Answer Engine Optimisation (AEO) is the practice of structuring your content and brand so AI answer engines — like Google AI Overviews, ChatGPT, Perplexity and Gemini — cite you as the answer to a user's question. Where SEO aims to rank a page, AEO aims to be the quoted source inside an AI-generated answer. It relies on structured data, clear entity definition, question-led content and genuine authority.
Key takeaways
- AEO = being the cited answer in AI engines, not just ranking on Google.
- Core levers: schema markup, entity clarity, question-led content, topical authority, off-site citations.
- GEO (Generative Engine Optimisation) is the subset focused on generative engines like ChatGPT.
- No one can guarantee a specific AI output — AEO maximises and measures the probability.
Why AEO matters now
Search is shifting from "ten blue links" to single, synthesised AI answers. When someone asks an AI engine a question, they increasingly get one answer with a handful of cited sources — and never visit a results page at all. If you're not the cited source in that moment, you're invisible, regardless of how well you rank in classic search. AEO is how you make sure your brand is the name the AI gives.
AEO vs SEO vs GEO
These terms overlap, but the distinction is useful:
| Discipline | Goal | Primary surface | Key levers |
|---|---|---|---|
| SEO | Rank a page | Classic search results (blue links) | Content quality, technical health, backlinks |
| AEO | Be the cited answer | AI answers & answer boxes across engines | Schema, entity clarity, question-led content, authority, citations |
| GEO | Be cited by generative engines | ChatGPT, Gemini and similar | The AEO levers, focused on generative-answer engines |
They reinforce each other: strong SEO foundations make AEO easier, and AEO structure (clear answers, schema, entities) tends to help classic rankings too.
How to do AEO: the six levers
- Entities. Make it unambiguous who you are, where you operate and what you do — backed by Organization and Person schema and a credible About page.
- Schema. Implement structured data (FAQPage, Article, Service, Breadcrumb) so engines can parse and extract your content reliably.
- Question-led content. Phrase headings as the questions people actually ask, and answer them directly in the first sentence beneath.
- Topical authority. Cover your subject comprehensively across interlinked pages, so engines see you as a definitive source, not a one-off.
- Off-site citations. Earn mentions across reputable directories, press and publications — AI visibility correlates with being referenced around the web.
- Monitoring. Track which engines cite you for which questions, and refine. AEO is measured and iterated, not set-and-forget.
How to measure AEO
Set a baseline by running your priority questions across Google (with AI Overviews), ChatGPT, Perplexity and Gemini, and recording whether — and how — your brand is cited. Re-run the same set on a regular cadence (e.g. every 90 days) to track movement. Supplement with Bing Webmaster Tools impressions (a useful proxy for ChatGPT and Copilot visibility) and trends in branded search and direct traffic, which often rise as AI citations build awareness.
Common myths
- "You can guarantee citation." False. Outputs vary by user, location, session and model updates. AEO maximises probability; it cannot promise a specific answer.
- "AEO replaces SEO." False. They reinforce each other — AEO builds on solid SEO foundations rather than discarding them.
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