The New Rules of Search in 2025:
SEO & AEO — The Winning Combination
Search isn't just evolving—it’s being reinvented. The way people find information isn’t limited to typing keywords into Google anymore. They're talking to voice assistants, asking conversational questions to AI tools, and getting instant answers without clicking a single link.
Enter AEO (Answer Engine Optimization)—the rising star of digital marketing.
But don’t toss out your SEO playbook just yet. Winning in 2025 means mastering both. SEO gets you found. AEO gets you featured. Spoiler: you need both.
So, what is AEO?
AEO (Answer Engine Optimization) is all about crafting content that delivers direct, clear, and concise answers—so it gets picked up by today’s smartest platforms, like:
- Google Featured Snippets (Ahrefs offers a comprehensive guide on winning featured snippets)
- Voice Assistants (Siri, Alexa, Google Assistant)
- AI-Powered Search (Bing AI, Google SGE)
- AI tools (ChatGPT, Perplexity.ai, Gemini)
These platforms aren’t just delivering search results—they’re delivering answers. Your content needs to be the one they choose.
AEO focuses on:
- Structuring content for easy machine interpretation (see Schema.org)
- Answering real questions with real value
- Building authority so you earn top placement
AEO vs. SEO: What's the Difference?
| SEO |
AEO |
| Optimizes for rankings and clicks |
Optimizes for direct, no-click answers |
| Uses keywords, backlinks, metadata |
Uses structured content and concise responses |
| Drives traffic to your website |
Provides immediate value, often without a click |
| Relies on traditional SERPs |
Relies on featured snippets, voice responses, and AI summaries |
How AEO Complements SEO
Think of SEO as your foundation—strong site structure, quality content, authority signals make sure your content is seen, indexed, and valued. AEO builds on that—getting your content chosen as the answer.
Together they:
- Cover both browsers and askers
- Boost visibility across traditional and emerging platforms
- Build trust, authority, and relevance with your audience
Why AEO Deserves a Spot in Your Marketing Strategy
1. Search Behavior Has Changed
People don’t just type; they ask. If you're not giving clear answers, you're missing those moments.
2. Zero-Click Searches Are Dominating
Over half of searches now end without a click. If you're not the answer—you’re invisible.
3. AI Is the New Gatekeeper
From ChatGPT to Google SGE, AI tools pull from trusted, structured content. AEO helps you be that source.
4. Voice Search Demands Direct Answers
When someone says, “Hey Siri, what’s the best XXX?”—you want to be that answer.
5. Being THE Answer Builds Trust
Getting selected by AI, Google, or voice tools is a massive credibility boost. It tells the world: “This brand is the expert.”
How to Optimize for AEO...without neglecting SEO
- Use structured data and schema markup (like FAQpage and HowTo; Search Engine Journal looks at 25 top FAQ Pages)
- Write short, clear answers in a conversational tone
- Break up content into headers, bullets, and digestible chunks
- Build topic clusters and authority through backlinks
- Anticipate your audience's questions—and answer them better than anyone else!
Final Thoughts
To win search in 2025 and beyond, your content must be searchable and speakable. SEO gets you found. AEO gets you featured. Together, they make you unforgettable.
Ready to get found and featured?
Let’s chat. At Lorraine Gregory Communications, we craft content strategies designed to rank, convert, and be the answer—wherever and whenever your audience is searching.