by esabi

Answer Engine Optimisation vs SEO: What’s the Difference?

You have likely noticed that fewer people click ten blue links, and more people ask a question and expect a direct, trustworthy answer.

That shift is the heart of Answer Engine Optimisation (AEO).

It complements, not replaces, traditional SEO.

In the modern era, you need both to stay visible across Google Search, AI chat tools, and voice assistants.

This guide explains the difference in plain English, shows where each wins, and gives you a 60 minute checklist you can run with your team today.

Table of Contents

Firstly, what is an answer engine?

An answer engine is any system that takes a question and returns a direct response rather than a list of links.

Examples include ChatGPT, Perplexity, Microsoft Copilot, and Google Gemini.

Smart speakers and voice assistants also act like answer engines because they speak back a single result.

Some answer engines cite sources, others summarise and keep users in the interface, so you must earn inclusion and attribution.

Is Google an answer engine?

Google is both a traditional search engine and an answer engine.

Classic results still show links, yet features like Featured Snippets, People Also Ask, AI Overviews, and Knowledge Panels behave like answer results.

That is why AEO and SEO overlap on Google, but they are not the same discipline.

AEO vs SEO – The key differences

Objective

SEO aims to rank your pages for keywords, drive organic clicks, and grow revenue from search.
AEO aims to get your brand named, cited, or linked inside an instant answer, whether that is a snippet on Google, a spoken reply on Alexa, or a generated summary in a chat interface.

Format

SEO content can be long form, comprehensive, and navigational. It focuses on relevance, authority, and user signals.
AEO content is concise, structured, and scannable. It prioritises short, direct statements that an AI can lift verbatim, supported by schema, FAQs, and clear headings.

Success metrics

SEO success is measured by rankings, impressions, organic sessions, and conversions.
AEO success is measured by answer inclusion rate, citation share of voice, Featured Snippet wins, unlinked brand mentions inside answers, and assisted conversions from those mentions.

In short, SEO wins the click, AEO wins the mention. So you want both.

How to Optimise for Answer Engines

You optimise for answer engines by making it simple for machines to find, understand, and quote your best lines.

Practical steps

Lead with the answer. Start pages and sections with a one to three sentence definition or conclusion. Follow with supporting detail.
Use question based H2s and H3s that mirror how people speak. Example, “How much does X cost?” Then answer in 40 to 70 words.
Add FAQ sections with concise, standalone answers. Mark them up with FAQ Page schema.
Use schema everywhere it makes sense: Article, HowTo, Product, Organisation, LocalBusiness, and Breadcrumb. Rich structure improves your odds of snippet and voice inclusion.
Cite primary sources for facts, statistics, and regulations. Where feasible, include a short references list. Engines prefer attributable, verifiable claims.
Keep paragraphs short, use bullet lists for steps, and provide tables for comparisons. Clarity beats flair.
Build topical authority. Cluster content around core themes with internal links to pillar pages.
Improve E‑E‑A‑T signals. Show who wrote the page, their credentials, your company’s address, and real client proof. Publish dates and update when facts change.
Monitor and refine. Track Featured Snippet wins, AI Overview citations, PAA appearances, and brand mentions inside ChatGPT or Perplexity answers.

Page Structure that Works

Title tag: clear, query led, under 60 characters.
Intro: one short paragraph that states the value and the answer outline.
H2s that map to intents: define, compare, price, steps, tools, risks.
One sentence takeaways under each H2.
FAQ block with 4 to 8 specific questions.
References or sources cited at the end, using the exact stat lines used in the copy.
Schema: Article plus FAQ Page at minimum, add others if relevant.
Clean internal linking from related articles, and a simple URL.

This structure helps Google, AI summaries, and voice systems extract accurate snippets without guesswork.

Is SEO Becoming Obsolete?

No, search behaviour is diversifying, not disappearing.

Classic search engine optimisation still drives high intent traffic for commercial queries and local discovery.

In many sectors, organic search is the most efficient acquisition channel.

What is changing is the mix of surfaces.

You now compete for results pages, AI summaries, and answers on devices with no screen.

Treat AEO as a layer on top of a strong SEO foundation.

Is SEO Still Worthwhile?

Yes, provided you integrate it with AEO and conversion rate optimisation.

Invest in technical health, content depth, link authority, and answer ready formatting.

The brands winning today pair robust SEO with AEO tactics and a focus on measurable outcomes.

If you want a partner who can join the dots, our team of seo experts can help plan, implement, and report on both.

Comparing Channels at a Glance

Google Search

Mix of links and answers.

Focus on SEO fundamentals plus snippet targeting, schema, and user satisfaction signals.

AI Answer Engines

ChatGPT, Perplexity, Copilot, and Gemini.

Focus on concise definitions, authoritative citations, and topical clusters that engines trust as sources.

Voice Assistants

Focus on short answers, LocalBusiness schema, opening hours, reviews, and NAP consistency.

Aim for 25 to 45 word responses that read aloud cleanly.

60 Minute AEO & SEO Checklist

Time box one hour. Pick one important page and run this:

0 to 10 minutes: define the primary question the page must answer, and a 50 word answer to place at the top.
10 to 20 minutes: add three supportive H2s that match common intents, each with a two sentence takeaway.
20 to 30 minutes: create a five question FAQ with one to two sentence answers.
30 to 40 minutes: add or verify schema, Article and FAQPage at minimum. Update author bio and last updated date.
40 to 50 minutes: add two citations to authoritative sources that back up any claims or stats. Use exact titles and dates.
50 to 60 minutes: compress images, check Core Web Vitals for the page, and add two internal links from related articles.

Repeat weekly on another high value page. After a month, review snippet wins and AI mentions.

Where We Fit In

You do not need to choose between Answer Engine Optimisation vs SEO.

You need a plan that uses both to grow visibility and revenue.

As a boutique digital marketing agency with 25 plus years in search, we build holistic strategies that cover technical fixes, content depth, snippet targeting, and answer engine readiness.

If you want to discuss an integrated plan, explore our answer engine optimisation service and our broader professional seo offering, then speak to us about a roadmap that fits your goals.

Summary

AEO helps you win the mention, SEO helps you win the click.

Google now behaves like both a search engine and an answer engine, and new tools like ChatGPT, Perplexity, Copilot, and Gemini distribute answers in fresh ways.

Structure your pages for extraction, support claims with citations, and keep your technical and content fundamentals strong.

If you want a partner who can bring it all together, our seo consulting specialists will guide the strategy, do the work, and report in plain English so you can judge us on results.