From SEO to AEO: Navigating the shift in search optimisation

The way people search for information online is changing daily. For years, Search Engine Optimisation (SEO) was the go-to for getting your brand seen. However, with AI-powered platforms like ChatGPT, Google’s Search Generative Experience (SGE), Perplexity and Alexa on the rise, we’re stepping into a new era: Answer Engine Optimisation (AEO).

So what exactly is AEO, and how can your business keep up?

What Is answer engine optimisation?

AEO is all about making sure your content is ready to be picked up, summarised or directly cited by AI-driven “answer engines”, rather than simply listed on search results pages.

Where SEO has focused on keywords, backlinks and rankings, AEO is about delivering clear, authoritative answers that AI can use instantly. After all, AI tools don’t need ten blue links. They need accurate, reliable information straight away.

Why SEO alone isn’t enough in 2025

According to Forbes, almost 70% of searches will end without a click as AI-generated answers become the norm. That means traditional SEO might no longer be enough if users get their answers directly from AI summaries or voice assistants.

Consider this:

• Google’s SGE provides generative responses before showing traditional links.
• ChatGPT offers direct answers, often without sending users to a website.
• Voice assistants like Alexa deliver spoken answers, skipping websites altogether.

If your content isn’t geared for AEO, it might not even be seen.

How content strategy changes with AEO

To get noticed in this new landscape, you need to think like both a machine and a person.

That means:

Structure your content clearly

Use headings that mirror real questions users might ask. For example, instead of “Benefits of Meditation”, try “What Are the Benefits of Meditation?”

Prioritise direct answers

Offer clear, concise answers early in your content. This improves the chance of being picked up by AI.

Use structured data

Mark up your content with schema – like FAQs and How-Tos – so AI can easily process it.

E-E-A-T matters more than ever

Google and AI engines prioritise content that shows Experience, Expertise, Authoritativeness and Trustworthiness.

Practical AEO tips for 2025

Here’s how to make your content AEO-ready:

• Use FAQs to answer common questions clearly.
• Optimise for featured snippets – highlight key information early.
• Add schema markup with JSON-LD for FAQs, How-Tos and Reviews.
• Write in a natural, conversational tone that reflects how people actually ask questions.
• Cite your sources to increase the chances of being picked up by AI tools like Perplexity and ChatGPT.

Real-world impact

Neil Patel points out that AEO-ready content can outperform traditional SEO in terms of brand awareness and visibility, even if it doesn’t generate clicks. For businesses, this means being referenced or summarised by AI could become more valuable than being at the top of search results.

Final thoughts

As AI-driven tools change how people find information, the brands that adapt to AEO will stay ahead. It’s not just about rankings any more, it’s about being the answer. If you haven’t started optimising your content for answer engines, now’s the time. Take a fresh look at your strategy, go beyond keywords and focus on clarity, structure and authority.

At Method, we’re here to help you cut through the noise with clear, effective content strategies and websites that convert. Let's Talk.