AEO vs SEO: What's the difference?
SEO gets you ranked. AEO gets you cited. Both matter, but they optimize for different outcomes and require different strategies.
| Dimension | SEO | AEO |
|---|---|---|
| Goal | Rank in search results | Get cited in AI answers |
| Primary surfaces | Google, Bing SERPs | ChatGPT, Perplexity, AI Overviews, Claude |
| Ranking factors | Keywords, backlinks, technical health | Clarity, authority, entity coverage, recency |
| Content structure | Keyword-optimized headers and body | Answer-first, proof-backed, FAQ-rich |
| Success metrics | Rankings, organic traffic, CTR | Citation frequency, visibility share, assisted pipeline |
| Competitive analysis | SERP position tracking | Citation share vs. competitors in AI answers |
| Content updates | Periodic refreshes | Continuous updates with changelog transparency |
The bottom line
SEO is necessary. AEO is the layer that helps you show up inside AI-generated answers and summaries. You can't skip SEO fundamentals, but you also can't ignore the shift toward answer engines if you want to stay visible to B2B buyers.
Why both matter for B2B
SEO captures intent
When buyers search, they have explicit intent. SEO ensures you're present when they're looking. Strong organic rankings remain a critical demand capture mechanism.
AEO builds presence
When buyers ask AI for answers, they're often earlier in their journey, gathering context and evaluating options. AEO ensures you're part of that conversation, building familiarity before they ever hit a search engine.
Together, they compound
Strong AEO content often ranks well in traditional search. And strong SEO signals (backlinks, domain authority) help your content get cited in AI answers. The strategies reinforce each other.
Practical implications
- •Don't abandon SEO. AEO builds on top of it, not instead of it.
- •Restructure existing content to be more answer-friendly (lead with the answer, add FAQs, improve structure).
- •Track new metrics: citation frequency, visibility share, assisted conversions from AI-referred traffic.
- •Invest in entity coverage: build systematic content around the topics you want to own.