What is AEO? How to Optimize for the Era of AI Search and LLMs

Search is changing—it’s no longer just links, it’s answers.

Over the past year, we’ve all noticed it: when you search online, you’re not just seeing lists of websites anymore—you’re getting full, conversational responses powered by AI. Whether it’s Google’s AI Overviews, Bing Copilot, or a chatbot like ChatGPT, the way people find information has completely shifted.

That shift is what gave rise to Answer Engine Optimization (AEO)—a new approach to making sure your brand shows up when AI tools deliver those instant answers.

In this guide, I’ll walk you through what AEO is, how it’s different from traditional SEO, how to structure your content for it, and what steps you can take to start optimizing.

What Is AEO?

AEO Definition

AEO is the process of optimizing your content so that AI-driven search tools—like AI search modes and chatbots—use your content in their answers.

Instead of optimizing for links on a search engine results page (SERP), you’re optimizing for inclusion in an AI-generated response.

Where SEO used to be about ranking, AEO is about being referenced. You’re not just fighting for clicks—you’re fighting to be the source that LLMs trust enough to cite or paraphrase when answering user questions.

Why AEO Matters

We’re witnessing one of the biggest shifts in search behavior since Google launched.

• SERPs are evolving into conversational interfaces.
• Large language models (LLMs) are reshaping how people discover information.
• Users now expect instant, conversational answers—not a list of 10 blue links.

That means fewer clicks, more zero-click searches, and a growing dependency on AI-generated summaries.

If your content isn’t structured in a way AI can easily interpret, you risk being invisible in this new landscape.

How Does AEO Differ From Traditional SEO?

Let’s be clear: AEO doesn’t replace SEO—it builds on it. But the focus shifts. Here’s a quick side-by-side look:

Comparison Chart: AEO vs. SEO

The Key Distinctions: What is AEO vs. SEO?

When you compare AEO vs. SEO, here’s what truly stands out:

• Keyword-targeting vs. Question-targeting: SEO has always been about matching intent through keywords. AEO goes a step further, structuring content around the actual questions people (and AI assistants) are asking—because that’s how AI queries are framed.
• Backlinks vs. Brand Mentions: Backlinks still matter, but for AEO, broader trust signals—like consistent brand mentions, expert citations, and entity recognition across the web—carry even more weight. The stronger and more credible your brand ecosystem, the more likely AI is to trust your content.
• Visible Rankings vs. Invisible Citations: You might not always earn a clickable result, but if an AI assistant references your brand or summarizes your insights, you’re still winning attention, awareness, and authority.

Why to Invest in AEO: 3 Benefits for Your Business

Optimizing for answer engines helps your brand show up in more conversations, build authority faster, and future-proof your digital presence.

#1. Visibility in an AI-first World

Here’s the risk: Users are clicking fewer links. They’ll ask ChatGPT, Perplexity, or Gemini for quick answers and trust whatever AI says.

Here’s the opportunity: if your content is part of that answer, your brand stays in the conversation.

Even if no one clicks, being included in the AI’s output drives brand recognition, authority, and top-of-mind awareness.

#2. Competitive Advantage and Brand Trust

When AI tools start referencing your brand, users begin to associate you with expertise in your industry.

Those invisible citations work as trust multipliers—your name shows up where it matters most: in authoritative answers.

The more structured, evidence-based and rich your content is, the more likely LLMs are to include it. (Think of it as earning trust with machines and humans.)

#3. Real Business Impact

AEO isn’t just a buzzword. It can translate into real pipeline growth: more branded searches, stronger brand recall, and ultimately, an increase in conversions.

You’re essentially future-proofing your marketing. As AI-driven search continues to grow, brands that adapt early will dominate tomorrow’s digital landscape.

How to Structure a Page for AEO: Content Tips

Structuring your content for AEO doesn’t have to be complicated—it just requires thinking the way both people and AI do. 

Target the Right Questions

Start with what your audience (and AI tools) are asking. Use question-style headings like “What is AEO?” or “How Does AEO Differ from Traditional SEO?” (Look familiar?)

Research these questions in forums, Reddit threads, “People Also Ask” results, and even AI prompt logs to understand how people phrase them.

Then, answer those questions directly and naturally—while still including your target keywords throughout your content.

Make Your Answer Clear—Near the Top

Give a direct, concise answer right after the heading—ideally in the first two sentences.

Then elaborate with context, examples, and data.

AI tools look for clearly defined Q&A structures—it’s how they understand what your page is about.

Use Machine-friendly Structure

AI doesn’t just read your content—it tries to understand it. The clearer your structure, the easier it is for large language models (LLMs) and search crawlers to identify what your content is about and when to use it in answers.

Here’s how to make your pages machine-friendly:

• Use Clear Hierarchy: Break your content into logical sections with H2s and H3s. Each should represent a single idea or question.
• Use Bullet Points and Numbered Lists: These make steps, benefits, and comparisons more digestible—and they’re easier for AI to summarize.
• Include Tables or Comparison Charts: Perfect for sections like AEO vs. SEO or tool comparisons. Structured data like this improves how AI models interpret and reuse your content.
• Be Consistent with Naming Conventions: Always use the same terms for key concepts. Inconsistent phrasing can confuse models and weaken your authority signal.
• Add Metadata and Timestamps: Include publish and last updated dates, and authorship when possible. LLMs value freshness and authorship signals when determining which sources to trust.

Provide Context, Evidence, and Examples

Back up your points with real-world examples, stats, or insights from your own experience.

Include citations and links to reputable sources.

Mention entities (think brands, people, and tools) when relevant—these help LLMs connect your content to the broader knowledge graph.

Optimize for Usability and Readability

AEO isn’t just about feeding data to machines—it’s about creating content people actually want to read. The better the experience for humans, the more confidently AI models will surface your content in answers.

Here’s how to optimize for both:

• Keep it Scannable: Use short paragraphs, descriptive headings, and clear subpoints so users (and AI) can instantly identify the key takeaways.
• Lead with Clarity: Define terms up front—especially jargon or acronyms like AEO or LLM. Clear definitions help readers and AI correctly map your content.
• Design for Visual Flow: Add charts, tables, pull quotes, and visuals that clarify—not clutter—your message.
• Prioritize Speed and Mobile Experience: Fast, mobile-friendly pages perform better for both SEO and AEO. Slow load times or cluttered layouts can break trust signals that AI models and users rely on.
• Write Conversationally: AI tends to favor natural, straightforward language that aligns with how people phrase questions. 

In short: write for humans first, structure for machines second. 

How to Do AEO: Step-by-Step Checklist

Step 1: Audit Question-based Content

• Find the pages on your site that already answer questions—and note the gaps.
• Ask yourself: What are people asking that we’re not answering yet?
• Map your opportunities with relevant, question-based keywords.

Step 2: Optimize Existing Pages

• Add or refine question-based headings.
• Ensure the first paragraph answers the question directly.
• Use lists, comparison tables, and clear formatting.

Step 3: Create New Content with AEO in Mind

• Structure every new piece around a clear question → answer → support flow.
• And include your brand naturally—e.g., “At Evenbound, we’ve found…”
• That helps strengthen the association between your brand and the topic.

Step 4: Enhance Off-site Signals

• LLMs pull from the broader web, not just your site.
• So build brand mentions in trusted places:
  • Industry publications
  • Forums
  • Podcasts
  • Roundups

Consistency matters—make sure your brand name, website, and descriptions match everywhere.

Step 5: Monitor and Update

• Track whether your content shows up in AI-generated answers.
• Monitor branded search growth and keep refreshing your content. AI favors up-to-date information.