Just as many people thought they were getting a grasp on search engine optimization, artificial intelligence came along. Now they have to worry about answer engine optimization. Chat GPT, Microsoft Copilot, and other AI-powered answer engines are the first thing many people turn to today when they need information, and answer engine optimization increases a brand’s visibility on these tools.
Similarities and Differences
Answer engine optimization and search engine optimization share some similarities. However, there are significant differences people must be aware of. Users rely on both today, so business owners must focus on increasing traffic through answer engine techniques while continuing to improve on their search engine optimization efforts.
When using a search engine, people typically enter a keyword or phrase related to what they’re looking for. Metrics used to determine if a company is successful with its search engine optimization (SEO) efforts include traffic, domain authority, and conversions. When internet users turn to an answer engine, they often take on a conversational tone. To be successful with answer engine optimization (AEO), a company must monitor its metrics, citations, referral traffic, and conversions.
Companies use both search engine optimization and answer engine optimization to increase their visibility on the internet. The goal is to connect with users through their online search experiences. Both SEO and AEO optimization require a company to produce authentic content and attract reputable backlinks. Keyword optimization is also vital for both SEO and AEO.
The Importance of Answer Engine Optimization
Companies cannot afford to focus solely on search engine optimization, hoping that answer engine optimization will just go away. Users have choices when they want information. They no longer head straight to a search engine. They might turn to AI for help. Business owners must ensure their content is accessible and relevant regardless of where a person accesses it.
Organic traffic is declining, but companies aren’t seeing this in their bottom lines. Consumer behavior is changing, so companies must increase their brand visibility across multiple channels, including AI chatbots.
Answer Engine Optimization Challenges
Business owners often wonder how they can track their performance on AI chatbots, as they don’t have access to tools similar to those they use to monitor SEO performance. Only a few platforms currently track mentions and citations, enabling companies to track their visibility and that of their competitors across AI engines and chatbots.
Internal buy-in can also be a challenge. Companies are investing in SEO and wonder why they need to do the same for AEO. Business owners often don’t understand that they can’t replace SEO with AEO and call it a day. As previously mentioned, there are similarities between the two, but there are also significant differences.
Gartner predicts there will be a 25 percent decline in organic search traffic in 2025. AI-powered engines allow businesses to reach, engage, and nurture their target audiences. If a company isn’t mentioned in the answer engines, it’s going to lose business, much as if it doesn’t appear on the first page of the search engine results, consumers won’t see it.
To optimize for answer engines, a company must improve its visibility across different engines and models. As with search engines, each answer engine is unique. However, they all prioritize specificity when answering a question. A business must provide original and authoritative content to appear in the answer engines.
Answer engine optimization is an ongoing process, similar to SEO. Results typically won’t be seen for a few weeks or months. Business owners must be patient, as AEO is becoming increasingly important. With time and consistent efforts, this AEO will pay off.
