AEO vs SEO: Key Differences and Why You Need Both in 2025

AEO vs SEO isn’t about choosing one over the other. You need both.

SEO gets your pages to rank in Google search results. AEO gets your content cited by AI platforms like ChatGPT and Perplexity.

I’ve been running both strategies for months. They work differently but complement each other.

Here’s what you need to know about each approach.

What Is SEO vs What Is AEO

Traditional SEO (Search Engine Optimisation): Getting your web pages to rank high in Google search results so people click through to your website.

AEO (Answer Engine Optimisation): Getting your content cited by AI platforms when they answer questions. People see your brand mentioned but might not visit your site.

The goals are different. SEO drives traffic. AEO builds authority.

SEO example: Someone searches “email marketing tips.” Your blog post ranks #3. They click and visit your website.

AEO example: Someone asks ChatGPT “What are the best email marketing tips?” ChatGPT mentions your framework and cites your company as the source.

Both have value. But they require different strategies.

Core Differences Between AEO and SEO

The biggest difference? SEO wants people to visit your website. AEO accepts that they might get their answer without clicking through.

That sounds bad until you realise that getting cited by AI platforms exposes your brand to millions of people who never would have found you otherwise.

How SEO and AEO Work Differently

SEO Process

1. Research keywords people search for
2. Create pages targeting those keywords
3. Build backlinks to increase authority
4. Rank higher in search results
5. Get clicks and website traffic

AEO Process

1. Identify questions people ask AI platforms
2. Create expert content that answers those questions
3. Structure content for easy AI extraction
4. Get cited when AI answers related questions
5. Build brand recognition and authority

The workflows overlap but the end goals differ.

I noticed something interesting. Content that performs well for AEO often ranks better in traditional search too. Google seems to favor content that AI platforms find citation-worthy.

Content Requirements Comparison

SEO content needs:

• Keyword targeting and density
• Internal and external links
• Meta descriptions and title tags
• Page speed and mobile-friendliness

AEO content needs:

• Clear, quotable statements
• Expert insights and analysis
• Well-structured information
• Credible sources and references

Good AEO content often satisfies SEO requirements naturally. Expert content tends to attract links and engagement.

When to Focus on SEO vs AEO

Use SEO when you want:

• Direct website traffic
• Lead generation through content
• E-commerce product visibility
• Local business discovery
• Measurable ROI through analytics

Use AEO when you want:

• Brand authority building
• Thought leadership positioning
• Expert recognition in your industry
• Long-term brand awareness
• Citations from credible AI sources

Most businesses benefit from both approaches. The question is where to start and how to balance resources.

My recommendation: Start with SEO if you need immediate traffic and leads. Add AEO once you have solid content foundations.

Technical Differences

SEO Technical Requirements

• Fast page loading speeds
• Mobile-responsive design
• Clean URL structure
• Proper heading hierarchy
• XML sitemaps
• Schema markup for search engines

AEO Technical Requirements

• Content accessible without JavaScript
• Clear content structure for AI scanning
• Quotable text formatting
• Recent publication dates
• Author credibility signals
• Direct answer formatting

The technical overlap is significant. Good SEO foundations support AEO success.

The main difference? AEO requires content that AI can easily parse and extract. This means cleaner structure and more direct answers.

Measuring Success: SEO vs AEO

SEO Metrics

• Keyword rankings
• Organic traffic
• Click-through rates
• Conversion rates
• Backlink acquisition
• Domain authority growth

AEO Metrics

• Citation frequency across AI platforms
• Brand mention quality
• Question coverage for your expertise areas
• Indirect traffic from brand searches
• Authority recognition in your industry

AEO measurement is trickier because it’s mostly manual. No Google Analytics equivalent exists for AI citations yet.

We track AEO success by searching AI platforms monthly for industry questions and monitoring brand mentions. It takes effort but reveals valuable insights.

Content Strategy Differences

SEO Content Strategy

Focus on keywords and search intent

• Target specific search terms
• Match content to search intent
• Build topic clusters around keywords
• Create content for different funnel stages

Build for search algorithms

• Follow Google’s ranking factors
• Build backlinks and authority
• Create comprehensive topic coverage
• Update content based on search performance

AEO Content Strategy

Focus on questions and expertise

• Answer questions people ask AI platforms
• Demonstrate clear industry expertise
• Create quotable insights and frameworks
• Build thought leadership content

Build for AI citation

• Structure content for easy extraction
• Include credible sources and references
• Write clear, direct answers
• Establish author and company credibility

The content creation process differs significantly. SEO starts with keyword research. AEO starts with question research.

Common Mistakes in SEO vs AEO

Common SEO Mistakes

• Keyword stuffing and over-targeting
• Ignoring user experience for rankings
• Building low-quality backlinks
• Neglecting mobile optimisation
• Creating thin, low-value content

Common AEO Mistakes

• Writing too corporate or sales-focused
• Creating shallow content without expertise
• Ignoring content structure and formatting
• Forgetting to establish credibility signals
• Targeting platforms instead of building authority

The biggest mistake? Thinking you have to choose between SEO and AEO. You need both for complete digital visibility.

The Future: SEO and AEO Together

Search behavior is fragmenting. People use Google for some things, ChatGPT for others, and social platforms for discovery.

What this means:

• Traditional SEO remains important for website traffic
• AEO becomes essential for brand authority
• Integrated strategies perform better than single-channel focus
• Content quality matters more than ever

The businesses winning long-term build authority that works across all platforms. They don’t optimise for individual channels.

Perhaps the most important insight? Good content serves both SEO and AEO goals. Expert content tends to rank well and get cited frequently.

Building an Integrated Strategy

Phase 1: SEO Foundation

• Establish basic technical SEO
• Create quality content targeting your core topics
• Build domain authority through consistent publishing

Phase 2: AEO Enhancement

• Enhance existing content for AI citation potential
• Add expert insights and quotable statements
• Improve content structure for AI extraction

Phase 3: Integrated Approach

• Create content that serves both SEO and AEO goals
• Monitor performance across all channels
• Adjust strategy based on where you see the best results

Budget and Resource Allocation

SEO Resource Requirements

• Technical website maintenance
• Content creation and keyword research
• Link building and outreach
• Performance monitoring and analytics
• Regular content updates and improvements

AEO Resource Requirements

• Expert content creation and thought leadership
• AI platform monitoring and citation tracking
• Content structure and formatting work
• Industry research and trend analysis
• Brand authority building activities

Resource overlap: Good content creators can handle both SEO and AEO requirements. The skillsets complement each other.

Investment priority: Start with SEO for immediate traffic needs. Add AEO for long-term authority building.

Which Should You Choose?

You shouldn’t choose. You need both.

Start with SEO if:

• You need website traffic and leads quickly
• You have limited resources and need measurable ROI
• Your business depends on search discovery
• You’re in a competitive local market

Add AEO when:

• You have solid SEO foundations
• You want to build thought leadership
• Your industry uses AI platforms frequently
• You’re planning long-term brand building

Go integrated from the start if:

• You have sufficient resources for both
• You’re in a rapidly changing industry
• Your audience uses multiple discovery channels
• You want future-proof digital presence

The most successful businesses I work with use both approaches. They drive immediate traffic through SEO while building long-term authority through AEO.

Master both SEO and AEO with our complete AI search strategy guide.