AEO (Answer Engine Optimisation) and SEO (Search Engine Optimisation) are two distinct but related digital marketing strategies, both aimed at improving the visibility of content on search platforms. However, they differ in terms of focus, goals, and approach.
Focus
SEO
SEO focuses on optimising a website or webpage to rank higher in traditional search engine results (like Google, Bing) by targeting specific keywords. It includes tactics like keyword optimisation, on-page content, backlinks, and user experience to rank higher in search engine results pages (SERPs).
AEO
AEO is more focused on optimising content so that it can be easily understood and featured by answer engines (like voice assistants such as Siri, Google Assistant, or Alexa, and also featured snippets in search results). AEO ensures your content is designed to directly answer user questions in a clear, structured format, often aiming to get featured in position zero, such as featured snippets, voice search results, or knowledge panels.
Goal
SEO
The main goal is to drive traffic to a website by achieving higher rankings in the organic search results. The key performance indicators (KPIs) include:
- Higher click-through rates (CTR) from search results
- Organic traffic increase
- Improved keyword ranking
AEO
AEO's goal is to provide concise, accurate, and structured answers that search engines or voice assistants can easily extract and deliver to users directly, without necessarily driving traffic to a site. AEO focuses on:
- Getting featured in voice search answers
- Being chosen as the featured snippet
- Being included in knowledge graphs
Search Intent
SEO
SEO addresses various types of search intent (informational, transactional, navigational, etc.), with a broader focus on all types of content, not just short answers. SEO tends to optimise for content that provides detailed information or encourages conversions.
AEO
AEO specifically targets informational queries where users are looking for a quick, definitive answer to a question. It caters more to question-based searches (like “What is SEO?” or “How to bake a cake?”), which are common in voice search or direct query-based interactions with digital assistants.
Optimisation Tactics
SEO
SEO uses various techniques like:
- Keyword research and placement to match user queries
- Link building to boost authority
- Meta tags optimisation (titles, descriptions)
- User experience improvements (speed, mobile friendliness)
AEO
AEO strategies include:
- Using structured data (like schema markup) to help search engines better understand the content.
- Writing content in a Q&A format, which helps answer engines extract answers more easily.
- Focusing on concise, clear, and direct answers to common questions.
Impact on Traffic
SEO
SEO is designed to bring users to your website for further engagement, whether it's to read a blog post, buy a product, or sign up for a newsletter. It's traffic-driven.
AEO
AEO may not necessarily lead to website traffic, since voice search results or featured snippets often provide answers directly within the search results, meaning users don't always need to click through to a website.
Summary Table
| Aspect |
SEO |
AEO |
| Full Form |
Search Engine Optimisation |
Answer Engine Optimisation |
| Primary Goal |
Rank higher in SERPs, increase traffic |
Provide direct answers, featured snippets, voice search |
| Focus |
Keywords, organic traffic, all intents |
Quick, concise answers to questions |
| Optimisation Tactics |
On-page SEO, link building, meta tags |
Schema markup, structured data, Q&A format |
| Search Intent |
Informational, navigational, etc. |
Question-based, informational |
| Result Format |
Webpages in SERPs |
Voice search, featured snippets, knowledge panels |
| Impact on Traffic |
Drives users to the website |
May not lead to clicks (direct answers) |
In summary, SEO focuses on making a website discoverable and driving traffic, while AEO optimises for quick, direct answers often served by voice assistants or featured in snippets, without necessarily driving website visits.
If you would like expert help with your AEO and SEO marketing strategies contact us.