SEO alone is no longer enough. With AI engines like ChatGPT, Gemini, and Perplexity delivering answers directly, marketers must embrace AEO (AI Engine Optimization). AEO ensures your content isn’t just ranking—it’s included in AI-generated answers by using structured formatting, direct responses, and authority signals.
For years, SEO was the backbone of digital visibility. Rank high in Google, get clicks, and convert. But today, over 60% of searches end without a click, thanks to Google’s AI Overviews and the rise of conversational AI assistants.
And the shift is accelerating fast: it’s estimated that by 2028, ChatGPT will overtake Google as the leading source of web traffic. That means the majority of buyer journeys will start in AI engines—not traditional search.
Your buyers are still searching—but they’re not landing on your site first. Instead, they’re:
Asking AI engines for answers.
Reading responses pulled from multiple sources.
Making purchase decisions based on AI-curated recommendations.
If your brand isn’t showing up in those answers, you’re invisible—even if your SEO rankings are strong. That’s where AEO comes in.
AEO is the practice of structuring your content so AI engines can find, understand, and include it in their answers. It’s about going beyond keywords and building content that:
Directly answers specific questions.
Is structured in bite-sized, standalone chunks that AI can lift.
Signals authority with original insights, data, or brand credibility.
Think of AEO as the bridge between your brand and the AI models curating answers for buyers.
When writing a section, always start with a direct, 2–3 sentence answer to the main question. AI engines need quick validation that your content is relevant before they expand.
Use H2s and H3s as questions your buyers would ask. Each should be able to stand on its own—because AI engines often “chunk” content into smaller sections.
End posts with FAQ sections, formatted as H3s. This is gold for AEO because it mirrors the conversational style of AI prompts and provides multiple entry points for engines to surface your brand.
AI engines prioritize fresh, trustworthy content. You don’t need a massive research budget—use CRM data, customer anecdotes, or case studies to share original perspectives.
Backlinks still matter, but AI engines care more about where your brand is mentioned positively—on forums, review sites, and social platforms. Invest in generating off-site mentions across G2, Reddit, LinkedIn, and niche communities.
AI engines are trained on natural language. Content written in a conversational, easy-to-read style is more likely to be surfaced in AI answers than jargon-heavy copy.
Walls of text are harder for AI engines to parse. Break content into scannable, structured formats (like this list!) to make your points digestible.
Failing to adapt to AEO is like refusing to optimize for mobile ten years ago. It’s not optional—it’s table stakes. Businesses that embrace AEO now will:
Show up in AI answers while competitors get left out.
Build trust faster, since buyers assume surfaced answers = credibility.
Convert more efficiently, because AI-assisted buyers arrive further down the decision funnel.
On the flip side, ignoring AEO means relying solely on dwindling SEO clicks while competitors own the conversation in AI engines.
SEO is about ranking in search results. AEO is about being included in AI-generated answers, which increasingly replace clicks to websites.
Yes, but mentions matter more. Focus on being cited in trusted spaces where AI pulls its data.
Track AI visibility (how often your brand appears in AI responses), share of voice against competitors, and referral traffic from AI engines (now trackable in HubSpot).
Not at all. SEO is still foundational. Think of AEO as the next layer—a way to adapt SEO best practices for the AI-first era.
The shift from SEO to AEO isn’t just another marketing trend—it’s a fundamental change in how buyers discover and evaluate businesses. And with ChatGPT projected to overtake Google as the top traffic source by 2028, the urgency to adapt has never been higher.
By answering questions directly, structuring content clearly, and building authority through mentions and original insights, your brand can ensure it’s part of the answers buyers see—no matter where they’re searching.
Start optimizing for AEO today, and your content won’t just rank—it will be found, trusted, and recommended by AI.