“Should I be doing AEO or SEO?” is the wrong question. You need both. But they are different disciplines, and it helps to understand what each one is actually doing before you start.
What SEO is trying to do
SEO (Search Engine Optimisation) is about ranking your pages in search engine results. When someone types “web designer Johannesburg” into Google, SEO is what puts you on page one. The goal is visibility in the list of results.
The main levers are: technical site health, keyword research, on-page content, and backlinks. It is a well-established field with clear signals and measurable outcomes.
What AEO is trying to do
AEO (Answer Engine Optimisation) is about being cited in AI-generated answers. When someone asks Google “what should I look for in a web designer?”, AEO is what makes your content appear in the AI Overview at the top, before the list of results.
The main levers are: content structure, direct answers to questions, schema markup, and E-E-A-T signals. It is newer, less certain, but increasingly important.
Where they overlap
Quite a lot, as it turns out. Both reward useful content. Both reward technical site health (fast pages, mobile-friendly, crawlable). Both benefit from backlinks and mentions from credible sources.
Research suggests that 92% of content cited in AI Overviews already ranks in the top 10 organic results. In other words, if you are doing SEO well, you have a strong foundation for AEO.
Where they differ
The biggest difference is the format. SEO rewards comprehensive, well-structured pages. AEO rewards direct, self-contained answers.
A page optimised purely for SEO might have a 1,500-word guide that covers a topic in depth. That is great for ranking. But if none of those 1,500 words answer a specific question directly and concisely in the first paragraph, the AI is not going to pull from it.
AEO also cares more about authority signals. A named author with a credible bio, citations, and external mentions from trusted sources all increase your chances of being cited by AI tools.
What you should actually do
You do not need two separate content strategies. Think of AEO as an upgrade layer on top of your existing SEO work.
The practical additions are: answer questions directly at the start of sections, add FAQ schema to your pages, and make sure your site has clear author information and a consistent About page.
You do not need to choose between ranking in search results and appearing in AI answers. For most small businesses, the same piece of content can do both, if it is written and structured correctly.
Read next
What is AEO?
How to write content that AI answers will quote
Or go deeper with AEO for South African Small Businesses: The Complete Guide.
Need a hand?
If your SEO needs work before you think about AEO, have a look at our SEO services or get in touch.
