Not too long ago, digital marketing was dominated by a few primary goals: ranking high on Google, getting clicks and converting visitors. But with ever-changing Google algorithms, rapidly advancing AI and more ways of searching than ever, the rules marketers are familiar with are changing.
You’re probably already familiar with Search Engine Optimisation (SEO), but how much do you know about the increasingly important Answer Engine Optimisation (AEO)? Maybe more than you think!
If you’ve ever asked Siri a question, seen a featured snippet in Google or gotten a referenced answer from ChatGPT, you’ve already encountered AEO in action.
So, what exactly is AEO, and why do we need to start paying it some serious attention?
What Is AEO?
Answer Engine Optimisation (AEO) is all about structuring and writing your content to provide clear, direct answers to users’ questions, so it has more chance of being featured in answer engines such as:
- Google’s featured snippets and People Also Ask boxes
- Voice assistants like Alexa, Siri and Google Assistant
- AI models and chatbots like ChatGPT and Gemini
AEO vs SEO: what’s the difference?
Unlike traditional SEO, which aims to rank webpages, AEO aims to directly answer a user’s query, sometimes even without requiring a click.
SEO:
- Focuses on ranking in search engines
- Optimises for keywords and backlinks
- Aims for traffic and clicks
- Serves web pages
AEO:
- Focuses on answering questions directly
- Optimises for clarity, structure and intent
- Aims for visibility and trust, even without a visit
- Serves answers via snippets, voice or AI
The two go hand in hand, rather than competing with each other, so understanding the difference and how to make the most of both is key to staying ahead in today’s search landscape.
But if AEO doesn’t drive clicks, what’s the point?
It’s a fair question. After all, if users are getting answers without clicking through to your site, why bother? Here’s why AEO still matters:
Visibility in high-trust spaces
Your brand shows up in voice results, featured snippets and AI answers, even if users don’t visit your site. In 2025, less than half of all Google Searches result in a click!
Brand authority
Consistently providing clear, helpful answers builds credibility and keeps your brand top-of-mind.
Early-stage influence
AEO puts your content in front of users, making them more likely to engage in future.
Future-proofing for AI search
AI search is growing by the day, and structured, answer-ready content is more likely to be used by chatbots and LLMs like ChatGPT and Gemini.
How to create AEO-optimised content
Target the right questions
Use tools like SEMrush or Answer the Public to find out what people are searching for.
Use a Q&A format
First, pick your question, such as: “What is AEO?”
Then, provide your answer in a concise, direct sentence, followed by some optional extra information in bullet points or short paragraphs.
Keep it simple
Short sentences, plain language, and no jargon unless explained.
Cover related follow-ups
Think about what users might want to ask next, and answer those questions on the same page too.
Final thoughts
The way people search is changing, and people now expect instant, accurate answers without even having to click through to a website.
With the rise of AEO, showing up in search results is no longer just about chasing clicks. The emphasis is now on building trust before the first interaction and positioning your brand as the go-to source for clear, credible information.
In a world of shorter attention spans and instant gratification, winning with AEO means making your brand clear, helpful and easy to find.
Is your SEO where it needs to be? Embrace Marketing is a specialist outsourced marketing agency. We’re a unique hybrid, as our team combines both in-house and agency skills and expertise. Email hello@weareembrace.com for an initial chat.
This latest thinking article was written by:
Jack Lenton
Content Manager
