and multiply by 100…”

This format makes it incredibly easy for AI to identify and extract the relevant answer.

Include context and credibility signalsDon’t just state facts, back them up. Add data, cite sources and reference studies. This builds trust in AI systems and makes your content more citeable.

Action points:

• Start with 3-5 high priority questions from your card
• Write or update content in question-as-header format
• Make sure each answer is clear, concise and appears at the beginning of the section
• Include supporting data, examples, or quotes to build credibility
• Keep paragraphs short and use formatting that is easy to read

Step 4: Add schema markup and entity signals

Once your content is written (or rewritten), it’s time to add the technical layer that will help the AI ​​understand it.

Implement schema markup Add an FAQ schema for question and answer sections. Use the How-To diagram for tutorials and step-by-step instructions. Apply article schema to blog posts. This structured data gives AI systems clear signals about what information you are providing.

If you use WordPress, plugins like Yoast or Rank Math make this pretty easy. If you use HubSpot or another CMS, check whether there is built-in schema support or work with your development team to implement it.

Strengthen entity signals Make sure your brand identity is clearly visible throughout your website:

• Make sure your NAP (name, address, phone) is consistent everywhere
• Have a strong “About” page that explains who you are and what you do
• Add detailed author bios for content creators
• Build reliable backlinks from credible sources in your industry

Consider entity signals as your credibility score with AI systems. The clearer and more consistent your signals are, the more confidently the AI ​​can cite you.

Action points:

• Add an FAQ schema to the Q&A content
• Implement the how-to schema in tutorials or process-driven posts
• Apply article schema to blog posts and long-form content
• Check your About page, Author BIOS, and NAP consistency
• If entities are weak, create a plan to strengthen them over time (this is not a quick fix).

Step 5: Publish, promote and let AI systems discover your content

They created great content and added the technical polish. Now you need to make sure AI systems actually find it.

Get it indexed Submit your new or updated pages to Google Search Console. This speeds up the crawling and indexing process, allowing AI Overviews to start retrieving your content more quickly.

Promote it Share your content on social media, in newsletters and wherever your audience is. The more signals of engagement and authority your content has, the more likely AI systems are to trust and cite it.

Create linksQuality backlinks are still important. They signal to AI systems that your content is credible and authoritative. Research industry publications, guest post on relevant websites, and look for natural link building opportunities.

Action points:

• Submit new/updated URLs to Google Search Console
• Share content across your own channels (social, email, Slack communities)
• Identify 2-3 link building opportunities for high priority content
• Monitor crawl and indexing status to ensure AI systems can access your pages

Step 6: Measure what works (and what doesn’t)

This is where things get tricky. Measuring AEO success isn’t as simple as tracking keyword rankings, but there are ways to measure whether your efforts are paying off.

Manual testing The most direct method: regularly test your target questions in different answer engines and see if they get cited. Create a spreadsheet of your priority questions and review it monthly (or weekly if you’re ambitious) to track changes.

It’s manual and time-consuming, but it’s also the most accurate way to determine whether AI systems are pulling from your content.

Monitor brand and direct traffic If AI systems cite your brand without linking directly to your website (hello, zero-click reality), you could see an increase in branded searches or direct traffic. People see your name in an AI response, remember it, and find you later.

Track branded search volume in Google Search Console and pay attention to changes in direct traffic patterns.

Track engagement metrics View engagement on the content you’ve optimized for AEO. Do people stay longer? Read more pages? Download resources? Even if the AI ​​gives them the quick answer, the users Do Click-throughs are often more engaged because they are already informed and interested.

Use AEO-specific tools (if you have a budget)There are new tools explicitly designed to track AEO performance, such as: E.g. citation tracking in LLMs or AI visibility scores. These tools are still in development, but if you have the budget and are serious about AEO, they are worth considering.

Action points:

• Set up a monthly check-in to manually test priority questions in top answer engines
• Track branded search volumes and direct traffic trends over time
• Monitor engagement metrics (time on page, pages per session, conversions) for AEO-optimized content
• If budget allows, test AEO-specific tracking tools

Step 7: Iterate and Scale

AEO is not a one-off project. It’s an ongoing optimization strategy that evolves as AI systems change and your content library grows.

Start with a small pilot of 5-10 high priority questions. Test the process, see what works and learn what doesn’t. Once you validate the approach, scale it to additional topics and content clusters.

And remember: AI systems are constantly evolving. What works today could change tomorrow. Stay curious, keep testing, and adapt your strategy as the landscape changes.

Action points:

• Review your AEO performance monthly and determine what is working
• Double down on the content types and question formats that are most cited
• Gradually expand your AEO efforts to additional content clusters
• Stay abreast of AI system updates and adjust your strategy accordingly

Creating an AEO plan takes time, but if you approach it systematically, you will start to see results.

How to measure and report on AEO success

I won’t lie to you, AEO measurement isn’t as clean as tracking keyword rankings or click-through rates. There is no universal “AEO dashboard” you can pull up that will show you exactly where you rank in ChatGPT.

But that doesn’t mean you can’t measure success. You just need to get a little creative and look at a combination of signals that together tell the story of your AEO impact.

Let me show you which metrics really matter and how you can track them without losing your mind.

1. AI citation frequency

What it is: How often do AI systems quote or reference your content when answering relevant questions?

How to track it: Unfortunately, this requires manual work. Create a list of your priority questions (the questions for which you have optimized the content) and test them monthly in your target answer engines – Google AI Overviews, ChatGPT, Perplexity, Bing Copilot.

Document whether your content is cited, how it is cited (direct quote, paraphrased summary, link), and where it appears in the answer (main source, supporting source, or buried in the footnotes).

Yes, it’s boring. But it’s also the most direct way to measure whether your AEO efforts are working.

How good looks: You notice an increase in citations month over month, especially in your priority response engines. Bonus points if you go from “not cited at all” to “secondary source” to “primary citation” over time.

2. Share of voice in AI responses

What it is: How often are you cited compared to competitors when AI systems answer questions in your field?

How to track it: Take the same list of priority questions and note which sources AI systems cite, e.g. B. You, your competitors, industry publications or whoever. Calculate your share of voice by dividing the frequency of your citations by the total number of citations from all sources.

For example, if ChatGPT answers 10 questions about email marketing and cites you four times, a competitor three times, and other sources three times, your share of voice is 40%.

How good looks: Your share of voice will increase over time and you will be quoted as frequently (or more) than key competitors. If you’re in a crowded room, even a 20-30% share of voice is a win.

3. Branded search volume

What it is: The number of people searching specifically for your brand name, which may indicate increased awareness from AI citations.

How to track it: Use Google Search Console to monitor branded searches. Look for upticks that correlate with your AEO efforts, especially if you’re cited in AI systems that don’t always link to your website.

If someone sees your name in a ChatGPT reply or Perplexity quote, they may not click through immediately. But later, when they need a solution, they remember your brand and search for you directly.

How good looks: The volume of branded searches increases over time, especially as you start to receive consistent citations in AI responses. Watch for spikes associated with specific AEO wins (e.g. earning a primary mention in a high-traffic AI overview).

4. Direct traffic growth

What it is: Visitors who come to your site by entering your URL directly or through bookmarks, often due to brand awareness through AI citations.

How to track it: Monitor direct traffic in Google Analytics (or any other analytics platform you use). Watch for continued growth or unusual spikes that cannot be explained by campaigns or other marketing efforts.

If AI systems mention your brand but don’t always link to you, direct traffic is one of the ways people find you later.

How good looks: Direct traffic is steadily increasing as AEO’s presence increases. You may also notice a shift in the quality of direct traffic, as users who come directly from brand awareness tend to be more engaged and further along in their buyer journey.

5. Zero-click engagement signals

What it is: Metrics that indicate people are engaging with your brand even if they don’t click through an AI response, such as: B. Time on site, pages per session, and conversion rates from branded or direct traffic.

How to track it: In your analytics platform, segment users who arrive from branded search or direct traffic and compare their engagement metrics to other traffic sources. Are they spending more time on site? View more pages? Convert at higher rates?

These signals suggest that AI quotes are pre-qualifying your audience. By the time they reach your website, they already know who you are and what you offer.

How good looks: Users from branded/direct sources have higher engagement and conversion rates compared to cold traffic. This indicates that AI quotes build attention and trust before users even visit your website.

6. Growth of topic authority

What it is: Your increasing presence and authority on specific topics, as measured by how extensively AI systems cite you on related questions.

How to track it: Create a topic cluster (e.g. “email marketing”) and track citations to all related questions within that cluster. Do you get quoted for beginner questions? Advanced questions? Tactical instructions? Strategic overviews?

The more widely you are cited within a topic area, the stronger your topic authority.

How good looks: You’ll be cited for multiple question types within your core topics, not just one or two. This signals to AI systems (and users) that you are a comprehensive, authoritative source on the topic.

7. Referral traffic from AI systems (if available)

What it is: Direct clicks from response engines that provide links such as Perplexity, ChatGPT Search or Google AI Overviews.

How to track it: Check your Analytics reference traffic for sources such as perplexity.ai, chatgpt.com, or Google’s AI Overview traffic (which usually appears as organic Google traffic, but can sometimes be identified through UTM parameters or landing page analytics).

Not all AI systems connect, but those that do can generate highly qualified traffic.

How good looks: You see consistent (albeit low) referral traffic from AI systems and these visitors engage well with your content. As AI search adoption increases, this metric will become increasingly important.

Frequently asked questions

How long does it take for AEO to show results?

Allow three to six months to see meaningful results from AEO efforts. AI systems take time to crawl, index, and start citing your optimized content, and you also build authority signals that don’t happen overnight.

However, for questions with low competition or if you optimize content that is already ranking well organically, you can start to see success within 4 to 6 weeks.

Which schema types help the most with AEO?

FAQ Schema, How-To Schema and Article Schema are your heavyweights for AEO. The FAQ schema is particularly effective because it maps questions directly to answers in a format that AI systems are happy to extract.

How-To Schema works well for process-driven content and Article Schema helps AI understand the structure and context of your long-form content.

How do I track AEO across different AI engines?

The most reliable method is manual testing. Create a spreadsheet of your priority questions and review them monthly in Google AI Overviews, ChatGPT, Perplexity, and Bing Copilot. Keep a record of when and how you are quoted.

For tracking at scale, some new tools like BrightEdge and SEOclarity are adding AEO monitoring capabilities, although the space is still maturing. You can also monitor indirect signals like brand search volume and direct traffic growth that indicate increased AI-driven awareness.

Does AEO replace SEO?

No, AEO complements SEO rather than replacing it. Many AI systems (especially Google AI Overviews) rely on content that already has a good ranking organically. Therefore, solid SEO fundamentals are actually a prerequisite for AEO success.

Think of AEO as an evolution of SEO that optimizes the way AI systems consume and cite information, rather than an entirely separate strategy.

How do I get an executive shareholding for AEO?

Lead with the risk of inaction. Show leadership examples from competitors or industry leaders mentioned in AI answers. At the same time, if your brand isn’t there, link it to business metrics that matter to them, such as: B. the growth of brand search and market authority.

View AEO as a natural extension of existing SEO and content efforts rather than an entirely new initiative, and start with a small pilot program (5-10 priority questions) to demonstrate ROI before requesting significant resources.

Above all, emphasize that AEO leaders are building authority that will be harder for laggards to displace as AI adoption accelerates.