Most product and marketing teams already know SEO. Search engine optimization has been the backbone of digital visibility for decades. But a new acronym is creeping into conversations: AEO, or Answer Engine Optimization.

I’m still digging into it, but here’s what I’ve learned so far—and why it matters.

From Search Engines to Answer Engines

SEO is about ranking high in search engine results. When a buyer types a question into Google, the goal is to appear in the top results so they click through to your page.

AEO shifts the game. Instead of search engines returning a list of links, answer engines like ChatGPT, Google’s Search Generative Experience, or voice assistants like Siri generate direct answers. The challenge is not just being visible, but being included in the AI’s answer itself.

One strategist put it simply: SEO makes you discoverable, AEO makes you quotable.

Why It Matters

For both consumers and businesses, the shift is significant.

On the consumer side (B2C), people increasingly expect quick, direct answers. If someone asks ChatGPT, “What’s the best smart thermostat?” they’re unlikely to scroll through ten blue links. They want a clear recommendation, ideally with trustworthy sources. Brands that structure their content to be cited directly stand a better chance of being the chosen answer.

On the business side (B2B), traffic quality often matters more than volume. Research from Lenny’s Newsletter found that traffic coming from ChatGPT or similar tools converts at much higher rates—about six times better than Google search traffic. That makes sense: someone asking an AI assistant about “the best tools for enterprise compliance” is already deep into problem-solving mode.

For startups especially, AEO may even be a faster path to visibility than SEO. Traditional SEO is slow and often favors big brands with domain authority. Answer engines, on the other hand, reward clarity, originality, and relevance.

What Works in AEO

I’m noticing a few tactics that keep coming up:

  • Concise, answer-ready content: Lead with the definition or solution, then expand.

  • Structured data and FAQs: Schema markup, how-to guides, and help center content are easier for AI to parse.

  • Fresh, authoritative sources: AI favors content that looks recent, trustworthy, and not over-optimized.

  • Presence in communities: Reddit, forums, and even YouTube transcripts are often cited by answer engines.

The Road Ahead

This feels early. Measurement is messy—there’s no clear equivalent to SEO dashboards yet. And no one knows exactly how these models choose sources. But the shift is happening. According to Amsive, one in ten U.S. internet users now begins searches with generative AI, and AI Overviews already appear in 16% of Google desktop searches.

For now, my takeaway is simple: SEO is still table stakes. But it’s worth experimenting with AEO—structuring content around the kinds of questions an AI might be asked, and making sure your product is the one it recommends.