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Search now happens in two places at once: Google's results pages and the AI-generated answers inside ChatGPT, Perplexity, and Google's own AI Overviews. And winning only one of them leaves real traffic and brand visibility on the table. Because a page built purely to rank in organic search won’t necessarily get pulled into an AI-generated answer (and vice versa).In this guide, you'll learn what AEO (answer engine optimization) and SEO (search engine optimization) are, how they differ, where they overlap, and how to succeed with both.AEO vs SEO: what are the core differences?At the simplest level, AEO is about being included in AI-generated answers while SEO is about ranking in search engines.But the two overlap.Many of the same signals that help you rank in Google also increase your chances of being cited by AI tools.And AI features, like Google AI Mode, live in both worlds.Here's how AEO and SEO differ — and the similarities they share:
Get your content cited or mentioned in AI-generated answers (and in voice search) to grow brand awareness and drive traffic to your site.
Rank high in organic search — including search engine results pages (SERPs) and AI-powered features like AI Overviews — to drive traffic to your site.
Users ask questions and read or listen to the AI-generated answer. They might also explore the sources used to create the AI response (citations).
Users browse SERPs and decide which link to click. They also explore AI-generated answers to satisfy their search intent and potentially click to learn more.
Get detailed information directly from the AI search engine.
Navigate to a site for detailed information or get an instant response via a SERP feature.
AI answers, citations, embedded URLs, brand mentions, and Google's AI features.
Direct links, featured snippets, People Also Ask, local packs, knowledge panels, AI Overviews, and AI Mode.
Increase in AI brand mentions, citations, or placements in AI-generated responses.
Higher rankings and visibility across both search results and AI-powered features, leading to more organic traffic.
Let’s go over what AEO and SEO are in greater detail.What is AEO?AEO (answer engine optimization) is a digital marketing strategy that helps make your web content easily discoverable by AI search engines like ChatGPT and voice assistants like Alexa.The goal of an AEO strategy is to have your content appear or be cited when someone asks AI a question related to your business, product, service, or industry. Because with 77% of ChatGPT users in the USA treating it like a search engine, and nearly 60% of consumers using AI tools to shop, AEO can drive discovery, trust, and conversions.For example, if you sell a project management tool for finance teams, you want your brand to appear when someone asks ChatGPT, "What's the best project management software for finance teams?"What is SEO?SEO (search engine optimization) is a digital marketing strategy that helps your website rank higher in search engine results like Google and Bing.SEO focuses on keywords, backlinks, content depth, and site structure to drive organic traffic and improve your visibility in the SERPs.At the same time, SEO strategies continually evolve to include SERP features like AI Overviews, carousels, featured snippets, People Also A sk boxes, knowledge panels, and more.How AEO and SEO work togetherAEO and SEO work together by making your content findable, authoritative, and quotable.SEO builds your domain authority and ensures your content is trustworthy, while AEO ensures that content is easier for AI systems to parse, understand, and cite.So, does ranking well on Google get you cited by AI? Partly. When we compared AI answers with Google's organic results, our research found: AI favors trusted domains: Strong organic rankings and authority make a domain more likely to be cited AI doesn't necessarily cite high-ranking pages: AI often pulls deeper subpages, blog posts, or documentation within trusted domains instead of the exact ranking URLs Overlap depends on the platform: Google AI Mode's sidebar shows lower overlap with Google's top 10, while its additional links have much higher overlap. Perplexity has the strongest alignment with Google, and ChatGPT the weakest, though it still leans on authoritative domains. Authority drives inclusion: AI consistently prioritizes domains with strong backlinks, authority, and visibility — even when it pulls different pages than Google's top resultsIn short, AEO extends SEO rather than competing with it: the same fundamentals that earn a domain trust in Google's eyes are what make it worth citing in an AI-generated answer.How to succeed in both AEO and SEOThere are many strategies to help you succeed in both AEO and SEO — from creating original content to building external signals and structuring your content for retrieval.Let's break those down in detail.1. Create unique, research-backed contentCreating unique, research-backed content sends positive signals to search engines and AI search platforms, as both reward content grounded in real experience that AI alone can't generate.So when planning your digital content, make sure you bring something original to the table — like personal experience, fresh data, or expert insights.For example, we conducted original research on whether backlinks still matter for AI. That post is one of the first results in organic search.The post also appears in AI Overviews.And is cited in AI search platforms like ChatGPT.To create content that boosts both SEO and AEO: Write from first-hand experience: Share what you've actually done, tested, or figured out through real work. Even small insights can help your content stand out. Use original data: Run surveys, document experiments, or pull insights from your own product. Unique stats and internal findings add credibility and increase the chances of being cited. Add author bios:
Get your content cited or mentioned in AI-generated answers (and in voice search) to grow brand awareness and drive traffic to your site.
Rank high in organic search — including search engine results pages (SERPs) and AI-powered features like AI Overviews — to drive traffic to your site.
Users ask questions and read or listen to the AI-generated answer. They might also explore the sources used to create the AI response (citations).
Users browse SERPs and decide which link to click. They also explore AI-generated answers to satisfy their search intent and potentially click to learn more.
Get detailed information directly from the AI search engine.
Navigate to a site for detailed information or get an instant response via a SERP feature.
AI answers, citations, embedded URLs, brand mentions, and Google's AI features.
Direct links, featured snippets, People Also Ask, local packs, knowledge panels, AI Overviews, and AI Mode.
Increase in AI brand mentions, citations, or placements in AI-generated responses.
Higher rankings and visibility across both search results and AI-powered features, leading to more organic traffic.
Let’s go over what AEO and SEO are in greater detail.What is AEO?AEO (answer engine optimization) is a digital marketing strategy that helps make your web content easily discoverable by AI search engines like ChatGPT and voice assistants like Alexa.The goal of an AEO strategy is to have your content appear or be cited when someone asks AI a question related to your business, product, service, or industry. Because with 77% of ChatGPT users in the USA treating it like a search engine, and nearly 60% of consumers using AI tools to shop, AEO can drive discovery, trust, and conversions.For example, if you sell a project management tool for finance teams, you want your brand to appear when someone asks ChatGPT, "What's the best project management software for finance teams?"What is SEO?SEO (search engine optimization) is a digital marketing strategy that helps your website rank higher in search engine results like Google and Bing.SEO focuses on keywords, backlinks, content depth, and site structure to drive organic traffic and improve your visibility in the SERPs.At the same time, SEO strategies continually evolve to include SERP features like AI Overviews, carousels, featured snippets, People Also A sk boxes, knowledge panels, and more.How AEO and SEO work togetherAEO and SEO work together by making your content findable, authoritative, and quotable.SEO builds your domain authority and ensures your content is trustworthy, while AEO ensures that content is easier for AI systems to parse, understand, and cite.So, does ranking well on Google get you cited by AI? Partly. When we compared AI answers with Google's organic results, our research found: AI favors trusted domains: Strong organic rankings and authority make a domain more likely to be cited AI doesn't necessarily cite high-ranking pages: AI often pulls deeper subpages, blog posts, or documentation within trusted domains instead of the exact ranking URLs Overlap depends on the platform: Google AI Mode's sidebar shows lower overlap with Google's top 10, while its additional links have much higher overlap. Perplexity has the strongest alignment with Google, and ChatGPT the weakest, though it still leans on authoritative domains. Authority drives inclusion: AI consistently prioritizes domains with strong backlinks, authority, and visibility — even when it pulls different pages than Google's top resultsIn short, AEO extends SEO rather than competing with it: the same fundamentals that earn a domain trust in Google's eyes are what make it worth citing in an AI-generated answer.How to succeed in both AEO and SEOThere are many strategies to help you succeed in both AEO and SEO — from creating original content to building external signals and structuring your content for retrieval.Let's break those down in detail.1. Create unique, research-backed contentCreating unique, research-backed content sends positive signals to search engines and AI search platforms, as both reward content grounded in real experience that AI alone can't generate.So when planning your digital content, make sure you bring something original to the table — like personal experience, fresh data, or expert insights.For example, we conducted original research on whether backlinks still matter for AI. That post is one of the first results in organic search.The post also appears in AI Overviews.And is cited in AI search platforms like ChatGPT.To create content that boosts both SEO and AEO: Write from first-hand experience: Share what you've actually done, tested, or figured out through real work. Even small insights can help your content stand out. Use original data: Run surveys, document experiments, or pull insights from your own product. Unique stats and internal findings add credibility and increase the chances of being cited. Add author bios: