What is AEO and is AEO the New SEO? Here’s Why I’m Paying Attention
June 12, 2025
Over the years, I’ve had the opportunity to help brands develop smarter, more strategic content from social media campaigns and internal communications to full website builds and SEO strategies. And if there’s one thing I’ve learned, it’s that digital marketing never stays still.
The latest evolution that has captured my attention is Answer Engine Optimization or AEO. It’s a term that’s been gaining traction lately, and many in the marketing world are starting to say that AEO is the new SEO. At first, I approached it with cautious curiosity. But the more I’ve learned, the more I believe that AEO isn’t just a passing trend… it’s a fundamental shift in how we should be thinking about search and content.
How to Move From Keywords to Conversations
Traditional SEO has long revolved around keywords. It’s been about identifying the phrases people are typing into search bars and optimizing content to rank accordingly. While keywords still matter, the way users search has changed dramatically.
Today, we’re living in an era of voice assistants, AI chat tools and conversational search engines. People aren’t just typing in “best project management software.” They’re asking, “What’s the best project management tool for small teams with remote workers?” And they expect a quick, direct answer… not ten blog posts to sort through.
AEO focuses on optimizing your content on websites, written in blogs or shared in a written interview to be that answer. It’s about anticipating the questions your audience is asking and providing concise, context-rich responses that meet their needs immediately.
Why the Shift to AEO Matters
AEO is rising in importance because of the changing nature of search itself. As tools like Google’s SGE (Search Generative Experience), ChatGPT and voice-activated assistants become more integrated into how we access information, the experience of search becomes more conversational and intent-driven.
That means content strategies need to move beyond just visibility and toward usefulness. You’re not just trying to rank, you’re trying to solve a problem faster than anyone else.
For me, this shift feels aligned with another area of marketing I really enjoy: internal communications. Much like internal messaging, AEO is about understanding your audience’s needs and delivering information in a way that is clear, timely and helpful. It requires empathy, structure and clarity. Those three things define strong communication in any format.
What are the Core Components of AEO
So how do you implement Answer Engine Optimization in a meaningful way? There are a few core strategies that make a difference:
- Answer-Focused Content
Make sure your content clearly and directly answers common user questions. Use headers like “What is X?” or “How does Y work?” and provide straightforward, concise responses. - Structured Data (Schema Markup)
Schema helps search engines better understand the context of your content. By implementing structured data, you increase your chances of appearing in featured snippets or voice search results. - Conversational Tone
Write in a way that mirrors how people naturally ask questions. This is especially important when optimizing for AI-driven search tools or voice assistants. Avoid overly technical language unless it serves your specific audience. - Mobile and Voice Optimization
Ensure that your content is accessible, loads quickly and is easily readable across all devices. Since many conversational queries come through mobile or voice, your site needs to perform well in those formats. - Deep Context, Not Just Surface Answers
While brevity is important, so is depth. Once you’ve answered the immediate question, go further. Offer related resources, context and deeper insights to satisfy users and keep them engaged.
Why I’m Embracing AEO
As someone who enjoys building websites and managing SEO, I find that AEO adds a new level of strategy and creativity to content development. I’ve built and maintained sites on platforms like Squarespace, WordPress and Wix, and I love the process of filling in content and refining layouts to improve both user experience and discoverability.
AEO gives that work new dimension , and it’s not just about looking good or hitting word counts. It’s about helping people get answers. That aligns perfectly with how I approach marketing: from a place of service, problem-solving and clarity.
In today’s climate of AI-driven search and short attention spans, AEO is a logical next step in the evolution of SEO. It doesn’t replace the fundamentals we’ve relied on for years, but it does require us to adapt, and to lead with empathy and clarity.
If you're a content creator, SEO strategist or digital marketer, now is the time to start thinking about how your content serves your audience and not just how it ranks. Answer Engine Optimization challenges us to be more thoughtful, more user-focused and more efficient in how we communicate online.
For me, that’s not just exciting– it’s a welcome shift.
Karlie Turner is a digital marketing specialist at Swell Marketing, a PSA agency, where she focuses on content strategy, SEO and web optimization. With a background in journalism and strategic communications, she’s passionate about crafting meaningful digital experiences. A forever learner, Karlie thrives at the intersection of creativity and curiosity. She is always looking for better ways to connect people and ideas.