AEO vs SEO: what changes when answers replace links

SEO was built for a world where people clicked links. AEO is built for a world where people read answers. Here is what actually changes.

What stays the same

• Good content still wins. Thin, generic pages do not get cited by anyone, human or machine.
• Authority still matters. Mentions from trusted sources still carry the most weight.
• Technical basics still matter. If a page cannot be crawled, it cannot be quoted.

What changes

• The unit of success. SEO counts rankings and clicks. AEO counts mentions: is your brand named in the answer?
• The competition. On a results page, ten brands can rank. In an answer, usually two or three get named. The cut is harsher.
• The measurement. You cannot check AEO in a rank tracker alone. You have to run the actual prompts buyers use and record what the AI says.

The practical takeaway

Do not abandon SEO — it feeds the sources AI quotes. If you need a refresher, Google's SEO Starter Guide covers the fundamentals. But add one new habit: once a month, ask the AI the questions your buyers ask, and write down which brands it names. If yours is missing, that is your next project. The audit guide walks through exactly how.