I started optimizing for search engines in 2001. Back then, it was all about keyword density and PageRank. In 2024, I’m still optimizing for keywords and links, but now I’m also optimizing to be cited by ChatGPT. That’s the shift from SEO to AEO. If you run a Boise business and you’re wondering whether to abandon SEO for this new thing called Answer Engine Optimization, the short answer is no. You need both. They’re about 70 percent the same work, but the 30 percent difference matters a lot. I’ve been testing AEO methods for 18 months now, and I’m seeing my content get cited in AI answers for queries where I don’t even rank on page one of Google. That’s new territory.
What does SEO optimize for?
SEO optimizes content to rank in the traditional search engine results page. The goal is to appear in position one through ten for a specific keyword, ideally above the fold. You’re competing for clicks.
SEO work includes:
- Keyword research and placement
- Title tags and meta descriptions
- Internal linking structure
- Backlink acquisition
- Page speed and mobile optimization
- Content that satisfies search intent
When I optimize a page for SEO, I’m asking: will Google show this page when someone searches “property management Nampa Idaho”? Will they click through? The measure of success is rankings, impressions, and click-through rate. You win when someone lands on your site.
SEO has always been about earning attention in a crowded list of results. You write a good title tag, you earn the click. But here’s the problem: in 2025, fewer people are clicking. They’re asking ChatGPT or using Google’s AI Overview. They get an answer without visiting your site.
What does AEO optimize for?
AEO optimizes content to be extracted, cited, and referenced by AI engines. The goal is to have your content quoted or paraphrased when someone asks an AI a question. You’re competing to be the source.
AEO work includes:
- Answer-first paragraph structure (answer in the first 80 words)
- Natural-language H2 headings formatted as questions
- Explicit schema markup (FAQPage, HowTo, Article)
- FAQ sections with direct answers
- Structured data that machines can parse easily
- Attribution-friendly content (byline, date, sources)
When I optimize a page for AEO, I’m asking: will Perplexity cite this page when someone asks “what’s the difference between an LLC and an S-corp in Idaho”? Will ChatGPT quote this paragraph? The measure of success is citations, not clicks. You win when the AI trusts your content enough to reference it.
I’ve had articles cited in AI answers where I rank on page two of Google. The AI didn’t care about my rankings. It cared that my answer was clear, structured, and verifiable.
Where do SEO and AEO overlap?
About 70 percent of the work is identical. Both require good content, topical authority, and technical hygiene. If your site is slow, broken, or thin on expertise, neither SEO nor AEO will help you.
Here’s what works for both:
- Original, accurate content. Google and ChatGPT both reward depth and specificity. Generic fluff loses in both contexts.
- Topical authority. If you publish 50 articles about Idaho real estate law, both engines will trust you more on that topic.
- Clear structure. Headings, lists, and short paragraphs make content parseable for algorithms and humans.
- Fast, mobile-friendly site. Technical performance still matters.
- Backlinks and citations. Google counts links. AI engines weight authoritative sources. If the New York Times links to you, both systems notice.
I tell Boise clients: if you’re doing good SEO in 2025, you’re already 70 percent of the way to AEO. The foundation is the same. Build a site that answers real questions with real expertise. Publish consistently. Earn trust.
The difference is in the packaging.
Where do SEO and AEO diverge?
The 30 percent difference is structural. SEO tolerates some ambiguity. AEO does not. AI engines need clean, extractable answers.
Answer-first writing. In SEO, you can tease the answer and build suspense. In AEO, you answer the question in the first paragraph. If someone asks “how much does a business license cost in Boise,” your first sentence should say “A Boise business license costs $55 to $150 depending on your business type.” You elaborate later. The AI needs to extract that sentence and move on.
Question-format headings. Traditional SEO headings are often keyword phrases: “Boise Business License Costs.” AEO headings are natural questions: “How much does a business license cost in Boise?” The question format signals to AI that an answer follows.
Schema markup. Google has pushed schema for years, but adoption is low. AEO makes schema non-negotiable. FAQPage schema tells AI engines “this is a Q&A block.” HowTo schema structures step-by-step instructions. If your competitor has schema and you don’t, the AI cites them.
FAQ sections. I now add 4 to 6 FAQs to almost every post. Each FAQ is a question someone might ask an AI. The answers are short, direct, and marked up with FAQPage schema. I’ve seen these FAQ blocks get cited verbatim in AI answers.
In SEO, these tactics help but aren’t required. In AEO, they’re table stakes.
How do I optimize for both at once?
You write one piece of content and structure it to serve both systems. I do this on every post now.
Here’s my process:
- Identify the primary question. What is the reader (or AI) asking? “What’s the difference between AEO and SEO?” becomes my H1 and my organizing principle.
- Answer it in the first paragraph. Write 50 to 80 words that directly answer the question. No preamble. This is your AEO extract block. It also works as your meta description.
- Use question headings. Every H2 is a natural question. “What does SEO optimize for?” “Where do they overlap?” These headings prime AI engines to expect answers.
- Add schema. Use Article schema on the page. Add FAQPage schema for your FAQ section. If you’re on WordPress, plugins like Yoast or Rank Math make this easy.
- Include an FAQ block. Write 4 to 6 questions someone might ask about the topic. Keep answers to 30 to 80 words. Mark them up with FAQPage schema.
- Optimize for traditional SEO. Target your primary keyword. Build internal links. Write a compelling title tag. Get backlinks.
I recently tested this on a post about Idaho LLC formation. The post ranks on page one for “Idaho LLC” (SEO win). It also gets cited by Perplexity when users ask “how do I form an LLC in Idaho” (AEO win). Same content, dual optimization.
The work is not double. It’s the same work with better structure.
Should I stop doing SEO and focus only on AEO?
No. SEO still drives traffic, and traffic still converts. AEO drives visibility and authority, but it doesn’t always send clicks. You need both.
I’m seeing this in my own analytics. Pages optimized for AEO get cited by AI tools, which builds brand awareness. People see my name attached to an answer in ChatGPT, then they search for “Boise Marketing Guy” directly. That’s a brand search, and it converts better than cold traffic.
But I still get the majority of my leads from traditional Google search. Someone searches “digital marketing consultant Boise,” finds my site, reads three pages, fills out a contact form. That’s pure SEO.
Here’s the reality: most small business owners in Idaho are still Googling. But a growing segment is asking ChatGPT or Perplexity. If you only optimize for Google, you’re invisible to that segment. If you only optimize for AI, you’re leaving Google traffic on the table.
The smart play is to do both. Write answer-first content with strong structure. That content will rank in Google and get cited by AI. It’s not an either-or.
What are the risks of ignoring AEO?
The risk is invisibility in the next generation of search. If your competitors get cited by AI and you don’t, they build authority. Over time, that authority compounds.
I’ve talked to Boise business owners who dismissed SEO in 2005 because “everyone uses the Yellow Pages.” They were wrong, and they paid for it. I see the same pattern now with AEO. Some folks are dismissing AI search because “everyone still uses Google.” That’s true today. It won’t be true in three years.
The other risk is loss of nuance. When an AI cites you, it extracts one paragraph. If that paragraph is unclear or incomplete, the AI might misrepresent your point. I’ve seen this happen. A competitor got cited by ChatGPT, but the citation left out a critical disclaimer. The business owner had no control over how the answer was framed.
AEO requires you to write clearly enough that a machine can’t misinterpret you. That’s harder than it sounds, but it’s also better writing.
Bottom line: AEO is not optional anymore. It’s part of the baseline work of digital marketing in 2025.