Search has changed again.
Keyword optimisation, backlinking, and well-constructed meta tags were the norm when search was simply typing in your query.
Today, we see more than that. People are changing their behaviour by moving away from typing in search terms and more toward searching through conversation.
This new behaviour is pushing marketing professionals to rethink how content will be optimised.
As such, the era of Answer Engine Optimisation (AEO) has begun, an era where finding search is more than just finding content; it’s understanding the intent behind the search.
AEO Explained
When you’re searching for products or services, most of the time, you’re not simply typing “best running shoes 2025.”
You may be saying, “What are the best running shoes for long-distance running this year?” Or even, “Are there any running shoes that help with knee pain?”
AEO is about how people ask legitimate questions versus the keywords they use to find the answers.
It is focused on delivering direct, conversational, context-rich answers that voice assistants, AI chatbots and search engines understand and deliver.
In essence, AEO is the next level of SEO. Rather than optimising for what search engines index, AEO optimises for what AI understands.
Why Does AEO Matter Right Now?
When looking at how search engines display their results, we’ve moved beyond a list of blue links.
We have entered a phase where Google, Bing, and also AI-driven tools like ChatGPT, Perplexity and Gemini are functioning as Answer Engines – summarising, comparing and interpreting content for users without necessarily sending them to a typical web page.
This means that the rules of visibility have changed.
For brands, rather than simply trying to “rank number one,” the goal is to be the source of information that these AI systems reference, summarise, or pull information from.
Humanizing Searches
While search continues to get smarter, it is getting more human.
AEO is based on how humans naturally communicate and think. It seeks to replicate the natural rhythm of conversation instead of using rigid keyword phrases. Questions such as “How do I…“, “What is the difference between…?“, and “Which one should I select…” are the new gold standard for SEO.
However, here is another little secret: very few websites are prepared for this type of format. They continue to rely on keyword cramming and rigid formatting that AI systems immediately detect and reject.
Those who win will be those who provide clear answers to user questions, write as a person would speak, and show true expertise while avoiding fluff.
From Snippets to Sources
If you have ever viewed a Featured Snippet — that small box that displays at the top of Google results — then you have already seen a form of AEO in action.
However, today’s Featured Snippets have grown to become so much more than that. Search assistants such as Google’s SGE (Search Generative Experience) and Bing Copilot are taking information from numerous websites, rewriting that information, and answering a user’s question directly through conversational search.
Therefore, rather than competing for a snippet, brands now need to establish themselves as credible sources of summarised content.
To accomplish this, your content needs to:
- Be formatted so that AI can easily interpret it.
- Use conversational language that sounds natural when read aloud.
- Contain concise, factual, and contextualised answers.
- Include schema markup so that search engines can understand the meaning of the content.
In summary, you’re not only writing for humans, but also for machines that understand human intent.
How AEO Changes Keyword Strategy
Old-school SEO was all about finding that “perfect” keyword and inserting it into a web page in a way that felt natural (or unnatural). AEO does the complete opposite.
Rather than focusing on keywords, marketers are focusing on questions.
Thus, instead of optimising for “best Italian restaurant in Sydney“, AEO strategies may focus on the following questions:
- “Where can I find authentic Italian food near Circular Quay?”
- “What is the most popular Italian restaurant for a date night in Sydney?”
- “Which Italian restaurants offer gluten-free options?”
There is a subtle yet powerful difference between old school SEO and AEO. While the former focused on topics, the latter focuses on intent.
Each of the questions listed above represents different moments in the consumer’s decision-making process – and that’s where conversions begin.
Voice and Visual Search: The Silent Partners of AEO
Another factor that has contributed to the rapid emergence of AEO is voice and visual search.
With the proliferation of smart speakers, smartphones, and even cars that are equipped with voice technology, consumers are speaking to devices and expecting responses that feel natural and conversational.
If your website doesn’t optimise to provide short, human-like answers, you’ll likely miss the opportunity.
Don’t forget about visual search – Google Lens, Pinterest Lens, and similar tools are rapidly altering how consumers discover products. Descriptive metadata, schema, and contextualised captions can help AI systems interpret your images as part of an answer.
So, AEO is no longer limited to text; it is indeed multi-modal.
Content That Feels Like a Conversation
Tone is one major factor separating great AEO writing from mediocre SEO content.
People know when you’re writing for algorithms. It’s the same dullness as hearing a person read from a script — it’s factually accurate, but emotionally flat.
AEO content is conversational and talks like a real person. Content is divided naturally into concepts. AEO content may include contractions, rhetorical questions, and even a little bit of sarcasm when the situation calls for it.
When someone Googles “Why isn’t my website appearing on search?“, they don’t want a dissertation on the subject. They want a straightforward answer, maybe even an encouraging nudge that says, “It’s not the end of the world. Here’s what you can do“.
This authentic nature of AEO content connects with individuals and also helps search engines recognise your page as more natural, relevant, and trustworthy.
Technical Aspects (Without Jargon Overload)
Now let’s get a bit geeky – but not too much.
To ensure AEO works well, your website must have some fundamental elements:
- Structured Data: Schema markup allows search engines like Google and AI to understand the nature of your webpage. Think of it like providing search engines with subtitles for your content.
- Question/Answer Formatted Content: Using header tags such as “What is…”, “How Does…”, and “Why Does…” will help you format your content in line with conversational search patterns.
- Fast-Loading Pages: No matter how well you answered a user’s query, they won’t even see it because they’ll most likely bounce if your page takes 10 seconds to load.
- Accessible Design: Creating voice-readable content, using alt-text, and creating clear navigation will enable both humans and AI to interpret your content.
- Logical Internal Linking: Context is crucial for AEO. Connect your related pages so that search engines can see how the ideas relate.
You don’t need to go crazy, just create content in a way that makes sense.
Measuring AEO Success (Hint: Traffic Is Not The Only Measure)
One difficult part of AEO is measuring the results of your efforts. Since AI assistants will answer users’ questions directly, users may never click through to your website.
That said, AEO does produce measurable results. Here are some alternatives to track:
- Higher impressions on answer-based Queries (via Search Console).
- Increased engagement with your informational content.
- More mentions and citations from AI summaries or Knowledge Panels.
- Boost in branded searches, which means users remember your brand name after they see your content cited by others.
In summary, visibility will be viewed differently than it has in the past. It’s not simply about generating clicks; it’s about influence.
What Marketers Should Do About AEO
If AEO seems like it’s a lot to take in, that’s because it is. However, as long as you begin with small, well-planned steps, it is very much manageable.
- Audit your current content.
Look for outdated keyword-based pages and reframe them into questions and a conversational tone.
- Create clusters based on FAQs.
Build content hubs where one main page answers a broad topic, and sub-pages go into specific related questions.
- Write for both people and machines.
Keep your tone conversational while keeping your structural logic intact. Think of your content as speaking to a smart friend — someone who understands nuances, yet still values clarity.
- Utilise schema markup.
Google’s structured data tools make this easier than ever. Even a simple FAQ schema can make your content more discoverable.
- Test how your content reads aloud.
If it sounds stilted or unclear, rewrite it. Content that is voice-friendly performs better in AEO-driven environments.
- Be flexible.
AI summary models change constantly, so continue learning and adapting.
SEO Is Not Dead, It’s Evolving.
There is plenty of hype surrounding AEO “killing” SEO. We believe this is overly dramatic.
While SEO once rewarded those who could play the algorithm game, AEO rewards those who understand intent. The businesses that will thrive will be those that combine solid technical SEO with genuine conversational clarity.
Ultimately, AEO is all about helping people find better answers faster. And that is what search was always supposed to do.
Finally..
Let’s face it – no one knows what search will look like a year from now. However, one thing is certain: the age of static, keyword-stuffed web pages is coming to a close.
The future belongs to content that feels alive. Pages that talk back, not just talk at.
Therefore, if your current strategy still views SEO as a box-ticking exercise, then it may be time for you to rethink your approach to optimisation altogether. Because search is no longer about getting clicks – it’s about starting conversations.
And the brands that recognise this will be the ones leading the digital dialogue in 2025 and beyond.