SEO vs. AEO: Which Strategy Should You Focus On in 2025?

On February 19, 2024, Gartner dropped a truth bomb that had many SEOs and search professionals questioning the continued relevance of their organic growth tactics. 

With the advent of AI chatbots and other virtual agents, search engine volumes are poised to drop 25% by 2026.

Yep, you heard that right!

As you chew on that, one thing is as clear as the writing on the wall on a clear day: You have to keep up with the times and look for ways to rank your site content for AI-answered queries as well. 

Your answers must be concise, crisp, and ready on command for users who prefer voice search and ChatGPT for quick query resolution. 

Enter AEO (Answer Engine Optimization), the shinier, cooler Gen Z cousin of its more traditional SEO cousin. 

But are they rivals or two sides of the same coin? What are the major differences between the two, and how can you, as a brand/business owner, combine both for enhanced results?

In today’s blog, our subject matter expert, Sr. SEO Analyst (Search) Namrata Kumari, shares her expert insights on all the above concerns that you might have. With a solid 12+ years of experience catering to the organic growth needs of 7K+ global clients, we at Mavlers can help you change and adapt to the needs and demands of the future.

Table of contents

• Understanding the basics of SEO and AEO
• SEO vs. AEO: Key differences
• Bridging the gap: Why you need both
• How to combine SEO and AEO for maximum impact

By the end of this piece, you will be able to distinguish between the two approaches and have clarity on how to best utilize the two in creating a customized organic growth campaign or your brand that caters to the needs of diverse users and stands the test of time.

Understanding the basics of SEO and AEO

Imagine your website as a bustling café in the heart of a city. The more visible your café is, the more customers you’ll attract. But how do people find it? 

Some might stumble upon it while exploring nearby streets (think traditional SEO), while others might ask a friend or a digital assistant for the “best café for lattes nearby” (that’s AEO).

To understand SEO and AEO, let’s break them down into relatable, bite-sized chunks:

What is SEO?

Search Engine Optimization (SEO) is like putting up an eye-catching billboard for your café on a busy road. It’s all about making your website visible when people search for products, services, or answers to their questions online.

SEO helps your site rank higher in search engine results pages (SERPs) by focusing on:

• Keywords: These are the search terms your audience uses. For instance, “cozy coffee shop in New York.”

• Content: Blog posts, product descriptions, or videos that inform or entertain. Think “5 Best Latte Art Techniques to Try at Home.”

• Technical optimization: This ensures your website loads quickly, works well on mobile devices, and is easy for search engines to understand.

• Credibility (backlinks): Recommendations from other reputable sites, much like rave reviews from happy customers.

The result?

A steady stream of organic traffic as your website becomes the go-to spot for visitors searching for answers, advice, or inspiration.

What is AEO?

Answer Engine Optimization (AEO), on the other hand, is like having a friendly barista who knows exactly what you want before you ask.

It’s about being the first—and best—answer to specific user queries, especially those made through voice search or AI-driven platforms.

For instance, if someone asks their smart speaker, “Where can I find oat milk lattes near me?” on ChatGPT, AEO ensures your café is the one it recommends.

Here’s how AEO works:

• Direct answers: AEO focuses on quick, precise responses. Instead of sending users to an article, it provides the exact information they need.

• Conversational tone: Content optimized for AEO is crafted with natural, question-based phrases, like the way people talk to voice assistants.

• Featured snippets: These are the small, highlighted boxes at the top of Google search results, often called “position zero.” Being here means you’re the trusted source for a query.

SEO vs. AEO: Key differences

If SEO is the steady, reliable process of growing your audience over time, AEO is the lightning-fast method to grab attention in the moment.

Taking the above example into consideration,

• SEO is like inviting customers into your café with irresistible decor, promotions, and aromas.

• AEO is like responding instantly when someone asks, “What’s the best mocha near me?”

To further understand how these strategies differ, let’s compare them side by side:

Bridging the gap: Why you need both

Let’s revisit the café analogy. Imagine your café is well-known in the neighborhood because of its fantastic billboard (SEO), and customers love it. But one day, someone asks their voice assistant, “Where can I find the best espresso near me?” If your café doesn’t show up in that instant recommendation, you’ve missed out on a potential customer. This is where AEO steps in, ensuring that when people ask for answers, your café is the one they hear about.

The barista and the billboard analogy explained

Think of SEO as the hard-working billboard that draws a steady stream of foot traffic over time. It’s detailed engaging, and builds long-term recognition. AEO, on the other hand, is like the star barista who remembers your order before you even ask, delivering quick and precise service.

You wouldn’t rely solely on one or the other to make your café successful. Why? Because:

• The billboard (SEO) attracts a broad audience who might be curious about what you offer and need time to explore.

• The barista (AEO) caters to customers who already know what they want and need it immediately.

When both work together, your café isn’t just popular—it’s the go-to destination for anyone craving coffee, whether they’re walking by or asking their smart speaker.

Here’s why SEO and AEO are better together.

• Catering to all types of customers

Some customers want to explore their options (like browsing Google search results), while others want a quick recommendation (like asking Alexa). By leveraging both SEO and AEO, you ensure you’re meeting the needs of every type of searcher.

• Building trust and authority

When your content ranks high in search results (SEO) and is featured in snippets or voice searches (AEO), you’re signaling to users that you’re both credible and convenient. This dual presence strengthens your brand’s reputation.

• Adapting to changing trends

The way people search is constantly evolving. While SEO lays a solid foundation, AEO keeps you ahead of the curve by ensuring your brand is optimized for new technologies like voice assistants and AI-driven queries.

How to combine SEO and AEO for maximum impact

Imagine you’re running a café. SEO is like the big sign outside that draws people in, while AEO is like the friendly barista who knows exactly what customers want, even before they ask.

To succeed, you need both: the sign to bring people in and the barista to give them a great experience. Here’s how to combine SEO and AEO to maximize your website’s impact.

1. Create content for both search and quick answers

SEO helps you rank well in search engines with long-form content like blog posts or product pages. AEO, on the other hand, is about providing short, direct answers that show up in things like voice search or featured snippets.

To do both, create detailed blog posts for SEO and pull out specific, easy-to-read answers for AEO. For example, if you run a café and have a post on “How to Brew the Perfect Coffee”, you can create short, clear answers like “What’s the best coffee bean for espresso?” to target AEO.

2. Focus on what users want

Think about what your customers need. Some want to explore (SEO), while others want fast answers (AEO).

• SEO: Use keywords that answer broad questions like “How to make a great latte?”

• AEO: Use specific question-based phrases like “Best oat milk latte near me” for quick voice search answers.

By using both types of content, you can satisfy both groups of users.

3. Make your website easy to use

Both SEO and AEO need a website that loads fast and works well on mobile. A clean, fast website improves your SEO rankings and helps with AEO by providing a better experience for voice search users.

Make sure your pages load quickly, have clear headings, and are easy to navigate.

4. Optimize for local searches

If you’re running a local café, you want to show up when people search for “coffee near me.” Local SEO helps you optimize your Google My Business listing and use location-based keywords.

With AEO, you can ensure your café pops up in voice searches like “Where’s the nearest coffee shop?” Optimizing both SEO and AEO for local searches ensures that you’re visible when it matters most.

5. Track and adjust your strategy

Just like any good recipe, you’ll need to track how well your SEO and AEO are performing. Use tools like Google Search Console to see how your website is doing in search and voice search results. Adjust your strategy as you go to make sure you’re reaching your audience in the best way possible.

An insight into what lies ahead

In a world where users expect both depth and immediacy, you can’t afford to focus on just one strategy. SEO lays the groundwork for sustained visibility, while AEO captures attention in those crucial “micro-moments” where users need quick answers.

By blending the two, businesses can ensure they’re not only found but also trusted as a reliable source of information—whether users are scrolling through a blog post or listening to an AI assistant’s recommendation.

You might now want to explore ~ Ahrefs vs. Ubersuggest: Which Tool Will Skyrocket Your Search Rankings?