Around 60 percent of Google searches now end without a single click.
Wild, right? People type (or ask) a question, get an instant answer in a snippet, or straight from an AI assistant – and never visit a website.
So how on earth do you get ahead in a world where nobody clicks?
Well… this is one way.
You’re reading this because you searched for something like AEO consultants, SEO vs AEO, or how to rank in AI search.
I wrote this post to get ahead of you – but also to help you get ahead of everyone else.
You get the answers. I get the credibility. We both win.
So, let’s talk about what’s actually going on here.
SEO has been the silent hero of digital marketing : optimise your website, climb the rankings, and wait for the clicks to roll in. But the way people search (and the way search engines answer) has changed.
These days, it’s not just about ranking. It’s about being the answer.
Enter AEO (Answer Engine Optimisation). It’s SEO’s smarter, faster, slightly show-off younger sibling. Instead of waiting for users to click through to your site, AEO is about structuring your content so it becomes the answer right there in the search result, AI overview, or chatbot response.
And here’s the kicker: you can’t just do one or the other. SEO and AEO need to work hand-in-hand if you want to stay visible and credible.
SEO (Search Engine Optimisation)
This is the classic play: make Google love your site so people click.
Think of it as the long game of keywords, content, and credibility.
The usual suspects still matter – fast site, solid structure, smart keyword use, and content that matches what people are actually looking for.
AEO (Answer Engine Optimisation)
AEO is SEO’s younger, more AI-savvy sibling. Instead of trying to rank high, you’re trying to be the answer.
That means writing in a way that’s clear, conversational, and ready for voice search, snippets, and AI overviews.
It’s about structuring your content so it’s easy for an assistant or chatbot to understand and quote – not just for humans to scroll.
Search has changed. People don’t just “Google it” anymore – they ask.
They talk to voice assistants, type full questions, or let AI summaries do the work.
That means even if you rank first, users might never click through.
AEO exists to make sure your brand still shows up when the click doesn’t.
| SEO | AEO | |
|---|---|---|
| Goal | Get clicks and traffic from rankings | Get cited as the answer (even with no click) |
| Query style | Short keywords | Full questions, conversational |
| Content style | Deep, detailed pages | Clear, answer-ready snippets |
| Tech setup | Meta tags, speed, mobile | Schema markup, Q&A, voice friendly |
| Metrics | Traffic, rankings, backlinks | Snippets, mentions, AI citations |
Yes.
SEO keeps the lights on.
AEO turns the lights toward the future.
SEO builds trust and drives traffic. AEO builds visibility in places where the click might never happen – AI summaries, featured answers, voice results. Together, they cover both the old and new ways people find information.
Get your SEO foundations right. Fast site, good structure, smart linking, and content that solves problems.
Write like people talk. Turn your H2s into questions. Add short, clear answers before the deep dive.
Use structured data. Schema markup, FAQ sections, and voice-friendly formatting help AI “see” your answers.
Track new metrics. Don’t just watch rankings – look for snippets, mentions, and where you appear in AI results.
Think brand, not just traffic. Sometimes visibility (being the answer) beats the click.
Don’t make your content too shallow chasing AI answers.
Not every page needs to be AEO-ready – focus on high-value topics.
Expect the rules to change – AI search is still learning the game.
Keep doing SEO.
Start layering in AEO.
The clicks might drop, but the reach can grow... if you play on both fields.