As AI answers take up more of the search results page, a new acronym has appeared: AEO, or Answer Engine Optimisation. It's often pitched as the thing that replaces SEO. It doesn't. It extends it.
TL;DR: SEO gets you ranked in search results; AEO gets you named in AI-generated answers. They share most of the same foundations, so the right approach for an Australian service business isn't to pick one; it's to do the fundamentals well enough to win in both, then add the answer-first structure that AI rewards.
In this guide:
- What each term means
- Where SEO and AEO overlap, and where they diverge
- What to prioritise with limited time
SEO vs AEO, plainly
SEO (Search Engine Optimisation) is about ranking your pages so people click through. AEO (Answer Engine Optimisation) is about being the source an answer engine (ChatGPT, Perplexity, Google's AI Overviews) pulls from and cites. One earns a click; the other earns a mention. Increasingly you need both, because the answer often comes before the click.
Where they overlap
Most of the work is shared: a credible, consistent business presence; genuine reviews; clear content that answers real questions; and a fast, well-structured site. Get those right and you're building the authority both Google and AI engines reward. This is why "AEO" rarely means throwing out your SEO; it means doing it well and presenting it in an answer-friendly way.
Where they diverge
AEO leans harder on a few things: stating the answer up front (not burying it), structuring content as clear questions and answers, and being consistently described across the web so machines trust who you are. It also rewards genuine expertise and specificity: vague, generic pages get ignored by answer engines even more ruthlessly than by Google.
What to prioritise
If your time is limited: fix your Google Business Profile and local signals first (they feed both), then rewrite your most important pages to answer the exact questions customers ask, with the answer in the first line. Add a clear FAQ to key pages. Then measure how you show up with a visibility scan.
Key takeaways
- SEO earns clicks; AEO earns mentions in AI answers
- They share most foundations, don't treat them as rivals
- AEO adds: answer-first writing, Q&A structure, consistent business description
- Fix local signals first, then make key pages answer-first
Frequently asked questions
Should I invest in AEO or SEO first?
Start with the shared foundations (profile, reviews, clear content); they benefit both. Then layer answer-first structure on your most important pages. You rarely have to choose.
Does AEO only matter for big brands?
No. Local and niche businesses often benefit most, because AI answers to "near me" and specific-need questions frequently name smaller, well-described local providers over generic big names.
Will AEO send me traffic or just mentions?
Both. Being cited in an answer can drive qualified clicks, and even an uncited mention builds awareness. The businesses named in answers are the ones considered.
How do I make a page "answer-first"?
Lead each section with a direct answer to a real question, then explain. Use clear headings phrased as questions, and add an FAQ. It reads better for humans too.
Want to see where your business stands? Get a free AEO visibility scan, or book a free strategy session.
Written by Katrina Curll, Founder of Linkai Digital. Twenty years in marketing, including seven as a Vice President at Forrester, helping Australian service businesses build systems that capture, convert and keep more clients.