What is Answer Engine Optimization (AEO)? Understanding AEO for the Future of Search

Answer Engine Optimization (AEO) is the process of ensuring that a brand, product, or service is accurately represented in AI-generated responses on platforms like ChatGPT or Perplexity. By leveraging AEO tools like Profound, brands can understand and influence their visibility in AI-driven answers and effectively strategize for artificial intelligence search engine optimization.

Initially, AI applications like early versions of ChatGPT relied solely on static snapshots of training data up to a certain cutoff date, with no real-time internet connectivity. Brands had little control over how they were represented, as there was no practical way to ensure that their content appeared in the isolated training cycles informing the language model’s knowledge.

However, advancements were rapid, and a new technology emerged: AI Answer Engines, specifically designed as an alternative to traditional search engines. As Google CEO Sundar Pichai explained, AI Answers allow Google to “do the Googling for you.” In this model, users no longer interact directly with the language model; instead, the LLM works behind the scenes to gather and synthesize content from the internet, representing the future of search.

The impact of these AI Answer Engines is expected to be significant. According to a recent Gartner prediction, by 2026, traditional search engine volume will drop 25%, with search marketing losing market share to AI Answer Engines like ChatGPT and Perplexity.

This approach means the AI system performs the search on the user’s behalf, retrieving relevant information and presenting it as a concise, synthesized answer—eliminating the need to sift through multiple search results. This evolution creates new opportunities for brands to focus on the content selected by AI retrieval systems. By optimizing this content, they can influence how favorably and frequently they appear in AI-generated answers, essentially performing SEO for AI search.

Key Differences Between Answer Engine Optimization (AEO) and Traditional SEO

Content Chunk Optimization vs. Whole Page SEO

• SEO: Focuses on optimizing entire web pages to rank higher in search engine results through keywords, meta tags, and backlinks.
• AEO: Requires optimizing specific chunks of content to be picked up by AI retrieval systems. Since AI answer engines extract snippets rather than whole articles, brands must ensure consistent presence throughout all relevant content sections by integrating brand mentions and messaging broadly, not just in isolated parts.

Influencing Retrieval Systems vs. Search Algorithms

• SEO: Involves influencing search engine algorithms by improving site structure, acquiring backlinks, and utilizing keywords to enhance rankings.
• AEO: Focuses on making content suitable for selection by AI retrieval systems. Brands don’t need to influence the LLM directly; instead, they must align content with the preferences of AI systems to increase the chances that it will be selected for AI-generated answers.

Probabilistic Responses vs. Ranked Listings

• SEO: Provides a transparent, ranked list of search results based on specific algorithms, allowing brands to track their position and adjust strategies.
• AEO: Produces probabilistic and dynamic responses. AI systems don’t follow a fixed ranking system, making it unpredictable when or how a brand’s content will appear in answers. This unpredictability makes visibility tracking tools like Profound essential for AEO, as brands need to constantly monitor how and when their content is retrieved by AI systems.

Infinite Query Variations vs. Targeted Keywords

• SEO: Optimization often targets specific, high-traffic keywords.
• AEO: AI systems handle countless query variations, including conversational and long-tail questions. Brands must ensure their content is comprehensive and addresses a broad range of topics relevant to their industry.

Opaque Influence vs. Transparent Metrics

• SEO: Traditional search is relatively transparent, making it easy for brands to understand their rank across various search terms.
• AEO: Influence over AI-generated content is more opaque. Brands won’t know which results include their content until the question is asked, and responses may vary day-to-day. Tools like Profound are crucial to monitor and track AI visibility.

Personalization and Context Sensitivity

• SEO: Search results are somewhat personalized but generally consistent across users.
• AEO: AI-generated answers are highly personalized, taking user context, history, location, and preferences into account. Unlike traditional search engines that provide “the best answer,” AI Answer engines aim to deliver “the best answer for you.”

Emphasis on Content Quality and Relevance

• SEO: Content quality is important, but technical aspects and backlinks also significantly influence rankings.
• AEO: Emphasizes content quality, relevance, and authority, as AI systems prioritize content that directly and accurately addresses user queries. Brands should focus on producing high-quality, authoritative content to increase their chances of being included in AI-generated answers.

Reduced Reliance on Backlinks

• SEO: Backlinks are a critical factor for establishing authority and improving search rankings.
• AEO: Backlinks are less influential, with a greater emphasis on being present in credible, authoritative content that AI systems retrieve.

In Summary

As of October 2023, it is estimated that hundreds of millions of daily questions are being answered by AI Answer engines. As more users shift from traditional search engines to AI Answer engines, AEO will increasingly become a vital focus for businesses. The integration of AI in search engines is reshaping the landscape of digital marketing and information retrieval.

Answer Engine Optimization requires a fundamentally different approach than traditional SEO. Brands need tools like Profound to understand and manage how they appear in AI-generated responses. As we witness the evolving role of AI in search engines, it's clear that artificial intelligence optimization and AEO search strategies will play a crucial role in shaping the future of search and brand visibility online.