How AI has transformed search results: what is AEO, and can it replace SEO?

Classic SEO is undergoing a major transformation. Just a couple of years ago, getting to the top of search results required minimal effort: all you needed was an article with relevant keywords and a couple of links. Although this opportunity has partially remained, a new reality has emerged in parallel. In this reality, artificial intelligence independently decides what information to show first.

Today, users turn not only to Google Search, but also to AI Overviews, ChatGPT, Copilot, and Perplexity. This shifts the focus from SEO to AEO — a new approach to content creation. Its goal is not just to get into the search results, but to become part of the answer generated for the user.

SEO vs. AEO: the key difference

Classic SEO aims to get clicks from organic search through keywords, meta descriptions, links, and relevance. AEO optimizes content so that it becomes a source for the answer that the user sees directly in the AI assistant interface, bypassing the usual results. Examples: AI Overviews in Google (generative response + sources), Copilot in Bing (hybrid search and generation), ChatGPT with web access (answers with links). Research shows that today, about 65% of search queries end without clicks, as a brief AI response is sufficient for the user.

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How AI selects sources

The success of AEO depends on the ease of processing AI content. Models use an approach that combines data from the internet with their own knowledge. The selection of sources for citation is not a random process; it is subject to specific criteria that developers build into algorithms. The most significant factors are:

• clear structure: subheadings, formatting;
• conciseness: preference for short answers (2-3 sentences);
• relevance: new content has priority;
• authority: AI more often cites sources with well-structured, understandable content.

Understanding these criteria is the first step towards creating content that AI systems will consider reliable and worthy of inclusion in their response.

New performance indicators

Whereas CTR (click-through rate) used to be the main factor, it is now critically important to get into the AI response itself. AI often does not show an explicit link, limiting itself to text and a source icon. Even being in the top 3 in organic search does not guarantee clicks. This requires a revision of success metrics. The focus is now on indicators directly related to how actively AI uses content as a source of useful information:

• frequency of appearance in AI Overviews or Copilot responses;
• mentions of the brand/domain in responses (even without a click);
• position as a source.

These metrics are becoming the main indicators of visibility in the new paradigm. Specialized monitoring tools are already emerging that can analyze how successfully content is integrated into the ecosystem of generative AI responses, confirming their importance.

Creating content for AI output

Recommendations for adapting content are based on analysis of practice and research. A striking example is the work of Lauren Wells Medley (Director of Channels and SEO), who studied 3,000 citations in Google AI Overviews. Her analysis revealed key patterns to consider:

1. 32% of citations are structured lists.
2. AI prefers short paragraphs with clear answers.
3. Including the year in the title increases the chances.
4. The peak of citations is in the first 2-3 days after publication.
5. Frequent sources: YouTube, Wikipedia, LinkedIn.

This data is not just interesting — it forms the basis for a practical strategy for creating content focused on AI citations.

Key optimization principles

Based on the identified patterns and understanding of how AI works, specific recommendations have been formulated for authors and optimizers:

1. Answer at the very beginning. A clear, concise answer to the main query — right in the introduction, then details.
2. Structure. Use subheadings (H2-H3), short paragraphs, clear formatting.
3. Semantic markup. Add Schema.org for better AI understanding.
4. Facts instead of slogans. Clear facts and examples are more valuable than marketing phrases.
5. Relevance. Regular content updates are critical due to the peak in citations in the first few days and algorithms' preference for fresh data.

Following these principles significantly increases the chances of content being selected by AI as an authoritative source that shapes the final answer to the user.

The symbiosis of AEO and SEO

It is important to emphasize that AEO is not a replacement, but an important addition to traditional SEO and the original concept of GEO (Generative Engine Optimization), which focuses on AI building answers based on specific content. Effectiveness depends on the type of query and the specifics of the topic. Choosing the right combination of methods is the key to maximum audience reach in modern search ecosystems.

Caution when implementing AEO

The transition to AI optimization requires a balanced approach to avoid common mistakes. Two key pitfalls are particularly dangerous:

1. Don't sacrifice quality. Content consisting of dry facts without depth, analysis, or unique value may be cited by AI, but it will not inspire confidence in users who decide to visit the site.
2. Ignoring the technical foundation. Load speed, smartphone adaptation, and site security remain critical for both traditional SEO and the ability of AI crawlers to process content effectively.

Finding a balance between clarity for algorithms and genuine value for people is a new, complex, but necessary task for content marketers and SEO specialists.

Conclusion

Experts agree: AEO is not seen as a replacement for SEO, but as its natural evolution in the era of AI assistants. Content that is competently adapted to their requirements provides a unique opportunity to be noticed and cited even without direct user clicks. The battle for traffic and attention now begins not in the organic search results list, but in the text of the response generated by AI. Adapting web pages to this new reality, where AI is the main arbiter of information quality, is not a question for the future, but an urgent necessity today. The harmonious integration of AEO principles into existing SEO strategies is becoming a fundamental guarantee of online visibility.