AEO vs SEO

Instead of individual keywords, we type entire questions into the search slots. We talk to our devices. We no longer expect lists of links, but precise answers. And we know this: we used to google "buy shoes Berlin". Today we ask: "Where can I find sustainable sneakers in wine red in Berlin-Kreuzberg after 7 pm on a weekday?". Search engines such as Google - and "answer engines" such as ChatGPT, Perplexity & Co - have learned not only to understand these questions, but to answer them directly - often in the form of highlighted boxes (featured snippets), lists or entire paragraphs that appear directly on the search results page.

This is where the decisive change from a pure search engine to an answer engine begins. And this is where the wheat is separated from the chaff in digital communication.

From keyword to conversation: SEO meets AEO

For a long time, search engine optimization (SEO) was the measure of all things. It was about technically preparing a website so that it ranked well for certain keywords. SEO is the technical foundation and the clean architecture of a house - to make it easy for data brokers and search engines. It ensures that the doors are wide enough and the paths are well signposted. Without this foundation, there is not much going on in the domicile.

Answer Engine Optimization (AEO) builds on this. AEO focuses on the intention behind a search query, the "user intent". The aim is no longer just to be visible for a keyword, but to provide the best possible, most comprehensible and most direct answer to a specific question. The direct route to the guest toilet, so to speak, to stay in the picture. 

Short:

• SEO asked: "How do I manage to rank on page 1 for this keyword?"
• AEO asks: "How do I become the authoritative source that provides the comprehensive answer to a user question so that an AI selects my content for its direct answer and cites me as an authority?"

This shift is more than just a technical nuance. It is a paradigm shift that requires a new, more human form of digital strategy.

The opportunity: trust through relevance

Why is this so important? Because it fundamentally changes the relationship between providers and users. Those who provide precise and helpful answers are not only found, but also perceived as a trustworthy authority. It's no longer just about visibility, but about real relevance.

There is a huge opportunity here for companies, social organizations and public institutions. By placing the pressing questions of their target groups at the center of their content marketing, they create real added value. They go from being pure broadcasters to reliable partners. This not only strengthens brand development, but also promotes participation and transparency. A good response strategy is therefore also a contribution to digital justice because it makes knowledge more accessible. A contemporary user experience (UX) is the result - and at the same time the prerequisite.

Three steps to an answer-ready website

The good news is that any organization can start optimizing its content for the world of response engines. Often, huge budgets are not necessary, but a change in approach. Because even existing websites & platforms can be improved step by step.

• Identify questions: The first step is to really understand your customers or target group. What problems do they want to solve? What questions are they asking? Workshops and analyzing search queries are a good first step here.
• Structurecontent as answers: Content must be prepared in such a way that it is recognizable as a direct answer. Clear headings that formulate a question followed by a concise answer paragraph are ideal. FAQ sections and glossaries are becoming more important than ever. Simple language and a clear structure are not only good for machines, but also improve accessibility for all people.
• Create a technical basis: So that search engines understand the content as an answer, technical measures in the background, so-called "structured data", help. They act like labels that tell the algorithms: "Attention, here is a question and here is the right answer."

The downsides of the quick answer

However, despite all the euphoria surrounding the new response culture, it is also important to take a critical view. The development towards answer machines is not without its risks. The most prominent problem: if the machines deliver an answer directly, why should users still click on the original website? The so-called "zero-click search" is a real danger for anyone whose business model is based on website traffic.

At the same time, the power of Google and co. as central gatekeepers of knowledge is growing. They no longer just decide which sources are displayed, but curate and present the information themselves. This raises questions about neutrality, diversity of sources and intellectual property. Are complex topics being oversimplified? Is context lost when only a short snippet of an answer counts? A society that relies on pre-digested answers risks losing the ability to question critically and conduct in-depth research.

To make matters worse, this content itself is increasingly being created with helpers that make a click superfluous. A perfidious paradox and a very bad game, in which the first, important chance is unfortunately ... to play along. Because without doing so, you've already lost. 

The second chance is to hope that the digital world will find an ethically justifiable solution to this challenge. Because without it, the search engines providing the answers will do what they want or can do: Exploit everything and turn it into money.

More important than ever: your own website and communication as a single point of truth

It all sounds like a fever dream. It can become one. This makes it all the more important to have control over your own data, facts and statements. Your own communication on the various channels such as social media, newsletters, etc. But above all, the website - contrary to popular opinion - is not becoming obsolete, but more important than ever. Enormously important. 

However, the currency traffic is no longer important. More is more was yesterday (apart from all those who are turned off by advertising). Who, where and why is today. Those who still find their way to your website despite all the adversities need to be given a particularly good experience. Something that is more than just an answer, but a (digital) experience. Above all, B2B is the topic of the coming months and years. Otherwise, the online reputation train will continue elsewhere.

Until then, it is important to gain as much reputation as possible in the sources of the answer engines. 

Fewer clicks, more value: a new currency for success

The points of criticism are therefore more than justified. But they do not mean that change should be ignored. On the contrary: they require us to rethink how we measure success in the digital world. The mere click is becoming less important. It is being replaced by the new currencies mentioned above.

The decisive advantage lies in building authority and trust. If a search engine selects your content as the best answer, this is an honor for the moment. The brand becomes synonymous with expertise. In some cases, this reputation gain may even be more valuable than a fleeting website visit. The users who click on your site anyway do so with a much higher intention. They are already convinced of your expertise and are looking for a deeper interaction, product or service.

It is therefore a change from quantity to quality. This requires a new set of expectations. Instead of thousands of unqualified visitors, we gain a small number of highly interested and loyal contacts. 

AEO is also the ticket to the world of voice assistants. When you ask Alexa or Siri a question, there are no ten blue links. There is only one answer. Anyone who is not present here will be invisible in the auditory future. So it's all about a long-term digital strategy based on sustainable relevance rather than short-term traffic peaks.

Measuring AEO success: Three clear signs that it's working

Measuring success in Answer Engine Optimization (AEO) is crucial, but it works differently than it used to. Since users often receive the answer directly from the answer engine and no longer have to click at all, we need new
metrics.

Here are the three most important ones:

1. senders: get a direct response
The clearest sign of success is when your content appears directly in the response boxes of search engines, for example in Google's featured snippets. The Google Search Console is a great tool to see how often you are visible there. This presence is your new core metric - often more important than the mere click.

2. your brand becomes an authority
Whether in the search or in the chatbot: If users see your name again and again as a competent source, trust grows. They remember the name and search for it later. An increase in direct searches for brand names is therefore a strong signal that the AEO strategy is working.

3. AI systems cite you
When AI assistants like ChatGPT or Perplexity use and link to your content as a source for their answers, that's the jackpot. It's the ultimate proof that your content is considered so trustworthy and useful that it becomes "fodder" for the AI itself.

In short, AEO success is measured less by clicks and more by visibility, growing brand trust and your authority as a trusted source across the digital knowledge space.

Our contribution to a more comprehensible digital world

So we believe (better: know) that the future of the Internet lies in dialog. It's about creating connections, sharing knowledge and empowering people. For us, AEO is not a technical buzzword, but a tool for more ethical and user-centered communication - for now.

That's why we are happy to support you in actively shaping the change from SEO to AEO.

Here are three specific examples of how we can help:

• AEO potential analysis & workshops: We analyze your existing website and identify the most pressing questions of your target group. In a joint workshop, we develop a strategy on how you can become the first port of call for answers in your niche - and define new KPIs beyond pure clicks.
• Content strategy for answer formats: We design and create content that specifically addresses your users' questions. From FAQ hubs to how-to articles and video tutorials - we find the right format and ensure that your messages are clear, contextual and easy to understand.
• Technical implementation & UX optimization: We ensure that your website is not only optimized in terms of content, but also technically for response engines. We implement structured data, improve loading times and design a user experience that creates trust and invites users to interact.

The path to better digital communication begins with a willingness to listen and provide honest, well-founded answers. To test and remain vigilant, i.e. to keep a close eye on further developments. We are happy to help.