SEO and AEO play by different rules. 4/10 top-ranked sites don't get mentioned in AI answers.
SEO and AEO overlap more than they differ. But those differences? They're what determine whether AI cites you or skips you entirely.
SEO vs AEO: What's the Difference?
SEO makes you visible on Google. You optimize content, build backlinks, fix site issues, and target keywords. The goal? Rank high and get traffic. (Source.)
AEO gets your content cited by AI platforms. ChatGPT, Perplexity, Google Gemini, and others pull info from many sources to generate answers. You structure your content so AIs can extract, understand, and reference it. (Source.)
SEO wants clicks. AEO wants citations. SEO drives users to your site. AEO puts your info in the answer, even if users don’t visit your site.
Search engines show a list. AI gives one answer. The goal shifts from "get the click" to "be the answer." That shift changes how you write and structure content.
Key SEO vs AEO Differences
1. Search intent and query format
Traditional SEO relies heavily on specific keywords. You target short, fragmented phrases like "running shoes" or "marketing tips" to catch broad traffic.
AEO flips the script. It targets specific questions and conversational intent. Users talk to AI naturally. They ask complex, multi-part questions like "what's the best CRM for small teams with a limited budget?" or "how do I optimize checkout flow for mobile users?" You need to anticipate full sentences and specific problems to win here.
SEO = write for broad keywords.
AEO = write for specific queries and prompts.
2. Content structure
SEO strategies often favor long-form content. You write detailed, in-depth articles to signal authority to Google.
AEO prioritizes efficiency. It wants short, highly structured formats that machines can digest instantly. You communicate best through concise FAQs, clear summary snippets, and logical bullet points.
SEO = long-form, detailed content.
AEO = concise, detailed, and to the point.
3. Platform focus
Your SEO efforts target search engines like Google and Bing. You compete for real estate on a Search Engine Results Page.
AEO targets a broader ecosystem. You optimize for generative AI tools like ChatGPT and Claude, as well as traditional voice assistants like Alexa. This also includes the new AI-driven snapshots appearing at the top of standard search results. You aren't just ranking for a link. You are positioning your brand as the source of truth for Large Language Models.
SEO = Google and Bing.
AEO = ChatGPT, Perplexity, Gemini, Alexa. etc.
4. Goals
SEO aims to drive clicks to your website. You measure success by how many people land on your pages.
AEO aims for the zero-click answer. The goal is to satisfy the user immediately. Users get what they need upfront without leaving the platform. This might sound counterintuitive, but it builds incredible brand authority. You become the trusted expert providing the solution. It establishes your brand as the definitive answer in the user's mind.
SEO = Clicks.
AEO = Mentions.
5. Metrics
SEO tracking is standard and quantitative. You monitor rankings, click-through rates, and direct conversions.
AEO requires you to look at qualitative authority. You track citations, brand mentions, and how often AI models reference your content as a source. You measure success by your share of voice in AI-generated responses. It is about becoming the foundational knowledge base that the AI relies on to answer questions.
SEO = clicks and conversions.
AEO = mentions, accuracy, sentiment, citations (clicks and conversions)
Why Ranking High in Google Doesn't Equal AI Visibility
It comes down to the core mechanics. Google and AI rank content differently because they solve different problems. You need to understand these distinct systems to win both.
The best strategy, is a combined appaoch, which is what we recommend at Hatter.
Google functions like an immense, popularity-focused index.
It prioritizes relevance signals, backlink profiles, and distinct user experience metrics.
The algorithm weighs hundreds of technical factors, including page load speed, mobile responsiveness, and historical domain authority.
It aims to send users to the most authoritative source based on external validation and clicks.
ChatGPT and other large language models operate on training data.
They don't just fetch links. They look for clear context and direct answers to specific prompts.
AI relies on pattern recognition and semantic understanding rather than popularity votes.
The system constructs sentences based on probability. It needs inputs that are structurally sound and easy to parse.
The opportunity.
Content is your new competitive advantage. Editorial or reference-style content often appears in AI responses, even when it performs poorly in traditional search. A well-structured article can beat a high-authority domain in a chat interface simply because it answers the question or prompt better.
If your goal is total visibility, you must appear wherever the user looks. This requires a two-pronged approach:
Maintain your SEO for traditional searchers.
Optimize your structure for generative engines.
Real AEO Tactics That Work
If you want AI platforms to cite you, use these proven tactics:
Structure for direct answers: Use clear question headings. Put concise answers (40-60 words) directly below. Keep content detailed and specific.
Use conversational language: Write like you talk. "What's the best way to reduce cart abandonment?" works better than "cart abandonment reduction strategies." Natural language queries boost voice assistant citations by 40.7%.
Create FAQ sections: A FAQ page works for people and AI. Each Q&A is a citation opportunity.
Optimize for featured snippets: Use lists, tables, and step-by-step formats. Keep answers short and scannable.
Build topical authority: Cover related sub-topics. AI looks for thorough coverage, not isolated answers. Create content clusters.
AEO complements your SEO. It doesn’t replace it.
Combine SEO and AEO: The Winning Formula
When you use SEO and AEO together, you win more often:
SEO puts your content in front of AI platforms. They often check search indexes for sources.
AEO makes your content easy for AI to pull and cite.
Hybrid strategies bring results.
Build your SEO first. Make sure your site is technically solid, loads fast, and covers every topic fully. Then add AEO tactics. You'll want to win both.
How Hatter Puts Your Brand in the AI Spotlight
Most AEO software tools stop at diagnostics. They act like a check-engine light without a mechanic. They tell you that you are missing from ChatGPT answers, but they don't offer a solution. Hatter takes a different approach.
We operate as a comprehensive AEO agency. Our team develops a custom strategy and executes it end-to-end.
We created Hatter because we saw successful brands losing market share. They held the top spot on Google but weren't appearing in AI answers. They needed a partner to translate their rankings into direct recommendations. We ensure your brand stays relevant as the definition of search evolves.
Get Hatter’s free AI visibility dashboard or contact us to get a free AEO and SEO audit.
