Understanding Their Roles in Digital Marketing
In this digital age, having an online presence is crucial for almost any business. In case you are operating any kind of online activity, be it a blog, an e-commerce website or a service-based business, you always want your target audience to get you without much hassle. This is where methods such as SEO and AEO also come into play.
You might know what SEO is – ‘search engine optimization’ – but for some of you, AEO or answer engine optimization might be a term that is not so common. However, whilst the intention to help users find content is evident for both, their strategies are not the same. In this post, we’ll explain what SEO and AEO are in the first place, what their main functions are as well as how both of them can be used in the common goal of increasing one’s online presence.
What is SEO?
Let’s start with the more familiar term: SEO. Search Engine Optimization is the process of improving your website and content so that it can be found on the search engine results pages (SERPs) more frequently. In other words, Search Engine Optimization is the practice of making sure that a website appears when users look up relevant subject matter.
Key Components of SEO:
- On-Page SEO:
On-Page SEO is all about optimising your website. Optimisation can include keywords, meta descriptions, heading structure, or the overall content. For example, if you are writing a blog about “best travel destinations,” you’ll strategically include this phrase throughout your content. - Off-Page SEO:
Off Page SEO is all about working on external factors such as backlinks from other high DA, PA websites that point to yours. The better the authority and credibility of your website the better it will rank in search engines. - Technical SEO:
This ensures your website is easy to crawl and index by search engines. Factors like fast loading speed, mobile-friendliness, and secure HTTPS connections are crucial here.
How SEO Works:
There are certain algorithm used by Google and other search engines to analyse your website. These algorithms helps Google to understand how relevant your website is for a users search query. If your content is well optimised and matches the user’s intent, your website has a better chance to rank higher. SEO is a never ending process and you have to be on toes all the time, it brings traffic to your website not overnight but for sure in a longer run it does.
What is AEO?
AEO, or Answer Engine Optimization as it is otherwise referred to, is such a new thing in the digital marketing world. At this point, when SEO is all about driving traffic to your website and landing it on the first page of search engines, AEO is trying to put an end to the user’s conflict. Think about when you ask Google or Alexa a question, and it gives you a short, precise answer. That’s AEO in action.
Key Components of AEO:
- Structured Data and Schema Markup:
Structured data act as a blueprint for search engines. Structure data allows the search engines to read and understand your content in a better manner. For example, schema markup can help in identifying key elements like FAQs, reviews, or recipes on your site. - Content That Answers Questions:
AEO or Answer Engine Optimization is a way to address user questions or queries. Writing in an FAQ style or creating how to guidelines is a great way to optimize for this. - Voice Search Optimization:
We all know there is a rise of voice assistants like Siri and Google Assistant. There are lot of people who are now asking questions through conversation with voice assistants. For example, instead of typing “best pizza near me,” they’ll say, “Where can I find the best pizza nearby?”
How AEO Works:
AEO focuses on making your content the most relevant answer to specific questions. This means using concise, easy-to-read formats like bulleted lists, tables, or step-by-step instructions. If done right, your content can appear as a featured snippet or voice response.
Core Differences Between SEO and AEO
Now that we know what SEO and AEO are, let’s dive into their differences.
1. Objective:
- SEO: The primary goal is to improve your website’s visibility on search engines. It’s about getting clicks and driving traffic.
- AEO: This is about providing direct answers to user queries. It focuses on helping users without necessarily driving them to your site.
2. User Intent:
- SEO: Covers a wide range of search intents-whether users want to learn something, buy a product, or find a local business.
- AEO: Primarily targets informational intent, where users are looking for quick answers to specific questions.
3. Implementation:
- SEO: Relies on traditional tactics like keyword optimization, link building, and technical fixes.
- AEO: Requires structured data, schema markup, and content tailored for voice and conversational searches.
4. Audience Behavior:
- SEO: Focuses on users who browse search results and click on links to explore websites.
- AEO: Targets users who want instant results, often through voice assistants or featured snippets.
5. Tools and Techniques:
- SEO: Common tools include Google Analytics, SEMrush, and Ahrefs for keyword research and performance tracking.
- AEO: Focuses on tools like structured data testing tools, JSON-LD generators, and voice query analyzers.
Example:
Imagine you’re a travel blogger:
- For SEO, you’d optimize your blog with keywords like “top destinations for 2024” and aim to rank on Google’s first page.
For AEO, you’d create an FAQ section answering questions like “What’s the best time to visit Paris?” and format it for voice search.
How SEO and AEO Complement Each Other
SEO and AEO are not mutually exclusive. In fact, they work best when combined. Think of them as two sides of the same coin.
Here’s How They Work Together:
- A strong SEO foundation supports your AEO efforts. For instance, a well-optimized blog post can also serve as a source for voice search answers.
- As user behaviour evolves, integrating both strategies ensures you’re reaching your audience, whether they’re browsing or searching for quick answers.
Example:
A local bakery can use SEO to rank for keywords like “best cupcakes in Mumbai” while also using AEO to answer queries like “What’s the price of a chocolate cupcake?”
When to Use SEO vs. AEO?
Prioritizing SEO:
- When your goal is to drive traffic to your website.
- Best for blogs, e-commerce sites, or any business that thrives on clicks and engagement.
Prioritizing AEO:
- When you want to capture voice search traffic or provide quick answers.
- Ideal for industries like healthcare, where users often search for symptoms or solutions.
Real-World Applications:
- SEO Example: A fashion brand optimizing its website to rank for “affordable summer dresses.”
- AEO Example: The same brand creates an FAQ section answering “What’s the best fabric for summer dresses?”
Conclusion
AEO and SEO focus on satisfying the diverse needs of customers. SEO is centered on increasing the amount of visitors and potential clients, while AEO seeks to respond efficiently to relevant user requests. Hence, both strategies complement each other effectively.
In today’s online working world, the great majority of searches are carried out by voice commands or mobile devices. Therefore, incorporating AEO into your SEO strategy is a guaranteed way to maintain a competitive edge. So, if it is clicks or ‘quick answers’ that you are after then you are taken care of as both SEO and AEO strategies are for your success.
In case you do not know how to begin, pick first your potential customers’ needs and their current query patterns. By employing both SEO and AEO in proportional amounts, you will enhance the volume of visitors to your pages as well as effectively meet their needs.
