LLM Optimisation
Introducing AEO: The New Frontier in Search
In the age of AI-powered chatbots and LLMs like ChatGPT, Perplexity, Gemini, and Microsoft Copilot, Answer Engine Optimisation (AEO) is rapidly emerging as a new discipline, evolving from traditional SEO strategies. Rather than targeting single keywords, AEO focuses on optimising entire clusters of commonly asked questions, delivering specific, authoritative answers that can be cited by AI chat interfaces.
12 July 2025
10 min read
Why AEO Is Essential Today
Fast Feedback from AI Tools
AI chat models now use live web data (via retrieval-augmented generation), making it possible to influence responses quickly, unlike earlier LLMs based on static training data.
Converging Search Paradigms
Chatbots have transformed into hybrid search engines with clickable links and citations, significantly boosting referral traffic for AEO-optimised content.
Shifting User Behaviour & VC-Backed Momentum
With ~27% of Americans preferring AI chat over search, and AEO startups capturing 58% of Q1 2025 VC funding, the trend is clear: the opportunity is now.
Top AEO strategies include:
Launch New Topic Pages to address uncovered question clusters.
Enhance Existing Content by gap-filling under-served questions.
Optimise Citations by earning backlinks from authoritative sources within AI-generated summaries (linkedin.com, en.wikipedia.org).
Inside AEO, beware of the time-sink of technical optimisations—like crawl audits—that yield minimal returns unless tied directly to query discoverability .
Best Practices for AEO Success
1. Apply Structured Data & Schema
Utilise FAQ, how-to schemas, and other markup to enhance answer extraction and attribution by AI.
2.Craft Conversational Content
Use complete, clear Q&A formats to mirror real user inquiries.
Aim for head, mid-tail, and long-tail question types similar to SEO's keyword tiers
3. Build Authority & Citations
Ensure your content is bylined and dated.
Earn citations from trusted sources, and aim for inclusion in AI-overviews by crafting authoritative content.
4. Experiment and Validate
Use A/B or sequential testing to confirm impact, avoid misleading vanity metrics like impressions or undefined "keyword ranking" uplift .
5. Monitor Conversational Referrals
Traditional tools like Google Search Console or Ahrefs mix conversational data with regular search. Manual tracking can help isolate true AEO impact (seo.com).
AEO in the Bigger SEO Ecosystem
AEO is not a standalone tactic, it should work in harmony with SEO & GEO.
Discipline: Objective
SEO: Rank for keywords
AEO: Be cited in AI-generated answers
GEO: Appear in AI synthesis and generative summaries
Final Thoughts: Why Move Now?
First-Mover Advantage: Many competitors are still SEO-only. Smart AEO adoption now establishes dominance.
Zero-Click Shift: With 58.5% of US searches ending without clicks, AEO helps maintain visibility even without direct site visits.
AI-Citation Credibility: Being the authoritative answer builds brand trust especially without traditional backlinks.
✅ AEO Action Plan: Start Here
- Map your question clusters using chat logs, search data, and competitor content.
- Audit existing pages for coverage gaps and optimise with conversational answers and schema.
- Develop new content for uncovered but valuable question clusters.
- Earn authority by securing high-quality citations and backlinks.
- Test with control groups, measure referral lift, and iterate based on results.
- Monitor and adjust performance using manual tracking or specialised AEO analytics tools.
Fast Feedback from AI Tools
AI chat models now use live web data (via retrieval-augmented generation), making it possible to influence responses quickly, unlike earlier LLMs based on static training data.
Converging Search Paradigms
Chatbots have transformed into hybrid search engines with clickable links and citations, significantly boosting referral traffic for AEO-optimised content.
Shifting User Behaviour & VC-Backed Momentum
With ~27% of Americans preferring AI chat over search, and AEO startups capturing 58% of Q1 2025 VC funding, the trend is clear: the opportunity is now.
Top AEO strategies include:
Launch New Topic Pages to address uncovered question clusters.
Enhance Existing Content by gap-filling under-served questions.
Optimise Citations by earning backlinks from authoritative sources within AI-generated summaries (linkedin.com, en.wikipedia.org).
Inside AEO, beware of the time-sink of technical optimisations—like crawl audits—that yield minimal returns unless tied directly to query discoverability .
Best Practices for AEO Success
1. Apply Structured Data & Schema
Utilise FAQ, how-to schemas, and other markup to enhance answer extraction and attribution by AI.
2.Craft Conversational Content
Use complete, clear Q&A formats to mirror real user inquiries.
Aim for head, mid-tail, and long-tail question types similar to SEO's keyword tiers
3. Build Authority & Citations
Ensure your content is bylined and dated.
Earn citations from trusted sources, and aim for inclusion in AI-overviews by crafting authoritative content.
4. Experiment and Validate
Use A/B or sequential testing to confirm impact, avoid misleading vanity metrics like impressions or undefined "keyword ranking" uplift .
5. Monitor Conversational Referrals
Traditional tools like Google Search Console or Ahrefs mix conversational data with regular search. Manual tracking can help isolate true AEO impact (seo.com).
AEO in the Bigger SEO Ecosystem
AEO is not a standalone tactic, it should work in harmony with SEO & GEO.
Discipline: Objective
SEO: Rank for keywords
AEO: Be cited in AI-generated answers
GEO: Appear in AI synthesis and generative summaries
Final Thoughts: Why Move Now?
First-Mover Advantage: Many competitors are still SEO-only. Smart AEO adoption now establishes dominance.
Zero-Click Shift: With 58.5% of US searches ending without clicks, AEO helps maintain visibility even without direct site visits.
AI-Citation Credibility: Being the authoritative answer builds brand trust especially without traditional backlinks.
✅ AEO Action Plan: Start Here
- Map your question clusters using chat logs, search data, and competitor content.
- Audit existing pages for coverage gaps and optimise with conversational answers and schema.
- Develop new content for uncovered but valuable question clusters.
- Earn authority by securing high-quality citations and backlinks.
- Test with control groups, measure referral lift, and iterate based on results.
- Monitor and adjust performance using manual tracking or specialised AEO analytics tools.