Is AEO the new SEO? 

Is-AEO-the-new-SEO
Is AEO the new SEO? 

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Search engine optimisation (SEO) has been a cornerstone of digital marketing for decades and for ClickDo. 

But the emergence of AI-powered search platforms such as ChatGPT, Google AI Overviews, Microsoft Copilot and Perplexity is rapidly changing how users discover information online.

Today, search engines increasingly provide direct answers rather than lists of links, which means traditional SEO strategies must evolve. This has led to the rise of Answer Engine Optimisation (AEO), a new approach focused on making content visible within AI-generated answers.

Understanding the relationship between SEO and AEO is becoming essential for marketers, publishers and businesses that want to maintain online visibility. So, below we delve deeper into the transformation of search and how we can work with it. 

SEO

AEO
  • Search Engine Optimisation
  • Answer Engine Optimisation
  • Focus: ranking in search results
  • Focus: being cited in AI answers
  • Drives website traffic
  • Drives brand visibility
  • Optimises for Google/Bing algorithms
  • Optimises for AI systems
  • Keywords and backlinks
  • Questions and structured answers

seo-and-aeo-camparision


What Is SEO?

Search Engine Optimisation (SEO) refers to the process of improving a website’s visibility in traditional search engines like Google and Bing.

The goal of SEO is typically to:

SEO strategies traditionally include:

Search engines analyse hundreds of signals to determine rankings, including content quality, relevance, backlinks and site performance.

What Is AEO (Answer Engine Optimisation)?

Answer Engine Optimisation (AEO) focuses on making content visible in AI-powered search systems and answer engines.

Unlike traditional search engines that present a list of links, answer engines aim to provide a direct response to a question.

AEO involves structuring content so AI systems can easily extract and cite it in responses. 

This includes platforms such as:

  • Google AI Overviews
  • ChatGPT
  • Perplexity AI
  • Microsoft Copilot
  • voice assistants like Siri and Google Assistant

AEO therefore focuses on ensuring your content becomes the source of the answer itself, rather than simply appearing in search results. (CXL)

Why Search Is Changing

The shift from traditional search to AI-powered answers is happening quickly.

Recent data published by Search Engine Land shows that:

  • 37% of consumers now start searches with AI tools instead of Google.
  • 63% expect to use AI search more in the future.
  • 59% believe AI will become their main way of finding information.

At the same time, AI is already changing search engine behaviour.

For example:

  • Google AI Overviews appear in 13–20% of searches in some markets.
  • When AI summaries appear, click-through rates can drop by up to 61%. (whitehat-seo.co.uk)

Other studies also show that around 60% of searches now end without a click, meaning users get the information they need directly from search results. (Semrush)

This trend is often called “zero-click search.”

For businesses relying on organic traffic, this means visibility strategies must adapt.

How AI Is Impacting Traditional SEO

AI search does not replace SEO completely, but it changes how success is measured.

Traditional SEO focuses on:

  • rankings
  • traffic
  • click-through rate

AI search visibility focuses more on:

  • citations in AI answers
  • brand mentions
  • topical authority

Importantly, AI systems still rely heavily on the same signals used by traditional search engines, including high-quality content and trusted websites. (Seobility)

This means SEO fundamentals remain essential.

However, they must now support both search engines and answer engines.

What Happens to Link Building and Digital PR?clickdo-seo-dashbord

Many marketers wonder whether link building still matters in the AI era.

The answer is yes.

Backlinks and authoritative mentions remain one of the strongest signals for trust and credibility online.

Research shows that websites with strong backlink profiles are more likely to appear in AI-generated responses, because AI systems use authority signals to identify reliable sources. (WhitePress.com)

Digital PR is therefore becoming even more important and we explore this further in our digital PR guide. 

High-quality coverage in trusted publications helps AI systems recognise your brand as an authoritative source.

For example, brands mentioned in AI-generated search experiences such as Google AI Overviews can receive over three times more clicks than brands not featured. (The HOTH)

In other words, digital PR helps build the entity authority that AI engines rely on.

You can see below how ClickDo content is cited on widely used AI platforms:

SEMRush Screenshot Feb 26

And we regularly share AEO tips with our communities:

Practical SEO and AEO Tips That Still Work

To stay visible in both traditional search and AI-driven search, marketers should combine SEO and AEO strategies.

1. Write Content That Answers Questions

AI engines prioritise content that clearly answers user questions.

Instead of focusing only on keywords, structure content around:

  • FAQs
  • how-to guides
  • definitions
  • clear explanations

Example queries:

  • What is SEO vs AEO?
  • How does AI impact SEO?
  • What is answer engine optimisation?

Content that answers questions clearly is easier for AI systems to extract.

2. Use Clear Structure and Formatting

AI models rely on structured information.

Content should include:

  • headings (H2/H3)
  • bullet points
  • short paragraphs
  • definitions and summaries

Schema markup and structured data can also help search engines understand the content better.

3. Build Authority Through Digital PR

Mentions on authoritative websites help search engines and AI models recognise your expertise.

Strategies include:

  • industry commentary
  • expert quotes
  • research reports
  • digital PR campaigns

For example, publishing research or thought leadership articles can generate media coverage that improves both SEO rankings and AI citations – our media consultants can advise here.

4. Optimise for Entities, Not Just Keywords

AI search understands topics through entities and context rather than simple keyword matching.

Brands should focus on building strong associations with specific topics or services they offer.

For example:

Consistent messaging across websites, social media and press coverage helps establish these connections.

5. Create AI-Friendly Content

Some content formats are easier for AI systems to use.

Examples include:

  • expert guides
  • listicles
  • research studies
  • tutorials
  • statistics-based articles

AI engines often cite sources that provide clear facts and explanations.

AI Search Engines Marketers Should Watch

The search landscape now includes both traditional search engines and AI answer platforms.

Key platforms include:

Search engines

  • Google
  • Bing

AI-powered answer engines

  • ChatGPT
  • Perplexity AI
  • Microsoft Copilot
  • Google AI Overviews
  • Gemini

Optimising for multiple discovery channels will become increasingly important.

The Future of Search Visibility

AI-powered search is reshaping how people access information online.

Studies show that AI search traffic is growing rapidly, increasing by more than 500% year-over-year in some datasets. (Semrush)

At the same time, traditional search remains extremely valuable and still drives a large share of digital revenue.

For businesses, the best strategy is not choosing between SEO and AEO but combining them.

Websites that:

  • publish authoritative content
  • earn trusted backlinks
  • answer user questions clearly
  • build strong topical authority

are far more likely to remain visible in both traditional search engines and AI-powered answer platforms.

Is AEO the new SEO? 

The rise of AI search is transforming digital visibility, but it does not eliminate SEO. Instead, it expands it.

Traditional SEO remains essential for building authority, rankings and credibility, while AEO ensures your content can be discovered and cited by AI systems.

Businesses that adapt early by combining both approaches will have the strongest chance of staying visible in the evolving search ecosystem. 

At ClickDo we know that marketing is becoming increasingly complex and time-consuming with new technologies emerging so fast, so we’re offering our services to support SMEs and entrepreneurs with AEO, SEO and marketing. 

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