How do answer engines decide what to cite?

AI answer engines pull from the web, but they don't read it the way humans do. They look for content that is clearly structured, directly answers a specific question, comes from a recognised and authoritative source, and is backed by consistent information across the web.

This means a page that says "we do great websites" is essentially useless to an LLM. But a page that says "a brochure website for a small business typically costs between £1,500 and £5,000 depending on complexity, number of pages, and custom design requirements" — that's something an AI will extract and cite.

What's the difference between SEO and AEO?

They're complementary, not competing. Think of it this way:

SEO focuses on keyword targeting, backlink building, technical performance (page speed, Core Web Vitals), and domain authority. The goal is to rank as high as possible in traditional search results.

AEO focuses on content structure, schema markup, direct question-and-answer formatting, and entity recognition across the web. The goal is to be the source that AI tools cite when answering queries.

A strong SEO foundation makes AEO significantly easier. If your site is fast, well-structured, and already indexable, you're halfway there. The gap is usually in how the content is written and marked up.

How to optimise your website for AEO

1. Structure content around questions people actually ask

Every page on your site should answer at least one specific question clearly and directly. Use your headings (H2, H3) as the questions themselves, and write the answer in the first sentence or two underneath. Don't bury the answer in the third paragraph — AI tools scan for direct, upfront responses.

2. Add schema markup

Schema markup is structured data that tells search engines and AI tools exactly what your content is about. For a service business, the most valuable types are FAQPage (for question-and-answer content), LocalBusiness (your name, location, services, contact details), and Service (individual service descriptions with pricing context).

This is the technical layer that most small business websites are missing entirely. It's not visible to visitors, but it's one of the strongest signals you can send to AI systems about what you do and where you do it.

3. Build your entity presence

AI tools build internal "knowledge graphs" — essentially maps of what entities (people, businesses, places) exist and what they're known for. To get your business recognised as an entity, you need consistent mentions across multiple sources: your Google Business Profile, LinkedIn, directory listings, and ideally press or guest content that references your business name, location, and services.

4. Write content with depth, not fluff

AI tools prefer content that demonstrates genuine expertise. A 200-word "about our services" page won't cut it. A 1,000-word article that breaks down exactly what a service involves, who it's for, what it costs, and why it matters — that's the kind of content that gets cited.

5. Don't neglect the technical basics

None of this works if your site isn't crawlable and indexable. Make sure your sitemap is submitted to Google Search Console, your robots.txt isn't blocking important pages, your site loads quickly, and your pages have proper meta titles and descriptions.

Does AEO replace SEO?

No. AEO doesn't replace SEO — it builds on top of it. A fast, well-structured website with strong content is the foundation for both. The difference is that SEO alone won't get you cited by AI tools, and as more people shift to AI-first search behaviour, the businesses that optimise for both will have a significant advantage over those that don't.

If you're already investing in your website and content, AEO isn't a massive extra effort — it's a layer of additional structure and intentionality that makes your existing work reach a much wider audience.