SEO (Search Engine Optimisation) optimises your website to rank high in search engines (Google, Bing) that show you links in results.
AEO (Answer Engine Optimisation) optimises your website to get recommended by AI agents (ChatGPT, Claude, Perplexity, Google AI Overviews) that give you condensed answers.
One sentence: SEO brings you to results, AEO brings you into answers. One doesn't replace the other — they work together.
Real differences
| Parameter | SEO | AEO |
|---|---|---|
| Primary goal | Rank high in SERPs | Get recommended in AI answers |
| Mechanics | Keywords + backlinks + page authority | Schema markup + structured Q&A |
| Content focus | Comprehensive articles, blog posts | FAQ-driven, direct answers |
| Optimisation level | Page level | Sentence/answer level |
| Measurement | Rankings, clicks, traffic | AI citations, conversational impressions |
| Time horizon | 6-12 months | 3-9 months |
| Click-through behaviour | User clicks and reads | User gets answer without clicking |
Where they overlap
AEO builds on SEO. They're not opposites. They overlap in:
- Technical foundations — site speed, mobile-friendly, SSL, sitemap
- Quality content — both penalise generic content
- Structured data — schema helps both
- Authority signals — both prefer reliable sources
- User experience — both reward good UX
Almost all SEO foundation is useful for AEO. AEO simply adds new layers.
Where they differ in practice
Example 1: Content structure
SEO approach:
«Complete guide: 10 things you need to know about X. Read this comprehensive 3,000-word guide...»
AEO approach:
«What is X?» [direct 80-word answer] + «How does X work?» [direct answer] + «How much does X cost?» [direct answer] + ...
Example 2: Title tags
SEO: «Best Hotels Santorini 2026 - Top 10 Boutique Choices» AEO: «Boutique Hotels in Santorini for Couples — Recommendations»
Example 3: Schema markup priority
SEO: Article, BreadcrumbList, Organization AEO: FAQPage, Hotel, MedicalProcedure (specific types)
Should you do both?
Yes. That's the short answer.
Detailed answer: if forced to choose, the recommendation depends on:
Choose SEO-first if:
- You're in an industry where customers still search with Google (e.g., local services, e-commerce with specific products)
- You already have weak SEO foundation
- You want fast, measurable traffic
Choose AEO-first if:
- You're in an industry where research happens through AI assistants (B2B, professional services, high-consideration purchases)
- Your SEO is already solid
- You want category leadership with a long-term horizon
In practice: Modern websites need both. Praion combines them into a unified approach — doesn't separate them.
Common misconceptions
«AEO will replace SEO.»
No. AEO builds on SEO. SEO will continue to matter because 60-70% of searches still happen through traditional search engines.
«Good AEO content is enough to appear in ChatGPT.»
Not enough. Third-party signals (reviews, citations, mentions) are also needed because AI agents cross-check sources.
«AEO is only for new websites.»
No. Existing websites can start AEO with schema markup additions and FAQ build-out on existing pages.
«It's expensive.»
Not necessarily. AEO foundation can be done within standard agency retainers (€380-1,630/month).